Many Knoepfler Chevrolet customers find the videos on their own, but the dealership also trains sales staff to use them as talking points and to direct consumers to them should F&I questions arise during the sales process. The videos are not used in the F&I office, Knoepfler said.
Though his store doesn’t have a separate marketing budget for the F&I department, Knoepfler said F&I product marketing is a line item in the sales department budget. F&I training is part of its training budget.
Those reallocated funds have been “beneficial to the growth of that department,” he said.
Rick Kurtz, senior vice president of distribution at Protective Asset Protection in Chesterfield, Mo., said vehicle shoppers have an “unquestionable thirst for knowledge and information — the product and the process — and certainly F&I is a component of that.”
Dealers should focus F&I marketing messages on channels important to consumers such as dealership websites, social media and “wherever the consumer is…
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