Vehicle Sales Quality Certification Checklist | 59-Point Showroom & CRM Audit

What this vehicle sales quality certification covers

This checklist is a quality certification evaluation built around ADPC standards. It follows the customer journey through a vehicle dealership and asks you to score each item as Yes, No, or N/A, producing a repeatable picture of how the sales and service process is actually run. The 59 items are organised into twelve sections: Online Customer Service; Customer Service & Advertising; Welcome and Greeting; Consultation; Static Demonstration; Dynamic Demonstration; Negotiation; Closing; Delivery; Follow-up; Transversal Monitor; and 5S Methodology. Together they cover what happens before a customer arrives, what happens face to face, what happens after a sale, and the physical condition of the showroom and its facilities.

Why the process matters

A dealership's reputation is built at the touchpoints the checklist examines. The items treat a consistent greeting, a documented consultation, a properly prepared demonstration vehicle, a transparent negotiation, an organised delivery, and a clean, well-maintained showroom as one connected process. When any part of it is handled informally, the customer experience becomes uneven, records are lost, and follow-up depends on memory rather than a system. The checklist also reflects that much of this work is recorded in a CRM system. Prospect activity, quotations, test drive results, reservation deposits, service contract quotations, and delivery scheduling all have a place in the process. Scoring them honestly shows where the system is genuinely used and where informal alternatives have crept in.

What a complete certification review covers

**Online customer service and advertising.** Websites, social media accounts, and other digital platforms should be kept up to date, and brands with an active website or e-commerce platform should be fed and managed from the CRM system. Leads should be prospected through the CRM when necessary, and prospect activity monitoring should be properly established with the Sales Manager or authorized personnel. **Welcome and greeting.** The advisor greets the customer standing up, shakes hands, gives their first and last name, presents a business card, smiles, and maintains eye contact. The greeting must include the advisor's name and the brand. The customer's reason for visit is confirmed and their contact details (ID, email, phone) are recorded; the receptionist searches the CRM for the prospect and either reassigns an existing profile to a sales advisor or creates a new one. The advisor should not be interrupted while attending to a customer. **Consultation and static demonstration.** The advisor asks fundamental questions to identify the buying motive, such as intended vehicle use for personal or work and family size. The vehicle is then presented following the correct 6-position procedure, confirming the customer's needs and how the model meets them while reinforcing the model's unique selling points. **Dynamic demonstration.** There should be an established number of sales models designated for test drives, physically available and registered in the system. Test drive vehicles are maintained with a 1/4 tank of fuel, identified as demo vehicles, clean, dust-free, and devoid of protective plastics inside and out. Pre-established test drive routes are tailored to customer needs, such as city or off-road, and advisors know them, can show them to the customer, and explain them clearly. Promotional material encouraging test drives should be available at advisors' workstations, and a test drive should be offered to all prospects, attempted during the visit or scheduled as an appointment and logged in the CRM. The test drive is scheduled and approved through the CRM, and the departure procedure includes printing the departure form, scanning or photographing the driver's license to upload to the CRM, and securing managerial approval through the system. Results are saved in the CRM comments with a subsequent follow-up date. **Negotiation and closing.** Product information, including models and specifications, is updated in the CRM quotation tool and known by the sales team. Credit information such as rates, approval policies, and requirements is fully understood and updated in the system, and financing quotes are shared using the internal financing calculator within the CRM when required. Advisors have access to the list of vehicle accessories with features and prices, updated in the CRM, and they offer additional vehicle services and know the dealership's mobile application. Trade-in of a used vehicle is offered where applicable, with appraisals scheduled via the CRM, and service contracts are offered using supporting materials such as brochures that highlight benefits, pricing, and after-sales advantages, with quotations sent through the CRM. All prospects entered by the sales force should have at least one registered quotation in the system; Excel templates, messaging apps, or alternative unofficial forms do not apply. Reservation deposits are processed using the CRM where applicable, and vehicle deliveries are scheduled using the CRM. **Delivery.** The floor manager prepares the vehicle and completes the pre-delivery inspection form. Official license plate frames are installed. The advisor inspects the vehicle according to the pre-delivery checklist at least 2 hours before the appointment, ensuring documentation such as the owner's manual if applicable, warranty, and maintenance records are ready along with business documents and spare keys. Deliveries take place in a specifically designated delivery area and follow the 6-step product presentation method and the delivery checklist. The advisor explains the operation of systems such as A/C, radio, lighting, safety features, and accessories, explains how to schedule service appointments, provides contact phones for future inquiries, and explains every document handed over. **Follow-up.** Customer service tickets should not exceed the maximum response time; any that do should be properly escalated. **Transversal Monitor.** Both the Sales Advisor and the Sales Manager should understand and actively use the Transversal Monitor, the sales tracking dashboard. **5S methodology.** Aisles and surrounding areas are free of obstacles with easy access maintained, and cable extensions are managed so loose cables do not impede movement. The 5S methodology is continuously applied and maintained: the showroom and restrooms are clean and organized, restrooms are fully stocked with amenities such as soap, paper towels, and hand dryers, and advisor, receptionist, and manager desks remain organized. Cleaning controls and an updated maintenance plan are in place. The customer parking lot is clean and in good condition with wheel stoppers and signage intact, and strictly reserved for customers. Branch signs and signaling are in good condition, and illuminated signs have functioning lights. Operating hours are clearly published in the showroom, with a dedicated contact phone number displayed for specific brands. The building facade is free from rain marks and dirt. Water dispensers are clean and in optimal working condition. Fire extinguishers and other emergency equipment are up to date, prominently displayed, and free of obstructions. Flooring inside and outside the showroom is in perfect condition, without stains or cracked tiles. Walls, ceilings, and drop ceilings are free from damage. Office chairs and desks are in good physical condition, and desk drawers and mobile pedestals are neatly organized. Windows, partitions, and furniture are clean and well maintained inside and outside the showroom. Employee break rooms are clean and in excellent condition, with napkins, available soap, functional trash cans, and clean sinks.

