How To Sell More F&I Like The 1%

Imagine this: it’s Saturday morning. Your showroom is buzzing. Sales consultants are juggling appointments, and customers are eager to finalize their deals. But in the finance office? Your F&I manager is just… waiting.

This reactive approach is one of the most common—and costly—mistakes in the retail automotive world. In an environment where over 90% of customers are making decisions online before they step into your dealership, the traditional “sit-and-wait” mindset in F&I is holding your profits hostage.

At Product Prep, we’ve seen this story unfold countless times. But we’ve also seen how quickly the narrative changes when F&I managers step into a new mindset—one fueled by proactive engagement, smarter workflows, and next-level coaching.

In this article, we’ll break down how to sell more F&I like the top 1%—the elite performers who consistently exceed PVR benchmarks, drive customer satisfaction, and run their finance office like a profit center, not a paperwork trap.

These aren’t just theories. These are real strategies from Gerry Gould—legendary F&I trainer and Product Prep Live coach—who’s helped transform underperforming departments into top-tier operations.

Let’s dive in.

Key Takeaways

• Waiting for deals to hit your desk is killing your efficiency—and your PVR.

• Mastering the CRM gives you visibility into deals and lets you engage earlier.

• Remote consultations meet customers where they are and boost product attachment

• Daily “Save-A-Deal” meetings uncover opportunities and prevent delivery day chaos.

Why the Majority of F&I Managers Miss the Mark

Walk into almost any dealership, and you’ll see it: a finance manager behind a desk, arms crossed, waiting for the next delivery.

But today’s F&I department can't afford to sit still.

Customers are making decisions long before they walk through the doors. They’ve applied for credit online. They’ve compared lease payments. They’ve read reviews on VSCs and GAP coverage.

By the time they meet your F&I manager, their mind is already made up—or worse, they’re frustrated by the wait.

Gerry Gould puts it plainly: “Efficiency is everything. If you’re not proactive, you’re going to lose. Period.”

Let’s explore the exact moves the top 1% are making—and how you can model their success.

How to Sell More F&I Like the 1%

Step 1 – Master Proactive Communication

Think about your current F&I workflow. Are your managers calling customers before delivery? Are they reaching out to explain the finance process? Or are they staying hands-off until the paperwork lands on their desk?

The 1% don’t wait—they communicate.

By reaching out ahead of time, they eliminate confusion, prepare the customer, and set the stage for a smooth and transparent finance conversation.

Sample Script:

“Hi [Customer], I’m [Name], your finance and protection specialist here at [Dealership]. I wanted to give you a quick overview of what to expect when you arrive for your vehicle delivery. We’ll go over payment options, protection plans, and make sure everything’s ready so you’re in and out with confidence.”

This short call or text builds trust, reduces resistance, and often opens the door to additional product conversations before the customer even arrives.

Step 2 – Use the CRM Like a Sales Manager

The CRM isn’t just for the BDC or sales desk. It’s the beating heart of your dealership—and the smartest F&I managers use it daily.

From upcoming deliveries to appointment notes, CRM data lets you track where a customer is in the process, what concerns they’ve voiced, and how to position products that meet their needs.

Still, many F&I pros ignore it—or only check it when a deal is already in their office.

Top performers? They’re combing through leads, messaging customers directly, and collaborating with sales before issues arise.

Case Study:One Product Prep client in Arizona implemented daily CRM reviews for their finance team. Within 30 days, they reported a 14% increase in first-contact-to-close speed—and a 10% lift in F&I product penetration across the board.

Step 3 – Run Daily “Save-A-Deal” Meetings

This is a non-negotiable.

Every morning, the sales and finance teams should huddle for a quick “Save-A-Deal” check-in. This 10–15 minute meeting surfaces:

• Missing documents

• Customer objections

• Open appointments

• Incomplete paperwork

It’s not just about catching problems—it’s about preventing them.

Checklist Example:

• Confirm deliveries and appointments

• Identify deals with missing stips

• Flag credit union customers for follow-up

• Assign outreach for undecided buyers

Step 4 – Offer Remote F&I Consultations

The modern customer doesn’t always want to sit through a traditional F&I menu. Many don’t even want to walk into the store.

That’s where remote F&I shines.

Whether through Zoom, FaceTime, or a secure web portal, top-performing F&I managers are setting up consultations before the customer arrives—or even delivering them entirely online.

Success Story:

A Highline dealership in the Midwest began offering pre-delivery F&I video consultations to all customers who completed credit apps online. Within 60 days, their average PVR jumped by $278—and customer satisfaction scores increased by 17%.

This isn’t a “future” strategy. It’s already happening.

Step 5 – Talk Terms, Not Just Rates

Let’s talk about the credit union conversation.

Most F&I managers lose these battles because they focus too much on interest rate. But savvy finance professionals know the real win lies in terms.

Instead of saying, “Our rate is 7%,” flip the conversation:

“What terms is your credit union offering you? How much down? What’s the loan length?”

Once you learn their offer, you can build a comparison:

• Longer term = lower monthly payment

• Less down = more flexibility

• Faster funding = faster delivery

These aren’t just numbers—they’re real-world advantages. And when you highlight them clearly, customers listen.

FAQs

1. How quickly can I see results?

Many dealers report improvements in PVR and CSI within the first 30 days of using Product Prep Live and implementing daily process changes.

2.  Do you offer certification?

Yes—managers can earn Product Prep certification as they complete training modules, helping reinforce progress and track growth over time

3. How does Product Prep support compliance?

We include compliance essentials in every module and reinforce best practices through coaching sessions, scenario breakdowns, and quizzes.

4. What sets Product Prep apart from other options?

Simple—our training is built by real dealership professionals, led by industry legends, and focused on practical application, not fluff.

Conclusion

The difference between average and exceptional F&I results doesn’t come down to luck. It comes down to process, preparation, and proactivity.

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.