Set ground rules for self-promotion

In a dealership, trust and transparency go hand in hand. But too much transparency around a finance and insurance manager's career achievements can dissolve that trust, F&I experts say.

Dealerships should set a few ethical ground rules for self-promotion in the F&I office, trainers and an F&I manager say.

Some displays of achievement are appropriate because they add credibility, said Gerry Gould, president of F&I training company Gerry Gould & Associates. But to prevent customers from keeping their resistance wall up, displays of self-promotion should be limited to ethical or compliance certifications, business manager certifications and other achievements in study courses, Gould said.

"You want to have the most sterile environment you can possibly have because how you are perceived is based on your office condition, your appearance and the conversation you have with your consumers," said Gould. "When it comes to promoting yourself, you should not have plaques all over your walls, and you should definitely not have plaques that say you're the No.1 F&I manager in the group, that you went to F&I boot camp or any other sales achievements," he said.

Those achievements in plain view could give customers the feeling that the F&I manager will stop at nothing to persuade them to buy a product.

Tony Troussov, corporate financial director for Morrie's Automotive Group, which has 15 dealerships in Minnesota and Wisconsin, said there's a big difference between self-promotion in the office and showing professionalism that gives the customer "peace of mind."

"When your desk or office is selling material, it raises resistance," said Troussov. The only mark of achievement appropriate for an F&I office is a compliance certificate because it shows the customer that the F&I manager knows the ins and outs of vehicle financing, he said.

He also said that there should be no sales materials such as place mats and brochures in the office because customers are already apprehensive about the F&I process. Having these materials will only increase customer resistance, said Troussov. But it is acceptable for F&I managers to have a few point-of-sale props in the office if the customer asks for further explanation.

"The less distractions in the office, the better," said Troussov.

Rebecca Chernek, F&I trainer and founder of Chernek Consulting, agreed that F&I managers need to be careful with the type of marketing content they display in their offices.

"Decorating your office with self-promotional materials sets your office up as a pitch office, not a professional office," said Chernek. "F&I managers have to frame a professional, customer-friendly environment."

Chernek advises that F&I managers keep their office decor to a minimum but not sterile because she believes the office should have some personality. She said the only promotional material that should be in the F&I office are certifications on legal compliance and regulation.

"Any other self-promotional materials in the office just pushes customers away," said Chernek. "Brochures do not close customers and should only be used to address or overcome an objection made by the customer."

Dealerships also should train F&I managers to give customers "golden nuggets" of information as opposed to a packet of brochures to read. Too much information can overwhelm customers, she said.

"Your presentation should be short, sweet and to the point," Chernek added. "It's more conversational to use visuals as questions come up directly from conversation, opposed to throwing brochures at customers to read."

Phil D'Agostino, F&I manager at Acura Turnersville in New Jersey, said promotional material shouldn't be so prominent that it comes off as boastful, so his dealership builds its credibility by offering products and services that have value to customers in a low-pressure, informative manner.

F&I sales are intangible at first, and unlike a vehicle sale, F&I product sales don't come with instant gratification, added Gould. So, the customer experience and the way the F&I manager represents themselves matters. "It's what your success as an F&I manager depends on."