The Web and F&I
If you are an F&I manager who thinks the Web customer is someone who is looking for the cheapest vehicle and a detour around the F&I department, I invite you to think again.
Why do people shop on the web? Surely for the convenience and time efficiency it affords. We live in an era of “instant” and feel the need to act with speed on many fronts. The Web is a solution for people who are short on time and long on commitments. It’s for people who will pay for the convenience of shopping online.
Browse your Website as a shopper would. Is it F&I friendly? Do you have a page dedicated to F&I? Selecting a vehicle is step one; how to pay for it and how to protect it are what come next.
Many dealerships have an online credit application and a process to advise the customer about what they will do with the information the customer provides in the application. Do you have an online privacy statement?
Do you feature your F&I products and services on your site? “Customer Care” is a great way to present F&I products to the public. Gather a few testimonials to post on an F&I page. I am convinced that people like to read about what others think about the products they are thinking of purchasing. Customer comments drive AngiesList.com. Why not take a page from Angie’s List and make it a driving force for your Website?
Your customers are seeking solutions. They are looking for Websites that provide quick, convenient access to information that leads to those solutions. Most research tells us the Web shopper wants the first contact by email, today’s way to “reach out and touch.” Can you transmit a message that is friendly, professional and immediate?
You’ll need to gain the customer’s permission to telephone at a time that is convenient. Your email should also inquire about any special needs the customer may have. They may be shopping on the Web because they are out of town. Or they may need to figure out what options they want on the vehicle.
When you have passed the email hurdle, the telephone becomes your face. Make your voice energetic and welcoming. Your goal is to set an appointment for the prospect to come into the dealership. And speed is still in play. Gather all the information you will need for the in-store appointment during the call as a way to assure your customer that you will make every minute of their time count when they arrive at the dealership.
If you are an F&I manager who thinks the Web customer is someone who is looking for the cheapest vehicle and a detour around the F&I department, I invite you to think again. The Web and F&I are where an informative and responsive marketing strategy meets multi-tasking customers with time-saving, convenient solutions in mind.
Dealer Marketing Magazine, July 2006