In today’s episode of Training Camp, host Adam Marburger sits down with Paul Brown, partner and head of Training and Development at Ascent Dealer Services, to break down the psychology behind F&I objections. With years of firsthand experience, Brown offers an inside look at why customers say “no” to F&I products—and how finance managers can overcome those objections through empathy, timing, and servant leadership. From recognizing core objections to building stronger interdepartmental partnerships, this conversation delivers practical strategies to improve F&I performance, boost customer satisfaction, and drive dealership profitability.
Why do customers reject F&I products?
Most F&I outcomes hinge on the finance manager’s actions, timing, and listening skills. Customers want the protection that F&I products afford them but don’t want to feel pressured into a purchase and fear making a mistake.
The most important thing that finance managers can do is build a stronger connection with the guest by:
- Making the customer feel welcome
- Treat the customers well
- Asking a lot of questions about the customer’s previous experiences
- Genuinely listen to understand the customer instead of pushing an agenda
- Avoid poorly timed conversations that create unnecessary objections within the customer
The core objections in F&I
Brown highlights that most customer objections can be broken down into three categories.
Monetary objection
The customer may reject the F&I product, citing cost as the objection. The payment or price may be too high. Or, the customer has purchased the item or service before and didn’t see the value it provided.
Brand confidence
Sometimes, customers may have unwavering faith in a particular brand, especially if they’ve owned multiple vehicles from that automaker and have experienced little to no problems.
Overconfidence in outside help
The “I got a guy” customer declines F&I products because they have a connection they rely on to handle any issues they may have with their vehicle.
At the end of the day, the objection doesn’t matter. Brown highlights that the objections all boil down to customers wanting to “pay as they go.” F&I professionals must meet their customers’ objections with knowledge and logic to overcome them.
Common F&I department shortfalls
The most common mistake Brown sees across dealerships is that finance managers aren’t getting involved in the transaction early enough. If finance managers are not working on actively submitting a deal, a CIT, or something customer-centric, then they should be up and moving.
It allows them to gain better insight into what’s happening in the store and more effectively observe their teams. When not much is happening, it is an opportune time to coach sales associates to build a stronger and higher-performing team.
Another trend Brown has noticed that holds most F&I departments back is fear. Many finance professionals find themselves uncomfortable when handling a cash or lease deal because they haven’t taken the time to develop the skills needed to best handle that type of customer and deal.
Brown stresses that it doesn’t matter how the customer purchases the vehicle; they need coverage, too. He recommends that finance managers commit to working on the deals they’re most uncomfortable with daily until they feel skilled and comfortable.
Bridging the gap between sales and F&I
Marbuger provides an insightful analogy: the sales desk is the architect, and the F&I is the finished carpenter. The desk is the biggest functionality of F&I profit, and the two departments must have a strong partnership.
The finance manager must take the initiative, be servant-leading, and support the desk to build a solid relationship. He recommends helping the desk structure deals, doing early TOs, and assisting with a selfless mentality. The collaborative process must also extend to sales associates through training and effective coaching.
Bridging the gap between the two departments not only leads to better customer experience but also leads to increased profitability for all.
Develop a winner’s mindset
It’s not uncommon to hit a plateau and feel stuck every once in a while. However, avoiding getting stuck in a negative frame of mind is essential.
Brown recommends starting each day fresh. Recognize that the failures are in the past and can’t be changed. The only thing that can change is the future trajectory. Move forward with a fresh mindset and recognize that each day is a new opportunity to succeed.
"If we're afraid of something, it's that we feel inadequate to handle that situation. We have to get really uncomfortable and be comfortable being uncomfortable so that we can grow. " – Paul Brown
