Digital Dealer - January 2019 - 44

S A L E S & VA RIABL E OPS: F in a n ce & In sur ance

By Mike Hirschfield
CEO,
Assured Influence

5 Questions That
Are Missing
from Your
F&I Customer
Interviews
It is not what you know
about your products that
is most important, it is what
you know about your
customers. After all,
customers don't care what
you know, if you don't know
them! Top producers sell
more because they seek out
and leverage powerful
customer insights! How do
you prepare to present? Do
you facilitate customer
interviews, or are they really
nothing more than customer
interrogations? Maybe you
avoid meeting with your
customers altogether until
it's time to present, because
you are afraid of raising their
resistance. Unfortunately, if
you completely avoid your
customers until it's time to
serve and sell, you will be
limited to less-than-influential low-level value propositions. Top producers
purposefully seek out
customer insights so that
they can create a level of
value that builds connections and compels their
customers to buy!
You should have three
44

JANUARY 2019

goals for each and every
customer interview in F&I: 1:
Protect your opportunity to
serve and sell by ensuring
the accuracy of all necessary
information; 2: Position your
opportunity to serve and sell
by properly managing your
customers' expectations; 3:
Create opportunity to serve
and sell by learning, leading,
and leveraging what really
drives your customers.
Your F&I products provide tremendous value, but
sometimes customers just
don't see it! If you want to be
able to truly influence your
customers to purchase your
products, versus merely
just going over a menu and
explaining, "this is what it
is, and this is what it does,"
then you first need to acquire
insight. Real insight is gained
through connecting with your
customers and then asking
them really good personal
questions. Here are five basic questions to get started:

1: WHAT ATTRACTED
YOU TO THE VEHICLE?

TOP PRODUCERS
PURPOSEFULLY SEEK
OUT CUSTOMER
INSIGHTS..."
D I G I TA L D E A L E R . C O M

Your customer just decided
to move forward with a major
purchase. Why wouldn't you
want to know what attracted
them to the vehicle in the
first place? The easiest way
to influence your customers
to purchase your products
is simply to align them with
what already drove your
customers to act! Every
purchase decision on planet
Earth is made because
of one or more of the six
emotional motives to buy.
These are the desire to feel
important, to feel independent, to feel rewarded, to feel
responsible, to feel secure,
and to feel loved. Customers



http://www.DIGITALDEALER.COM

Digital Dealer - January 2019

Table of Contents for the Digital Edition of Digital Dealer - January 2019

Digital Dealer - December 2018
Contents
Message from the Show Director
6 Facing Sales Slump, Automotive Brands Can Win by Adding Real-World Value in the Digital Shopping Journey BY Brian Solis
7 Reasons for a 2019 Social Media Policy Review
'OVER-THE-TOP' Advertising! BY Jim Boldebook Dealer Ops
Buy/Sell Trends Expected in 2019
The Two Non-Negotiable Pillars of Accountability
7 Questions to Ask When Hiring a Customer Service Trainer
How to Add $1.0MM to Your Bottom Line Profits
The Art and Science of Parts Inventory Reconciliation
Trade, Tariffs, and Labor
Building Your Business by Building Your People!
Great Service Managers Follow a 4C Approach
Collision Shop Liability Is a Serious Issue for All – Read This!
Does Your Store Exemplify Consistency & Excellence or Complacency & Mediocrity?
Increasing Service Business Through Convenience – A Tactical Approach
5 Questions That Are Missing from Your F&I Customer Interviews
How to Drive Sales with Predictive Analytics BY JOHANNES GNAUCK
Digital Dealer - January 2019 - CT1
Digital Dealer - January 2019 - CT2
Digital Dealer - January 2019 - Digital Dealer - December 2018
Digital Dealer - January 2019 - Cover2
Digital Dealer - January 2019 - 1
Digital Dealer - January 2019 - Contents
Digital Dealer - January 2019 - 3
Digital Dealer - January 2019 - Message from the Show Director
Digital Dealer - January 2019 - 5
Digital Dealer - January 2019 - 6 Facing Sales Slump, Automotive Brands Can Win by Adding Real-World Value in the Digital Shopping Journey BY Brian Solis
Digital Dealer - January 2019 - 7
Digital Dealer - January 2019 - 7 Reasons for a 2019 Social Media Policy Review
Digital Dealer - January 2019 - 9
Digital Dealer - January 2019 - 'OVER-THE-TOP' Advertising! BY Jim Boldebook Dealer Ops
Digital Dealer - January 2019 - 11
Digital Dealer - January 2019 - 12
Digital Dealer - January 2019 - 13
Digital Dealer - January 2019 - 14
Digital Dealer - January 2019 - 15
Digital Dealer - January 2019 - 16
Digital Dealer - January 2019 - 17
Digital Dealer - January 2019 - Buy/Sell Trends Expected in 2019
Digital Dealer - January 2019 - 19
Digital Dealer - January 2019 - 20
Digital Dealer - January 2019 - 21
Digital Dealer - January 2019 - The Two Non-Negotiable Pillars of Accountability
Digital Dealer - January 2019 - 23
Digital Dealer - January 2019 - 7 Questions to Ask When Hiring a Customer Service Trainer
Digital Dealer - January 2019 - 25
Digital Dealer - January 2019 - How to Add $1.0MM to Your Bottom Line Profits
Digital Dealer - January 2019 - 27
Digital Dealer - January 2019 - The Art and Science of Parts Inventory Reconciliation
Digital Dealer - January 2019 - 29
Digital Dealer - January 2019 - Trade, Tariffs, and Labor
Digital Dealer - January 2019 - 31
Digital Dealer - January 2019 - Building Your Business by Building Your People!
Digital Dealer - January 2019 - 33
Digital Dealer - January 2019 - Great Service Managers Follow a 4C Approach
Digital Dealer - January 2019 - 35
Digital Dealer - January 2019 - Collision Shop Liability Is a Serious Issue for All – Read This!
Digital Dealer - January 2019 - 37
Digital Dealer - January 2019 - 38
Digital Dealer - January 2019 - Does Your Store Exemplify Consistency & Excellence or Complacency & Mediocrity?
Digital Dealer - January 2019 - 40
Digital Dealer - January 2019 - 41
Digital Dealer - January 2019 - Increasing Service Business Through Convenience – A Tactical Approach
Digital Dealer - January 2019 - 43
Digital Dealer - January 2019 - 5 Questions That Are Missing from Your F&I Customer Interviews
Digital Dealer - January 2019 - 45
Digital Dealer - January 2019 - How to Drive Sales with Predictive Analytics BY JOHANNES GNAUCK
Digital Dealer - January 2019 - 47
Digital Dealer - January 2019 - 48
Digital Dealer - January 2019 - Cover3
Digital Dealer - January 2019 - Cover4
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