F&I and Showroom, January 2016

LETTERS www fi magazine com 4 F I and Showroom January 2016 Vice President Group Publisher AutoGroup Sherb Brown 310 533 2451 sherb brown@ bobit com Publisher Dealer Group National Sales Manager David Gesualdo 727 947 4027 david gesualdo@ bobit com Editorial Director Gregory Arroyo 310 533 2592 gregory arroyo@ bobit com Assistant Editor Eric Gandarilla 310 533 2588 eric gandarilla@ bobit com Art Director Vince Taroc Graphic Artist Jeff Polman Great Lakes Sales Manager Robert Brown Jr 248 601 2005 robert brown@ bobit com Sales Marketing Coordinator Tracey Tremblay 310 533 2518 tracey tremblay@ bobit com E Media and Print Production Manager Brian Peach 310 533 2548 brian peach@ bobit com Audience Marketing Manager Tony Napoleone Chairman 1961 2014 Edward J Bobit President CEO Ty F Bobit Chief Operating Officer Cyndy Drummey Chief Financial Officer Armand Del Duca Business and Editorial Office Bobit Business Media 3520 Challenger St Torrance CA 90503 Fax 310 533 2503 Change Service Requested Return Address Bobit Business Media PO Box 2703 Torrance CA 90509 Subscription Inquiries 888 239 2455 BobitPubs@ Halldata com Printed in U S A ATTITUDE CHECK TO RICK MCCORMICK Your article in the December 2015 issue of F I and Showroom The Emotional Side of Selling Page 24 was very powerful In our fast paced lives in F I we get caught up with the logical aspects of what we do and we forget to establish an emotional relationship with the customer I read somewhere recently that people will forget what you said and what you did but they will never forget how you made them feel Steve Jennings Financial Manager Lexus of Quad Cities Davenport Iowa Thanks Steve Emotions are a large part of why we buy the vehicle and why we see value in the F I products offered Three things should happen with every customer interaction The customer should learn something feel something and be motivated to do something about what they learned and felt What they feel is the most powerful I trust you had a great finish to 2015 and will have a record year of helping customers in 2016 Rick McCormick GAP IS GAP RIGHT TO GEORGE SPATT Thanks for your December 2015 article GAP is GAP Right Page 28 GAP seems like the simplest of F I products but this article does a great job of pointing out and explaining many of its complexities Fully earned vs proratable whether its a commission or an admin fee most dealers arent aware of what theyre selling That was a good point Mike Scolamiero Principal Harbor First Solutions Boston BOOSTING USED CAR DEALER F I TO BRITTANY MARIE SWANSON I found your December 2015 article Out of the Box Page 18 interesting So you know where Im coming from I have been in the business since 1976 I find myself agreeing with most points made by the panelists you quoted except for the one about F I producing low customer satisfaction ratings Now that I am the owner of a consulting agency I would like to suggest another potential benefit of the out of the box concept It may be a way to have independent used car dealers offer the benefits of F I products to their customers where they have been reluctant in the past My experience is that many good independent used car dealers would like to offer these products at reasonable prices but dont because the process of selling F I doesnt fit into their car selling process The result is loss of profit and CSI for the dealer Whats worse is the customer loses out on the benefits of the products George Spatt Owner Golden Eagle Management Services Tampa St Petersburg Fla CAPTURING A VSC TO RON REAHARD Thanks for your October 2015 column The Follow Up Page 38 detailing when to follow up with a customer about a vehicle service contract I cant wait to try it out Could I get a PDF of the virtual aid you mentioned Brett Short Sales Manager All Pro Auto Group LaGrange Ga Thanks for contacting me Brett Im glad you enjoyed the article Ive emailed you the visual aid your service advisor can use to help customers see their need for a service agreement when they bring their car in for service It can be customized with the correct warranty coverage and logo for whatever brands your group sells The key is to provide your service advisors with training so they know how to use it and then practice with them until they feel confident they can answer the customers questions and address any concerns In Part Two which youll find in the magazines November 2015 issue Perfect Timing Page 35 we talk about implementing an ongoing service contract follow up program We have had a lot of success emailing a short follow up video and the postcard you attach to the repair order I have attached a PDF of the postcard as well Hope this will help you help more customers Ron Reahard