FOR DEALER PRINCIPALS / GENERAL MANAGERS / DEPARTMENT LEADERS
Your sales team needs to close more deals without giving away gross. Your Service Advisors need to explain the right work, protect CSI and support a productive shop. Your Parts team needs to protect gross and keep technicians moving. Forge gives every department realistic practice, actionable feedback and coaching visibility.
PRACTICE / NOT JUST CONTENT
The difference is whether an employee must respond, adapt, and try again—without waiting for the next scheduled training session.
| WHAT THE FORMAT ENABLES | VIDEO / SELF-STUDY | SEMINAR / WORKSHOP | MANAGER ROLE-PLAY | FORGE by JuraVance |
|---|---|---|---|---|
| Active, spoken customer practice | Limited | Depends on format | Yes | Built in |
| Customer objections adapt to responses | No | Possible | Yes | Built in |
| Repeat on demand without a manager present | Replay content | Limited | No | Yes |
| Individual conversation scoring and feedback | Not typical | Varies | Manager-led | Built in |
| Consistent access across the team | Yes | Scheduled | Time-limited | On demand |
| Manager-focused coaching opportunities | Indirect | Varies | Direct | From practice data |
THE OPERATOR'S CHECKLIST
A productive Forge evaluation begins with the customer conversations that frustrate your team, the skills managers cannot consistently observe and the measures you already track. You do not need to replace your CRM or DMS to discuss a training rollout; device access, policies and any integrations should be scoped rather than assumed.
Bring three recurring situations: an unsold payment objection, a surprising MPI recommendation or a fitment and availability concern. Pick the conversations where better judgement would matter most.
Real-world objections, anonymized examples and a department owner.
Agree on observable behaviour: listening, accurate discovery, transparent recommendations, a credible ETA or a clear next commitment. Use simulated practice to coach the behaviours, not simply the final score.
Relevant scenarios, voice interaction, feedback and manager views.
Establish a baseline for participation and coaching alongside your department KPIs. Compare the direction over time without treating ordinary changes in dealership performance as proof of training causation.
Adoption, skill progression, manager usefulness and operating context.
Give every rooftop a common language for practice while allowing Sales, Service and Parts leaders to focus on the conversations that matter to their own teams.
THE FIRST 30 DAYS
A practical development rhythm: explore, discover, coach, repeat.
Employees try realistic scenarios and experience the pressure of responding.
Feedback may expose unfamiliar pressure points. The opportunity is to turn those observations into focused practice.
Leaders complete sessions themselves, relate to the challenges, and make feedback more meaningful.
Team members revisit a relevant scenario and discuss how a stronger response could apply in the next real conversation.
Forge creates independent repetition. Managers build the culture around it by participating, reviewing what practice reveals, and coaching individual needs.
FROM PRACTICE TO POSSIBLE BUSINESS IMPACT
Manager KPIs: appointment show and sold rates, closing ratio, front gross per vehicle, meaningful unsold follow-up, and salesperson retention.
Manager KPIs: customer-pay hours per RO, sold hours, recommendation close rate, ELR, technician proficiency and CSI.
Manager KPIs: counter conversion, first-time fill, parts gross, backorders, wholesale retention and technician wait time.
THE OPPORTUNITY / PUT YOUR NUMBERS TO WORK
Small improvements across an entire team add up. Use your own dealership numbers to explore what stronger conversations could mean.
ADDITIONAL FRONT-END GROSS POTENTIAL
$16,000 / monthADDITIONAL LABOUR SALES POTENTIAL
$40,320 / monthWHAT DEALERS ARE SAYING
FEEDBACK FROM AN ACTIVE DEALERSHIP DEPLOYMENTFeedback from a dealership team member
Practice that demands a response—not another video to watch.
Work through customer conversations in a language you're comfortable using.
Managers can focus their time where development is needed.
BEFORE YOU MAKE THE CALL
What can managers actually see? How does this fit beside existing OEM training? What does a rollout look like? We've covered the questions operators should ask before evaluating a training platform.
BUILD THE SKILL BEFORE THE MOMENT
See the simulation, scoring experience and manager dashboard in one focused walkthrough.