Prioritize educating over selling, suggests Scott McLaren, chief marketing officer of Fortegra Financial Corp., which provides F&I products. Asking customers about what they are looking for or trying to accomplish will show you care about providing the right solution rather than just making another sale. “Be a consultant and not just a closer,” he said, “and you can establish yourself as the expert they turn to the next time they’re in need.”
Be an F&I consultant first and foremost
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