Vice President of Sales

Automotive Dealership Technology & Services Experience Required

Location: Remote, United States (Eastern or Central time preferred)

Reports to: Chief Executive Officer

About Better Car People

Better Car People is a leading provider of AI-powered technology, customer engagement services, and training solutions for automotive dealerships.

We help dealerships sell more vehicles, improve service operations, increase customer retention, and deliver a better customer experience. Our solutions include AI-powered voice and lead response technology, outsourced Sales and Service BDC services, customer loyalty programs, and professional training. We serve more than 1,600 dealerships nationwide and work with leading automotive manufacturers, including General Motors, Ford, and Stellantis.

Backed by Abry Partners, we are investing in our technology, our people, and our ability to serve a growing automotive retail market.

The Opportunity

We are seeking an experienced Vice President of Sales to lead and grow our direct sales organization, with responsibility for new business across individual dealerships and large dealer groups throughout the United States.

Reporting directly to the CEO and serving as a member of the executive leadership team, this individual will be responsible for developing and executing our sales strategy, leading our sales organization, and driving consistent, predictable revenue growth.

The VP of Sales will lead an established inside sales team of approximately ten representatives, supported by sales development and revenue operations resources. Most selling is conducted by phone and video, with direct engagement on strategic

dealer group opportunities.

This is a hands-on leadership role for someone who enjoys building high-performing teams, developing sales talent, improving sales execution, and driving results.

We are specifically seeking a leader with significant experience selling automotive technology or services directly to dealerships (Tier 3), including both large dealer groups and individual rooftops. The ideal candidate understands how dealerships operate, how purchasing decisions are made, and what it takes to build lasting relationships in the automotive retail market.

This is an opportunity to help scale an established business with a strong customer base, valuable manufacturer relationships, and an expanding portfolio of technology and services.

Key Responsibilities

• Sales Leadership and Revenue Growth
• Lead the direct sales organization, with responsibility for achieving new business revenue and bookings targets.
• Develop and execute sales strategies for individual dealerships, small and mid-sized dealer groups, and large multi-location organizations.
• Establish clear sales goals, territories, quotas, and performance expectations.
• Build a consistent, scalable sales process that improves productivity, conversion rates, and overall sales performance.
• Maintain an accurate sales forecast and provide regular reporting to executive leadership.
• Personally engage in strategic sales opportunities and help the team close significant transactions.
• Identify opportunities to expand relationships with existing dealership customers through additional products and services.

Team Leadership and Development

• Lead, coach, and develop a high-performing inside sales organization.
• Recruit, hire, and retain talented sales professionals as the business expands.
• Establish effective onboarding, training, and professional development programs.
• Create a culture of accountability, collaboration, and achievement.
• Provide regular coaching, performance feedback, and support to help team members succeed.
• Build a strong leadership structure capable of supporting continued growth.

Sales Operations and Execution

• Drive consistent use of Salesforce for pipeline management, forecasting, and sales reporting.
• Establish and monitor key sales metrics, including pipeline generation, conversion rates, sales productivity, and quota attainment.
• Identify opportunities to improve sales processes, shorten sales cycles, and increase average contract value.
• Partner with Finance and Revenue Operations on sales planning, territories, quotas, and incentive compensation.
• Ensure the organization has the tools, processes, and resources needed to achieve its objectives.

Cross-Functional Collaboration

• Work closely with Marketing to strengthen lead generation and sales pipeline development.
• Partner with Customer Success to identify expansion opportunities, support customer retention, and ensure smooth transitions from sales to implementation.
• Coordinate with our OEM team to capitalize on opportunities created through manufacturer programs and relationships.
• Collaborate with Product and Operations leadership to bring market feedback into product development and service delivery.
• Represent Better Car People at industry events, dealer group meetings, and strategic customer engagements.

Qualifications

Required Experience

• Significant experience selling automotive technology products or services directly to franchised automotive dealerships (Tier 3), including both large dealer groups and individual rooftops.
• Proven success leading a sales organization focused on the automotive dealership market.
• Strong understanding of automotive retail operations, dealership economics, and the purchasing and decision-making processes of dealer principals, general managers, fixed operations leaders, and dealer group executives.
• Demonstrated success building, developing, and leading high-performing sales
• teams, including inside sales organizations.
• Experience selling recurring-revenue technology products, SaaS, or technology- enabled services to dealerships.
• Proven ability to manage both transactional sales to individual dealerships and complex sales involving large dealer groups.
• Strong capabilities in sales forecasting, pipeline management, sales processes, and performance measurement.
• Demonstrated success recruiting, coaching, and retaining successful sales professionals.
• Strong leadership, communication, relationship-building, and analytical skills.
• Proficiency with Salesforce or a comparable CRM platform.

Direct dealership sales experience is mandatory. We are seeking an established automotive industry sales leader, not someone looking to transition into automotive retail. Experience exclusively selling to automotive manufacturers (OEMs), or general

B2B or SaaS sales experience without direct dealership sales experience, does not meet the requirements for this position.

Preferred Experience

• Experience in automotive AI, dealership CRM, BDC services, lead management, customer engagement, or related dealership technologies.
• Established relationships with dealer groups and decision-makers across the automotive retail industry.
• Experience working in a private equity-backed or high-growth organization.
• Familiarity with structured sales methodologies and sales enablement programs.
• Demonstrated success scaling sales organizations and delivering measurable improvements in revenue growth, productivity, and sales performance.

What Success Looks Like

• The successful candidate will establish a disciplined, high-performing sales organization
• capable of delivering predictable and sustainable growth.
• Key measures of success include:
• Consistent achievement of new business bookings and revenue targets.
• Improved sales pipeline quality, conversion rates, and forecast accuracy.
• Increased productivity and quota attainment across the sales organization.
• Successful recruitment, onboarding, and development of sales talent.
• Growth in larger dealer group accounts and multi-product sales.
• Strong alignment between Sales, Marketing, Customer Success, and our OEM organization.
• A scalable sales organization with clear processes, strong leadership, and consistent execution.

Compensation and Benefits

• Better Car People offers a competitive executive compensation package, including:
• Base salary: $200,000 to $240,000
• On-target total cash compensation: $375,000 to $450,000
• Uncapped incentive compensation with accelerators for exceeding performance goals
• Participation in the company's management equity incentive plan
• Health benefits and paid time off

Location and Travel

This is a remote position based in the United States, with a preference for candidates located in the Eastern or Central time zones.

Regular travel to company offices in Monroe, North Carolina, and Boca Raton, Florida, will be required, along with visits to dealership customers, dealer groups, and industry events.

Expected travel is approximately 25%.

Why Join Better Car People?

Better Car People is at an exciting point in its growth.

We have an established customer base, strong relationships with leading automotive manufacturers, a growing portfolio of AI-powered solutions, and significant opportunities to expand our presence across the automotive retail market.

Our combination of advanced technology, experienced people, and deep automotive expertise gives us a differentiated position in the industry.

As Vice President of Sales, you will have the opportunity to make a meaningful impact on the company's growth, develop a talented sales organization, and play an important role in shaping our future.

We are looking for a proven automotive sales leader who understands this industry, knows how to build a great team, and is ready to help take Better Car People to the next level.