In most dealerships, underperformance isn’t caused by a single problem. It’s usually a stack of small breakdowns that compound over time, including inconsistent coaching, unclear presentation standards, and a process that doesn’t match how modern buyers make decisions. This article helps you diagnose what’s actually happening inside your F&I department so you can improve F&I performance without guesswork.
Front-end gross is under pressure in most markets, which makes the backend more important for stability and margin protection. That’s why F&I products can’t be treated as optional or “nice to have.” They’re a core part of the dealership’s ability to turn volume into profit.
When F&I performance slips, the impact shows up across the store, from PVR to CSI to service retention. Before you change anything, it helps to understand what underperformance really looks like.
Vehicle protection products exist to protect the customer’s financial position while supporting dealership profitability. When they’re presented clearly, buyers feel supported. When they’re presented poorly, buyers feel sold. That difference drives acceptance, trust, and long-term retention.
Leadership should view F&I products as part of a system that includes training, compliance, and process discipline, not a collection of add-ons that live only in the finance office.
A dealership may have a strong month based on a few strong closers, then drop when staffing shifts or volume increases. That’s a classic sign of process dependence on people instead of structure. Strong stores have consistent F&I performance because they’ve got consistent standards.
Underperformance isn’t always obvious. Many stores assume that if PVR is “okay” and complaints are low, everything’s fine. The problem is that “okay” results often hide missed opportunity and unnecessary volatility.
To diagnose the issue, you need to define the symptoms clearly. Only then can you isolate the root causes.
Underperformance often shows up as inconsistent product penetration, large swings between F&I managers, and high objection rates during the menu. Another common symptom is a steady decline in confidence, where managers start presenting fewer options because they expect buyers to say no.
Even when the product lineup’s strong, these symptoms signal that the process and training model aren’t supporting the team.
A small drop in product penetration can quietly become a six-figure issue over a year, depending on volume and price point. Add chargebacks, cancellations, and lost retention, and the real cost grows. Underperformance’s rarely just a finance problem. It becomes a dealership profitability problem.
Most dealerships invest in onboarding, then assume the team will stay sharp. That rarely happens. Skills drift. Scripts become stale. Managers default to comfort zones. Without reinforcement, training fades fast.
That’s why F&I coaching is often the highest leverage fix. It addresses skill, consistency, and confidence at the same time.
A workshop or vendor session can create a temporary spike, but results often revert within weeks if there’s no follow-up. Sustainable F&I performance requires coaching cadence, accountability, and repeatable standards.
When F&I coaching is continuous, the dealership doesn’t depend on the mood or habits of a single manager.
The best vehicle protection products still require confident presentation. Coaching helps managers explain value clearly, handle objections calmly, and stay compliant without losing momentum. It also builds belief, which is critical in preventing product fatigue.
Ascent Dealer Services delivers F&I coaching that improves consistency, rebuilds confidence, and drives stronger F&I performance across every rooftop.
Product fatigue happens when F&I teams stop believing in what they sell. It can come from chargeback volatility, claims frustrations, inconsistent support, or repeated buyer pushback. Over time, managers may rush the menu or avoid presenting certain options altogether.
That’s one of the most damaging issues because it directly reduces product penetration while creating an internal culture of low expectations.
If a manager feels a product creates headaches later, they’ll present it less, even if it’s profitable. If they believe buyers don’t want products, they’ll soften or skip key value points. Those small shifts change outcomes dramatically.
Strong F&I performance requires products the team believes in and a structure that reinforces that belief through results and support.
Leadership often evaluates products based on contract terms and comp plans. The frontline team evaluates them based on buyer reactions, claims experience, and how easy it is to deliver on the promise. If those experiences are inconsistent, product fatigue spreads quickly.
A dealership can have great people and great products, but still underperform if the process triggers buyer skepticism. Process design matters because it shapes how the customer experiences the F&I conversation.
If the transition from sales to finance feels abrupt, if the menu feels rushed, or if explanations feel overly technical, buyers disengage.
Today’s buyers respond better to education than pressure. When F&I products are framed as part of ownership planning, buyers see value. When they’re framed as a last-minute upsell, buyers assume the worst.
Strong process design builds trust before price is introduced. That increases acceptance and reduces friction.
