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Sales Manager
Sonic Automotive
Location : Rapid City, SD, 57701
Job Type : Full Time
Salary : $120,000 to $150,000+
Date Posted : 1 December 2025
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Sales Manager - Black Hills Harley Davidson in Rapid City, SD at Sonic Powersports
Date Posted: 9/15/2025
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Job Snapshot
About
Black Hills Harley-Davidson® is a full-service Harley-Davidson® dealership and is home to the largest selection of Harley-Davidson® motorcycles, parts, accessories, and MotorClothes® apparel in the MIDWEST! Our inviting store is nestled just west of Rapid City - in the heart of the Black Hills of South Dakota. We're known nationwide for being a premier dealership with Certified Harley-Davidson® Technicians, friendly parts staff, helpful motorclothes associates and a knowledgeable Motorcycle Sales Team that can help you with the purchase of your new Harley-Davidson® or with one of our hundreds of pre-owned motorcycles available. Each year Black Hills Harley-Davidson® plays host to over 100 of the industry's best brands and companies who showcase their products on our 40-acre layout during the world-famous Sturgis Motorcycle Rally which we call “The Rally at Exit 55”.
Job Description
Black Hills Harley Davidson is seeking Full-Time Year-Round Motorcycle Sales Manager to provide customers with prompt, dependable, high-quality motorcycle sales using current proactive feature benefit sales techniques. This is a full time, year-round position that works Tuesday-Saturday in the off season with additional hours required including some over-time in the summer. Benefits include an employee discount, employer match 401k, paid vacation, health insurance, including vision and dental options after a qualification period!
Major Duties and Responsibilities
- Steer and manage the sales operation of new and pre-owned vehicles
- Guide and develop your sales team by using your leadership skills and sales expertise
- Use your management skills to forecast and create sales objectives and goals
- Motivate your team to meet and exceed sales goals using open communication
- Develop your sales team by using your leadership skills to offer new and different sales techniques
- Communicate openly and consistently with your sales team and assess their needs
- Track customer traffic peaks to provide consistent sales floor coverage for optimal customer service
- Be a visible leader to customers, service driven, and confident in your sales team to provide a world-class customer experience
Commitments
- Treat all employees and customers fairly, courteously, and with dignity.
- Model superior customer service behavior for all sales personnel by maintaining positive relationships.
- Remain current with all Sales department training available by attending seminars, workshops, and other related training programs.
- Continually learn more about the products and services you sell. Stay current on motorcycle trends and selling features.
Physical Demands
- The noise level in the work environment is occasionally loud.
- Occasionally requires balancing and pushing a 500 to 800 lb. motorcycle.
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.
Compensation
- Annual compensation ranges from$120,000 to $150,000+depending on experience
- 3-5 years of experience within the sales department of a motor vehicle dealership
- Thorough knowledge of and experience with sales of powersports
- Proven track record with the feature/benefit sales approach
- Excellent leadership and managerial skills
- Knowledge and desire to develop a sales team
- Superior face to face communication skills, focused on a high standard of customer service
- Organized with superior time management skills and attention to detail
All your information will be kept confidential according to EEO guidelines.
Freqently Asked Questions
Sales Managers in Rapid City often adapt to a smaller market with a focus on personalized customer interactions and local community engagement. Unlike larger metro areas, the demand for motorcycle and powersports knowledge is higher due to regional interests, impacting sales strategies and team leadership styles.
Successful Sales Managers in powersports excel by blending motivational communication with product expertise. Leading by example, fostering open dialogue, and applying feature-benefit sales techniques uniquely drive team performance and customer satisfaction within this niche market.
Daily responsibilities include forecasting sales goals, supervising team members, analyzing customer traffic to optimize floor coverage, and ensuring top-tier service. Balancing administrative duties with hands-on sales floor leadership is key to maintaining momentum and exceeding targets.
Career advancement can lead to regional sales director roles or roles in brand partnerships leveraging deep industry knowledge. Specializing in powersports sales often opens doors to exclusive networking at events like the Sturgis Rally, enhancing both leadership credentials and market insight.
At Sonic Automotive, the Sales Manager role blends strategic oversight with active participation in the sales process, fostering team development through coaching on feature-benefit selling. This approach ensures a cohesive unit focused on delivering superior customer experiences and meeting ambitious sales objectives.
Challenges include managing seasonal sales fluctuations tied to events like the Sturgis Rally, balancing year-round sales goals, and maintaining team motivation during off-peak periods. The role demands adaptability to both high-volume rally seasons and quieter months, requiring dynamic leadership and planning.
Rapid City’s market is moderately competitive due to its regional appeal to motorcycle enthusiasts. Candidates with specialized knowledge in powersports and proven leadership experience often stand out, benefiting from less saturation compared to urban centers but still facing skilled local competition.
While formal certifications vary, expertise in powersports products and sales techniques like feature-benefit selling is highly valued. Additional training in customer relationship management and leadership development enhances candidacy, reflecting the industry’s emphasis on technical knowledge and team building.
Annual compensation typically ranges from $120,000 to $150,000+, depending on experience and sales performance. This competitive salary reflects the specialized nature of the powersports market and the leadership responsibilities associated with managing both new and pre-owned motorcycle sales.
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