Steve Soles



Steve is a well-known dealership operations professional who believes and conducts himself within the values of honesty, ethicality, and dedication, all while motivating your staff to achieve each dealership’s desired result(s) and finding efficiency in your daily accounting processes.

Representing Dealerosity University™ as their dealership accounting and financial operations trainer, Steve brings a comprehensive approach to managing your dealership’s accounting and financial strategy, based on the principles of organization, character, and discipline (his version of the term “OCD”) which also includes a constant focus of “knowing your numbers”.

  • Studied Business Management at Richard Bland College of the College of William and Mary (Virginia)
  • Studied Business Accountancy at Strayer University (Tennessee)
  • Completed MBA Program at Harley-Davidson University (Wisconsin)
  • Numerous Sales, Finance, Accounting, and Dealership Operational Certifications from various vehicle manufacturers, including (but not limited to) Harley-Davidson, Honda, Yamaha, and Chevrolet
  • Self-motivated to act as your dealership’s business partner with a vested interest of demonstrated success in your dealership’s financial operations and organizational excellence
  • Verifiable results in driving organizational change that leads to financial improvement for your dealership while monitoring compliance issues

Although still a fairly young man, Steve has spent over thirty (30) years working within the Southeast USA’s dealer network, sharing success with a number of well-known Harley-Davidson dealerships, in addition to also working in the powersports and automotive industries. His focus on processes, procedures, and precedence (his three P’s) has been comprised from his tenure as a Vehicle Salesperson, General Sales Manager, Finance & Insurance Manager, General Manager, and CFO/Controller of individual as well as multiple dealership operations.

Steve’s financial training program is designed under two separate platforms:

*Accounting & Dealership Organizational Management& Strategy

*General Manager Focused Dealership Financial Development

Today, Steve resides in Knoxville, Tennessee with his teenage daughter, Savannah, where he enjoys time spent with her in addition to his lifelong love of vehicles. In addition to serving on the Dealerosity University™ team of trainers, Steve operates Pro-Formance Consulting, LLC - a virtual dealership accounting and financial management services company that is dedicated mostly to working with small and medium sized Harley-Davidson dealerships that do not have the need (or budget) for a full-time CFO/Controller. Steve, along with his team, provide these outsourced services in a range from temporary project services to full-charge dealership accounting to aiding in the process of dealership sells-acquisitions-valuation services.

Here is something most people don’t know about Steve… in addition to spending most of his life inside dealerships, Steve has also spent time served as a radio disc jockey, fireman, and race car driver.


(855) 204-8228




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