How to Present the F&I Menu and Handle Objections In 2025
Are your F&I managers prepared to confidently present the menu and overcome objections in 2025's highly competitive market?
In today’s auto retail environment, a compelling F&I menu presentation is no longer optional—it’s essential. Customers are more informed, more skeptical, and more payment-conscious than ever before. The traditional hard-sell approach has lost its power. To boost product penetration, increase PVR, and create lasting customer satisfaction, your F&I professionals must be equipped with a strategy that blends storytelling, logic, and emotional intelligence.
At Product Prep, industry expert Gerry Gould is redefining how F&I teams approach every deal—transforming presentations into powerful conversations and objections into opportunities.
Let’s dive into a practical, results-driven guide based on real dealership scenarios, proven word tracks, and the exact structure used by high-performing F&I offices.
Key Takeaways
- Build a “telling presentation” that preempts objections. Structure your menu delivery so customers understand each product—not just hear about it. Use feature-focused language: "It pays for..."
- Understand the psychology of the top 3 objections. Most pushback isn’t about disinterest—it’s about uncertainty, fear of added cost, or poor timing. Address them with empathy and logic.
- Leverage the “Free No” question to invite honest feedback. Asking, “Do you have any questions about the options I shared?” softens resistance and clears the way for a confident close.
- Personalize your pitch based on ownership goals. Use customer-specific info like mileage, commute routes, and vehicle longevity plans to make your recommendations hit home.
What Is a Telling F&I Menu Presentation
A “telling” presentation is about education, not persuasion. Rather than pushing coverage, you clearly outline what each product does—and why it matters in the context of today’s driving environment.
For example:- "A vehicle service contract? It pays for covered mechanical breakdowns."
- "Tire & wheel protection? It pays when your tire or rim is damaged by road hazards."
In 2025, this approach is crucial. Customers are doing more research online and arriving at the dealership with pre-set expectations. When you guide them through real value—not hype—they listen.
How to Present the F&I Menu and Handle Objections in 2025
Step 1: Conduct a Strategic Introduction
Before the menu ever comes out, you need to learn about the customer. This intro isn’t small talk—it’s targeted information gathering:- How many miles do they drive annually?
- How long do they plan to keep the vehicle?
- Where do they drive?
Step 2: Deliver a Telling Menu Presentation
Now that you know the customer’s profile, present the options using the "it pays for" format. This creates clarity:- "The worry-free column covers tire and wheel, paint & fabric protection, and windshield repair."
- "Each product pays for a different peril of ownership."
This language positions each product as a solution—not an upsell. You’re not selling coverage. You’re offering protection against life’s little (and big) surprises.
Step 3: Use the “Free No” and Ask the Right Closing Question
Once you’ve reviewed the options, ask: “Do you have any questions about the options I just shared with you?”
Why this works:- It encourages feedback in a non-threatening way.
- It removes automatic resistance.
- If the customer says no, follow up: “Great. Which option works best for you?”
Step 4: Objection Handling Tactics That Work
Let’s break down the three most common objections—and how to answer them like a pro:
“I’ll Take My Chances”- Translate this to: “I’m willing to assume the risk.”
- Ask: “Why would you want to assume that risk when someone else can take it on for you?”
- Use real examples: “You ever had a flat tire? A ding or dent? Would you want to pay for that again?”
- Use the Calculator Close: Break the added cost into a daily amount.
- Example: “$80 more a month sounds like a lot—until you realize it’s $2.75 a day. That’s the cost of a coffee. But a blown tire? That’s hundreds.”
- Extend the term (if your desk process allows) to offer coverage at the same monthly payment.
- Reframe: “You may not need it... until you do.”
- Ask: “If money weren’t an issue, which product would you choose?”
- Emotional angle: “How did it feel last time you had to pay out of pocket unexpectedly?”
FAQs
1. What if a customer says they’ve “had it before and never used it”?
Remind them of the peace of mind they had—then ask if it’s worth having again.
2. Do digital retail customers need the same presentation?
Absolutely. Just adapt your delivery to fit virtual settings: video walkthroughs, live calls, or screen shares.
3. How do I reduce knee-jerk objections at the end of the menu presentation?
Use what Gerry Gould calls the "Free No": “Do you have any questions about the options I just shared with you?” Most customers will say no. That response lowers their guard and sets up the real close: “Great, then which option works best for you?”
4. What’s a good way to personalize the product recommendation?
Use their own words from your intro. For example: “Earlier you mentioned all the construction on I-75—sounds like tire and wheel protection might make sense for you.” This turns your suggestion into a solution tailored to them.
Conclusion
In 2025, success in the F&I office belongs to those who move beyond scripts and embrace strategy. A telling presentation builds trust. Handling objections with empathy and logic closes deals. Product Prep is the bridge between knowing what to say—and saying it 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.