MoosedMoosed Sales Academy · Beginner — Foundations · B7
B7 — The Demo & Test Drive
*Source map: M4 (presentation & certainty from facts) + M10 (story over
pitch) + B3 walkaround. Test-drive route/safety specifics are store
practice — [GAP — needs packet: each store's demo route card]. Sitz
time: ~30 min.*
Learning objectives
By the end of B7 you can:
- 1. Present a vehicle as the answer to the discovered problem — every
feature traced to a need.
- 2. Name which certainty is missing when a buyer stalls (vehicle, you,
or the company) and build that one — from facts only.
- 3. Run a demo + test drive in order, with trial closes inside it.
- 4. Use one true story frame inside a conversation without breaking its
flow.
- 5. Keep every fact honest — zero invented facts, zero exceptions.
Lesson script (narration)
[SLIDE: B7 title — "The Demo & Test Drive" — keys-in-hand plate]
TRAINER: (Walls, spoken.) "You are not presenting a vehicle. You
are presenting the answer to the problem the customer just told you
about. Every feature you name traces to a need he named in discovery
(B4). If it doesn't trace, it doesn't get said — a generic pitch tells
the buyer you weren't listening.
"When a buyer stalls mid-demo, the stall tells you which certainty is
missing. He can be unsure of the vehicle, unsure of you, or
unsure of the company. Name which one — silently — and build that
one. And you build it from facts only: real inventory, desk-authorized
terms, real timelines. Certainty built on an invented fact isn't
certainty. It's a debt, and it comes due at the desk."
[SLIDE: "Demo order" — walkaround diagram]
"The demo runs the B3 walkaround with the customer in it: six
positions, and now you add the customer to the driver's seat early —
people believe what they touch. Then the test drive, on the store's
route [your store's demo route card — store practice]:
long enough to feel the car, with highway and neighborhood in it.
Logistics are never improvised: license copied before the drive, route
known, phone down. During the drive, talk less than you think. Let the
car sell. Your job is the trial close, timed to the customer's own
words:
"Trial closes are small yeses, not the big one. 'How does that seat
feel for your back?' — he's answering as an owner. 'Is this the room
your kids need?' — he's picturing Tuesday morning. Every yes he gives
in the driver's seat is worth ten at the desk."
[SLIDE: "Story over pitch" — TRACK frame]
"And when the moment calls for it: **stop selling, start telling
stories.** A pitch stays in this room; a story is what the buyer
repeats tonight to the partner who wasn't here — in your words, if you
told it right. A story frame has three beats: a buyer with the problem
this buyer has, what was done, and what changed. Short. True to
inventory. The story serves the need discovery found — it never
replaces it, and a story that fabricates a vehicle fact fails on the
spot. One story, used live, inside the conversation's flow — if the
conversation has to stop so the story can happen, the story is wrong
for that moment."
Word tracks (TRACK)
Mapped presentation open:
"You told me [discovered need]. This is why [the vehicle] answers
it: [feature], which gives you [the benefit he asked for, in his
words]."
Trial closes (in the car):
"How's that feel compared to what you're driving now?"
"Can you see this doing [the job he named — the commute / the school
run / the tow] every week?"
Story frame:
"A buyer came in with [the same discovered problem]. What we did was
[the true step taken]. What changed for him was [the outcome, stated
without a number nobody authorized]."
Photo job aid — desk card B7
DEMO = THE ANSWER, NOT A TOUR
- Every feature traces to a discovered need. No trace → don't say it.
- Stall? Name the missing certainty: vehicle / you / company. Build
that one — facts only.
- Order: walkaround (customer in the driver's seat early) → license
copied → store route → let the car sell.
- Trial closes ride on HIS words: "How's that feel vs. yours?"
- Story: problem → what we did → what changed. True, or don't tell it.
Floor drill — partner role-play
On the lot. Partner B plays a buyer with a discovery summary card (need,
motivation, constraint) and one planted stall ("I don't know… my last
car from a dealer was nothing but trouble"). Partner A runs the mapped
presentation + walkaround + a short drive (or a walk-through simulation
per store practice), places both trial closes, names the stall's
missing certainty to the trainer afterward, and uses one story frame.
Trainer watches for: every feature traced — the trainer strikes any
feature that can't be traced to the discovery summary, and **two
strikes ends the rep**; the stall correctly diagnosed (company
certainty, in this card); zero invented facts.
Practice self-check (ungraded)
- 1. Buyer stalls: "I just don't know about these CVTs." Which certainty
is missing, and what do you build it with?
- 2. Write a story frame for a buyer whose discovered problem is a
45-minute commute in a dying sedan. No numbers.
- 3. Name the demo order, start to finish.
- 4. A feature you love doesn't trace to anything this buyer said. What
happens to it?
Field assignment (same day)
Build two story frames from real, true-to-inventory situations at your
store (no customer names, no invented facts, no numbers) and file them
to your record. Then run one supervised live demo with your trainer or
manager shadowing; the five-part note goes in your CRM the same day.
Institute media note: the narrated video for this module is available on the module page.
Module media & materials
Slide deck (PDF) · Job aid / desk card (PDF)
Enrolled learners: record this unit on your learner record from your course page. Reading is open to everyone; progress, the end-of-course test (B10), and certificates live on the learner record.