Gerry Gould's Story: From Car Salesperson To #1 F&I Coach

In 1979, Gerry Gould began his career in the automotive industry by reconditioning cars at a Massachusetts dealership. Fast forward to today, and he stands as one of the most respected F&I (Finance and Insurance) trainers in the industry. How did he get here? Through relentless determination, a commitment to mastering his craft, and a deep belief in the power of training and mentorship.

Gerry’s story isn’t just about personal triumph; it’s a roadmap for anyone in automotive sales or F&I management who dreams of improving their performance and advancing their career. Whether you're aiming to boost PVR (per-vehicle revenue), streamline operations, or achieve compliance standards, his experiences offer valuable insights into what it takes to succeed in this fast-paced, high-stakes industry.

Key Takeaways

1. Attitude is Everything: Every career milestone Gerry achieved stemmed from his relentless drive and positive outlook. Whether starting as a rookie salesperson or leading national training initiatives, attitude was his secret weapon.

2. Always Build Rapport: Gerry emphasizes the importance of creating personal connections with customers, an approach that defined his early success in sales and later as a trainer.

3. Mastering the Process: Structured sales and F&I processes were pivotal to Gerry’s success, enabling him to navigate even the toughest deals.

4. Seize Every Opportunity: Gerry’s story reminds us that success comes from seizing opportunities and adapting to new roles with confidence.

From Car Salesperson to F&I Leader

Beginnings in the Car Business

Gerry’s entry into the automotive world was motivated by necessity. With his girlfriend pregnant and financial pressure mounting, he sought out a better career path. His father, a Chrysler dealership manager, offered him his first chance in sales. On his very first day, Gerry made his first sale—a feat achieved by building rapport and asking a simple but powerful question: “Do you want the car?”

“Building rapport is where it all starts,” Gerry recalls.

This foundational principle would guide him throughout his career, from car sales to F&I management and eventually into coaching.

Learning the Fundamentals

Gerry’s initial training came directly from his father, who emphasized the importance of process. Using a simple, effective approach, Gerry closed deals by focusing on customer needs and keeping the sales process straightforward. These lessons served him well as he climbed the ranks in automotive sales.

Realizing that structured sales techniques work, Gerry adopted a mantra that became his go-to strategy: “Do you want the car?” This direct approach helped him sell more vehicles than his peers, proving that simplicity often leads to results.

Transition to F&I

As Gerry’s career progressed, he set his sights on the F&I office, a department known for its potential to drive dealership profits. With a relentless work ethic, Gerry sold more cars, demonstrating his value and earning his promotion. Once in the F&I department, he quickly learned that success required not only sales skills but also a deep understanding of compliance and financial structuring.

In F&I, Gerry mastered the art of balancing customer satisfaction with dealership profitability. He also began developing the word tracks and processes that would later form the foundation of his training programs.

Becoming a Renowned F&I Coach

Developing People, Not Just Processes

Gerry discovered his passion for developing people while working as an income development manager. He excelled at identifying strengths and weaknesses in dealership teams and tailoring training programs to maximize results.

This ability to elevate others became the cornerstone of his career. Gerry’s knack for teaching didn’t just transform dealerships—it solidified his reputation as a top trainer.

Leveraging Industry Visibility

As Gerry transitioned into training full-time, he became a thought leader in the F&I space. Through writing articles, hosting digital training sessions, and speaking at industry events, he built a platform that allowed him to share his expertise with a broader audience.

One pivotal moment came when Gerry began producing "Tips of the Week" for F&I Magazine, a series that reached thousands of automotive professionals. These tips provided actionable advice on boosting PVR, ensuring compliance, and improving sales effectiveness.

Founding Gerry Gould & Associates

In 2017, Gerry launched his own company, Gerry Gould & Associates, focusing on dealership transformation. Through his partnership with Product Prep, he has expanded his impact, offering over 140 hours of training content designed to elevate F&I professionals.

Lessons for Today’s Automotive Professionals

Building a Career on Ambition and Confidence

Gerry’s journey demonstrates the power of ambition. Automotive professionals can take inspiration from his story by seizing opportunities and approaching challenges with confidence.

Training as the Foundation for Success

Continuous training is critical in the ever-evolving automotive industry. Gerry’s work with Product Prep shows how structured, interactive training can immediately improve dealership performance. By focusing on areas like compliance, customer satisfaction, and PVR growth, dealerships can achieve measurable results.

The Importance of Mentors

Gerry credits much of his success to mentors like his father and industry leaders he worked with over the years. Their guidance helped him refine his skills and navigate complex challenges. Aspiring professionals can benefit from seeking mentors who can provide similar insights.

FAQs

Conclusion

Gerry Gould’s journey from rookie car salesperson to F&I leader is an inspiring roadmap for anyone in the automotive industry. His philosophy—rooted in attitude, ambition, and training—shows what’s possible when you commit to excellence.

Whether you’re a dealership owner looking to improve operations or a sales professional aiming to advance your career, Product Prep offers the tools and training needed to succeed. With real-world insights, live coaching, and a proven track record, Product Prep is your gateway to greater profitability and compliance.

So, are you ready to take your dealership performance to the next level? The next opportunity is yours—walk through the door with confidence.

By the way, you’re invited to check out our world-class F&I training program where the average F&I Manager increases their PVR by over 30% in the first month. You’ll have access to 100+ hours of training videos personalized to your weaknesses. Plus, you get exclusive access to see Gerry Gould LIVE twice per month to ensure you continue to grow your skillset and income. Come join a community of the top F&I Managers in the country and the #1 F&I Training in the world. For $149 you can pay that off with one extra deal we’ll personally teach you in the first week of training.