How to carry out the certification

Work through the checklist in the order of the customer journey so the assessment follows the same path a customer would. Score each item Yes, No, or N/A, and record the supporting observation where a CRM record, a physical vehicle, or a facility condition is being checked. Use the administrative fields to anchor the review: record the date the inspection was conducted, who prepared it, and the location. Close with the signature, the time finished, and the inspection's real start and end dates. Because many items depend on system records, inspect the CRM directly rather than relying on a verbal account, and look at the physical evidence — the demonstration vehicle, the delivery area, the showroom, the restrooms, and the parking lot — at the same time. Where an item is not applicable to the region or the branch, mark it N/A rather than leaving it blank.

Frequently Asked Questions

The checklist covers the full sales and service journey. It groups 59 items into twelve areas: Online Customer Service; Customer Service & Advertising; Welcome and Greeting; Consultation; Static Demonstration; Dynamic Demonstration; Negotiation; Closing; Delivery; Follow-up; Transversal Monitor; and 5S Methodology. Each item is scored Yes, No, or N/A.

The items describe a consistent greeting: the advisor stands up, shakes hands, gives their first and last name, presents a business card, smiles, and maintains eye contact. The greeting must include the advisor's name and the brand, and the advisor asks about the customer's needs. During welcome, the customer's reason for visit is confirmed and their contact details (ID, email, phone) are recorded, with the receptionist searching the CRM for the prospect.

The dynamic demonstration items state that test drive vehicles must be maintained with a 1/4 tank of fuel, identified as demo vehicles, clean and dust-free, and free of protective plastics inside and out. There must be an established number of sales models designated for test drives that are physically available and registered in the system, with pre-established routes tailored to customer needs.

The delivery group has the floor manager prepare the vehicle and complete the pre-delivery inspection form. The advisor inspects the vehicle according to the pre-delivery checklist at least 2 hours before the appointment, confirms documentation (owner's manual if applicable, warranty, maintenance) and business documents with spare keys are ready, and delivers the vehicle in a designated delivery area. The delivery follows a 6-step product presentation method and explains systems such as A/C, radio, lighting, safety features, and accessories, how to schedule service appointments, contact phones, and every document handed over.

The 5S items state that the 5S methodology must be continuously applied and maintained. The showroom and restrooms must be clean and organized, restrooms fully stocked with amenities (soap, paper towels, hand dryers), and advisor, receptionist, and manager desks kept organized. Aisles and surrounding areas must be free of obstacles with easy access, cable extensions kept clear of loose cables, and cleaning controls and an updated maintenance plan in place.

Several negotiation and closing items require records in the CRM system: quotations through the quotation tool, financing quotes via the internal financing calculator (if required), service contract quotations, reservation deposits (if applicable), and scheduled deliveries. The checklist also states that 100% of prospects entered by the sales force must have at least one registered quotation in the system, and that Excel templates, messaging apps, or alternative unofficial forms do not apply.

Online Customer Service and Follow-up items require the CRM system to be used for prospecting leads if necessary, monitoring prospect activity with the Sales Manager or authorized personnel, keeping website pages, social media accounts, and other digital platforms up to date, and feeding brands with an active website or e-commerce platform from the CRM. Test drive records, results, and follow-up dates are also logged in the CRM.

Written by

Arne Reis

Founder

Process optimizer with 25 years of expertise, focused on operational excellence in quality, maintenance, EHS, and commissioning. Emphasizes innovative solutions and top-quality standards.

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