Success in F&I isn’t just about sales—it’s about creating an ownership experience customers love. On today’s episode of Training Camp, host Adam Marburger sits down with his lifelong mentor, Johnny Garlich, founder of The Member Closing Center, who shares his journey from dealer to F&I pioneer. From his start as a Kansas City dealer to creating digital retailing solutions and integrating AI into the ownership experience, he shares what it takes to succeed in F&I today and how innovation is reshaping the industry.
Garlich reflects on his start as an F&I provider, when he assumed the role offered “mailbox money” by signing up F&I managers for accounts. He quickly learned that success required real work, and he had to actively engage dealers to generate sales, which set the foundation for building a successful agency with nationwide reach.
Innovation has been a hallmark of his approach. Years before video conferencing became mainstream, he created Deliveries on Demand, an early digital retailing solution that allowed F&I managers to deliver contracts via video. The system relied on welding together three T1 lines to handle the bandwidth and required customers to load their paperwork remotely. This forward-thinking approach allowed dealerships to offer F&I services on demand, laying the groundwork for today’s digital processes.
"The car is the means to get there, the loan is how they fund them. We put those two things together, make a killer ownership experience, and it's a win-win situation." — Johnny Garlich
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When discussing the qualities of a modern F&I manager, Garlich emphasizes the importance of customer focus, resilience under pressure, long hours, honesty, and strong interpersonal skills. While sales techniques can be taught, these core traits remain essential. He notes that with customers now savvy and armed with online tools, the traditional approach of payment packing is fading. Today, F&I managers must clearly demonstrate how products enhance the ownership experience rather than rely solely on sales tactics.
He also highlights the critical role of service contracts, calling them the “engine that pulls the train,” which enhances long-term customer engagement and loyalty. The goal is to minimize stress and surprises for the customer, resulting in a seamless and satisfying ownership experience.
Looking forward, Garlich is focused on integrating AI into the F&I process. In the next six months, he anticipates managers will use virtual AI assistants to design customized ownership experiences. The AI will serve as a knowledgeable assistant, complementing the F&I manager and the salesperson while providing customers with clearer insights into financing and service solutions.
Even after decades in the industry, he continues to work tirelessly, driven by his commitment to supporting employees and family members within his organization. At 70, he remains passionate about innovation and evolving the customer experience. His vision for F&I in the next decade is not replacement by AI but a union of AI, managers, and salespeople, working together to optimize the ownership journey.
