Welcome back to Training Camp with host Adam Marburger. On today’s episode, Paul Brown, an F&I expert and VP of Training at Ascent Dealer Services, explains how dealerships can increase PVR, improve customer loyalty, and strengthen their F&I departments through coaching and strategic approaches, rather than with quick-fix scripts.
Brown argues that traditional F&I scripts are no longer effective and are outdated. Instead, he recommends coaching that emphasizes sales psychology, understanding customer motivations, and fostering authentic conversations. Having engaged and passionate staff is crucial, as disconnected employees can undermine F&I success performance.
“We need to bring some sales psychology into [the experience], understand personality types, get to know our customers so that the words we say actually have value.”
Aligning sales and F&I teams is essential for success. Brown suggests that finance managers should actively support the sales team, assist with deal structuring, and maintain clear communication. This approach can help increase profit per vehicle retailed (PVR) and reduce friction between departments. Service contracts are a significant profit driver; however, many customer objections arise from their preference to pay as they go. Implementing a structured method for handling objections keeps customers engaged and improves acceptance rates.
Effective closing depends on tailoring approaches to the customer’s situation and reinforcing the financial benefits of products. Brown noted that top F&I professionals rely on a few practiced closes executed confidently, which builds trust and drives results.
When hiring F&I managers, Brown looks for candidates with experience in high-stress environments, strong character, and a commitment to personal development. Adhering to consistent processes ensures long-term success.
Dealers can improve performance by moving beyond scripts, fostering collaboration between sales and F&I, treating service contracts as a profit engine, and hiring resilient, growth-minded staff. Continuous coaching and structured processes are key to elevating F&I teams and enhancing the customer experience.
