Assistant Sales Manager

Harley-Davidson Dealership 

Position Summary

The Assistant Sales Manager supports the day-to-day performance of the motorcycle sales department, working closely with the General Sales Manager to improve lead conversion, protect gross profit, develop the sales team, and deliver a consistent customer experience.

This is a hands-on leadership role for someone who is comfortable coaching from the floor, managing activity in the CRM, assisting with deal structure, and holding the team accountable to established processes and performance standards. The successful candidate will be visible, engaged, and capable of stepping into greater departmental responsibility as the business grows.

Primary Responsibilities

• Support the General Sales Manager in the daily operation of the motorcycle sales department.
• Lead daily sales meetings, training sessions, and performance reviews as assigned.
• Coach Sales Associates on prospecting, customer engagement, product presentation, demonstration rides, follow-up, and closing.
• Monitor internet leads, phone opportunities, showroom traffic, appointments, and unsold follow-up through the CRM.
• Ensure every lead and customer interaction is documented accurately and followed according to dealership standards.
• Assist with deal structuring, desking, trade evaluations, pricing decisions, and gross-profit protection.
• Help maintain appropriate new and pre-owned inventory levels, merchandising standards, and aging controls.
• Review individual and departmental performance against established activity and production goals.
• Partner effectively with Finance, Parts, Service, and MotorClothes to create a coordinated customer experience.
• Assist with recruiting, onboarding, training, scheduling, and developing Sales Associates.
• Address customer concerns promptly and professionally.
• Maintain compliance with dealership policies, manufacturer standards, and applicable regulations.
• Assume leadership of the department when the General Sales Manager is unavailable.

Key Performance Indicators

Performance will be evaluated using a combination of:

• Retail motorcycle sales
• Front-end gross profit
• Lead-response time
• Appointment set, show, and sold ratios
• Closing percentage
• CRM utilization and follow-up compliance
• Trade and inventory-aging performance
• Customer satisfaction and online reputation
• Sales Associate productivity and development
• Departmental process consistency

Preferred Qualifications

• Previous motorcycle, powersports, automotive, or other high-value retail sales experience.
• Prior experience as a Sales Manager, Assistant Sales Manager, Finance Manager, Team Lead, or high-performing Sales Associate ready for advancement.
• Demonstrated ability to coach, motivate, and hold a sales team accountable.
• Working knowledge of CRM systems, digital-lead management, deal structure, and inventory controls.
• Strong communication, organization, and problem-solving skills.
• Comfortable working in a fast-paced, performance-driven retail environment.
• Familiarity with Harley-Davidson products and dealership operations is strongly preferred.
• Valid driver’s license and motorcycle endorsement, or willingness to obtain one.

Leadership Profile

The ideal candidate is:

• Present and engaged on the sales floor
• Process-oriented without becoming overly rigid
• Competitive, accountable, and financially disciplined
• Capable of coaching different personalities and experience levels
• Comfortable making decisions and addressing performance issues
• Focused on sustainable production rather than short-term volume alone
• Interested in developing toward broader sales-management responsibility

Schedule and Physical Requirements

This is a full-time retail leadership position that requires availability during peak dealership hours, including Saturdays, promotional events, and selected evenings. The position may require standing for extended periods, moving motorcycles, and working both indoors and outdoors.

Compensation

Competitive compensation will include a combination of guaranteed income and performance-based earnings. Final structure will be aligned with experience, departmental responsibility, and market expectations.