H-D Vehicle Sales Manager

Sales ManagerIron Steed Harley-Davidson | Vacaville, CA

Department: Sales
Reports to: General Manager / Dealer Principal

Lead the Ride. Lead the Team. Drive the Business.

Iron Steed Harley-Davidson is looking for an experienced, motivated Sales Manager to lead our Sales Department and help take our dealership to the next level.

This is a hands-on leadership position for someone who understands that great sales results come from a great team, an exceptional customer experience, disciplined processes, and strong follow-through.

The Sales Manager will oversee day-to-day sales operations for new and pre-owned motorcycles, develop and coach the sales team, manage inventory and profitability, and work closely with the General Manager and other dealership departments to deliver an outstanding experience from the first customer interaction through delivery and beyond.

What You'll DoSales Leadership & Operations

• Lead the daily operations of the new and pre-owned motorcycle sales department.
• Develop and manage sales goals, quotas, forecasts, and performance objectives.
• Monitor department performance to ensure sales, gross profit, and net profit objectives are achieved.
• Maintain a balanced and market-appropriate new and pre-owned inventory.
• Oversee motorcycle sales, appraisals, trade-ins, purchases, and deliveries.
• Establish consistent processes for pricing, quotations, trade evaluations, road tests, vehicle deliveries, and paperwork.
• Ensure all sales transactions are completed accurately, efficiently, and professionally.
• Monitor inventory and vehicle history while maintaining appropriate records and controls.
• Work closely with Service and Parts to ensure motorcycles are prepared and delivered on schedule.
• Maintain a clean, organized, professional, and customer-focused showroom.
• Stay current with dealership technology, sales systems, Harley-Davidson programs, and industry trends.
• Partner with Marketing to develop promotions and campaigns that generate traffic, leads, and sales.

Team Development & Performance

• Recruit, train, coach, motivate, and develop a high-performing sales team.
• Establish clear expectations and measurable performance standards.
• Create sales schedules that provide appropriate customer coverage while supporting team productivity.
• Monitor individual and department sales performance and provide ongoing coaching.
• Conduct performance reviews and address performance issues promptly and professionally.
• Train sales representatives on current, consistent, and customer-focused sales processes.
• Encourage a culture of accountability, teamwork, professionalism, and continuous improvement.
• Assist with recruiting, interviewing, hiring, and other personnel decisions as needed.
• Keep the team informed about Harley-Davidson products, promotions, financing programs, dealership policies, and sales techniques.

Customer Experience

• Set the standard for exceptional customer service throughout the sales process.
• Ensure every customer is greeted promptly, professionally, and enthusiastically.
• Ensure sales representatives effectively identify customer needs, wants, and purchasing objectives.
• Establish a consistent approach to feature-and-benefit selling.
• Ensure customers receive accurate and professional vehicle quotations and trade evaluations.
• Oversee follow-up processes to maximize opportunities and build long-term customer relationships.
• Work with the team to identify opportunities for Parts & Accessories, MotorClothes/General Merchandise, financing, protection products, insurance, H.O.G., and other dealership offerings.
• Partner with Service to ensure motorcycles are properly prepared and delivered on schedule.
• Handle customer concerns and complaints with professionalism, empathy, and a solutions-oriented approach.
• Live our commitment to “Make Things Right.”

Business Management

• Maintain department revenue and expense objectives.
• Develop monthly and annual sales objectives in partnership with the General Manager.
• Monitor sales efficiency and profitability metrics.
• Maintain effective sales follow-up programs and processes.
• Provide accurate sales reports and performance updates to the General Manager.
• Develop promotional opportunities in partnership with Parts, Service, and Marketing.
• Identify opportunities to improve processes, increase sales, improve profitability, and enhance the customer experience.
• Participate in Harley-Davidson training, seminars, workshops, and other professional development opportunities.

What We're Looking For

We're looking for a leader, not just a salesperson.

The ideal candidate is someone who can build relationships, develop people, analyze numbers, hold a team accountable, and create an environment where customers want to do business and employees want to succeed.

Required Qualifications

• 5+ years of progressive experience in motorcycle or automotive dealership sales.
• Proven experience leading, coaching, and developing a sales team.
• Strong understanding of dealership sales processes, inventory management, gross profit, and sales performance metrics.
• Excellent communication, organizational, and interpersonal skills.
• Strong customer service mindset.
• Ability to work in a fast-paced, team-oriented environment.
• Comfortable using dealership management systems, CRM tools, Microsoft Office, and other technology.
• Ability to work a flexible schedule, including weekends and dealership events.

Preferred Qualifications

• Harley-Davidson dealership sales or management experience.
• Knowledge of Harley-Davidson motorcycles, products, and the Harley-Davidson lifestyle.
• Experience with motorcycle or automotive dealership management systems and CRM platforms.
• Proven track record of meeting or exceeding sales and profitability goals.

What Success Looks Like

In this role, success means:

• A motivated, accountable, and high-performing sales team.
• Consistent sales processes and follow-up.
• Strong customer satisfaction and repeat business.
• Healthy inventory levels and effective inventory management.
• Meeting or exceeding sales and profitability objectives.
• Strong communication between Sales, Service, Parts, Finance, and the rest of the dealership.
• A showroom and sales experience that reflects the Iron Steed Harley-Davidson brand.

Our Commitment

At Iron Steed Harley-Davidson, we believe in treating our customers and our team with fairness, courtesy, and respect.

Our leaders are expected to lead by example, maintain a positive attitude, communicate openly, and demonstrate a genuine commitment to the success of the dealership and the people who work here.

We expect our Sales Manager to be honest, fair, dependable, customer-focused, and passionate about growing the business while maintaining the highest standards of quality and professionalism.

Physical & Work Environment

This is an active dealership environment. The position may require extended periods of standing, walking, sitting, and computer work, as well as bending, stooping, reaching, crouching, and occasionally assisting with moving or positioning motorcycles.

The dealership environment can be noisy and may include exposure to motorcycle exhaust, gasoline, battery materials, and other substances commonly found in a motorcycle dealership.

Join the Iron Steed Team

If you're an experienced sales leader who knows how to build a team, drive results, create exceptional customer experiences, and lead from the front, we'd like to meet you.

Bring your leadership, your passion for motorcycles, and your drive to win—and help us continue to make Iron Steed Harley-Davidson the dealership riders choose.