F&I and Showroom, October 2013
Finance Insurance SURGE PROTECTOR W e have seen a F I pros need not fear the growing tide of lease customers Top trainer offers three keys to turning the leasing surge into a boon for the F I offi ce By Rick McCormick robust pace of sales in the fi rst half of 2013 With many predicting that the total SAAR will reach 16 million this year a mark we havent seen since 2007 the industry is defi nitely moving forward Its time to celebrate Strong lease penetration levels second only to the numbers seen in 2012 are one of the main reasons were having such a good year A quarter of new vehicle sales in 2013 involved a lease and at this pace the market will smash the best ever annual lease penetration rate set 36 F I and Showroom October 2013 one year ago of 22 percent according to Edmunds com As for whats driving customers to lease well just look at the chart accompanying this article Its a collection of lease deals Forbes published this past June F I professionals in dealerships across the county know the leases are coming at high levels The question is are we ready Lets look at the three P s that help lease customers make great buying decisions perception products and presentation 1 Perception Is Reality F I managers look at leases the same way we looked at cash deals in the past endure them hope we dont have a lot of them and try to make up the loss of income with our normal fi nance customers Current market trends demand that we change that mindset and view every lease customer as an opportunity Look you can have the best products the best process and the best lease rates of anyone in the market but if you look at every lease transaction as a lost cause you wont sell anything And in the end its your customer and the dealership that lose So lets think about lease customers for a second We already know they want to keep their driv ISTOCKPHOTO COM MACGYVERHH
You must have JavaScript enabled to view digital editions.
