What this checklist covers
Every brand has a sales process; the audit question is whether the showroom actually follows it. Most lost sales trace back to a missed step: an enquiry not followed up, a test drive not offered, a proposal not explained. This checklist follows a sale from first contact to the follow-up after delivery.
The Sales Checklist for Automotive Dealerships is a 15-point scorecard for showroom standards, customer experience, and vehicle delivery. Each criterion is scored from 1 to 5 on what the auditor sees on the day, and every gap goes into an action plan with an owner and a close date.
AutoSmart tip: Sales audits are best conducted as an unannounced mystery-style visit where possible. The quality of the first two minutes of a customer interaction — greeting, response time, and initial engagement — is one of the strongest predictors of overall sales performance and customer satisfaction.
The checks
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Showroom standards and display
- Is the distance between displayed vehicles 2 meters, are the doors unlocked during showroom working hours, are floor mats installed, are interior plastic covers removed, and are the display vehicles clean and polished?
- Does the showroom display the price tag on every vehicle (left lower portion of the windshield glass), and is the price consistent with the website price?
- Does the showroom display the vehicle specifications (equipment disclosure) on a stand near the vehicle (front driver side), and is the latest updated version of the specification sheet displayed?
- Are the floor, lights, roof, showroom glass, and doors in good condition, with a light intensity of 500 lux or more, and are all display electronics and walls clean and well-maintained?
- Are promotional materials, brochures, and campaign displays current, correctly placed, and free from outdated pricing or superseded model information?
Showroom environment and facilities
- Are all tables in the showroom properly arranged, with 5S applied to the salesman's desk, and is the showroom's AC working properly?
- Is test drive availability communicated to walk-in customers, and is a test drive vehicle maintained in clean, roadworthy condition at all times?
Customer experience and sales process
- Must the customer be attended to by a sales staff member within 2 minutes of entering the showroom?
- Should the salesperson accompany the customer throughout the visit, including the walk-around and when leaving the showroom?
- Is a customer needs assessment or inquiry form completed for every walk-in visit, and are follow-up actions logged in the CRM or lead tracking system?
- Is a structured vehicle walk-around presentation conducted for every customer, covering key features, technology, and ownership benefits?
Delivery and handover
- Is the sales delivery area free from odour, clean, and organised?
- Is the car in good condition (no odour and clean) unless otherwise requested by the customer?
- Is a pre-delivery inspection (PDI) completed and signed off for every vehicle prior to customer handover, with the PDI checklist retained on file?
- Does the handover process include a documented explanation of vehicle features, warranty terms, and after-sales contact points, with customer acknowledgement obtained?
How to run it
How the scoring works
Before the visit, fill in the dealer or centre, the auditor, the date and the audit cycle. Then score each of the 15 checks from 1 to 5 on what you see on the day, not on what the site aims for, and add them up out of 75.
- 1Not in place
- 2Attempted
- 3Defined
- 4Managed
- 5Fully sustained
- Green60–75 · 80–100%Compliant. Keep the standard.
- Amber38–59 · 50–79%Improvement needed: a structured action plan within 30 days.
- Red0–37 · Below 50%Priority intervention, escalated to regional management.
Then close every gap
Each gap goes into the action plan tracker and moves through four stages until the auditor closes it.
- 1PendingOwner and close date set
- 2In progressWork under way, evidence gathered
- 3CompletedEvidence submitted for review
- 4ApprovedVerified and closed by the auditor
Questions about this checklist
Which sales steps matter most?
Follow-up of every lead and offering a test drive usually make the biggest difference to conversion.
Can this be combined with mystery shopping?
Yes. The in-showroom steps are often checked by mystery shoppers, and the paperwork by the auditor.
Is there a guide on the dealership sales process?
Yes: see our guide to the automotive sales process, linked below.
