SHOW NOTES

Creating those lifelong customer relationships isn’t about the quick sale; it’s about forging genuine human connections. Harley-Davidson’s reputation for community and loyalty sets the gold standard.

Lance Orso, General Manager of Dallas Harley-Davidson, practices these values through his own style of relationship selling.

As a 3rd generation Harley-Davidson rider and competitive motocross racer, Lance lives and breathes the lifestyle — but building a strong customer community takes more than brand passion.

It takes a solid process.

Lance’s process has propelled him to the top of his field. And he’s teaching his store teams how to do the same.

In this episode of FRONTLINE FRIDAYS, Lance and host Ron Thurston dig into:

• Lance’s philosophy for building genuine connections that go beyond the sale
• Practical techniques for creating lasting customer connections and unique in-store experiences
• Insights into balancing team freedom with professionalism and fostering a culture that thrives on diversity

Tune in for ideas on how store teams can better connect with any customer who walks through the door.

GUEST BIO

Lance Orso, General Manager, Dallas Harley-Davidson

Lance has 18 years in the powersports business, with 12 years at Dallas Harley-Davidson where he currently serves as General Manager. Before stepping into that role, Lance held a variety of leadership roles across the business, including Parts Manager, Service Manager, Sales, Finance Manager, and General Sales Manager.

Lance is a 3rd generation Harley-Davidson rider and got his feet wet as a young boy racing motocross. Lance spent most of his life growing up at motocross tracks around the country and as he got older he switched into the Flat Track Racing world.

Outside of motorcycles, Lance spends his time hanging out with his family and training Jiu Jitsu and Muay Thai.

HOST BIO

Ron Thurston is the host of FRONTLINE FRIDAYS. 

Ron is the co-founder of OSSY, a full-service agency platform that connects retailers, candidates, and solution providers to create thriving retail careers and businesses.

With 30+ years leading retail stores and operations for America’s most prominent brands, like Gap, Saint Laurent, Apple, Bonobos, and INTERMIX, Ron has developed a deep expertise in retail strategy, management, and innovation.

Ron is the author of RETAIL PRIDE, an Amazon bestseller that inspires retail professionals to take pride in their accidental careers. He hosts the RETAIL IN AMERICA podcast and tour, sharing the untold retail success stories and the incredible people behind them.

Ron’s work has set him up as one of the most influential voices in retail and retail tech, and he serves on the Advisory Board of YOOBIC and several emerging retail technology platforms, including Ometria, Reflex, and Vendoor.

ABOUT FRONTLINE FRIDAYS

FRONTLINE FRIDAYS WITH RON THURSTON is a live podcast for frontline leaders and advocates in retail and hospitality.

Ron Thurston has a question for leaders out there who are inspiring excellence in their frontline teams: “What do you do differently?” In this candid discussion series, he’ll sit down with them to find out. Each episode of FRONTLINE FRIDAYS offers real-world strategy from retail and hospitality change makers on frontline leadership and personal career growth.