In the hustle of the modern dealership, something essential is quietly slipping through the cracks: the customer interview. Once a cornerstone of the F&I process, this critical step is now too often overlooked — and it’s costing more than just missed upsells.

Let’s be clear: the customer interview isn’t about the F&I manager. It’s not about sales techniques or product pitches. It’s about the customer — understanding their story, their needs, and how you can help them feel confident and secure in one of the biggest purchases they’ll make.

Listen First, Talk Later

A real customer interview is a conversation, not a presentation. There’s no pitching, no upselling — just active listening and thoughtful questions. It’s about showing genuine interest in the person sitting across from you. When done right, it builds a foundation of trust before any paperwork is signed.

Unfortunately, with the fast pace of dealership life, many F&I managers are pulled in ten different directions at once. But even on the busiest days, every customer deserves a moment of acknowledgment. A simple handshake or a warm welcome can go a long way in making the customer feel like more than just another transaction.

Trust Starts Before the Finance Office

Walking into the F&I office is often when the excitement of buying a new car is suddenly met with apprehension. But what if, instead of being greeted by a stranger, the customer already felt a connection with the person handling their paperwork? What if they’d already seen your face, heard your name, and felt your enthusiasm?

When F&I managers make these early connections, they often see an increase per deal in F&I sales. Why? Because people buy from those they trust — and trust starts with a conversation.

What Customers Want: Credibility, Honesty, Rapport

According to customer feedback, the top three qualities they expect from a F&I manager are:

• Credibility
• Honesty
• Rapport

They’re not asking for magic. They just want transparency, a smooth process, and someone who’s going to get the details right. And that all begins with a thoughtful customer interview.

Making the Interview Part of the Culture

The customer interview shouldn’t be optional. It should be baked into the DNA of your F&I process. With the right training and commitment, this simple practice can have a big impact on both customer satisfaction and your bottom line.

It’s time to bring back the art of the customer interview — make it standard, make it sincere, and make sure you are empowered to master it. Because in this business, relationships don’t just matter — they drive revenue.