A scripted F&I interview may be a good foundation for an F&I rookie, but authentic, emotion-based selling goes further, experts say.
"The script is sterile," said Eric Melon, president of sales at F&I provider IAS. "The way you connect with people is by telling a story."
Covering all the bases, but in an individual, authentic way, tends to sway customers more than repeating memorized word tracks, he said. F&I managers should develop their own style of going through the process. As they learn, they should write down what works for them so they don't get stuck in a cycle of regurgitated lines, Melon said.
Most F&I managers sell with facts, figures, presentations and scripts, he said. "People don't buy that." Instead, F&I managers should tell a story that directly relates to the customer's needs. Consumers reject products often because buying them wasn't their idea, Melon said. "It's not your story; it's their story. You want to overcome objections? Get to know their story," he said. "Once you tell a story, see what happens to people."
Stories trigger people's imaginations, and the imagination triggers emotion, which can alter their buying behavior, he said.