Building a Dealership Culture That Wins: Lessons from John Lyon at Wilkins Harley-Davidson

Running a motorcycle dealership is not only about selling bikes. It is about building a place where staff, customers, and the community feel like they belong. John Lyon of Wilkins Harley-Davidson in Vermont has proven this again and again. His dealership is known for strong culture, happy customers, and steady profits.

I sat down with John to learn what makes Wilkins stand out. His advice is simple, clear, and ready for any dealer who wants to grow.

Start With Culture, Not Just Sales

Many dealers focus only on the next sale. John says the real edge comes from culture. At Wilkins, culture is not a slogan on a wall. It is written down, shared, and lived every day.

They use something called a Credo Card. This small card lists their “Always” rules and “Never” rules. Every Wednesday the team reads it together. Some might think repeating this is silly. John explains it keeps everyone aligned. It also helps new staff understand what matters.

If you run a dealership, try this: write down what you and your team believe in. Create your own “always” and “never” list. Review it often.

Small Habits Make a Big Difference

John’s team keeps things simple. Each department meets daily to share wins and challenges. They talk about what went right and what went wrong. This builds trust and learning.

They even run book clubs. Staff read and discuss ideas that can help the dealership. The key is not the books themselves but the habit of learning and talking together.

As John says, “Complacency is contagious.” If leaders stop learning, the team slows down too.

Show Customers You Care

Culture is not only inside the walls. It shows in every customer touch. At Wilkins, feedback is treated as gold. Positive or negative, every comment is reviewed in manager meetings.

John tells his team to look deeper than the words. A customer asking “When will my bike be done?” may really be saying, “I’m hot, tired, and worried.” His staff are trained to pick up on that and respond with care.

They also follow a system called UPIT. That stands for Update, Invite, Thank. Every customer gets an update, an invite to come back, and a thank you. Simple, but powerful.

Speed and Trust With Used Bikes

Used motorcycles are a major profit center. Wilkins has built a process to intake and recondition bikes quickly. They use tools like MotoHunt to research each bike’s value and needed service. This way, pricing and turnaround are clear from day one.

Transparency is key. If a bike has scratches, they point it out. Customers trust them more because they do not hide flaws. That trust leads to sales.

Hiring the Right People

John admits hiring is tough. They look for energy, humility, and grit. One of his favorite interview questions is, “Are you willing to clean the bathroom?”

Why? Because no one is above helping the team. If a candidate refuses, they are not a fit. Wilkins hires people who are willing to pitch in, hold others accountable, and keep the culture strong.

A Final Word for Dealers

John’s advice to other dealers is clear:

• Write down your values.
  
  
• Focus on small habits every day.
  
  
• Treat customer feedback as a chance to improve.
  
  
• Build trust through honesty and speed.
  
  
• Hire for attitude, not just skill.
  
  

Culture is not built overnight. But with steady effort, it becomes your strongest edge.

About the Author
Jacob Berry is the Co-founder and VP of Growth at Motohunt, host of the Dealership Fixit Podcast, and an advisor to powersports and motorcycle dealerships across the U.S. He works with dealers to improve operations, grow used inventory, and maximize digital marketing performance.

About MotoHunt
MotoHunt is a leading platform for powersports dealerships, offering advanced inventory intelligence, appraisal tools, and lead generation technology. We’re committed to helping dealerships streamline operations, improve accuracy, and move inventory with confidence.

For questions, press inquiries, or to activate new features:
📧 jacob@motohunt.com
🌐 dealers.motohunt.com