Wake up early, croissants for breakfast and off we go: Emilio from Moto.it spends a whole day at Valter Moto with Edoardo to discover the real life of a dealer. We start with the vacuum cleaner: ‘The apprentice has to start like this,’ jokes the boss. Then we tidy up the motorbikes outside, but it's raining: ‘Unfortunately, the motorbike market is weather-sensitive.’

Then it's time for social media: ‘Use your phone vertically, lots of people get it wrong,’ advises Edoardo as he prepares videos on Instagram and TikTok to promote the Vstroms. Then it's time to check the multi-brand workshop, manage ads on Moto.it (‘We check prices every day’) and restock the helmet warehouse.

The highlight is the interview with Adriano, the owner with 40 years of history: ‘Everything has changed. Before, there was more money, less internet, different customers. Today, you have to be a chameleon.’ The strangest customer? ‘One tried adventure, naked, scooter and touring bikes. I told him, “take the van, maybe it's different from the bikes!”’

The secret to success? ‘Always have music playing, offer coffee, put people at ease. If you go to a dead environment, you won't buy anything.’ On brands: ‘The Japanese are adjusting to costs, the Chinese are a gamble.’ And then there's Lori, a 25-year-old parrot who makes everyone laugh.