5 Ways to Instill a Passion for Selling in New Employees

 First Impressions

Riding is a lifestyle and the true way to grow your ridership and sell more bikes isn’t to push products, it’s to create riders. Your job is to make sure that after a customer or prospective customer does jumpstart, goes on a test ride, or attends one of your events that they can’t stop thinking about it. Creating amazing moments, creating passionate, life-long riders is the surefire way to increase sales and profits. 

The best way to create passionate customers is to have a passionate staff. The journey to finding those staffers begins with the interview. It’s the first step towards helping you find the right personalities for your dealership.
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How do you find good people with the right personality? My advice is to keep your eyes open because the right people might be right under your nose. Has someone created a great moment for you at another business? Can you steal them away? Did you meet someone on a ride that had a burning passion and extensive knowledge of bikes?

In an early post ("5 Ways to Maximize the Impact of Your Sponsorship"), I mentioned the importance of making memories which you can do by over-delivering on someone’s expectations. This thinking is just as important for your new employees. Setting the tone for new employees is like a handshake, you never get a second chance to make a first impression. These are the people that are going to be responsible for creating new riders and cultivating relationships with your current customer base.  It’s incredibly important to set the right initial tone.

Day 1

Think about a typical first day for a new employee. The new person arrives at your dealership. They probably ask for the person who interviewed them because that’s likely the only name that they know. They stand by the front door waiting until they are shown to their desk.  They’re given quick instructions on turning on the computer, using the telephone, and then that person often gets whisked away to do something else. Your new staffer might have the right personality, they might have a self-starter go-get-em attitude, and they might be passionate about bikes, but is that really the best way to kickstart their career?

Would you treat a first date like that?

Would you ever approach a first date this way? You ask a girl out, you meet her at a restaurant, greet her quickly then tell her you need to jump on a call and that you’ll check back in later. You then leave her there to sit by herself wondering what she got herself into. Spoiler-alert, you’re NOT getting kissed at the end of that date. When you treat employees this way, you aren’t going to get as much out of them either. 

You put a lot of time interviewing and selecting the right candidate.  Don’t just train them on a job, get them excited about this great opportunity. This person has the potential to be an integral member of your team for years to come. 

Ashley's 5 Tips for Your New Employee's First Day

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Their Name in Lights

Change your digital signage outside of the dealership to welcome the new employee. If you don’t have a digital sign hang a paper one.

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Rollout the Welcome Wagon

Have the full staff greet the new employee when they arrive. They should welcome them, introduce themselves, and let them know what their duties are at the dealership.

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Have the owner and/or GM invite them to lunch.  Get to know them and allow them to get to know more about you. When was the dealership started or acquired by the current ownership? What is your background and how did you get into bikes? What is the culture like amongst the staff?

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Give them gear. Yes, give them free gifts. I’m not talking about a standard shirt that you provide as a uniform. Go above and beyond. Did they mention they have a 12 year old kid? Send them home with a shirt for them as well. Make an impression, spark their passion, and cement their loyalty.  

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Say Cheese!

Take their photo to memorialize their first day. (You’ll need this for your website anyways.) Push this picture out via social media and invite customers to come and meet the new member of your dealership’s family. Ask the new hire if there’s anything about them that they’d like to share with your dealership’s riders? This will kickstart a bond with your customers before they even get a chance to meet them.

Don’t forget to sit down with the new employee and discuss the expectations you have for them. Whether they’re expected to hit specific budget numbers or bring in a certain number of new customers… whatever it is, be upfront with them so they can work towards that goal. You just gave them a hell of a first day, now be honest with what you expect, and give them the proverbial pat on the ass to go get started. 

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