Zurich: Sales staff can plant F&I seed at test drive

A test drive represents an opportunity for a salesperson to do "seed planting" — making the customer more receptive to a finance-and-insurance product pitch, Zurich F&I executive Matt Dinsmore says.

Have the salesperson point out a pothole on the test drive route and tell the customer to avoid it, citing the expense of the vehicle rims and tires, Dinsmore advises. When the finance manager later mentions the price of replacement rims and tires during the presentation of protection coverage, "what are they seeing in their mind that your salesman did for you?" Dinsmore says.

A similar seed can be planted for key replacement coverage, according to Jim Revas, Zurich director of business development. When handing the key to the customer for the test drive, tell them not to lose it given the cost.

But in either scenario, don't simply warn the customer the item is "expensive" because the consumer might visualize a lower number than the true replacement cost, according to Revas. Use the actual amount, he says.

Have a good F&I tip to share? Email John Huetter at [email protected] and Gail Kachadourian Howe at [email protected].