‘Recommend’ Rather Than Sell. One Word Can Make a Big Difference.

‘Recommend’ Rather Than Sell. One Word Can Make a Big Difference.

No one likes being ‘sold’. We all shrink away when we hear something that even remotely sounds like a sales pitch and in F&I, it’s easy to feel like that’s what you must do on every deal.

But what if there was an easier way to get that last little bit of selling in before the buyer finishes their menu choices? Could there be a better approach that leaves everyone feeling a little better about the experience in F&I?

How about making a ‘recommendation’?

See? That sounds so much better, doesn’t it? Here’s why this may be a better strategy to close more product before the deal is done:

  • It’s psychologically more pleasing to let someone know what you recommend because it’s almost always coming from a positive place. After all, we don’t recommend something that we don’t believe in or that we think has little or no value. For example, we recommend a great place to eat because we KNOW it has good food or great service.
  • Recommending a product they chose not to buy on the first trip through the menu means letting them know why you are asking them to reconsider. If your interview was on point, you can easily see the product or service that would be of value, even if they didn’t see that initially.
  • Recommendations are less confrontational and more consultative. Remember, that’s the ultimate way to approach every sale in F&I…a consultative approach that shows empathy and interest in what the customer is saying about how they drive, where they travel, and how long they plan on keeping the car.
  • CSI should also see a positive impact from this approach. Customers will respond well to having this softer ‘sell’ and see you as someone who is trying to help them make sure they did not miss anything early in the menu presentation. It preserves your ability to be seen as more professional and consultative.

Sure, it could be seen as a change in semantics but it can be powerful for your PVR and a welcome surprise for your customers.