The F&I Consultation Process - Part 1

The consultation process is an integral part of the F&I sales process.  It enables the Finance Manager to effectively “meet and greet” the customer and verify the purchase order.  It is also the point at which the Finance Manager can build rapport with the customer and determine his wants and needs in order to dispense professional product guidance.  At this crucial juncture in the proceedings, the F&I Manager must be mindful of what he says and how he says it. 

1 – Verbal Communication
Verbal – Using professional word tracks designed to achieve specific objectives
Vocal – How the word tracks are delivered – tone, emphasis, inflection

2 – Nonverbal Communication
Body Language – Eye contact, handshake, posture, smile
Appearance – Attire, grooming, cleanliness, professionalism 

Interestingly, it is nonverbal communication that often has the greatest impact on the customer’s rapport with the F&I Manager.  While what the F&I Manager says is important, especially when explaining the particulars of the transaction or the value of an aftermarket product, the way in which he says it will have a greater influence on the customer.  Careful word tracks and effective delivery will be sabotaged if the customer is receiving contradictory nonverbal cues. 

Consider the F&I Manager as the dealership’s equivalent to a bank manager.  Sensitive financial information will be discussed in the Finance Office and for those who have experienced financial setbacks – a majority of the population – it is a topic that’s not always easy to talk about.  In addition to the pressure of the large financial obligation the customer is contemplating, there is often considerable “emotional baggage” which comes with the discussion of past financial hardships.  Besides being a competent professional, it falls to the F&I Manager to play the part of emotional diplomat, balancing the customer’s psychological and financial needs.

Consequently, the F&I Manager must establish a personal bond with the customer in a very short amount of time.  This is called building rapport, which really means getting to know your customer quickly and effectively. 

This bond plays another role during the transaction in the F&I Office, during the recommendation of aftermarket products.  Only by knowing the customer’s situation – what area he lives in, the distance between his home and work, how long he expects to keep his vehicle – can the finance Manager help protect his customer and the large investment he is making. 

Due to the sensitive nature of the information about to be discussed, many customers feel intimidated by the F&I Manager.  Therefore, when the customer enters the Finance Office, he must enter an atmosphere that inspires confidence. To set the proper stage, the F&I Office must be neat and clean.  It should also contain family pictures or other items with which the customer can identify. 

Again, a balance must be maintained: too many personal mementos will make the office seem sloppy, and too few will make it appear sterile and intimidating. To support the aura of friendly professionalism, the F&I Manager should look like a bank manager – the epitome of professionalism.  That includes proper grooming, being dressed appropriately, and carrying the demeanor of authority.