The timeless art of the customer interview is fading away, as many automotive professionals have veered away from the foundational elements of the finance process in a dealership. The very first step that's being neglected is the all-important customer interview.
A customer interview isn’t about the F&I manager, it isn’t about products that you want to pitch, it’s about the customer. It’s an opportunity for a conversation where the F&I professional, business manager, listens. During the interview there is no pitching, no negotiating, only questions that show your sincerity in learning more about their needs.
Accountability is Key
During the busy day at a dealership, the business managers wear many hats. Understandably, they're juggling various responsibilities, which makes it challenging to take the time out to formally introduce themselves to customers who are purchasing a vehicle. Still, even on the busiest days, when deals are stacking up, every single customer deserves acknowledgment. At the very least, a brief introduction on the floor, congratulating them on their purchase, expressing genuine excitement, and showcasing appreciation for the sale should be a given. After all, our customers should never feel like they're just another transaction; they deserve our undivided attention and gratitude.
We need to remind ourselves that when our customers step into the finance office, reality hits. This is where monetary commitments are made, and apprehensions arise. But imagine if, before this crucial moment, they had already met the person they'd be dealing with, been reassured by their expertise, and felt understood? From my experience, finance managers who engage in such personal interactions average an additional $500 per deal in F&I sales.
Research has reinforced this notion: when asked what they expect from a finance manager, customers highlighted three critical aspects - credibility, honesty, and rapport. They emphasized the desire for a transparent process and to deal with business managers adept in getting the paperwork done accurately and efficiently.
Sales and Finance Alignment
A seamless transition and the harmonious relationship between sales and finance cannot be emphasized enough. Both teams must be in sync, establishing a clear turnover process and fostering mutual respect for themselves and the customer. When the sales team is well-versed in the F&I opportunities, it further enhances the customer experience, laying the groundwork for potential upsells.
We need to engrain the significance of the customer interview into dealership culture. It should be an intrinsic part of our sales process, not just a nice-to-have. This emphasis, paired with adequate training will not only put our customers at ease but also align our offerings with their needs more effectively, advising them on relatable products.
It’s time to champion the art of customer interviews, practice religiously, and ensure our teams are equipped to master it. After all, in the automotive dealership world, relationships drive revenue.
Discover more about dealership customer insights by connecting with Mike Cintron today at mcintron@ezvds.com or on LinkedIn.
