Although most customers research products before entering the F&I office, “traditional dealerships still want to take them through all the steps. It creates a lot of tension,” says Justina Davis, director of performance development at JM&A. Instead, she suggests, find out where the customers left off and start the process there. Make what they’re getting at the dealership match their online experience. “Be open and transparent. Show them what’s on the iPad.”
Start where the customer left off
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