Aaron Logan has sold F&I products for 17 years, yet in the past six weeks his extended service contract penetration rate is nearly twice that of the year-earlier period.
He credits the boost to his “religious” use of visual aids.
Logan had sporadically used photos over the years to illustrate why a customer should consider buying F&I products such as extended service contracts and tire-and-wheel policies. But he made it a consistent habit only recently, he said.
“People can really see what’s going on in a photo,” says Logan, business manager at Bob Brown Buick-GMC near Des Moines, Iowa. “And when you take out your own cellphone, you’re not using some canned, sales tool that someone gave you, so it’s very real.”
Bob Brown Buick-GMC sells about 1,900 new and used vehicles a year. Logan is a finance manager for the Buick business.
The specific kinds of photos Logan wants are those that illustrate the engineering and technical complexity of Buick vehicles. So when Logan walks through the dealership each morning, he pays close attention to what’s happening in the service department.
“You say good morning to people, and if you happen to notice something out in the shop, snap a picture of it,” Logan advises F&I managers.
It’s especially important to take a photo if a complicated electrical repair is underway.
That’s what he did when he spotted a 2015 Buick Regal recently in the service shop with its dash and center console uncovered. Technicians were repairing the sedan’s climate control system. The photo reveals the complex electronics under the car’s skin. It was a visual aid Logan knew would resonate with customers when he pitched extended service contracts.