Travis Milward
Eugene
Summary
Sales professional with comprehensive background in managing and driving sales teams to success. Consistently develops innovative sales strategies that boost revenue and customer retention. Known for fostering collaborative team environment and adapting to dynamic market conditions. Skilled in negotiation, strategic planning, and performance analysis.
Overview
18
18
years of professional experience
Work History
General Sales Manager
Willamette Valley Motoplex
Eugene, OR
01.2026 - Current
- Directed all showroom sales operations with a strong focus on profitability, team performance, and customer retention
- Built and coached high energy sales teams that consistently exceeded monthly goals and performance benchmarks
- Increased front end and back end gross through process improvement, stronger desk structure, and performance accountability
- Oversaw inventory strategy, merchandising, and lead management to maximize turn and sales efficiency
- Created a fast paced, customer focused sales culture that improved both closing ratios and CSI performance
- Worked closely with finance, service, and marketing departments to streamline dealership operations and improve overall profitability
General Sales Manager
Volcano Harley Davidson
Gladstone, OR
01.2021 - 11.2025
- Conduct weekly one-on-one role-play sessions and desk mentoring to improve sales consultants' closing ratios and path-to-purchase efficiency.
- Implement a structured career-pathing program for floor staff to increase employee retention and build a pipeline for internal promotion.
- Audit daily desking logs and trade-in appraisals to maximize front-end gross profit margins and hold back on vehicle negotiations.
- Partner with the F&I manager to optimize backend product penetration and increase per-deal revenue averages.
- Review monthly manufacturer CSI/CXI scorecards to identify service gaps and establish an immediate, 24-hour resolution protocol for dissatisfied buyers.
General Sales Manager
Lithia Dealerships
Portland, OR
03.2019 - 12.2020
- Develop and implement effective sales strategies to increase market share and drive revenue growth, ensuring alignment with overall dealership goals.
- Lead, mentor, and train the sales team, providing them with the tools and knowledge necessary to meet sales targets and enhance customer service.
- Establish and maintain strong relationships with customers, addressing their needs and concerns to ensure high levels of satisfaction and repeat business.
- Oversee inventory levels, ensuring that the dealership has an optimal selection of motorcycles and accessories to meet customer demand while minimizing excess stock.
- Analyze sales data and metrics to evaluate the performance of the sales team and dealership, using insights to adjust strategies and improve overall sales effectiveness.
General Sales Manager
Dick Hannah Dealerships
Vancouver, WA
11.2008 - 03.2019
- Developed and implemented sales strategies to enhance customer engagement and increase product awareness.
- Managed inventory levels, ensuring optimal stock for seasonal demands and promotional events.
- Trained and mentored sales team members, fostering a collaborative environment focused on achieving targets.
- Analyzed market trends to identify new opportunities for revenue growth within competitive landscape.
Education
High School Diploma -
Bellingham Highschool
Bellingham, WASkills
- Proven Upward Mobility: I quickly climbed the ranks from a frontline sales consultant in 2009 to General Sales Manager, establishing a track record of personal accountability and operational excellence at every step of the journey
- Advanced Deal Desking & Deal Structuring: I actively analyze deal structures—balancing gross profit, trade-in equity, finance options, and lender guidelines—to maximize profitability while ensuring quick bank approvals
- Talent Coaching & Performance Management: I diagnose bottlenecks in my sales team's process (like the meet-and-greet, the demo ride, or the close) and correct them through live on-the-floor coaching and structured role-play
- Inventory Turn & Market Analysis: I track local market data to stock the highest-velocity vehicle mix, manage floorplan aging closely, and price inventory strategically to maintain a high turnover rate
- CSI/CXI Data Interpretation: I monitor monthly manufacturer customer satisfaction metrics to identify systemic service breakdowns on my sales floor and quickly deploy corrective action protocols
- Service & Parts Collaboration (Fixed Ops Integration): I partner with my service and parts managers to streamline the reconditioning process for trade-ins and used inventory, minimizing turnaround time so vehicles hit the front line quickly and profitably
- Digital Lead Optimization: I analyze CRM (Customer Relationship Management) data and tracking metrics to refine internet lead response times, improve appointment-set ratios, and convert digital traffic into showroom floor visits
- Gross Margin Optimization: I aggressively manage desking structures and trade-in valuations to protect profitability, maintaining a high front-end average per unit even during high-volume promotional cycles
Timeline
General Sales Manager
Willamette Valley Motoplex
01.2026 - Current
General Sales Manager
Volcano Harley Davidson
01.2021 - 11.2025
General Sales Manager
Lithia Dealerships
03.2019 - 12.2020
General Sales Manager
Dick Hannah Dealerships
11.2008 - 03.2019
High School Diploma -
Bellingham Highschool