Digital and hybrid deals magnify weak process. If the store can’t explain vehicle protection products clearly through a digital menu or remote conversation, product penetration will drop in those deals.
Process design must match the reality of how buyers shop today, not how they shopped a decade ago.
When sales and F&I aren’t aligned, buyers receive mixed messages. Sales may promise one experience, while the finance office delivers another. That inconsistency damages trust and reduces acceptance.
Alignment’s a leadership issue. It’s solved through shared expectations, shared language, and shared accountability.
Sales managers who treat F&I as a separate world often create weak handoffs. That makes the finance office feel like a “second close,” which increases buyer defensiveness. When the handoff is clean and consistent, the buyer stays engaged.
Even strong F&I coaching can underperform if the upstream sales process isn’t aligned.
The best dealerships standardize how products are introduced, how expectations are set, and how trust is maintained. That doesn’t require scripts. It requires structure. That structure supports consistent F&I performance across managers and rooftops.
Dealership leadership often tracks overall profit but lacks visibility into what’s driving or suppressing F&I results. Without the right metrics, you can’t coach effectively. You can only react.
Tracking the right KPIs turns underperformance into something measurable and fixable.
Start with product penetration by manager and by channel. Track PVR, cancellations, chargebacks, and menu presentation consistency. Look at variability, not just averages. Averages can hide problems.
When you track these indicators consistently, you can identify whether the issue is skill, belief, process, or product structure.
Many dealerships respond to underperformance by switching products or providers. Sometimes that’s necessary. Often, it’s not. If the process and training model are the issue, changing the menu won’t fix the core problem.
The smartest move is to diagnose first, then act with precision.
Top stores don’t guess. They build a system that supports consistent presentation, buyer trust, and accountability. They invest in continuous development and partner with experts who understand retail reality.
They also recognize that vehicle protection products don’t perform in isolation. They perform within a strategy.
High-performing dealerships build coaching into their rhythm. They reinforce standards, develop leaders, and prevent product fatigue by creating clarity and confidence. That’s why their F&I performance holds steady even when staffing changes.
F&I training isn’t a one-time event. It’s an operating standard.
Buyers want clarity. Profitable dealerships make the F&I conversation simpler, cleaner, and more transparent. That increases trust and product penetration at the same time.
Strong F&I products become easier to say yes to when the process is designed to educate rather than pressure.
If your F&I products are underperforming, the answer’s rarely to push harder. The answer is to identify what’s broken in the system and rebuild the process around consistency, belief, and accountability. When F&I training is reinforced, vehicle protection products are presented with clarity, and performance is tracked correctly, results become predictable. Ascent Dealer Services helps dealerships diagnose the real causes behind underperformance and build a performance-driven plan to improve F&I performance across every rooftop.
Reach out to our team today to start a conversation.
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With the company experiencing explosive growth, James will now lead the sales and acquisition division, driving further success and innovation.
James Mercer brings nearly twenty years of exceptional experience in the automotive insurance sector, having established himself as a top salesman, mentor, and dynamic leader. Most recently, he served as Divisional Sales Director at Protective, one of the largest automotive insurance companies in the country, where he managed operations across the Western United States for the automotive agent channel.
James began his journey with Protective in 2006 as an Account Executive and quickly rose through the ranks, holding several key.
Paul Brown is the Vice President and partner of Ascent Dealer Services, an insurance brokerage firm specializing in automotive, RV, power-sports, and marine dealerships. Prior to his current role, Paul served in the US Air Force and was a police officer in Chicago before transitioning into the automotive industry.
Paul started from the sales floor and worked his way up to becoming finance director of a large automotive group in St. Louis. He then became a managing partner of a CDJR store in Missouri. Shortly thereafter, Paul tuned it into the #1 CDJR store in Missouri.
With nearly 30 years of experience in dealership growth, Paul is now dedicated to the growth of stores nationwide.
Outside of work, Paul is a proud father of two daughters and enjoys pursuing his hobbies of bow hunting and Brazilian Jiu Jitsu.
Sylvia Lyons is a highly accomplished professional with a diverse range of experience in various business verticals. Currently, she holds the position of Director of Operations at Ascent Dealer Services, where she plays a crucial role in ensuring the smooth functioning of the agency.
