Compliment customers when they come in armed with third-party research on F&I and use it as a sales tool, suggests Ron Reahard of Reahard & Associates. “If a customer sees it on the Internet, it gives you third-party credibility.” It’s not just the F&I manager suggesting the product; information on a third-party website may persuade the customer, too.
Use customers' F&I research as a sales tool
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