As the retail automotive industry continues its regression to pre-pandemic business realities, the absence of a fundamental sales process is illuminated by the reports of decreased F&I income per sale reported by the publicly traded automotive retailers.

The “road to the F&I sale” is not a fail-safe path toward success at every turn but rather a coordinated process built upon best practices that tend to result in the best outcome more times than not.

While this road can vary by training provider, one thing remains consistent: the importance of the customer interview. This step, like the beginning of each assembly line, is essential to the foundation of a profitable outcome.

Many F&I managers will challenge all aspects of the interview: time required, location, etc. Some may not understand that each is part of the process for a reason. Get educated on the “why” and not just trained on the “how.”

If you are looking to establish a good first impression, engage the guest to learn more about their purchase and use of the vehicle. You want them in a comfortable environment. The customer has been at the desk on the sales floor for the last hour or longer. They have created a rapport with the sales manager and feel a little more empowered in their decision making.

You coming to their location is not only a sign of respect but also allows you to engage the guest on their turf.When you were a kid, did you ask your parents for money the moment they came through the door, or did you wait until they relaxed a bit? The same holds true for the customer interview; we want the guest to be in a place of comfort.

The first part of the customer interview is to search for potential landmines that could explode and disrupt your process in the F&I office. The F&I office is for business and selling. If you haven’t cleared any potential landmines, you can easily be taken off your game and the smallest item can earn a goose egg on your deal recap.

The second part of the interview should not take more than a couple minutes. Ask a few probing questions to show the guest you want to understand their needs — questions such as:

  • “Are you planning on maintaining your vehicle with us?”
  • “We find some of our customers keep their vehicles between five and seven years. Are you closer to five or seven?”
  • “We find our customers drive anywhere from 12,000 to 15,000 miles and some as high as 18,000 miles a year. Are you closer to 12,000, 15,000 or 18,000?”
  • “Are you aware of your responsibilities in the event of a total loss?”

Feel free to add your own questions but always be prepared to answer the “why” for the customer.

These questions may lead to a customer inquiring about a product. It is paramount if an opportunity to sell presents itself — DO NOT ENGAGE! The sales floor is for collecting and confirming information; your office is for selling.

By now you have invested a few minutes with your guest. Let them know you will need about five to 10 minutes to get prepared to deliver their vehicle. Ask if they have any questions for you then politely excuse yourself.

In your office, you can tailor the F&I menu to this customer. You can focus on what you believe the customer needs are based on your interview. Gather the paperwork you will need, print or set your iPad with the menu and set yourself up for success.

Let’s review what this four- to five-minute investment has given you. You have removed the potential landmines, you know the guest’s driving habits and hopefully have established a connection that will allow you to customize your presentation. Any potential contract issues should have arisen by now and your guest’s perception of time to get into the F&I office was significantly shorter than the conventional route.

Can you see how this process will yield a better interaction — and likely a more profitable one — than if it did not occur? Get with your F&I provider and start practicing.