How To Sell More F&I Before The Customer Walks In

What if you could start selling F&I before your customer even sets foot in the finance office—without pushback, resistance, or the dreaded “I’m not interested”? For many dealerships, the F&I process begins far too late. By the time the customer is introduced to the F&I manager, they’ve already mentally “finished” the buying process. At that point, offering additional products or protections can feel like an interruption—or worse, a sales ambush.

But there’s a better way. A way that top-performing F&I managers have mastered, and that Gerry Gould, renowned F&I trainer and leader at Product Prep, teaches every day. It’s called seed planting, and when done right, it transforms F&I from a last-minute pitch into a natural part of the ownership conversation.

This is more than a technique—it’s a shift in mindset. Instead of introducing F&I only after the deal is agreed upon, you and your sales team begin introducing its value during the entire sales process. This approach increases PVR, Boosts CSI scores, Reduces customer resistance, Ensures you meet compliance standards naturally. 

And the best part? It’s proven to work in dealerships of every size, across new and used vehicle sales.

Key Takeaways

• Traditional F&I introductions often create resistance—and sometimes even sabotage sales.
• Plant seeds throughout the sales process, not just at the end, so customers are already aware of their options.
• Align the vehicle presentation and trade walk with F&I product benefits for a seamless connection.
• Collaboration between sales and F&I ensures a customer-friendly handoff and stronger closing rates.

What Does “Selling F&I Before the Customer Walks In” Mean?

In many dealerships, the F&I process is reactive. The sales consultant closes the deal, then warns the customer they’re about to meet “the finance guy” who will “go over some options.” That’s often interpreted as “get ready to spend more money.” Not exactly the warm introduction you want.

Selling F&I before the customer walks in flips this script.

Instead of waiting until the end, the sales process becomes a strategic series of touchpoints where the customer learns—naturally—about ways to protect their investment. This is what Gerry Gould calls “planting seeds”:

• During the vehicle presentation
• During the trade walk
• During the handoff to F&I
• Even during the F&I introduction itself

By the time the customer sits down in the F&I office, they’re not surprised. They’re curious. They’re prepared to learn more because they’ve already connected the dots between what they value and what you offer.

The Problem with the Old Way of Planting Seeds

Harmless? Not really.

Here’s why this fails: it creates a warning, not an introduction. Customers are conditioned to brace for a pitch, it reinforces the ‘extra cost’ mindset. If F&I is framed as “spending more,” the value conversation is already lost, it positions the F&I manager as a closer, not a consultant. Which can trigger resistance.

When customers arrive in F&I defensive and skeptical, even the best managers have an uphill battle. And it’s unnecessary—because you could have been building curiosity and trust from the moment they walked in.

Gerry Gould’s Step-by-Step Method to Plant Seeds the Right Way

Step 1 – Identify the Customer’s Value Drivers Early

Before you ever start pointing out vehicle features, find out what truly matters to them.
Questions like:

• “What inspired you to come by today?"
• “What’s most important to you in your next vehicle?”
• “How long do you usually keep your cars?”

These questions serve two purposes: They uncover hot buttons—safety, reliability, performance—that you’ll reinforce later. They give you natural openings to connect F&I products to the customer’s priorities.

Example: If a customer says they keep their cars for 8 years, you already know an extended service contract is relevant. Later, when you mention the standard 3-year/36,000-mile warranty, it’s easy to ask: “Will that be enough coverage for the time you plan to own the vehicle?”

Step 2 – Integrate F&I Benefits During the Vehicle Walkaround

The S.P.A.C.E.D. framework—Safety, Performance, Appearance, Comfort, Economy, Dependability—guides how to present a vehicle so each point becomes a bridge to F&I value.

Example:

• Safety: Highlight crumple zones, ABS braking, and advanced driver-assist features. Then note, “These systems are sophisticated and costly to repair, but there are ways to protect against unexpected expenses.”
• Appearance: Show off the paint finish, then mention how environmental factors can damage it—and that there are protections available.
• Dependability: Review the standard warranty, then ask if it’s enough based on their mileage.

This is not a hard sell. It’s a conversation that builds awareness.

Step 3 – Use the Trade Walk to Introduce F&I Solutions

After the test drive, you’ll inspect their trade-in together. Here’s where you “discover” F&I talking points.

If you spot:

• A door ding → “We have a remedy for that called paintless dent repair.”
• A stain on the seat → “We offer interior protection that prevents this kind of damage.”
• Worn tires → “We even have coverage for tires and wheels—it’s saved a lot of our customers money.”

The trade walk works because you’re using the customer’s real-life experience to make the benefits tangible.

Step 4 – Master the Sales-to-F&I Handoff

When it’s time to hand over, keep the energy positive and the information flowing.

Example handoff:

“Mike, this is Sarah, our financial services manager. I’ve shared with her that you’re keeping this vehicle for at least 7 years and that warranty coverage was important to you. She’ll walk you through some ways to protect your investment.”

This kind of briefing does three things: Builds instant rapport between F&I and the customer. Positions F&I as a continuation of the conversation, not a new sales pitch. Shows the customer you’ve been listening.

Step 5 – Open the F&I Conversation with Curiosity, Not a Pitch

Once in F&I, you want the customer comfortable, talking, and engaged. Start with:

• “How was the test drive?”
• “How many miles a year do you usually drive?”
• “Do you prefer to keep vehicles long-term or trade in more often?”

Then use permission-based phrasing:

“Before we finalize everything, there are a few options that might enhance your ownership experience. Would it be okay if I shared them with you?”

By getting permission, you reduce resistance and increase attentiveness.

Compliance and Customer Experience Advantages

Planting seeds early isn’t just about sales—it’s about doing things right.

Compliance Benefits:

• Early discussions make disclosures more transparent.
• Customers have time to understand their options—no rushed signatures.
• Documentation becomes cleaner, reducing audit risk.

Customer Experience Benefits:

• The F&I conversation feels consultative, not transactional.
• Customers appreciate having their needs addressed from start to finish.
• Positive experiences lead to higher CSI scores and repeat business.

Real-World Impact – Case Study Examples

• Before adopting the seed planting approach, average PVR was $1,150. Three months after training with Product Prep and Gerry Gould, PVR increased to $1,475—a 28% boost—while product penetration for service contracts rose by 17%.

• By integrating F&I talking points into the vehicle walkaround, the dealership saw a 30% reduction in customer objections during F&I presentations, leading to smoother closes and higher CSI ratings.

FAQs

1. Does early seed planting feel too “salesy” to customers?

No, when done right, it’s conversational and based on their needs, not a pushy pitch.

2. How do you get sales consultants to remember to plant seeds?

Training and role-play. Product Prep’s live sessions with Gerry Gould include practical exercises that make it second nature.

3. Will this work for both new and used vehicles?

Absolutely. For used vehicles, you can reference the buyer’s guide and limited warranties as natural F&I talking points.

4. How does this approach impact compliance?

It improves it. Customers are better informed, and documentation reflects a transparent process.

Conclusion

Selling F&I before the customer walks in isn’t about tricks—it’s about timing, relevance, and trust. By planting seeds early, you: Turn the F&I conversation into a continuation of the sales experience, reduce resistance and increase curiosity, boost profitability without sacrificing compliance or customer satisfaction. With Product Prep and Gerry Gould’s proven strategies, your team can master this approach, increase PVR, and deliver a customer experience that keeps people coming back.

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.