Welcome to another episode of F&I Today, where we provide training techniques and solutions that drive higher CSI and boost profits for your dealership’s bottom line. Host Paul Brown, VP at Ascent Dealer Services, believes that dealerships relying on old-school F&I training are falling behind. He emphasizes that effective coaching builds stronger F&I teams, improves customer interactions, and increases dealership profitability.
“Stop training,” Brown says, adding that training, as we know it, is outdated. Word tracks from 20 years ago don’t work anymore. Therefore, he stresses, “What we need today is coaching.”
First, Brown argues that conventional training methods, often rooted in rigid scripts, no longer reflect the realities of modern dealerships. He notes the need to focus on thought tracks that prioritize understanding customer psychology and adapting conversations to individual needs, rather than following fixed sales scripts.
According to Brown, effective coaching requires observing and mentoring employees in real time, helping them develop skills that can be applied consistently. This approach encourages sharing knowledge across teams rather than keeping successful techniques siloed. Coaching should be ongoing, with employees having access to materials and resources that reinforce proper presentation, objection handling, and other essential F&I skills.
Brown stresses that coaching must evolve alongside industry changes. Factors such as shifting consumer expectations, chip shortages, and the post-pandemic marketplace require dealers to continuously adapt their strategies. Outdated methods from years ago fail to address the needs of today’s employees and customers.
"I think sharing knowledge is power."
The goal of modern coaching is to create more natural, human-centered conversations between finance managers and customers. By focusing on consistent, relevant guidance, dealerships can improve engagement, increase sales, and enhance overall performance.
Overall, daily coaching is essential to maintaining a competitive advantage in F&I departments, ensuring employees grow while also delivering a better customer experience. Coaching instead of traditional training empowers dealerships to adapt to changing market conditions and boost profitability.
