As General Manager, you will lead an established, full-service dealership in the high-ticket consumer products space that sells new and pre-owned products, along with financing, protection products, parts and service. You will sell to, and lead a sales team selling to, individual consumers, including many repeat buyers who are upgrading. This is a hands-on, player-coach role. You will spend approximately 15% of your time selling directly, 40% desking deals, coaching and recruiting salespeople, and the rest running dealership operations and finances. Most leads are inbound from the website, social media, digital advertising, walk-ins, and repeat and referral customers. This is not a cold-calling role. The dealership is located in the Barrie area and serves customers from across the region and the Greater Toronto Area. This is an existing position reporting to a Regional Vice President. The base salary is $120,000 – $150,000, plus bonuses.

COMPENSATION & BENEFITS

$120,000 – $150,000 CAD base salary, plus bonuses

Year 1 OTE: $150,000 – $175,000 CAD

Year 2 OTE: $150,000 – $200,000 CAD

Uncapped bonus tied to dealership profitability, paid monthly and annually

Monthly car allowance plus a gas card

Health benefits, partially company-paid

RRSP matching program

Company cell phone

15 vacation days, 5 sick days and 2 personal days per year

Salaried and paid year-round

Career advancement into senior management within a multi-location dealer group

THE COMPANY & CULTURE
Our client is an established, full-service dealership with a long-standing customer base in the Barrie area. It is part of a larger, Canadian-owned, multi-location dealer group. The dealership is supported by the group's purchasing power, inventory network, manufacturer relationships and in-house marketing team. It offers new and pre-owned product sales, financing and protection products, trade-ins, parts and accessories, and full-service maintenance and repair.

The culture is entrepreneurial and performance-driven. General Managers run their stores like owners: they are expected to understand their numbers, develop their people and make decisions without waiting for head office. Senior leadership is accessible and decides quickly. Company-wide turnover is under 10%, and many managers have been with the group for 10 to 20 years. The company expects honest dealing with customers and aims to hire for the long term.

OFFICE LOCATION & SALES TERRITORY

Location: in-store, Barrie area, Ontario

Work arrangement: full time in-store; no remote or hybrid option

Customer market: the Barrie area and the Greater Toronto Area

Hours: retail store hours. Weekends and evenings are required

Peak season: six days per week, approximately 50 to 60 hours per week in the first year, easing to about 50 hours once the team is built

Overnight travel: less than 5% (approximately once per year)

EXPERIENCE, BACKGROUND & EDUCATION REQUIREMENTS





5+ years of sales experience, including at least 2–3 years leading commissioned salespeople in a dealership or high-ticket retail environment

Face-to-face B2C retail sales and sales management experience: working and desking deals, negotiating, closing, and protecting front-end and F&I; gross profit

Relevant backgrounds include automotive, marine and powersports dealerships, and commission-driven furniture, mattress, pool and spa, and home-improvement retail. Industry experience is not required

Proven record of recruiting, training and developing salespeople

Experience managing inventory, including mix, aging, pricing and trade appraisal

Able to read a dealership or store P&L; and make operating decisions from it

Experience overseeing, or working closely with, service, parts, finance and administration departments is an asset

Must be available to work weekends, evenings and six-day weeks in peak season

Valid driver's licence and own vehicle required

Post-secondary diploma preferred

TECHNICAL SKILLS

Dealership CRM (any dealer CRM experience is transferable) – Intermediate

Microsoft Excel – Intermediate

Microsoft Word – Basic

Microsoft PowerPoint – Basic

Google Drive / Docs – Basic

THE PRODUCT / SERVICE / SOLUTION

New and pre-owned high-ticket consumer products from leading manufacturers

Financing and extended protection products sold with each purchase

Trade-ins and used-inventory acquisition

Parts, accessories and installations

Service, warranty and manufacturer-supported repairs, inspections and scheduled maintenance

PROSPECTIVE CUSTOMERS / INDUSTRY FOCUS / DECISION MAKER(S)

Individual retail consumers from a broad range of ages and backgrounds

First-time buyers as well as experienced owners upgrading or trading in

Existing owners who need parts, service, warranty work and upgrades

Customers come from across the Barrie area and the GTA

Decision-makers: the consumer, usually with one other person (a spouse or family member) involved in the decision

SALES CYCLE / ORDER VALUE / ACCOUNT SIZE

High-ticket consumer purchases, frequently financed and often involving a trade-in

Customers typically visit or speak with the dealership about three times before they buy

Customers buy again every several years, and much of the business comes from repeat buyers and referrals

Sales volume is higher during the dealership's peak season

COMPETITIVE ADVANTAGES

Long-standing presence and an established customer base in the Barrie area

Backed by a large,



multi-location dealer group, with purchasing power, manufacturer relationships and the ability to source inventory across locations

Offers the full ownership experience: new and used sales, financing, trades, parts and full-service repair

Dedicated group marketing team that creates and runs all campaigns and promotions

TYPICAL DAY & DUTIES

15% Selling directly to customers

40% Managing Others: desking and closing deals, daily coaching, reviewing leads and pipeline, recruiting salespeople

30% Dealership Operations: new and used inventory, trades, service and parts oversight, customer experience, promotions with the marketing team

15% Administrative and Financial Duties: P&L;, expenses, payroll and reporting

On a typical day you will run the sales floor, approve and desk deals, coach salespeople on follow-up and closing, review leads and outstanding opportunities in the CRM, and check inventory aging and pricing. You will also work with the Service Manager on deliveries and customer satisfaction, and step in wherever the store needs you. You will be responsible for growing the sales team and eventually developing a dedicated Sales Manager.

LEADS

The large majority of leads are inbound: website, social media, digital advertising, walk-in traffic, and repeat and referral customers

Outbound work is warm follow-up with past buyers and existing customers who are due to upgrade

Cold prospecting: minimal (less than 10% of time)

Leads are supplied and supported by the group's dedicated marketing team, in-store events and promotions

OVERNIGHT TRAVEL

Less than 5%, approximately once per year

Travel is for company or manufacturer training and events. Day-to-day work is in-store

SUPPORT & TRAINING

Onboarding includes job shadowing, mentoring, online training, external courses and certifications, and supplier and manufacturer tours

Sales and leadership onboarding: 3–4 weeks

Product training: 1–2 weeks

Working in the business and leading sales within 2–3 weeks of starting

Ongoing support from an accessible Regional Vice President and group leadership

WHY YOU SHOULD APPLY

Build the store: the mandate is to grow the sales team, develop a dedicated Sales Manager, and put your own stamp on the operation

Uncapped, profit-based bonus on top of a base of up to $150,000. Top performers in this role earn $250,000

Autonomy to run the dealership like an owner, with fast decisions from accessible senior leadership

Stable, long-tenured employer: under 10% turnover, and many managers with 10–20 years of tenure

Career advancement into senior management within a multi-location group, with expansion planned

Equal Opportunity Employer
Just Sales Jobs and our clients are equal chance employers. We do not discriminate. All candidates are evaluated solely on performance merit and organizational fit.

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📌 General Manager – Established Dealership, High-Ticket Consumer Products (Ontario)
🏢 Just Sales Jobs
📍 Ontario