Motivating your team: How to keep your Dealership fired up

By Jolene Krizan Garage Composites

If you’ve been in the powersports industry for a while, you know that keeping a dealership running smoothly isn’t just about selling units, it’s about keeping your team motivated. A motivated team works harder, delivers better customer experiences, and ultimately drives more success for the entire dealership.

There’s always a lot going on in the industry, shifts in the economy, inventory challenges, changing consumer trends, but the one thing we can control is what happens inside our dealership. Instead of getting caught up in things beyond our reach, we should focus on maximizing the opportunities we have right in front of us. The energy, effort, and attitude we bring to work each day make a bigger impact than any outside factor.

And this starts with leadership. If the management team is engaged, positive, and leading by example, the rest of the dealership will follow. Creating a motivated culture isn’t about one big move, it’s about consistent actions every day.

Sales: Keep the Energy High & Celebrate the Wins

Sales is a fast-paced, high-energy department, and keeping morale high is critical. A great way to keep your team engaged is to celebrate the wins, big or small. Whether it’s closing a tough deal, selling a high-margin unit or aging unit, or helping a first-time buyer, every success should be recognized.

One way to build momentum is by sometimes taking a deal you might normally pass on. Maybe because you haven’t sold one yet today, or because you have a new salesperson who needs a win. Giving a newer team member that boost of confidence can set the tone for their long-term success.

Recognition doesn’t have to be complicated. A simple shoutout in a meeting, a friendly competition, or even just a fist bump on the showroom floor can go a long way. When salespeople feel appreciated and see that their hard work matters, they stay motivated to keep pushing forward.

Service: Show Appreciation for the Hard Work

Service techs often work behind the scenes, but they’re the backbone of customer satisfaction and retention. Their skills and dedication keep customers riding.

One idea to keep the team engaged is by highlighting their best work, whether it’s a cool custom build or a tricky repair that took serious expertise. Consider featuring a “Build of the Month” in the showroom or on social media. This not only celebrates their craftsmanship but also builds excitement around the service department, showing customers what your team is capable of.

Celebrating proficiency is another key motivator. Recognizing the fastest turnaround time, the highest efficiency rate, or a technician who’s mastered a new certification keeps the competitive spirit alive and pushes everyone to bring their best. A “Top Tech” award, an unexpected cash bonus for hitting proficiency goals, or recognition in a team meeting can create the kind of motivation that drives long-term success.

And let’s not forget, the little things matter. A free lunch, a simple thank-you, or even a dealership-wide shoutout can go a long way in reminding your service team just how valuable they are. When they feel appreciated, they bring more energy, confidence, and passion to their work and that benefits everyone.

Parts & Accessories: Fuel Their Energy and Expertise

The P&A department is more than just inventory management, it’s the heartbeat of customization, upgrades, and making sure every rider leaves with exactly what they need to enhance their experience, be comfortable and most importantly, be safe. This team has the potential to be one of the most exciting and engaging in the dealership, and it’s up to leadership to help fuel that enthusiasm by keeping them involved, educated, and empowered.

Training should be more than just parts catalogs. It should be fun, hands-on, and interactive. Get your team excited by letting them do bike builds alongside service, so they can truly understand how the products they sell impact performance and aesthetics. Turn training into marketing. Think videos of product demos, where they present a new product like they’re pitching it on Shark Tank. Not only does this make learning engaging, but it also builds their confidence when selling to your customers.

Even better, bring them into the bigger dealership conversation. Have them sit in on sales and service team meetings so they understand the full customer journey. When they know what customers are asking for in service or struggling with in sales, they can provide better solutions and upsell more effectively. If they’re treated as an integral part of the dealership’s success, they’ll take more ownership in what they do, and that energy will carry over to customers.

At the end of the day, a passionate, well-trained Parts & Accessories team is a game-changer. When they’re included, excited, and knowledgeable, they don’t just sell products, they create experiences, build customer loyalty, and drive revenue for the entire dealership.

F&I: Build Confidence, Trust, and Don’t Forget the Excitement

The F&I department isn’t just about paperwork, it’s about creating opportunities for customers to get the machine they want with the protection they are entitled to. A strong F&I person doesn’t just close deals; they increase profitability and enhance the overall customer experience.

One of the biggest factors in F&I success is selling the value, not just at the desk, but before the customer even gets there. The best F&I managers don’t just wait for deals to land on their desk, they help create them. Get them out of the office! Include them in sales meetings, have them engage with customers early in the buying process, and make sure they’re seen as part of the excitement, not just the final paperwork pushers. When F&I is involved from the start, customers are more receptive to their recommendations and see them as trusted advisors, not just a step in the process.

Finally, keep the F&I team motivated and engaged. Celebrate when they help a first-time buyer ride away happy or when they get an impossible looking deal put together. When the team takes pride in what they offer and understands how they’re truly helping customers, they’ll sell with passion instead of pressure.

At the end of the day, F&I is about creating win-win situations for the dealership, the customer, and the lenders. Appreciate the hard work they put into getting our customers on the road (or dirt, or water). Because when F&I thrives, the whole dealership wins.

Leadership: Set the Tone

At the end of the day, motivation starts at the top. If you’re walking the showroom or service department with energy and a positive attitude, your team will feed off that. Lead by example, recognize hard work, and make sure your team knows they’re your biggest asset. That’s how you build a culture where people want to succeed, not just for themselves, but for the entire dealership.

When we focus on motivation at every level, we create a dealership where people are excited to come to work, take pride in what they do, and ultimately deliver a better experience for our customers.

So, what’s one thing you can do today to fire up your team?

Jolene Krizan is Director of Dealer Development for NPDA Gold Partner Garage Composites. Contact her at Jolene@garagecomposites.com.

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