Knowing Your Products Inside and Out


If you want to sell more products, you have to be knowledgable of the product. On today’s Tip of the Day, Becky Chernek explains why you must give a solid presentation and be able to sell your product confidently.


Becky Chernek: Welcome to the tip of the day on CBT. I’m Becky Chernek. Now, if you want to sell more products, you got to know more about the product. Your menu presentation must be rock solid. Go in with confidence. Know your products inside and out. What are the features and benefits of your products? Write them all down. Highlight all the key points you want to share with the customer. What will drive the point home the most? Take out your product form and open it up and check out all the coverages and limitations.

Becky Chernek: So for an example, if you’re offering a tire and wheel policy, what are the exclusions? What will it cover? What it doesn’t cover? Same thing for that service contract. You got to understand all the features and benefits, including limitations. You never want to tell your customer everything is covered when it’s not. Know your products inside and out and rest assured you’ll be selling more too.

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Rebecca Chernek, founded Chernek Consulting, LLC in 2001, has nearly three decades of experience in the automobile dealership industry. She started her career by working with her father at their family-owned auto dealerships in Have De Grace, Maryland. She gained hands-on skills and experience in almost every aspect of the automotive sales process: new used cars and trucks sales, F&I, Director of Finance for volume operations and general management. She was hired in 1986 as the first woman to sell cars for Al Packer Lincoln & Mercury in Baltimore, and in 1989, she was promoted to F&I Manager for Ron Bortnick Ford in Upper Marlboro, Maryland. In 1995, Rebecca took a position with the JM&A Group and was promoted to District Manager for the AutoNation division — the #1 retailer in the United States — to hire, train boost profits and implement menu selling. She single-handedly earned a sterling reputation for adding millions of dollars to the bottom line for all her accounts! Rebecca has a well-deserved reputation as a self-starter, high-performer, and spirited entrepreneur and motivator. It’s not a matter of what you think you know… it’s a matter of proving it! As a consultant, trainer and nationally recognized expert in F&I Training and sales procedures, Rebecca has helped hundreds of automotive car dealers throughout the United States and Canada streamline their processes and closing techniques and significantly increase profits. She writes regularly for Wards Business, CBT Automotive Network, Dealer Magazine, Subprime News and as a NCM 20 Group F&I Guest Expert. She facilitates for the NCM Institute, Desking and F&I Integration. Rebecca is the anchor for F&I Today – CBT Automotive Network headquartered in Atlanta, GA. Don’t forget to check out our interactive continuing F&I online education platform Chernek Consulting Virtual Pro the best kept secrets on how to be successful in F&I! Boost your F&I performance! Every dealer must have to help your F&I manager increase sales and profits while reducing liability.


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