White's Harley-Davidson
1515 E. Cumberland St, Lebanon, PA 17042

Employment: Full-Time Sales Associate

Employment: Full-Time Sales Associate


Outgoing personality, exceptional customer service skills, valid driver’s license with “M” (motorcycle) certification, one to five (1-5) years’ sales experience and able to push motorcycles around the dealership.




Summary Description

Provide prompt, dependable, high quality, vehicle sales to customers by using current proactive advantages/benefits sales techniques.

Everyday Commitments

  • Treat all employees and customers fairly, courteously, and with dignity.
  • Model superior customer service behavior by maintaining positive relationships with customers, employees, general manager and owner(s).
  • Be prompt and available for flexible scheduling.
  • Be honest and fair in all business dealings.
  • Maintain an enthusiastic front, no matter what the circumstances.
  • Meet or exceed sales quotas on a regular basis.
  • High energy level.
  • Excellent communication skills and demonstrated “closing skills”.
  • Must be able to work effectively with all areas of the dealership to maximize both the buying experience for the customer and the profitability of the dealership.
  • Do not pre-qualify customers. Ensure they are properly qualified based on their needs, wants and ability to buy.
  • Handle customer complaints reasonably, showing empathy and a positive attitude, and demonstrate our commitment to “Make Things Right”.
  • Do what you say you are going to do! Follow Through! 
  • Be an ambassador for the dealership and the Harley-Davidson Brand.


  • Attend training sessions to keep current with sales techniques and sales department issues.
  • Knowledge and experience with sales of Harley-Davidson motorcycles, and other products sold by the dealership, or the demonstrated ability to quickly learn them. Stay current on motorcycle trends and selling features.
  • Understand the competition; having knowledge of other brands will help to sell the advantages & benefits of our product.
  • Remain current with all Sales Department training available by completing classes on HDU and attending webinars, workshops, and other related training programs assigned by the Sales Manager.

Sales Department

  • Attain new and used sales quotas as agreed upon with the sales manager.
  • Maintain profit margin objective for all vehicle sales.
  • Follow procedures to ensure timely and proper completion of all paperwork.
  • Follow procedures for quick and efficient handling of warranty items, including tagging and proper storage of these items.
  • Guide every customer through the C.U.S.T.O.M. sales process. 
  • Greet and Log every prospect who wants to buy a bike (whether today or in the next 3 years).
  • Obtain customers name, contact information whether phone or email.
  • Use floor time effectively to meet customer needs and solicit sales.
  • Ask your customer probing questions, find out their wants, needs and desires.
  • Present the features of products to customers along with their benefits.
  • Show each customer advantages of products over competing brands.
  • Encourage every customer to sit on the motorcycle.
  • Participate in Test Rides with customers.
  • Ensure customers are properly qualified by their needs, wants, and desires.
  • Handle telephone transactions quickly, and courteously.
  • Practice an advantage/benefit selling methodology so that all customers receive consistent treatment when doing business.
  • Implement the Customer path with every major unit sale. 
  • 100% Turnover to Finance & Insurance in the Customer Path.
  • Ensure the delivery to customer is an “EVENT” which connects the customer to the dealership
  • Enter prospects into CRM System on a daily basis.
  • Update CRM System when the customer moves to a new phase in the CUSTOM sales process.
  • Schedule & maintain all sales activities (appointments, test rides, etc).
  • Contact customers using mailing lists and personal follow-up to encourage additional sales and ensure customer satisfaction.
  • Cultivate prospects (e.g., showroom customer follow-up, phone-in inquiries, past owners, Riders Edge Graduates, Rentals, etc.).
  • Cross sell additional parts, accessories, HOG memberships, F&I products, Warranties & service contracts etc. with all new and used vehicles. 
  • Maintain a clean showroom floor, wipe down motorcycles, etc.
  • Conduct a road test, and pre-delivery inspection prior to delivery to customer.

Physical Demands

  • The noise level in the work environment is occasionally loud. 
  • Occasionally requires the ability to balance and push a 930 lb. motorcycle. 
  • Spend the majority of the day on your feet.

Working Conditions

  • Is potentially exposed to battery acid, gasoline, chemical cleaning materials or other toxic materials commonly found in a motor vehicle service department. 
  • Occasionally, exposed to exhaust fumes or other airborne particles.