Sylvia is often referred to as the glue that holds the entire organization together. Her exceptional organizational skills and attention to detail are unmatched, making her an invaluable asset to the team.
While Sylvia excels in her professional life, she also places a high value on her family. She is a loving and dedicated mother to her daughter, Averi. When she is not working, Sylvia prioritizes spending quality time with her loved ones, cherishing moments with family and friends.
Sylvia’s commitment to both her professional and personal life is truly admirable, and she continues to make significant impact in her role at Ascent Dealer Services while maintaining a strong bond with family.
Laura Georgeoff is an accomplished professional with a wealth of experience in the business world. Currently serving as the executive assistant to the CEO, Adam Marburger, Laura plays a crucial role in supporting and anticipating the needs of the President/CEO at Ascent Dealer Services.
With a strong background in various industries, including the medical field, human resources, franchising, and franchise relations, Laura brings a diverse skill set and extensive knowledge to her role. Her experience in these areas has proven invaluable in helping the team at Ascent Dealer Services reach new heights.
Laura’s level of professionalism and expertise have made a significant impact on the organization. Her dedication and attention to detail have not only ensured the smooth running of the executive office but have also helped the team excel and achieve their goals.
Outside of work, Laura enjoys an active lifestyle. You can often find her at the gym, staying fit and healthy, or on the golf course with her husband Steve. Her commitment to personal growth and balance is reflected in her dedication to both work and leisure activities.
Laura is a valuable asset to the team at Ascent Dealer Services, combining her extensive experience, professionalism, and passion for excellence to support the CEO and contribute to the organization’s success.
As one of the first independent agents to help bootstrap Ascent Dealer Services from startup hustle to industry muscle, Matt Gruenke played a pivotal role in securing some of the company’s earliest dealership partnerships and helping build the foundation of the powerhouse agency it is today. With over 15 years of experience in the automotive and powersports space, Matt has been instrumental in Ascent’s growth through authentic relationships, high-performance coaching, and results that consistently deliver. Working alongside founder Adam Marburger, he continues to drive Ascent’s mission forward with passion, integrity, and energy.
A proud graduate of the University of Wisconsin–Whitewater (Class of 2000), Matt earned his degree in Organizational and Public Communication with a minor in Marketing—and was a defensive back for the Warhawk football team, where he learned the values of discipline, teamwork, and grit that still fuel his success today.
Outside the automotive world, Matt’s most important titles are husband and dad. He loves spending time with his wife and two amazing kids, fully present in every moment. A true free spirit, Matt finds peace and inspiration outdoors—away from screens and technology—soaking in the beauty of nature. He’s happiest when he’s snowmobiling, riding UTVs and ATVs, boating, camping, or fishing—basically anything that gets him on the water or under the open sky. And when it’s game day, you’ll probably find him at Lambeau Field, cheering on the Green Bay Packers.
Cindy is a passionate and dedicated professional with a specialization in enhancing F&I operations for dealers.
Her expertise and commitment have propelled her to become one of the top agents at Ascent Dealer Services, where she consistently exceeds expectations.
Known for her relentless work ethic and servant leading heart, Cindy is an unstoppable force in her field. She approaches every task with dedication and a genuine desire to help others succeed. Her leadership qualities inspire those around her to strive for excellence.
In addition to her professional achievements, Cindy is bilingual, which allows her to effectively communicate with a diverse range of clients. She also has a love for traveling and embraces the opportunity to explore new places and experience different cultures.
At home, Cindy finds joy in parenting her two beloved dogs, Revis and Lincoln, who bring happiness and companionship to her life. Outside of work and personal interests, Cindy is a die-hard Philadelphia Eagles football fan. She passionately supports her favorite team and eagerly cheers them on during every game.
Billy Gorth is a highly experienced individual in the automotive retail business, with a remarkable career spanning three decades. He began his journey in the industry as a salesperson and gradually climbed the ranks, eventually attaining the esteemed position of Dealer Principal. Throughout his career, Billy has garnered extensive knowledge and expertise, making him a respected figure in the field.
Aside from his professional achievements, Billy’s personal life is equally fulfilling. He has been happily married to his wife Sara for 26 years, and together they have raised three wonderful daughters. Rachel, their oldest, successfully graduated from Eastern KY University, while Emma accomplished her academic pals at the University of Kentucky. Erin, their youngest, has recently completed her high school education.
