Trust Me … It’s all About Credibility

The root of the word “credibility” is “credo,” which means “I believe” in Latin. Credibility is the feeling of trust and respect that you inspire in others. No single thing creates credibility. It takes a combination of things for you to establish it. I first learned the importance of building rapport and credibility when I began my career as a car guy. I learned to sell cars back in the late 1970s using the “10-point Selling System,” which is still being utilized today in various forms throughout the country. Here are the 10 points as I learned them:

1. Give the customer a friendly greeting.
2. Develop rapport with your customer.
3. Gather information necessary to enable you to help them select the vehicle that will be right for them.
4. Take the customer on a tour of the lot and land them on a vehicle.
5. Complete a walk-around of the selected vehicle.
6. Take the customer on a test drive.
7. Take the customer through the service department.
8. Take the customer to your office and write them up.
9. If you can’t close the customer, bring in a manager.
10. Get the vehicle cleaned and gassed up for delivery.

While getting accustomed to the “10-point Selling System,” I was persistently reminded of how important it was to build rapport with my customers. Managers would constantly remind me that getting them to like me was critical to making the sale. It was as if the only step that really mattered was step 2, develop rapport with your customer. That old cliché that “people buy from people they like” was drilled into my head. The fact is it worked, as I sold a lot of cars and made a lot of friends! Then I got my chance to be an F&I manager! During my initial experience, I was dependent on the success I had while selling cars. I had adjusted the “10-point Selling System” I had learned as a salesperson to work in the F&I office. It wasn’t long before I realized that selling cars and F&I were not the same. It became clear to me that credibility was more important than rapport. Sure people buy from people they like, but getting them to like you in F&I, especially when they are resistant to the F&I process, became a chore. I realized that what the customer wanted after reaching an agreement to purchase was “instant-gratification,” in other words, they wanted to get in their new car and get out of there. The only thing preventing them from doing that was me, the F&I manager. It didn’t take long to realize that starting off the F&I portion of the transaction by building rapport and trying to establish common ground was wearing most customers down. It became apparent that the quicker I got down to business, the more receptive customers became. “Give them what they want” became my motto. Give them what they want by matching your style with theirs. Pay attention to how your customer prefers to communicate and get in step. Start off the F&I transaction by getting right down to business, engaging in small talk only when the customer initiates it. This is not to say rapport is not an important part of the transaction, only that credibility is more important. The following definitions should be enough to convert your thought process: 

Rapport: A close and harmonious relationship in which the people or groups concerned understand each other's feelings or ideas and communicate well.

Credibility: The quality of being trusted and believed in. The quality of being convincing or believable.

Rapport is necessary when selling a tangible product, such as a car the customer can touch, feel, smell and experience. After all, you have to make it fun! Credibility is without any doubt the most essential ingredient to F&I success. There are two questions I am often asked regarding the F&I process: “How can I sell more products?” and “What can I do to reduce customers’ resistance to the F&I process?” The answer to those two questions is the same. You need to sell from your customer’s point of view. To do so, you have to be aware of it. It takes credibility to open the door to awareness.  Your customers will not open up to you unless they trust you. They will not open up to you until they get a sense that what you’re doing or going to do is in their best interest. Here are five ways you can increase your credibility and rapport with your customers:

Look the Part

Your customers will be greatly affected by the way you look, but it’s not always easy to judge your own appearance and the impression you are creating. First impressions are strong and very hard to change. Think about how quickly you make judgements about people you meet for the first time. It may not be necessary to wear a suit, but it is necessary to be well-groomed. Make sure that your clothes are all clean and well-pressed, your shoes are polished, and your hair is neat. If you do not take the time to groom yourself, you will look unprepared, and your customer,, as well as peers may assume you are not an expert. An unkempt appearance may distract people from your message. If you want to be taken seriously, you had better look like the serious type. Dress for success is not to be taken lightly if you want to truly succeed in F&I.

Build Trust

Trust builds rapport. Your customers will trust you if you do what you say. Starting every F&I introduction by setting realistic expectations and sticking to them is the foundation to building trust. Tell your customers what’s going to take place and how long you anticipate it will take. Stop selling early and allow your customer to get comfortable with the process. Demonstrate that you are interested in their well-being beyond your own personal gain. If all you’re thinking about is making the sale, this will be perceived negatively by your customer through your actions. It doesn't mean you should never think about the sale, it simply means that you need to focus on your customer’s likes and dislikes first and foremost. Get them talking by asking them questions relevant to the paperwork being completed, as well as questions pertaining to their driving habits. Keep the small talk to a minimum unless it is initiated by the customer. Doing so will show a sense of significance and urgency to get things done. The more interested you appear to your customers, the more relaxed and willing to share they’re likely to be. They will share past experiences, which will lead to more sales.

Be Transparent

People can smell you-know-what from a mile away, so don’t fake it. No more “smoke and mirrors,” just be upfront, honest and ethical, and reap the rewards. You cannot simply act transparent; you have to be transparent. Transparency in the F&I office means you are willing to communicate openly without hesitation. Inspect your current menu/option disclosure presentation and be sure it provides a clear and precise description of each product. Know the ins and outs of each of your products so you can answer your customer’s questions in a matter-of-fact way. Stay informed as to any regulatory changes so you stay ahead of the curve and out of harm’s way.  After all, there is no excuse for ignorance when it comes to ethics and compliance. Your customers will appreciate you being transparent, and they will show their appreciation by purchasing more products from you. Your customers will trust what they can see. When you’re open and honest, they won’t have to guess what your motives or intentions are.

Be Confident

 “She described the product and what it would do for me with such confidence that I believed her completely.”

Credibility and confidence go hand in hand. Do not succumb to, “His lack of confidence defeated him.” Want to get more confident? Feed it with industry and product knowledge, and watch it grow. Become confident in what you offer your customers and believe that it will serve them well. Confidence breeds enthusiasm, and enthusiasm is contagious. The F&I manager who spreads it to his customers will find that their resistance crumbles as they become enthusiastic, too.

Empathize

To empathize means that you are able to put yourself inside the shoes of your customer and see things through their eyes. Empathizing with your customer also builds trust, resulting in you being more credible. Empathy also shows that you really do care. Showing empathy ensures that you take the time to listen and understand before ever offering a solution to their potential problem. Once you have established credibility with your customer and they are willing to be open and upfront, ask them why they chose not to take advantage of a product. Listen closely to their reply, then think about a similar situation you’ve been in. How would you feel? How would you react? Using your own imagination will allow you to be in their shoes for as long as you need to in order to help them. Don’t underestimate the power of empathy in this regard.

You establish credibility when you inspire trust in others, and it’s important to your success as an F&I manager to be trusted. Continue to build your credibility by demonstrating honesty and integrity in everything you do. F&I does not stand for “Fantasy Island,” so I’ll leave you with four pieces that will serve your wallet and career: Knowledge – Confidence – Transparency – Professionalism.

Gerry Gould is president of Gerry Gould & Associates, an automotive front-end sales associate, sales, and finance manager training and coaching platform, as well as director of training for ProdPrep, an online training resource for auto dealership departments.

EDITOR'S NOTE: This article was authored and edited according to Auto Dealer Today editorial standards and style. Opinions expressed may not reflect that of Auto Dealer Today.