Training and certification

A playbook nobody practices is a document. This chapter turns it into habits: a 30-60-90 day plan that takes a new rep from first login to a full queue, the weekly drills every store runs in 15 minutes a day, role-play scripts with what good sounds like, how Coach scores real calls and texts, how the Training Studio quizzes work, and the four certification levels that tell everyone, including the agents, who is ready for what. Training is not an event. It is the daily rhythm that keeps humans and agentic super intelligence selling the same way.

How we train

Five rules shape every training hour in a Regen store.

1. Practice, don't lecture. Reading a word track builds recognition. Saying it out loud twenty times builds the habit. Every session is at least half role-play.
2. Use real conversations. Yesterday's calls and texts, good and bad, are the best material. Coach finds them; managers pick them.
3. Short and daily beats long and monthly. Fifteen minutes every morning changes behavior. A four-hour monthly session changes almost nothing.
4. Measure behaviors, then results. A new rep cannot control their close rate in week two. They can control response time, two-option appointment asks and full payment terms.
5. Train the agents with the same material. A brilliant rep conversation becomes an approved example; an agent's miss becomes a drill for the humans too. One playbook, one standard.

The 30-60-90 day plan for new reps

The plan assumes a rep who is new to the store. Experienced reps move faster through days 1 to 30 but still certify at each level.

Before day 1

• Read chapters 01, 02 and 18.
• Account set up in Regen with a training role: they can read every queue and draft messages, but drafts need approval until Level 1.

Days 1 to 30: foundations

Goal: answer leads fast, text well, run discovery, set appointments that show, and stay compliant.

Day 30 milestone: Level 1 Regen Certified. Drafts no longer need approval. The rep works their own queue.

Days 31 to 60: owning the conversation

Goal: handle objections, run the showroom, follow up on every opportunity and start reviving lost leads.

Day 60 milestone: Level 2 Regen Professional.

Days 61 to 90: closing and the full lifecycle

Goal: negotiate and close with integrity, hand off cleanly to the business office, deliver well and build the owner relationship.

Day 90 milestone: eligible for Level 3 Regen Elite, awarded once the scorecard requirement below is met.

Weekly drills

Every store runs one 15-minute drill a day, inside or straight after the morning huddle. The manager runs it; a certified rep can run it from Level 4.

Why it works: the same six drills every week build automatic behavior. Variety comes from the real leads and objections, not from changing the drill.

Role-play scripts

Role-plays run in threes: the rep, the customer and an observer who scores against the checklist. Each runs for no more than five minutes. The customer plays it straight the first round and tougher the second.

Role-play 1: the website lead, by text

Customer brief: submitted a website lead for a used {{model}} at 7:40 p.m. Wants to know if it is still available and whether the store takes trades.

Customer's first message:

Is the {{model}} still available? I have a car to trade.

What good sounds like:

Hi {{first_name}}, it's {{rep_name}} at {{dealer_name}}. Yes, it's here, I just checked. And yes, we take trades. What are you driving now? I can have someone look at it when you come by. Would tomorrow at 10:15 or after work at 5:30 be easier to see the {{model}}?

Observer checklist: reply sent inside 60 seconds; answered both questions; one easy question; two specific appointment options; no price or payment stated.

Role-play 2: the inbound call, "What's your best price?"

Customer brief: calling about a new {{model}} seen online. Opens with price and wants to get off the phone quickly.

Customer: "I'm just calling to get your best price on the {{model}}."

What good sounds like:

Happy to help with that. I'm {{rep_name}}, and you are? Thanks, {{first_name}}. So I get you the right number, is it the one you saw online you're after, or are you open on trim and color? And are you trading anything in?

Then discovery, then:

The best way to get you a real number is a written offer with every fee itemized. I can send it today. Most people also want to drive it before they decide. I have 4:30 today or 11 tomorrow. Which is better?

Observer checklist: name exchanged in the first 30 seconds; control returned with a question; at least four of the 12 discovery questions; no price guessed; two-option appointment ask.