Billy’s commitment to serving others is evident in both his professional and personal life. He has dedicated his entire career to providing exceptional service to his costumes and ensuring their satisfaction. Furthermore, he has a genuine passion for mentoring the younger generation. Billy firmly believes in the importance of guiding and nurturing young talent, and he takes great pride in playing a role in their personal and professional development.
When Billy isn’t immersed in his responsibilities at the dealership or spending quality time with his family, you can often find him on the golf course. Golf is his favorite pastime, and he thoroughly enjoys the challenges and camaraderie that come with the game. It provides him with a much needed outlet to relax and unwind, allowing him to recharge and return to his endeavors with renewed enthusiasm.
In summary, Billy Gorth is an accomplished individual in the automotive retail business, with a passion for serving others and a dedication to mentoring the younger generation. His commitment to excellence in his profession and his unwavering commitment to excellence in his profession and his unwavering support for his family are truly commendable. And when he’s not making strides in his career or spending time with loved ones, you can expect to find him on the golf course, indulging in his favorite leisure activity. Billy’s zest for life and his continuous pursuit of personal and professional growth make him an inspiring figure in both his industry and his community.
Amy Hitch is an accomplished professional in the automotive industry, currently serving as an Account Executive and Professional Coach with Ascent Dealer Services, a leader in the F&I space. With a strong commitment to enhancing the car purchasing experience, Amy brings a wealth of expertise and passion to her role. Amy began her career in the automotive sector in 2012 as the sole F&I professional at her hometown Ford dealership, shortly after earning her MBA from the University of Missouri, Rolla.
Over her decade-long tenure at the dealership, she prioritized delivering exceptional service to every customer, earning recognition as the top-rated employee with over 500 positive reviews and a 5-star rating on DealerRater. Her dedication contributed to her dealership being honored as the 2022 Missouri Ford Dealer of the Year. In 2022, Amy transitioned to a larger dealer group and became part of the number one volume Buick GMC dealer in the country. As one of only 12 finance managers and the sole female in the group, she distinguished herself as the top performer and was recognized in Automotive News' prestigious 40 Under 40 list. Amy is passionate about empowering dealerships and supporting fellow F&I professionals in their career journeys. She firmly believes that collaboration and shared success are key to thriving in the industry.
Outside of her professional life, Amy is a devoted mother to four active children—a 10-year-old son and triplet 7-year-old daughters. She values work-life balance and enjoys spending her free time at the yoga studio, attending sporting events, and cherishing moments with her kids. Amy understands the importance of making lasting memories during their formative years, and she aims to positively impact as many lives as possible along the way.
Adam P. Marburger is a highly accomplished individual with a diverse range of expertise and achievements. As a father of three daughters, he values family and understands the importance of balancing personal and professional life. With nearly two decades of experience in the automotive retail industry, Adam is a respected veteran who has made significant contributions to the field.
Currently, Adam holds the position of President/CEO at Ascent Dealer Services, an insurance brokerage firm that specializes in serving the automotive, RV, power-sports, and marine industries. In addition to this role, he is also the President of Alton Family Martial Arts & Fitness, where he shares his knowledge and passion as a martial arts instructor. Adam has achieved the rank of Black Belt in Brazilian Jiu Jitsu, showcasing his dedication and expertise in this discipline.
As the President of Marburger Investment Group and A2 Investment Group, Adam is actively involved in real estate investment, demonstrating his entrepreneurial spirit and financial acumen. Furthermore, he is the President and CEO of Marburger Coaching & Development, a company that is dedicated to personal growth and development.
In addition to his impressive business ventures, Adam is a co-founder of The Dental Protection Group, an insurance brokerage firm that is dedicated to serving the dental industry. His commitment to excellence has been recognized through various awards, including being named in the Automotive News 40 under 40 list. Furthermore, Adam is a best-selling author and an international keynote speaker, sharing his knowledge and insights with audiences worldwide. His exceptional leadership skills have also earned him a place among the Top 100 Executives in the US.
Adam P Marburger's biography is a testament to his multifaceted talents and his passion for making a positive impact in various industries.
