The Magic of a Change of Face
Many dealerships are downsizing personnel, and in some cases, they are eliminating the F&I position or changing the job into an administrative position.
I advocate having a change of face, someone other than the sales consultant, to complete the F&I presentation with the customer.
While many senior managers are concerned about customer satisfaction, they sometimes overlook the fatigue level of the sales personnel when mapping out new business models.
Sales Consultants
It often takes all the energy a person can muster to complete all the steps to a sale. By the time he acquires the customer’s approval, the sales representative is mentally exhausted. When anyone becomes fatigued, fear becomes an obstacle. The sales consultant may fear any additional items or products will jeopardize the sale. When in reality, F&I products and services help ensure long-term satisfaction with the purchase. Fear halts presentations. Fear presents excuses. And fear costs the dealership productivity and profitability.
Dealerships need sales personnel to focus on prospecting, setting appointments, greeting, interviewing, presenting the appropriate products, demonstrating products, completing the write-up process and closing deals. If this list sounds like a lot, it is. It takes discipline to do this every day.
Good sales people are often not good with documentation. That is why the best process brings in a different person to complete the F&I process.
Change of Face
A change of face in the deal brings in new energy and a new focus for both the customer and the dealership. Often the customer and the sales person have become friends and the sales person has bought the customer’s point of view of how she cannot spend any more money. Yet, the same customer is back later with an attorney asking why the service agreement was not explained to her when she purchased the vehicle, and who is going to pay for the transmission that needs to be replaced?
A different person should make the presentation about all the extras. The customer will then be in a position to make an informed choice about what protection plan(s) she wants and how she is going to pay for them.
Documentation
Professional F&I presenters are detail-oriented, in addition to possessing good communications skills. They realize that the deal is not complete until all the paperwork is in and the money is collected. F&I professionals also track the trade paperwork to ensure timely receipt of the title to the trade.
If the job sounds administrative, some of it is. Regardless of the administrative duties, professional F&I people focus on the customer who is in front of them. They understand that at that moment no one is more important. They have learned that if customers have a positive experience during the F&I process, they will refer their family and friends to the dealership.
F&I is a keystone in building customer retention. I strongly recommend that each of you take the time to evaluate your business model and retain the change of face platform in delivering the F&I message to your customers.
Oregon IADA, March 2008 Issue, Kelly’s Korner, P. 14