Sales Leader - Powersports Dealership

Department: Motorcycle Sales
Reports To: General Manager
Employment Type: Full-Time
Location: Northern California
Pay Range: $6,000.00 – $10,000.00 per month, plus commission
Benefits: Medical, Dental and Vision, 401K Plan

POSITION SUMMARY

We are looking for a mid-level or senior level sales leader responsible for supporting the daily performance, development, and success of the motorcycle sales team.

Working under the direction of the General Manager, the Sales Leader provides daily coaching and accountability to Sales Associates, monitors sales activity and production, supports customer follow-up, assists with inventory and merchandising initiatives, and helps ensure the sales department consistently delivers an exceptional customer experience.

The Sales Leader serves as a working leader and resource for the sales team, helping Sales Associates develop their skills, improve productivity, advance customer opportunities, and achieve individual and department goals.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Sales Leadership & Performance

• Achieve monthly and annual unit sales, gross profit, customer experience, and department performance objectives.
• Review month-to-date unit and profit performance and compare results against established goals.
• Monitor Sales Associate production, activity, appointments, customer follow-up, and overall performance.
• Review department scoreboards and CRM information to ensure sales activity and production numbers are accurate and current.
• Identify performance trends, opportunities for improvement, and Sales Associates who are exceeding expectations.
• Assist management in establishing individual and team sales goals.
• Coach Sales Associates on sales processes, customer engagement, prospecting, appointment setting, presentations, test rides, and closing opportunities.
• Provide additional coaching, training, and support to Sales Associates who are below established performance expectations.
• Recognize and encourage Sales Associates who exceed expectations and provide opportunities for them to share successful techniques with the team.

Daily Sales Management

• Review web leads in a timely manner and coordinate appropriate follow-up with Sales Associates.
• Review CRM activity and ensure customer opportunities are properly documented and advanced through the sales process.
• Review daily production and activity metrics, including motorcycles sold, test rides, dealer tours, appointments, inquiries, greetings, prospecting calls, motorcycle presentations, and other applicable sales activities.
• Conduct a brief daily sales huddle prior to store opening to review the previous day's results, current-day objectives, sales opportunities, and department priorities.
• Use daily performance information to determine appropriate coaching, follow-up, and accountability actions.
• Ensure the sales floor is properly prepared, organized, professional, and ready for customers each day.
• Assist Sales Associates in identifying the next appropriate step for customer opportunities and help remove obstacles that may prevent a successful sale.
• Monitor customer opportunities and follow-up activity throughout the day.

Management Communication & Accountability

• Prepare information for management meetings regarding department production, month-to-date unit and profit performance, staffing needs, and areas requiring additional support.
• Communicate sales performance trends and significant opportunities or concerns to the General Manager.
• Participate in management meetings and collaborate with other department leaders to support an efficient customer path from initial contact through delivery.
• Help ensure customer information and delivered-unit information is accurately communicated to the appropriate departments.
• Provide daily and monthly sales production updates to the General Manager and update all reporting DOCs daily.
• Maintain clear and timely communication with management regarding staffing, customer opportunities, sales performance, and department needs.

Customer Experience

• Support Sales Associates in delivering a professional, consistent, and customer-focused sales experience.
• Assist with customer presentations, product demonstrations, test rides, negotiations, and closing opportunities when appropriate.
• Monitor customer opportunities in the CRM and help ensure timely follow-up.
• Assist Sales Associates with customers who require additional attention or management involvement.
• Help coordinate the customer path between sales and other dealership departments to support an efficient and positive delivery experience.
• Promote a professional, respectful, and welcoming environment for customers and employees.

Coaching & Team Development

• Conduct regular one-on-one coaching with team members. 
• Review CRM activity and production results with team members to identify areas for improvement.
• Provide coaching in areas including training, motivation, prospecting, customer follow-up, appointment setting, presentations, and closing.
• Help Sales Associates understand performance expectations and develop actionable plans to achieve established goals.
• Follow up on coaching conversations and document progress.
• Assist with onboarding and training new sales personnel.
• Encourage teamwork, accountability, professional development, and a positive sales culture.
• Conduct periodic assessments of product knowledge, sales-process knowledge, and dealership procedures with Sales Associates and Assistant Sales Managers, as applicable.
• Identify training needs and coordinate or provide additional training as appropriate.

