What do fishing and F&I have in common? More than you might think.

Master fishermen call it “the sweet spot” – a prime location on the water where, just beneath the surface, thick schools of fish have gathered for the picking. But these skilled pros don’t just happen upon their fortune by blind luck. It’s the result of careful study and putting the tools at their disposal to work. Master fishermen strategize carefully, scanning maps for tight contours and steep drop-offs. They look for irregular features and unique imperfections that are likely to draw large congregations of fish. These proven techniques dramatically increase their chances of finding the proverbial pot of underwater gold.

I love the sport of fishing, but there’s one thing that can’t be denied: coming back at the end of a long day on the water with nothing to show for it really takes the wind out of your sails. In my experience, I’ve found that going fishing with an expert can pay off big time. These folks know the lay of the land (and water) and can employ techniques you’d never think would make a difference. The same can be said for mastering the sport of F&I.

Successful finance managers are always charting their course in search of the ideal sweet spot. They never take a step without ensuring they’ve got all the right tools in their tackle boxes. They set objectives and strategize their goals, seldom leaving any stone unturned. As a result they find their very own professional sweet spots – and if things ever get to the point where they end up with an empty catch for the day, they set out on a new course.

F&I masters and master fishermen have this in common: when the going gets tough, the tough break out their manuals and implement the proven techniques that help them meet their objectives.

Some fishermen, like major league fishing pro Jeff Kriet, are in it for the all-or-nothing catch. “I hate fishing the bank where there might be one fish around a laydown,” Kriet said. Instead, Kriet goes on the hunt in deep waters for his very own sweet spot. “When I find them out there,” he said, “it's generally a school instead of one three-pounder. That's what keeps me going.”

The finance pro is no different. The pro is not looking for a three-pounder to score the month. It’s the school of fish that makes the bounty. The goal is every customer, every time. The F&I master shoots for the 300 percent rule: 100 percent of customers, 100 percent of products, 100 percent of the time. If you are consistent in your presentation efforts and have studied your terrain – by meeting the customer on their terms, determining their driving habits and learning what makes them tick – this will often seal the deal. 

The meet and greet is as essential to the final menu presentation as any master fisherman’s efforts to track the movement of the game he seeks. Gaining and understanding of the reasons why your products will benefit the customer will often times create that sweet spot you’ve been hunting for.

Studying word tracks, planning a strategy and adhering to it daily – not occasionally, but with every single face to face encounter – will guarantee you results. Not charting your course, or failing to adjudicate your goals, can capsize your efforts. Diving into a presentation without meeting the customer at the sales person’s desk or a designated area will do nothing more than chase the customer away. Just as no pro fisherman goes scaring away the catch, you should also make your entry into the waters as smooth as possible. www.chernekconsultingvirtualpro.com 

If you’re looking for your sweet spot, do what every master fisherman does: use the tools at your disposal; study your trade inside and out; commit yourself to learning the tricks of the trade that have been handed down from generation to generation. If you need to, take an online class in your spare time. Don’t resolve yourself to mere adequate performance. Instead, row out to the deep water and cast your net far and wide. Your sweet spot is out there. It’s up to you to do what it takes to find it. www.chernekconsulting.com