Use your F&I product knowledge to make suggestions based on customers' needs, says Christopher Berlin, director of operations for 13 luxury stores in California and the Washington, D.C., area. Prioritize customers' needs rather than the dealership's gross profit, he said. "When we sell F&I and the per copy goes up, it's because the F&I manager listened to the customer."
To increase F&I PVR, listen to the customer first
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