Assistant Sales Manager
Position Summary
The Assistant Sales Manager plays a key leadership role within the Motorcycle Sales Department, partnering with the Sales Manager to drive sales performance, develop talent, and deliver an exceptional customer experience. This position is responsible for assisting with daily sales operations, desking and structuring deals, coaching Fit Specialists throughout the sales process, and helping customers confidently take the next step toward motorcycle ownership.
Success in this role requires strong leadership, exceptional communication skills, a passion for Harley-Davidson motorcycles and culture, and the ability to create winning outcomes for both customers and the dealership. The Assistant Sales Manager serves as a mentor, coach, and trusted resource who helps elevate the performance of the entire sales team.
Position Highlights
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Assist in leading daily Motorcycle Sales Department operations.
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Desk, structure, and close retail sales transactions.
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Coach and develop Fit Specialists throughout the customer journey.
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Drive sales performance while protecting profitability.
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Maintain an outstanding customer experience from first greeting through delivery.
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Promote Harley-Davidson products, financing, protection products, and riding lifestyle.
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Foster a positive, high-performance, team-oriented culture.
Key Responsibilities
Sales Leadership & Coaching
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Lead by example through professionalism, integrity, and a customer-first mindset.
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Assist in supervising, motivating, and developing the Motorcycle Sales team.
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Provide real-time coaching during customer interactions and negotiations.
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Conduct customer turnovers and assist Fit Specialists in advancing deals through the sales process.
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Help new and existing team members improve product knowledge, sales techniques, and closing skills.
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Reinforce dealership sales processes, CRM expectations, and follow-up standards.
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Promote accountability while recognizing and celebrating team success.
Sales Operations
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Desk and structure motorcycle purchase transactions.
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Assist in negotiating and closing sales while maximizing customer satisfaction and dealership profitability.
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Work collaboratively with Finance & Insurance to ensure smooth transaction flow.
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Maintain accurate documentation throughout the sales process.
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Monitor inventory and recommend appropriate motorcycles based on customer needs.
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Assist with pricing strategies, trade evaluations, and inventory presentation.
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Support achievement of monthly sales, gross profit, CSI, and departmental objectives.
Customer Experience
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Deliver a premium buying experience that reflects the Harley-Davidson brand.
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Build trust and long-term relationships with customers.
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Resolve customer concerns professionally and promptly.
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Ensure customers understand available products, accessories, financing, protection plans, and ownership opportunities.
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Support memorable motorcycle deliveries that create lifelong Harley-Davidson enthusiasts.
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Encourage customer participation in dealership events, H.O.G. activities, and future service opportunities.
Team Development
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Mentor Fit Specialists through daily coaching and performance feedback.
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Assist with onboarding and training new sales team members.
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Share best practices and continuously improve sales techniques across the department.
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Help maintain a positive, collaborative, and accountable work environment.
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Reinforce dealership policies, ethical selling practices, and compliance standards.
Operational Excellence
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Ensure CRM activities, prospecting, and customer follow-up are completed consistently.
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Monitor daily sales activity and assist in achieving departmental performance goals.
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Maintain showroom standards and motorcycle presentation.
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Participate in sales meetings, manufacturer training, and dealership development initiatives.
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Support dealership events, promotions, and community outreach activities.
Qualifications
Required
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Minimum two (2) years of motorcycle, automotive, powersports, or other high-volume retail sales leadership experience.
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Demonstrated success closing sales and achieving performance goals.
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Experience desking and structuring retail purchase transactions.
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Strong negotiation and customer relationship skills.
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Excellent verbal and written communication abilities.
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Ability to motivate, coach, and develop high-performing sales professionals.
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Strong organizational skills with the ability to manage multiple priorities.
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Valid driver's license with an acceptable driving record.
Preferred
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Harley-Davidson dealership experience.
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Knowledge of CRM systems and dealership management software.
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Experience leading performance through coaching, accountability, and mentorship.
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Passion for motorcycles and the Harley-Davidson lifestyle.
Leadership Expectations
Leaders at our dealerships are expected to lead with integrity, accountability, and a commitment to developing others. Assistant Sales Managers create a culture of teamwork, coach employees through both successes and challenges, hold themselves and others accountable to high standards, embrace continuous improvement, and represent the Harley-Davidson brand with professionalism in every customer and employee interaction.
Core Competencies
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Leadership
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Sales Coaching
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Customer Relationship Management
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Negotiation
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Closing Skills
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Deal Structuring
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Performance Management
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Communication
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Team Development
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Problem Solving
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Business Acumen
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Time Management
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Adaptability
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Professionalism
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Integrity
Physical Requirements
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Frequently stand and walk throughout the showroom and dealership.
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Sit for extended periods while completing sales transactions and administrative tasks.
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Frequently use a computer, telephone, and other office equipment.
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Occasionally push, pull, or move motorcycles with assistance.
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Lift and carry up to 25 pounds occasionally.
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Ability to work evenings, weekends, holidays, and dealership events as business needs require.
Working Conditions
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Primarily works in a climate-controlled showroom environment.
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Regular movement between showroom, sales offices, service department, and dealership grounds.
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May occasionally be exposed to outdoor weather conditions while assisting customers.
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May be exposed to gasoline, cleaning chemicals, battery acid, exhaust fumes, and other materials commonly found in a motorcycle dealership.
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Fast-paced environment requiring frequent interaction with customers, employees, and business partners.
What Success Looks Like
Successful Assistant Sales Managers:
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Inspire and develop a high-performing sales team.
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Consistently help the department achieve or exceed sales and profitability goals.
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Create exceptional customer experiences that build long-term loyalty.
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Coach Fit Specialists to continuously improve their performance.
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Maintain strong collaboration with Finance, Parts, Service, and MotorClothes departments.
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Lead with professionalism, accountability, and a genuine passion for the Harley-Davidson lifestyle.
Benefits
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Competitive base salary plus performance-based incentive opportunities
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Monthly and annual bonus potential
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Medical, Dental, Vision, Disability, and Company-Paid Life Insurance
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401(k) with Company Match
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Paid Time Off and Paid Holidays
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Employee Purchase Program
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Paid Training and Professional Development
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Career Advancement Opportunities within our growing dealership organization
Equal Employment Opportunity
We are proud to be an Equal Opportunity Employer and are committed to creating an inclusive workplace where every employee is treated with dignity and respect. Employment decisions are based on qualifications, merit, performance, and business needs without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information, sexual orientation, gender identity, or any other characteristic protected by applicable federal, state, or local law.
