The practice of planting the seed for F&I product sales on the dealership's lot is most often used with anti-theft products. Dealers who elect to pre-etch their inventories are at an advantage because the salespeople can explain the product before the purchase. By simply indicating that the inventory has been pre-etched by the dealership for its own protection and that the protection is transferable, many consumers elect the product because it seems like a "no brainer."

However, other F&I products are also well suited to start to "sell themselves" on the dealership's lot. Products that serve a simple and distinct purpose, such as roadside assistance, tire & wheel protection or key replacement, are appropriate for this technique because their benefits are almost immediately recognized by customers. In addition, because of their lower cost, they can be promoted as a one-year complimentary protection program.

Dealerships can advertise "one year free" of the protection the product offers with window clings, mirror hangers or signage to educate customers. The key is then utilizing F&I managers to convert customers to buying a longer term of the coverage after they have shown an interest and developed a need in their minds for the product for one year. With a beneficial and compliant product, a solid word track and preparation for handling objections, many consumers will be compelled to upgrade to a longer term.

For more information on developing a "one year free" marketing program for your dealers, contact us.