In today’s F&I environment, the words we choose can make or break a deal. Cory Collins explains why referring to your service staff as “technicians” rather than “mechanics” creates a powerful psychological shift with customers. The title of “technician” conveys advanced training, precision, and credibility—qualities that build trust and justify the value of a Vehicle Service Contract (VSC). Collins illustrates how this subtle change in language can remove objections and make VSCs feel less like an upsell and more like a natural safeguard for modern vehicles. Dealerships that align their terminology with customer expectations not only elevate their image but also improve contract penetration rates. This article makes it clear: words aren’t just semantics in F&I—they’re sales strategy.
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