No Two Customers Are the Same: Mastering Effective Closes in the New Year!

As we enter the New Year, it's time to challenge outdated habits and adopt a sharper, savvier approach to customer engagement. Just as no two snowflakes are identical, no two customers who step into the F&I office are the same. Yet many F&I managers still fall into the trap of treating every customer as though they are.

The one-size-fits-all approach could be costing you product sales. Why? Because effective closes are built on a foundation of effective rationale—and that starts with understanding your customers as unique individuals.

The New Automotive Customer

Today's customers are more informed than ever. They arrive at your dealership equipped with hours of online research, knowing what they want, why they want it, and how much they're willing to spend. What worked for closing sales five or ten years ago—or even last year—may no longer cut it.

Step 1: Build Genuine Rapport

Start by building genuine rapport. When F&I meets the customer at the salesperson's desk, it's essential to take the time to listen. This isn't about firing off a list of questions, nor should it feel like an interrogation. Whatever you do, avoid whipping out a checklist—it's a surefire way to raise flags with your customers. Instead, engage in a natural, unscripted conversation.

It's a tug-of-war today to get the F&I manager out to meet with the customer at the salesperson's desk, they believe it takes too much time. However, that perception is far from reality! Skipping this step often results in costly mistakes that erode customer trust. If you don't validate the transaction details upfront to ensure everything is accurate, there will be hell to pay afterward, mistakes cost you big and frustrate the customer.

Moreover, trying to close a service contract in the F&I office while simultaneously asking foundational questions—like how many miles the customer plans to drive per year or how long they intend to keep the vehicle—is a recipe for failure. We know the typical response, "I only keep my car for three years or less," or "I drive less than 10,000 miles a year," makes it harder to build value in the product you're presenting.

Meeting the customer upfront not only streamlines the process but also sets the stage for an effective and informed presentation. By validating details early and fostering a genuine connection, you're far more likely to close confidently and win the sale.

Step 2: Identify and Validate Customer Priorities

You should likely know what products the customer may see value in over others but never prejudge. Present all your products at full retail whenever possible, but be prepared to address concerns and overcome objections based on a value proposition. This means you should study and practice your closes and become natural, not a canned response.

Instead of dismissing their interest, explain how similar or better solutions from your dealership align with their needs. Be sure to accommodate the product of their choice first then tailor your approach to highlight how your offerings provide equal or greater value, whether in terms of features, price, or long—term benefits.

Step 3: Moving Beyond Cherry-Picking Products

Cherry-picking products is an outdated practice; consistency in your approach is key. Selecting only what you think the customer will buy will cost you big, is an old-school mentality. Step selling, with its rigid structure, can feel antagonistic to customers. Modern tools like Darwin Technology's DNA (Dealer Needs Analysis) present products tailored to customer responses from a survey, creating a more personalized experience. The second option should always include all available products, at full retail whenever possible, reinforcing the perception that the choices are customized to the customer's input. If Darwin isn't an option, consider using ZipDeal, which incorporates questions to streamline the interview process. Ultimately, focus on crafting individualized presentations that genuinely align with each customer's specific needs.

Step 4: Be Ready to Meet Customers Online Don't Dodge Cash Deals

Be prepared to meet customers online. Many are starting their buying journey digitally, and they expect a seamless transition between online and in-person interactions. Don't dodge cash—deals add up over time and can make the difference in getting to your month-end bonus. Remember, cash customers buy products all the time.

When a customer hesitates or rejects a product, resist the urge to push harder. Instead, ask thoughtful questions to uncover the root of their objection. Is it the cost that concerns them the most or the value? Or it's simply a question about how the product works.

Once you understand their reasoning, address it with confidence. For instance, if a customer objects to a service contract due to cost, explain how the long-term savings and convenience outweigh the upfront expense. Use relatable examples and logical explanations to turn objections into opportunities. Visuals make the difference in explaining the product use them. We used evidence manuals years ago, they still work today.

Be vigilant and ensure your team understands the importance of getting a shot at every offsite delivery and every credit union customer. At the end of each month, I review my final performance and calculate the impact of missed turn-overs (non-TOs). These missed opportunities add up quickly. For example, if you're averaging $1,700 PVR and miss 5 TOs a month, that's $8,500 in lost revenue. Over a year, that's $102,000. Present those numbers to your boss at the end of the month and watch how quickly priorities shift.

Step 5: Be the Solution, Not the Sale

Customers don't want surprises, especially when it comes to their budget. Be transparent about pricing and upfront about the value your products bring. If a customer feels they're making an informed decision rather than being "sold," they're more likely to trust you, thank you, and return the next time around. I don't think twice about disclosing the price of the product on the menu, get it out in front sooner rather than later! It's never really about the price when value outweighs the cost in the customer's mind.

Dominate Your Sales in 2025 with Chernek Consulting

Chernek Consulting specializes in transforming dealership F&I strategies to maximize profitability and enhance customer satisfaction. With decades of expertise, we empower dealerships to implement streamlined, customer-focused processes that boost sales and foster loyalty. Whether through tailored in-dealership training, virtual interactive courseware, or champion closing sessions featuring AI-driven role-play, Chernek Consulting offers flexible solutions to fit any dealer's budget.

A Fresh Approach for the New Year

The New Year is the perfect time to elevate your sales strategy. Customers will continue to evolve, and so must you. By meeting them where they are, tailoring your approach, and building genuine connections, you'll not only close more deals but also create loyal customers who return and refer others. Isn't it time we got back to the basics?

Remember, no two snowflakes are the same, and neither are your customers. Treat them as the unique individuals they are, let them guide you on how to sell to them, and watch your dealership thrive in 2025.