Inventory, Merchandising & Website Accuracy

• Review the dealership website regularly to identify inaccuracies involving vehicle inventory, availability, pricing, descriptions, or other sales-related information and communicate corrections as appropriate.
• Review new and used motorcycle inventory levels and days of supply on a regular basis.
• Identify inventory that may require additional sales focus, merchandising, pricing review, or other action based on age, supply, market conditions, or sales performance.
• Assist with processing or placing applicable requests/orders, including RG orders, when authorized and appropriate.
• Direct Sales Associates to maintain a fresh, professional, and customer-ready showroom and sales floor.
• Ensure aging or distressed inventory receives appropriate merchandising attention and is positioned to receive increased customer exposure.
• Collaborate with the Marketing Department to ensure aging, distressed, or priority inventory is appropriately highlighted in applicable marketing channels.
• Work with management and other departments to support effective inventory presentation and sales opportunities.

Performance Management

• Apply dealership performance standards consistently and professionally.
• Document coaching and performance discussions in accordance with dealership policies and applicable law.
• Provide employees with clear expectations, feedback, and reasonable opportunities to improve performance.
• Escalate performance concerns to the appropriate manager or Human Resources representative when necessary.
• Follow established company procedures regarding corrective action, performance improvement, and employment decisions.
• Maintain appropriate confidentiality regarding employee performance and personnel matters.

QUALIFICATIONS

Required

• Demonstrated experience in motorcycle, automotive, powersports, retail, or comparable sales.
• Prior experience providing leadership, coaching, mentoring, or training to sales professionals.
• Demonstrated ability to analyze sales performance and activity metrics.
• Strong customer-service and communication skills.
• Ability to coach and motivate individuals with different levels of experience and performance.
• Strong organizational and time-management skills.
• Ability to work effectively in a fast-paced sales environment.
• Ability to use CRM systems and common business software.
• Ability to maintain confidentiality and exercise sound judgment when handling customer and employee information.
• Valid Driver's License with an acceptable driving record. 

Preferred

• Previous experience as a Sales Lead, Senior Sales Consultant, Assistant Sales Manager, Sales Manager, Team Lead, or comparable position.
• Motorcycle, powersports, or automotive dealership experience.
• Experience with dealership CRM systems and sales-performance reporting.
• Experience with manufacturer-sponsored sales programs and dealership events.
• Experience with inventory management, merchandising, digital retailing, or dealership marketing.

PHYSICAL AND WORK ENVIRONMENT

This position operates primarily in a motorcycle dealership environment and may require frequent interaction with customers and employees throughout the sales floor, showroom, offices, and vehicle display areas.

The position may require extended periods of standing and walking, frequent communication with customers and employees, and movement throughout the dealership and sales lot.

Reasonable accommodations may be available to enable qualified individuals with disabilities to perform the essential functions of the position, consistent with applicable law.

SCHEDULE

This is a full-time position. The schedule may include weekends, evenings, holidays, and other hours based on dealership operating hours and business needs.

EQUAL EMPLOYMENT OPPORTUNITY

We are an equal opportunity employer. We are committed to providing a workplace free from unlawful discrimination and harassment. Employment decisions are made without regard to legally protected characteristics under applicable federal, state, or local law.

CALIFORNIA FAIR CHANCE STATEMENT

We consider qualified applicants with criminal histories in accordance with applicable California law, including the California Fair Chance Act.

COMPENSATION DISCLOSURE

The anticipated pay range for this position is $6,000.00 – $10,000.00 per month, plus commission, depending on experience, dealership volume and production. The actual compensation offered may depend on qualifications, experience, skills, performance, and other lawful factors.

Where applicable, the company will provide compensation information in accordance with California pay-transparency requirements.

IMPORTANT NOTICE

This job description describes the general nature and level of work performed by individuals in this position. It is not intended to be an exhaustive list of all duties, responsibilities, or qualifications. Duties and responsibilities may be modified as business needs change.