Roadway Auto & Sport is looking for an experienced, driven, and hands-on General Sales Manager to lead our Regina location.

We are looking for more than someone who can sell cars. We want a leader who can run the sales floor, develop people, understand financing, manage inventory, build a strong social media presence, and take ownership of the overall performance of the store.

What We’re Looking For The ideal candidate is highly experienced in the automotive industry and has a strong understanding of both Prime and Subprime financing.

You should be comfortable leading from the front. You are not someone who manages from an office—you are involved with your team, customers, deals, inventory, training, and day-to-day operations.

Key Responsibilities

- Lead, motivate, coach, and develop the entire sales team.
- Be highly knowledgeable in Prime and Subprime automotive financing, including deal structure, lender relationships, approvals, and overcoming financing challenges.
- Work closely with the Finance Department to maximize approvals, gross profit, and customer satisfaction.
- Take ownership of the sales process and ensure every salesperson consistently follows the dealership's processes.
- Train salespeople on prospecting, needs analysis, presentations, demonstrations, negotiations, objection handling, closing, and follow-up.
- Step into difficult deals and help the team handle customer objections and close business.
- Handle customer concerns, escalations, and comebacks professionally and effectively.
- Lead by example—be visible, engaged, accountable, and willing to do what you expect your team to do.
- Understand and manage inventory, including aging, pricing, merchandising, vehicle mix, turn, and identifying inventory that requires immediate attention.




- Maintain strong awareness of every vehicle in inventory and ensure the sales team understands what is available and what needs to be sold.
- Work closely with the Service Department to manage recon, vehicle readiness, due bills, customer concerns, and sales/service communication.
- Be comfortable on camera and active on social media.
- Take a leadership role in creating dealership social media content, videos, vehicle presentations, promotions, and other marketing initiatives.
- Hold salespeople accountable for consistently creating and posting social media content and developing their personal brands.
- Help generate leads through social media and other creative prospecting strategies.
- Monitor lead activity and ensure internet leads, phone calls, walk-ins, credit applications, and follow-ups are handled properly.
- Conduct regular sales meetings, one-on-one coaching, role-playing, and training.
- Monitor individual salesperson performance and develop action plans for underperforming team members.
- Maintain strong communication between Sales, Finance, Inventory, and Service.
- Protect gross profit while maintaining a strong customer experience.
- Create a culture of accountability, urgency, teamwork, and continuous improvement.
- Take ownership of the overall performance of the Regina sales operation.

Who Will Succeed in This Position? We are looking for someone who:




- Has significant automotive sales management experience.
- Has strong Prime and Subprime financing knowledge.
- Understands how to structure and close challenging deals.
- Knows how to lead and develop a high-performing sales team.
- Understands automotive inventory management and aging.
- Is confident handling difficult customers and objections.
- Is comfortable being on camera and understands the importance of social media in today's automotive business.
- Can coach salespeople to become active and effective on social media.
- Is process-driven and holds people accountable.
- Has robust communication and leadership skills.
- Works well with Sales, Finance, Service, and Inventory departments.
- Leads by example rather than simply giving instructions.
- Is competitive, energetic, organized, and results-oriented.

This Is Not a Desk Manager Position We are looking for someone who wants to be in the action—working deals, coaching the team, talking to customers, reviewing inventory, creating content, solving problems, and driving the business forward.

You will be expected to know what is happening in your store and take ownership of the results.

If you are an experienced automotive leader who understands sales, Prime and Subprime finance, inventory, people development, processes, and modern social media selling, we would like to hear from you.

Position: General Sales Manager

Location: Regina, Saskatchewan

Company: Roadway Auto & Sport Inc.

Apply with your resume and a brief description of your automotive management experience, including your experience with Prime/Subprime financing, inventory management, and leading sales teams.

Pay: $160,000.00-$300,000.00 per year

Work Location: In person

📌 General Sales Manager (Regina)
🏢 Roadway Auto and Sport
📍 Regina