I helped facilitate a workshop in Cupertino with one of Apple's design evangelists. The initial objective of the workshop was not fully defined, but broadly aimed to improve the dealership experience. Through exercises with users from a local dealership sales team, we found the biggest pain points centered the customer experience on lot and through the test drive. Broader finance and CRM related needs were documented but tabled in order to focus.
From the moment a customer arrives on the lot, the app helps the dealer answer questions the customer might have, find inventory that fits their needs, locate inventory in order to take a test drive, and easily transition a sale to the finance team or continue the customer relationship if a sale isn't reached.
Since the workshop uncovered scope that was larger than initially expected, a lot of the initial work focussed on quick iterations to the design in order to get feedback from users. I used animated prototypes to demonstrate stories as well as the happy path in order to collect that feedback.
While engaging the customer a sales person needs to find a vehicle that fits their interest from the inventory and then physically on the lot.
To encourage conversation rather than documentation, the salesman could record interest levels in from structured fields rather than free text.
Even if the test drive does not immediately lead to sale, the customer often wants more info. The salesman can share industry reports, press reviews, and awards received.