Cory Collins challenges the traditional mindset of “selling” in F&I and instead encourages managers to “enroll” customers in products through education and trust. He explains that today’s buyers are resistant to pushy tactics, but they are open to conversations that frame protection products as natural extensions of ownership. By shifting the language from persuasion to partnership, dealerships can build stronger long-term relationships. The article outlines how enrollment-based conversations reduce objections and improve customer satisfaction scores. Collins stresses that the most successful F&I professionals are those who position themselves as guides, not salespeople. The result is higher product penetration, repeat customers, and stronger dealership reputations.
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