FORGEby JuraVance
Your team is
practicing on
real customers.
Every objection your worst salesperson fumbles was already handled — perfectly — by your best. The difference is not talent. It is repetitions.
Forge gives every advisor on your floor unlimited reps against realistic AI customers — before those customers walk in the door. Voice simulation. Real-time scoring. Certification that follows their career.
10
Training Pillars
48
AI Scenarios
Live
First Pilot Dealership
5
Languages
FORGE / LIVE SIMULATION
VOICE SIMULATION
Practice without putting a customer at risk.
SCROLL TO ENTER FORGE ↓
THE REALITY
Experience is built
through experience.
"What's your best price?"
"I'm just looking."
"I'm shopping other dealers."
"That's more than I wanted to spend."
"We need to think about it."
"My mechanic can do it cheaper."
"I saw it online for less."
Most dealership conversations are learned while they are happening.
Forge changes that.
THE MATH
One extra deal.
Every month.
The question is never whether you can afford Forge. The question is how many deals your team is leaving on the floor every month while they learn on real customers.
A 10-person floor. One extra deal per advisor per month on average. The math is not complicated — but the gross is.
Advisors on your floor
10
Extra deals per advisor / month
1
Front gross per deal
$3,000
Additional gross / month
$30,000
Forge Pro plan
$895 / mo
Return on investment
33× every monthTHE SIMULATION
You are the advisor.
The AI is the customer.
Forge creates a place to practice realistic automotive conversations across scenarios, customer personalities and levels of difficulty — before the real moment arrives.
01 Choose a skill
02 Meet the customer
03 Enter the conversation
04 Learn from the outcome
SCENARIO / CUSTOMER
NOT A SCRIPT
The customer
reacts to you.
Forge is not about memorizing the right line. It creates an environment to develop judgment, listening, confidence and conversational skill. The AI customer pushes back. Gets harder as you get better.
"I want to know what your best price is before I come in."Every response changes what comes next.
ROLE-AWARE DEVELOPMENT
Built around the
whole dealership.
Forge adapts development to the role — from Product Advisors to BDC to F&I to Service. Every pillar purpose-built for the conversations that role actually has.
Discovery
Phone
Mastery
Desking
F&I
Objection
Handling
Storytelling
Lease
Mastery
Leadership
& Coaching
Parts &
Counter Sales
Service
Excellence
PRODUCT ADVISOR / DEVELOPMENT
PRACTICE → FEEDBACK → IMPROVEMENT
Every session should
leave you better.
Forge turns practice into a development signal: what worked, what needs attention, and where to focus next. Thirty seconds after your session ends — you know exactly where you stand.
84SESSION
SCORE
SCORE
Discovery & Rapport91
Listening87
Objection Handling82
Customer Experience94
Coaching Signal
Strong discovery. Create more space before moving to solution.
Recommended next practice → Objection Handling
FORGE CERTIFIED
Training your team
builds. A credential
they keep.
Every tier earned on Forge generates a publicly verifiable credential — a permanent record of what your advisor has proven they can do. It follows them to LinkedIn, to their next interview, to their career.
For you as a GM: it is a retention tool. Staff who are building something verifiable have a reason to stay, and a reason to train harder. For a hiring manager: verify any candidate's Forge certification in 30 seconds.
Verify a credential →
Forge Gold
Awarded to Ian Bellis · NewRoads Mazda
✓ Verified Credential
GoldTier
31Sessions
84%Avg Score
Shareable Credential URL
forge.juravance.com/certified/go4f2a...
VISIBLE PROGRESS
Progress should
feel like progress.
Practice compounds. Forge gives development a visible path from first session to demonstrated mastery — with every tier backed by a public credential.
RRookie
BBronze
SSilver
GGold
PPlatinum
EElite
Progress and achievement visualization shown as a marketing representation of the Forge development system.
MANAGEMENT INTELLIGENCE
Your team is practicing.
Now know where to coach.
Forge gives managers visibility into participation, performance, activity and coaching opportunities across the team. Monday morning, you know exactly who to talk to and what to say.
See who's training.
See who's improving.
See where people struggle.
Know where coaching matters.
MANAGER / TEAM INTELLIGENCE
Team Development
One view.
Better coaching.
Better coaching.
BUILT AROUND THE DEALERSHIP
One dealership.
Different conversations.
Product Advisor
Sales BDC
Sales Management
F&I
Dealer Administration
Parts Manager
Parts Advisor
Service Manager
Service Advisor
MULTILINGUAL PRACTICE
Customers don't all
sound the same.
Neither should training.
English
Français
Español
中文
فارسی
🔥 Founder Circle — Now Open
ROOKIE→BRONZE→SILVER→
GOLD→PLATINUM→ELITE
We are not building
Forge for dealers.
We are building it with them.
The Forge Founder Circle is a select group of progressive dealer operators shaping the platform before we scale to the broader market. Founder Circle dealers get locked-in pricing, direct input into product development, and early access to every new feature.
We are not the right fit for every dealership. If you invest in your team and expect measurable results — we want to talk.
Or email us directly at sales@juravance.com