Buying a new car is an exciting experience for customers—that is, until they enter the F&I department. On today’s episode of F&I Today, Paul Brown, vice president of Ascent Dealer Services, shares insights into customer psychology and techniques to enhance the customer experience and boost CSI scores.
Car shopping is a tactile and engaging experience where customers can touch, feel and drive their new vehicle. Whether the car is new or pre-owned, it’s brand new and exciting for the customer.
However, an interesting shift occurs as buyers move through the process. The excitement displayed throughout the sales experience often morphs into fear and anxiety when they enter the F&I office. Customers fear making mistakes and being taken advantage of.
"Understand that when customers come in, they're operating out of fear. When people are afraid, they will make decisions that aren't in their best interests. Know that, understand that, and start to peel away at it."
To be successful, F&I professionals must recognize this anxiety and be prepared to address it. Brown outlines several strategies to help alleviate customers’ fears and make them feel more comfortable.
Make early introductions
The F&I office should not be the first place where finance managers meet their customers. Offering a warm greeting while customers are still on the sales floor sets a positive tone for the F&I experience.
A quick and effective introduction might sound like:
“Hi, I’m Paul Brown, one of the business managers. My office is right over there, and I’ve got an open-door policy, so if you need anything at all, just grab me. I’m here to make sure you have a great experience. Can I get you something to drink?”
The simple introduction, paired with a gesture of hospitality, establishes a rapport before the customer even enters the F&I department.
Reset the clock
F&I departments are notorious for long wait times, which can heavily detract from the customer experience. It’s essential to set transparent and realistic expectations. Excessive delays can agitate customers, making them more resistant in the F&I process. Customers are willing to wait when they understand what they’re waiting for, the purpose of the delay and have a clear timeframe.
A quick way to re-engage and “reset the clock” might be:
“Hi again, great to see you. I just got your file, so here’s what happens next. I’ll load your deal, submit it for financing, and get the approvals, which takes about 15 minutes. Then we’ll head to my office to sign the paperwork, and you’ll be on your way in your new car. You should be all set in about 45 minutes. Sound good?”
It’s important to remember that customers’ perception is their reality. Avoid delays, such as lunch or coffee, and get to the customer quickly. If a delay does occur, provide updates and a revised timeframe. Customers will appreciate being kept informed and feel that their time is valued.
Create a space that encourages dialogue
Maintain a neat, organized office that feels inviting and personal. A cluttered space littered with paperwork and brochures can create discomfort and defensiveness.
Brown’s top-secret strategy is keeping a small tactile item on the desk, such as a slinky. Allowing customers to use it provides a grounding experience, alleviating tension and helping them relax.
A relaxed customer is easier to connect with, paving the way for a more pleasant and successful F&I experience.
From stress to success
By making early introductions, managing expectations, and creating a welcoming environment, F&I professionals can transform a tense experience into a positive one. Simple adjustments in approach and office setup can improve customer comfort, strengthen relationships, and boost overall satisfaction.
