This gap between how buyers want to be treated and how F&I teams were trained to operate is quietly impacting trust, efficiency, and revenue. Understanding where traditional training falls short is the first step toward building an F&I operation that aligns with today’s expectations while supporting long-term performance.
The F&I office no longer operates in isolation. Buyers arrive with research, opinions, and assumptions shaped by online experiences across industries. This shift has reshaped how F&I conversations need to happen.
Today’s buyers value clarity, respect, and efficiency. They expect transparency in pricing, flexibility in communication, and confidence that the person across the desk understands their needs rather than simply following a script.
Millennial and Gen Z buyers grew up in an on-demand environment. They are comfortable with technology, skeptical of pressure, and quick to disengage when something feels misaligned. Automotive dealership training that focuses only on product knowledge without addressing communication style struggles to connect with this audience.
These buyers are open to F&I products when value is clearly explained, but they are far less tolerant of tactics that feel outdated or transactional.
Many dealerships still rely on F&I training models that prioritize memorization over understanding. While compliance and structure remain essential, buyer expectations now demand more adaptability.
The most effective F&I manager training blends product expertise with communication, emotional intelligence, and situational awareness. Without this balance, even strong product menus can fall flat.
Rigid scripts, one-size-fits-all presentations, and aggressive closing techniques often feel disconnected from how buyers want to engage. When F&I managers are trained only on what to say rather than how to listen, conversations become transactional instead of consultative.
Modern automotive dealership training recognizes that flexibility and trust-building are now core skills, not optional extras.
Soft skills are often treated as secondary in dealership training programs, yet they are increasingly central to success. Buyers remember how they felt during the F&I process long after they forget specific numbers.
Strong communication, empathy, and adaptability allow F&I managers to adjust their approach without compromising structure or compliance.
Emotional intelligence helps F&I managers read buyer cues, adjust pacing, and respond to concerns without defensiveness. This skill set supports clearer explanations of F&I products and improves overall buyer confidence in the process.
Dealerships that invest in soft skills development often see gains in both customer satisfaction and consistency across the sales process.
Training gaps are rarely obvious from the inside. Many dealerships assume their F&I team is well prepared because results have been stable or compliance issues are minimal. Stability, however, does not always mean readiness.
The most common gaps appear in adaptability, technology fluency, and reinforcement after initial training.
One-time training events create short-term momentum, but habits revert quickly without reinforcement. Effective F&I manager training treats development as continuous, with regular coaching and accountability.
Without reinforcement, even strong automotive dealership training programs lose impact within weeks.
Explore how Ascent’s coaching-driven approach helps dealerships strengthen their sales process, improve F&I product conversations, and build long-term performance that lasts beyond a single training event.
Technology has reshaped buyer expectations around speed and convenience. Digital menus, e-signing, and virtual selling tools are now common, yet many F&I managers remain uncomfortable using them fluidly.
Technology fluency is no longer a technical skill alone. It directly affects how confident and credible the F&I process feels to the buyer.
When technology supports the sales process rather than interrupts it, conversations feel smoother and more transparent. Buyers are more receptive to F&I products when tools are used confidently and intentionally.
Training must evolve alongside technology to prevent friction at the most critical point of the transaction.
Compliance has always been essential, but today it plays a dual role. Buyers now equate transparency with trust, not just legality.
Modern F&I manager training integrates compliance into natural conversation rather than treating it as a checklist at the end of the process.
Clear explanations, consistent disclosures, and confident presentation allow compliance to support the buyer experience rather than hinder it. This alignment protects the dealership while reinforcing credibility.
When compliance and communication work together, the entire sales process becomes more predictable and repeatable.
Dealership leaders often ask how to evaluate whether training investments are working. The answer extends beyond short-term penetration gains.
Key indicators include consistency across managers, reduced friction in buyer conversations, improved CSI, and stronger alignment between sales and F&I teams.
Tracking performance trends, buyer feedback, and behavioral changes provides insight into whether F&I manager training is keeping pace with expectations. These metrics help leaders identify whether issues stem from skill gaps, process gaps, or reinforcement gaps.
Effective training shows up in smoother deals, not just higher numbers.
Awareness begins with honest evaluation. Dealerships benefit from stepping back and examining how their F&I team engages today’s buyers.
Questions around adaptability, communication style, technology comfort, and consistency often reveal whether training is aligned with modern realities.
Frequent objections, uneven performance between managers, discomfort with digital tools, or buyer confusion around F&I products can all indicate training misalignment. These signals are not failures, but opportunities for growth.
Recognizing these patterns early allows dealerships to respond proactively rather than reactively.
Buyer expectations will continue to evolve. Dealerships that treat training as a living system rather than a static requirement are better positioned to adapt. Modern F&I manager training connects people, process, and technology into one cohesive strategy that supports trust, compliance, and performance.
Ascent Dealer Services works with dealerships to help leadership teams rethink how automotive dealership training supports today’s buyers and tomorrow’s growth. Reach out to our team today to start reshaping your F&I training strategy.
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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.