Page 16 - On The Move - Volume 17, Issue 1

Going from Good to Great – ?
The Right F&I University Trainer
By John Vecchioni
Questions jvecchioni@afasinc.com

Make the Difference

uality and professionalism are some of the characteristics that describe great business managers. This “great” category also requires commitment
Qto educate the customer and a desire to always provide a service that maximizes their buying experience. Sales skills are necessary, but those
skills must be accompanied with an aptitude for conversation. Becoming a master conversationalist also includes understanding the true meaning
behind a customer’s response or questions. This can be the difference between closing the customer or a lost sale. Yes, building rapport during the
conversation is still very important. However, demonstrating credibility through personalizing the presentation is equally important and effective for
business managers. These qualities can be easily demonstrated by the tone used during the interview questions. Speaking with an enthusiastic tone
will engage the customer and will allow you to capitalize on their excitement from the beginning. If a customer is excited about their buying expe-
rience, then they will be more open to giving you information during the interview. You must know the customer’s “why” for choosing their specific
vehicle and features. Knowing this will enable you to build a personal presentation with individual impact points. Personalizing your presentation
through impact points and utilizing the customer’s actual words will result in more product penetration, higher CSI, and more credibility with them.
In all, becoming a great business manager requires a skill set that amplifies quality and professionalism. The foundation of this skill set is comprised
of effective communication and understanding of the customer’s “why.”

Now, let’s dig deeper into how valuable questions can be! Starting from the moment you meet a customer,
asking direct questions will help you identify what is most important to them. Your salespeople can assist
in this area by providing a thorough but concise two-minute drill. There is always
something that drives the customer’s decision of choosing a particular vehicle. This
decision typically falls under one of the following motivations:
• Safety • Performance • Appearance
• Convenience • Economy • Dependability

This is also known as S.P.A.C.E.D. Discover where Money is the bottom line, and customers do not want to
each customer falls by asking direct questions such spend more money on F&I products if they do not see
as, “What made you decide on the vehicle you the value. Therefore, the business manager must build
selected?” This simple, direct question gets the the utmost of value in the least amount of time. How
customer involved and opens the conversation up for can this be done? A great introduction and asking the
the business manager to ask further questions, such right questions to collect the right information! Every
as: question must have a purpose and must stimulate a
conversation to gather more information. By utilizing
• What do you like most about the customer’s words with the very things that are most
important to them, it gives the business manager a
your vehicle? perfect path to introducing products with
• Tell me what’s different about this little objection. Value is created
when we are aware of the needs
vehicle than the last vehicle you and how a product can meet
them. Without being aware
were driving? of the customer’s true needs,
the business manager risks
Then, the information obtained from these questions presenting a menu of product
can be used to customize the product presentation. offerings that will not have
Many customers will own the same F&I products a personal impact on them,
(VSC, GAP, and other ancillary products), but they leading to a lost sale.
may own it for many different reasons that can also
fall under S.P.A.C.E.D. A great business manager will Do not be afraid to ask the
uncover the customer’s opinion of what features are customer questions, as the
important and attach it to the products’ benefits. These simplest ones can provide the
impact points will show the customer that it just makes most value. Find out where the
logical sense to purchase the presented products. customer falls in S.P.A.C.E.D.
and consider it the road map to
successful closing.
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