28 Aug Framing the Sale in F&I – Easier Than Fear, More Profitable in the Long Run
Paint the picture. That’s the most used phrase when training salespeople and F&I managers at the dealership. Make the customer ‘see’ themselves behind the wheel or ‘see’ their family stranded on the side of the road due to a mechanical breakdown. It targets our emotions and gets us to sign on the dotted line. It’s about context. It’s about framing.
Framing is the popular psychological term meaning putting the decision into some kind of strategic context. You are painting the picture or giving a frame of reference when describing why they should buy your product.
For the F&I manager, it’s important not to use framing as a scare tactic. There are a couple of simple ways to accomplish this that show respect for your customer and still open the door for the selling opportunities you need to strengthen the PRU.
You Get Further Without Scare Tactics
Yes, this is possible. Most F&I managers are trained to offer an apocalyptic vision of the buyer stuck on the side of the road in a bad neighborhood while it’s raining with a transmission that only works in reverse. Don’t laugh…that story has been used a lot..
There is nothing wrong with making your buyer understand the negative consequence of not having mechanical breakdown coverage, but it can be done in a way that doesn’t seem obvious. A simple story that is relatable is all you may need.
If you are in a position to offer GAP, framing the presentation is just as important. Instead of leading in with a scary story of their car getting stolen with a large loan balance, go to a positive angle.
“Imagine how easy it will be on you financially not having to worry about paying the loan off in case the car gets totaled. Just come back here after your GAP coverage kicks in and we’ll get you in another car with no problem.’ See? Same potential negative scenario has now been reframed into a more positive light giving the buyer a feeling that GAP will be a good thing that will save them money and allow them to quickly replace their car in case the worst happens.
Back it Up with Facts
Framing works best when it serves to help the customer properly assess their risk of NOT taking your product or service. Being able to do this well in F&I is easier when you have relevant statistics or other detailed information that can help illustrate the risk.
It’s easy to paint the picture in F&I…you just have to consider moving from a solely negative and fear-based approach and try something that yes, still shows a potential negative consequence but in the context of all the good that comes from adding your products. Always leave the buyer feeling like you are offering something of value, something that will make their lives better and you should find it an easier selling experience.
TruWarranty is here to help your store with a complete suite of products backed up with amazing training support. Click here to find out how we can help your F&I department shine.