From the Sales Floor to the Corner Office: Angel Hacker’s Journey in Powersports Leadership

Angel Hacker didn’t land in the powersports industry by accident. Like many of us, she started on the floor, logging deals and learning the hard way. But what’s different is how far she’s taken it.

In this Dealership fiXit Podcast throwback, we sat down with Angel, now the General Manager at Indian Motorcycle of San Diego, to unpack her journey from showroom salesperson to top-level operator. We covered leadership, customer experience, dealership operations, process building, and what it really takes to stand out in one of the most competitive markets in the country.

This one’s for every dealership pro who wants to grow their career - or build a better store.

1. You Don’t Need to Know It All - But You Do Need to Learn It All

Angel started as a frontline salesperson and worked her way through internet sales, parts, service, and operations. That wide-angle experience gave her the kind of cross-department knowledge that most GMs lack. She didn’t just learn what the departments did. She learned how to improve them.

Her advice? No time spent learning the business is ever wasted. Even if you're switching departments or trying something new, that learning stacks and pays off later.

“You can’t unlock your potential until you lean into the scary stuff. Growth doesn’t come from comfort.”

2. Process Isn’t Optional - It’s the Job

When Angel joined the Indian of San Diego team, she stepped into a single-line, owner-operated store with minimal structure. No defined process. No playbook. Just a vision.

So she built it.

From sales steps to service write-up flows, she created detailed, repeatable systems that could scale. But most importantly, she made them easy to follow so her team could actually focus on what matters: the customer.

“Every process exists to remove friction. For the customer. For the team. If it adds friction, it’s the wrong process.”

3. Customers Want to Feel Known - Not Just Sold To

In a crowded market like Southern California, it’s easy to get lost in the noise. Angel’s approach to standing out? Make your dealership feel like home.

That means:

• Learning and using customer names
  
  
• Remembering what they ride (and why)
  
  
• Training every team member to build real rapport
  
  

Your best marketing is a happy customer who feels seen and heard. Everything else is just noise.

4. Lead Handling Needs to Change (Because Customers Have Changed)

Angel’s background in internet sales made one thing clear: the industry still doesn’t respect the web lead the way it should.

There’s a big debate between cradle-to-grave and BDC-to-floor handoff models. Her take? Use what works for your store - but make sure it’s intentional.

She’s seen success in pairing a sales rep with a BDC ally to keep the handoff smooth and the customer relationship intact.

“The first impression shouldn’t disappear when the customer walks in the door.”

5. Events Work - When They’re Purpose-Driven

Events aren’t just about free hot dogs and demo rides. When done right, they:

• Create new sales opportunities
  
  
• Strengthen relationships with existing customers
  
  
• Re-engage past leads
  
  

Angel uses clear “why” statements, proper pre-event marketing, and team assignments to run structured, measurable events that actually generate ROI.

Her team logs everything - yes, even the repeat lookers - and uses those contacts to fuel post-event follow-up.

6. Tech Isn’t a Luxury. It’s a Leadership Tool

Whether it’s building out shared docs, tracking KPIs, or creating technician scoreboards, Angel leans into technology to reduce chaos and increase accountability.

Her biggest tech wish? Smarter marketing reporting.

She wants more clarity on what dollars are driving what outcomes - especially in fragmented markets with mixed platforms and channels.

7. Want to Help the Industry? Start By Training the Next One

Angel’s not just running a dealership. She’s building a legacy.

That includes:

• Partnering with local high schools for intern programs
  
  
• Supporting her team with communication and process tools
  
  
• Mentoring operators and dealership owners across the country
  
  

“We need more leaders who invite others in - who create space for new voices and future operators to learn, grow, and fall in love with this industry.”

Final Thought: Angel Hacker didn’t climb the ladder. She built it. Her story is proof that the best operators aren’t born - they’re built through reps, relationships, and relentless focus on what matters: people, process, and purpose.

This post is based on a Dealership fiXit Podcast episode featuring Angel Hacker of Indian Motorcycle of San Diego. Subscribe to the show to catch the full conversation and more insights like this one.