Role-play 3: "I need to talk to my spouse"

Customer brief: loves the vehicle after the demo drive; the spouse is at work and has not seen it.

Customer: "I really like it, but I need to talk to my husband first."

What good sounds like:

That makes complete sense. It's a decision you make together. What do you think he'll like most about it? And what do you think his first question will be? Let's get him the answers now. Would a quick video call work while you're here, or would it be easier to bring him in this evening? I can have it pulled up and ready at 6 or 6:30.

Observer checklist: no pressure; asked what the spouse will care about; offered a way to include the spouse now; set a specific time; recorded "decision maker missing" as the stall reason if unsold.

Role-play 4: Revive reply, price gap

Customer brief: visited four months ago, walked over the payment. Revive sent a price-gap opener. The customer replies.

Customer: "Still too expensive for me I think."

What good sounds like (human taking over from Converse):

Thanks for getting back to me, {{first_name}}. A few things have changed since you were in, including the options on the {{model}} and some newer units in stock. Would it help if I put together a written comparison with a couple of different ways to structure it, with every number shown? No obligation. If it still doesn't work, I'll tell you straight.

Observer checklist: thanked them; no price, payment or rate stated by text; offered a written, transparent comparison; honest; one clear next step.

Role-play 5: the payment disclosure

Customer brief: in the showroom. Asks, "So what's the payment on option two?"

What good sounds like:

Option two is [payment] a month for [term] months at [APR]% APR with [down] down, plus tax, title and fees, on approved credit.

Observer checklist: every element said, in order, without being prompted. Any missing element is a fail. Repeat until clean three times in a row.

Role-play 6: the unsold showroom video

Customer brief: left 40 minutes ago to think about it. Stall reason: trade gap.

Rep task: record a personal video under 60 seconds, standing by the vehicle.

What good sounds like:

Hi {{first_name}}, it's {{rep_name}}. Thanks for coming in today. I know the trade number on the {{trade_vehicle}} wasn't where you hoped. I've asked our used car manager to look at the latest sales in our area for your exact model, and I'll have that for you tomorrow before noon. Either way, this {{model}} is here when you're ready.

Observer checklist: under 60 seconds; used their name; named the real stall reason; specific promise with a time; no pressure, no price.

How Coach scores

Coach scores every call and text conversation against this playbook on a 0 to 100 scale. Scores are for coaching, not punishment, and every flag comes with a specific word track the rep could have used.

The scoring categories:

1. Speed. Was the first reply and every follow-up on time for the stage?
2. Personal and relevant. Did the message use what the customer said, or was it generic?
3. Discovery. Were the right questions asked, and was the buying profile updated?
4. Value. Did the rep answer the customer's question before asking for anything?
5. Next step. Did the conversation end with a specific next step, ideally two appointment options?
6. Compliance. Recording notice, full payment terms, no price or approval stated by text, opt-outs honored. A compliance miss caps the score, whatever else went well.
7. Tone. Respectful, warm, plain. No pressure, no false urgency.

How managers use it: each rep's average and trend appear on their scorecard. In the weekly one-on-one, the manager plays one high-scoring and one low-scoring conversation and practices the missed moment with the rep. Coach's flags also feed the morning huddle: the behavior Coach flagged most yesterday becomes that morning's 90-second huddle drill (chapter 16).

Training Studio quizzes

Every chapter of this playbook has a quiz module in the Training Studio, imported from the playbook library. Each module has at least five questions that test the chapter's rules, with the reason behind each answer shown after the rep responds.

• Pass mark: 80%. A rep who misses can retake after 24 hours, with the missed questions' explanations shown first.
• Order: modules unlock in the order of the 30-60-90 plan, but managers can open any module early.
• Refresh: when a chapter changes, its module is updated and every certified rep retakes it within 30 days.

The same library feeds every agent's knowledge, so a rep who passes the objection-handling module and Converse are working from the same answers.

