How To Get Ahead of 99% Of F&I Managers

Are you maximizing every opportunity to increase PVR and boost dealership revenue? Most F&I managers focus primarily on customers who are actively purchasing vehicles, missing a goldmine hidden in plain sight: the service department.

Many of your dealership’s most loyal customers spend significant time in the service lounge, making them prime candidates for F&I products they may have overlooked during their original purchase. By utilizing untapped resources, top-performing F&I managers create additional revenue streams, improve customer satisfaction, and increase personal income.

In this guide, we’ll break down a proven strategy taught by industry expert Gerry Gould—one that leverages service customers to increase PVR, drive additional product sales, and elevate your status among the top 1% of F&I managers.

Key Takeaways

• The service department is a high-value sales channel often overlooked by F&I managers.

• A strategic, consultative approach leads to higher customer engagement and sales conversions.

• Leveraging CRM and dealership data helps target the right customers at the right time.

• F&I managers who master this approach see consistent increases in product sales, PVR, and customer loyalty.

What Is the Untapped Resource Strategy?

Most F&I managers rely on traditional sales processes—meeting with customers only at the time of vehicle purchase. However, the service department presents an ongoing opportunity to engage with existing customers who already trust the dealership. These individuals, often waiting for maintenance or repairs, are in the perfect mindset to discuss protection products they may have missed.

Why This Strategy Works

1. Existing Trust: Service customers are already doing business with the dealership.

2. Convenience Factor: They are physically present, making it easy to present additional coverage options.

3. Upcoming Needs: Many service customers have vehicles with expiring warranties or potential repair costs on the horizon.

4. Consultative Approach: A soft, relationship-driven pitch increases the likelihood of upsells without feeling pushy.

This strategy isn’t just theoretical—many top-performing F&I managers have implemented it successfully, resulting in a measurable increase in PVR and customer retention.

How to Transform Your F&I Performance

Step 1: Partner with the Service Department

Building a Collaborative Relationship

• Work closely with service managers and advisors to identify customers who could benefit from additional coverage.

• Gain CRM access to track vehicle purchase history, service records, and prior F&I product purchases.

• Coordinate with the service team to pinpoint high-value customers, such as those with vehicles nearing factory warranty expiration.

Example: A customer brings in a vehicle with 28,000 miles on the odometer. The factory warranty expires at 36,000 miles, making them an ideal candidate for an extended vehicle service contract (VSC). By partnering with the service department, you can proactively introduce protection plans before their coverage runs out.

Step 2: Engage with Customers in the Lounge

Effective Customer Outreach

• Introduce yourself to customers waiting for service.

• Keep the conversation light and consultative—ask about their vehicle ownership experience.

• Bring up F&I products naturally, linking them to the customer’s service history and potential future needs.

Example: “Hi, Mrs. Jones! I noticed you’re in for an oil change today. I also see that you’ve purchased three vehicles here, and you always keep up with your maintenance. That’s fantastic! Since your factory warranty is almost up, I wanted to let you know about a few options we offer that could save you money down the road.”

Step 3: Offer Smart Upsells Based on Customer Needs

• Service Contracts: Great for customers with expiring warranties.

• Tire & Wheel Protection: Offer to customers replacing tires due to road hazards.

• Key Replacement: Introduce to customers who have lost or damaged keys.

• Paintless Dent Repair (PDR): Leverage minor dings and dents as a gateway to full coverage plans.

Example Offer: PDR Upsell

If you notice a customer’s vehicle has a visible dent, approach them with a value-driven offer:

“Mrs. Jones, I noticed a small ding on your driver’s door. That’s something we can fix for you at no cost if you enroll in our paintless dent repair program. This plan covers your car for the next five years, so you’ll never have to worry about unexpected repair costs.”

Step 4: Leverage CRM for Preemptive Sales

Why CRM Access Is Critical

• Allows F&I managers to pre-screen customers before they arrive for service.

• Helps track prior purchases, ensuring you don’t pitch a product the customer already owns.

• Enables data-driven targeting, improving sales efficiency and conversion rates.

Tip: Set a daily goal to review upcoming service appointments and highlight at least five customers to engage with each day.

Why This Strategy Works?

Case Study: The Power of Targeted Upsells

A mid-sized dealership implemented this untapped resource strategy, training its F&I team to engage with service customers. Within three months, they reported:

• A 25% increase in service contract sales.

• A 15% boost in overall PVR.

• A higher customer satisfaction rating, as buyers appreciated the proactive approach.

These results demonstrate that small shifts in strategy can lead to significant financial gains for both the dealership and the F&I team.

FAQs

1. How do I approach service customers without being too aggressive?

Use a consultative, value-driven approach. Introduce yourself casually, build rapport, and position protection plans as helpful solutions rather than sales pitches.

2. What if customers reject my offer?

Not everyone will buy on the spot, but planting the seed increases the likelihood of future purchases. Keep it professional and informative.

3. Does this require extra time?

No. This strategy can be implemented during downtime or when business is slow, making it an efficient revenue booster.

4. How does CRM access help with sales?

CRM access allows you to target the right customers, ensuring a personalized and effective pitch.

5. What F&I products work best for service customers?

Service contracts, tire & wheel protection, key replacement, and paintless dent repair tend to be the most effective upsells.

6. How do I track the success of this strategy?

Monitor PVR increases, track F&I product sales from service interactions, and measure customer engagement levels.

Conclusion

F&I managers who embrace the untapped resource strategy gain a competitive edge, increasing revenue while enhancing customer loyalty. By engaging service customers, leveraging CRM insights, and offering value-driven upsells, you can rise above 99% of your peers.

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.