As dealership customers become more payment-sensitive and less tolerant of friction, finance and insurance departments face growing pressure to modernize how they present products and build trust.
During the latest episode of F&I Today, Paul Brown, Vice President of Ascent Dealer Services, said many customer objections stem from uncertainty created earlier in the sales process, not from the products themselves. He argues that dealerships that prioritize transparency, customer control, and clearer communication will improve both trust and profitability.
Objections begin before the presentation
Brown says objections often develop before customers enter the finance office. When products appear to be unnecessary add-ons or payment increases, buyers naturally become defensive about affordability.
He describes “pre-framing” as a strategy that raises likely customer concerns before buyers raise them. Doing so helps establish context and relevance before conversations become confrontational.
“Pre-framing... is not manipulation. It is disciplined communication that removes surprise before resistance appears. The goal is to build the customer’s understanding early enough that the final decision feels logical and not forced.”
According to Brown, customers should feel informed, respected, and in control before reaching a final buying decision.
He describes this phenomenon as “reactance,” referring to the instinctive pushback customers experience when they feel their control is being threatened. He asserts that many dealerships still use language that unintentionally creates tension, particularly when discussing payments or protection products. Therefore, Brown encourages dealer leaders to identify and eliminate phrases that make customers feel pressured.
Modern F&I professionals should act more like consultants than traditional sales managers, according to Brown, by providing clearer explanations and using softer communication.
Ownership solutions
Brown encouraged dealerships to stop referring to F&I products as “extras” and instead position them as ownership solutions.
He said customers are naturally loss-averse and more motivated to avoid unexpected financial pain than pursue comparable gains. Rising repair costs, expensive technology, and higher labor rates already create ownership risks for buyers.
By framing protection products as tools to stabilize future expenses, dealerships can create more practical, less confrontational conversations.
Improving product acceptance
Brown cites research showing customers are more likely to purchase F&I products when they receive earlier exposure during the sales process.
As consumers spend more time researching vehicles and financing options before visiting dealerships, Brown said stores must introduce product education earlier and more consistently.
He adds that uncertainty often turns into resistance when customers do not understand why products are being presented.
Notably, Brown believes dealerships should reinforce customer autonomy throughout the F&I process.
Allowing customers to feel in control lowers tension and creates more collaborative conversations. So, he encourages managers to guide buyers through ownership options instead of pressuring them into decisions.
Ultimately, Brown says dealers that reduce friction, improve transparency, and create repeatable customer-focused processes will gain a competitive advantage as retail automotive continues to evolve.
