Three Ways to Hold More Gross in Your F&I Department

Offer Every Product, Every Time, to Every Customer

Wayne Gretzky once said, “You miss 100% of the shots you don’t take.” While he was talking about hockey, this quote applies just as well to our world in F&I. If you don’t offer every product to every customer on every deal, you’re leaving money on the table.

Think about it this way: Each product you offer is a chance to add value for the customer and increase the gross on the deal. When you skip over products because you assume the customer won’t be interested or can’t afford it, you’re deciding for them. Instead, take the shot—offer every product, every time. You might be surprised at how many customers see the value in what you’re offering.

By presenting every option, you’re also ensuring that the customer has all the information they need to make an informed decision. It’s a win-win: the customer gets the protection and peace of mind they need, and you hold more gross on the deal. Don’t sell yourself short by skipping steps. The more products you present, the better your chances of closing them—and holding more gross in the process.

Maximize Every Cent Possible

To take your game to the next level, it’s essential to maximize every deal by making the most of every cent. For example, imagine you’ve just convinced a customer to purchase an interior protection package and a maintenance plan, bringing their monthly payment to $486.90 after a discount. At this point, they’re committed—would they really walk away if the payment was $489.99 instead?

The difference is just $3.09 a month, but over a 72-month loan, that small amount adds up to $231.75. Now, think about how many deals you work in a month. If you maximize each one by just a few dollars, the total could be staggering by the end of the month. This strategy isn’t about squeezing every penny from the customer—it’s about recognizing and seizing the opportunities to maximize gross that are right in front of you.

This approach requires attention to detail and a keen understanding of your products and pricing. Every dollar counts, and if you’re not capitalizing on every opportunity, you’re not performing at your full potential.

Build Rapport, Increase Profit

Rapport is everything in F&I. When a customer steps into your office, they’re often a little on edge. They might feel like they’re about to be sold something they don’t need. It’s your job to change that narrative by building a connection and earning their trust.

A customer who trusts you is far more likely to listen to your recommendations and see the value in the products you offer. Take the time to understand their needs, listen to their concerns, and position your products as solutions to their problems. When customers feel understood and valued, they’re more open to spending—and that directly translates to more gross on the deal.

Building rapport isn’t just about being friendly; it’s about being genuine. People can sense when you’re being insincere, and that can shut down a sale faster than anything else. Approach each interaction with the intent to help, and the profits will follow. The stronger your relationship with the customer, the easier it will be to close the deal on your terms.

Elevate Your F&I Department Today

In the end, holding more gross in F&I comes down to taking every opportunity seriously. By consistently offering every product, maximizing every cent, and building genuine rapport with your customers, you’re setting yourself up for success in the F&I office.

These small, intentional actions add up over time, leading to increased profits and a stronger relationship with your customers. If you’re ready to take your F&I skills to the next level, now is the perfect time to invest in your growth.

Elevate your F&I department — book a training session with Ascent Dealer Services today.