1. You will not see a pulsing light on the positive side of the coil.
2. Showing 12v on both sides of the coil when it is not running is correct.
3. Do not be too hard on the dealer. Many times coils can have intermittant problems due to heat, etc. If he tests it for you and it happens to work, then you go back and it fails, unbeknownst to you, then the tail chasing begins.
This a good example when the shotgun method does not work. It can empty your wallet in a hurry and the bike still does not run. Proper troubleshooting techniques must be employed.
Test for spark; if you have none, post back and maybe we can help. If it is there, a different approach can be taken.