B2B Sales Manager

About the Role

We are seeking an experienced B2C Sales Manager to lead and manage the company's automobile showroom sales operations in Lagos. The successful candidate will be responsible for achieving sales objectives, managing sales performance, developing and motivating the sales team, optimizing the customer conversion funnel, controlling pricing and gross profit, and ensuring the effective implementation of the complete vehicle sales process.

The ideal candidate should have strong knowledge of the Nigerian passenger car market, particularly the Lagos market, and experience managing B2C automotive sales teams.

1. Sales Objectives & Performance Management

• Translate the company's monthly and quarterly sales goals into individual targets for each Sales Consultant, including monthly sales thresholds and vehicle gross profit targets.
• Monitor and optimize the sales funnel, including lead response time, invitation/appointment arrival rate, test-drive rate, transaction conversion rate, and customer referral/re-referral rate.
• Follow up on Meta/Instagram and Jiji online leads and supervise the quality of lead solicitation and customer engagement to minimize lead wastage.
• Conduct regular competitor research covering local competitor pricing, promotional activities, priority models, and market positioning, and provide market analysis to management.
• Plan and coordinate exhibition and promotional activities, including Independence Day, holiday, and group-shopping campaigns.
• Develop promotional policies, pricing and quotation strategies, control minimum/base selling prices, and ensure healthy and reasonable gross margins.
• Prepare daily, weekly, and monthly sales reports covering sales volume, gross profit, lead performance, lost-customer analysis, key issues, and improvement actions.

2. Sales Team Management

Manage and develop the Local Sales and Invitation Specialist teams, including:

• Recruit, interview, onboard, train, coach, and develop sales team members.
• Develop sales appraisal systems, performance targets, and profit-based incentive structures.
• Organize daily morning and evening sales meetings to review previous-day sales performance, lost customers, and key issues.
• Conduct regular training on:
• Vehicle and model knowledge
• Competitor and product comparisons
• Customer invitation and engagement scripts
• Negotiation techniques
• Objection handling
• Customer grading and management
• Implement A/B/C/D customer classification and ensure appropriate follow-up strategies for each customer category.
• Manage staff attendance, scheduling, and daily sales activities.
• Monitor customer records and test-drive follow-up records to ensure timely and consistent engagement.
• Coach underperforming employees and take appropriate action where performance does not improve.
• Support the identification and removal of consistently unqualified employees while working to reduce unnecessary staff turnover.
• Manage sales resource allocation, including lead distribution, test-drive scheduling, and vehicle reservations.
• Ensure A- and B-grade high-intention customers receive appropriate priority in the allocation of sales resources.

3. Showroom Sales Process & On-Site Sales Control

• Implement and maintain the complete showroom sales SOP covering:
• Customer reception
• Customer needs assessment
• Vehicle/model presentation
• Test-drive process
• Quotation and negotiation
• Contract signing
• Vehicle delivery
• Monitor showroom and display vehicle conditions, ensuring vehicles are clean, powered, functional, and properly presented.
• Maintain high standards across the showroom environment, including exhibition areas and customer negotiation spaces.
• Handle major customer complaints, complex negotiations, and high-value customer engagements.
• Coordinate with Aftersales and Inventory departments to resolve customer issues efficiently.
• Review and control sales contracts, quotations, and orders to prevent inaccurate quotations, false promises, or exaggerated commitments to customers.
• Promote the implementation of the customer referral/re-referral policy.
• Ensure a positive vehicle delivery experience to strengthen customer satisfaction, reputation, and customer referrals.

4. Inventory Management & Cross-Functional Collaboration

• Analyze sales data and provide inventory recommendations to management, including replenishment of fast-moving models and strategies for moving slow-selling vehicles.
• Work with the Inventory department to verify available vehicles, models, and colour configurations.
• Ensure the sales team has accurate and up-to-date inventory information and prevent situations where vehicles are sold without confirmed availability.
• Collaborate with Meta/Instagram advertising and social media teams to support lead generation and sales activities.
• Provide sales-related content and materials, including customer cases and sales insights, to support marketing activities.
• Collaborate with the Aftersales team to resolve customer automotive-related issues.
• Monitor and control Sales department expenses, including marketing materials, customer gifts, promotional activities, and event expenses.

5. Customer Management

• Supervise customer grading and classification using the A/B/C/D system.
• Ensure appropriate customer follow-up frequency based on customer category and purchase intention.
• Manage and reactivate the dormant/"sleeping" customer pool.
• Follow up on customer return visits and post-sales engagement.
• Collect customer feedback and identify opportunities to improve customer experience.
• Drive customer referrals and re-referrals through effective relationship management and customer satisfaction.

REQUIREMENTS

• 2–4 years of B2C sales management experience, preferably within a local automotive showroom or dealership in Nigeria.
• Strong understanding of the Lagos passenger car market.
• Experience with Geely, Changan, or other independent automotive brands is preferred.
• Fluent in English with strong communication and interpersonal skills.
• Strong understanding of local customer behaviour, purchasing habits, and consumption patterns.
• Familiarity with customer acquisition and lead channels including Jiji, Meta, and Instagram.
• Strong understanding of the complete automotive sales cycle:
• Lead Generation → Invitation → Customer Reception → Test Drive → Negotiation → Closing → Delivery → Aftersales/Customer Follow-up
• .
• Proven ability to manage, train, motivate, and develop sales teams.
• Strong data-analysis and reporting skills with the ability to identify successful sales practices and replicate them across the team.
• Strong resilience and ability to work effectively under sales and performance pressure.
• High level of integrity and professionalism.
• Strong ability to manage pricing and protect the company's minimum/base price and gross-profit requirements.
• Ability to prevent unreasonable customer promises and ensure sales commitments are aligned with company policies.

KPI ASSESSMENT INDICATORS

Performance will be assessed monthly based on:

• Sales Target Completion Rate
• Average Vehicle Gross Margin
• Lead Engagement Rate
• Test-Drive Rate
• Transaction Conversion Rate
• Lead Response Time Compliance
• Sales Team Retention Rate
• Number of Customer Complaints
• Number of Customer Referrals/Re-referrals
• Sales Report Compliance
• SOP Implementation and Compliance

WHAT SUCCESS LOOKS LIKE

The successful B2C Sales Manager will be expected to drive consistent sales growth, improve lead-to-sale conversion, maintain healthy vehicle gross margins, build a high-performing sales team, strengthen customer relationships, and ensure that showroom sales processes are consistently followed from initial lead engagement through delivery and aftersales follow-up.

Work Location: In person