Certification levels

Certification is earned and kept. Levels are reviewed every quarter, and a rep who falls below a level's ongoing standard for 60 days drops back until they meet it again.

Level 1: Regen Certified (day 30)

• Training Studio modules passed at 80%+ for chapters 01, 02, 03, 04, 05, 06 and 18.
• Live role-plays passed with a manager: the 60-second text reply, the inbound call, the two-option appointment set.
• Compliance sign-off: consent capture, opt-outs, quiet hours, recording notice, AI disclosure.
• Coach average of 70+ across at least 20 real conversations.
• Unlocks: working their own queue without draft approval.

Level 2: Regen Professional (day 60)

• Modules passed for chapters 07, 08, 09 and 10, plus all Level 1 modules still current.
• The objection gauntlet: ten objections drawn at random, all answered using the method in chapter 07.
• A full showroom role-play from meet-and-greet to write-up.
• Coach average of 80+ over the last 30 days.
• Personal follow-up compliance at 90% or better.
• Unlocks: working Revive replies and long-cycle opportunities independently.

Level 3: Regen Elite (day 90 plus a sustained scorecard)

• All 19 modules passed at 90%+.
• The payment disclosure role-play clean three times in a row, with a manager observing.
• Coach average of 90+ over 30 consecutive days.
• Personal scorecard at strong store targets or better for 60 consecutive days: show rate of 65%, close rate on shows of 35%, follow-up compliance of 90%.
• Unlocks: submitting approved examples to the Training Studio, and handling escalations from agents.

Level 4: Regen Coach

• Regen Elite for at least six consecutive months.
• Has run the daily drill for a month under a manager's observation.
• Has submitted approved examples and corrections that were published to agents.
• Unlocks: running drills and role-plays, scoring certification role-plays and certifying Level 1 and Level 2 reps.

Every rep re-certifies on chapter 18 every year, whatever their level.

Training the agents alongside the humans

The agents learn from the same playbook, and from your people. A Level 3 rep can submit a great conversation as an approved example; any rep who sees an agent miss files a correction with the right answer. The manager reviews both on Wednesday, runs evaluations in the sandbox and publishes a new agent version (chapter 15). Your best rep's judgment becomes the floor for every conversation the agents handle, around the clock.

How Regen runs this

Coach scores every conversation and turns each miss into a coaching moment with the exact word track. The Training Studio hosts the quizzes, tracks certification and collects approved examples and corrections from certified reps. Insight shows each rep's scorecard and trend, and the team's most common misses for the week, so the manager knows what to drill. The agentic super intelligence layer learns from the same library and the same corrections, so humans and agents improve together.

This is a quiet cost saving: a new rep reaches a productive queue faster when every day has a drill, every conversation is scored and every miss comes with the answer. It also protects revenue. A rep who knows the Revive segments by heart turns the leads that wake up into appointments, so lost leads brought back to life do not die again in an untrained hand.

What managers inspect

• Daily drill held, with attendance, every working day.
• Each new rep's position against the 30-60-90 plan, weekly.
• Training Studio results: modules due, failed or out of date after a chapter change.
• Coach averages and trends by rep, and the top three missed behaviors for the week.
• Corrections and approved examples submitted, reviewed and published.
• Certification levels current, and any rep below their level's ongoing standard.

Targets

• Strong store target: average Coach playbook score of 80. Top 1% operator target: 90+. Rationale: daily drills built on real conversations move the behaviors Coach measures.
• Strong store target: follow-up compliance of 90%. Top 1% operator target: 98%+. Rationale: certified reps own their queue, and certification requires it.
• Strong store target: every new rep reaches Level 1 by day 30. Top 1% operator target: every new rep reaches Level 1 by day 30 and Level 2 by day 60. Rationale: a fixed plan with weekly checkpoints removes the drift that slows most onboarding.
• Strong store target: a 15-minute drill on every working day. Top 1% operator target: every working day, with that week's most common Coach miss as one of the drills. Rationale: training aimed at real misses is what changes results.