The core responsibilities of the F&I office — compliance, communication, product expertise, and closing skills — remain unchanged. But what has evolved is your customer. The new face of the buying public is younger, more informed, and more digitally driven than ever before. If your approach hasn’t adapted to match the expectations of millennials and Gen Z buyers, it’s time to rethink how you engage.
These generations — over 136 million strong — now dominate the consumer landscape. They buy differently, think differently, and most importantly, they want to feel like part of the process. Here’s how to align your F&I process with the values and behaviors of today’s buyers.
1. Sell the Journey, Not Just the Car
Younger buyers place a higher value on meaningful experiences than material possessions. For them, a car is a passport to freedom, travel, and lifestyle, not just a vehicle. Emphasize how your protection products support that lifestyle by keeping them on the road and ready for their next adventure.
2. Be Present Before They Arrive
This is a digital-first generation. They’re used to researching products, reading reviews, and comparing features long before they engage with a salesperson. Include brief, product-focused content on your website. Avoid heavy-handed sales language — keep it clear, educational, and low-pressure. Think “here’s what it is, how it helps, and what to consider.”
Most importantly, let them come into the F&I office already curious — not skeptical.
3. Speak to Their Budget, Not Just the Benefits
These customers are budget-savvy. They’re not afraid to spend — but they want to see the value. Instead of running through a one-size-fits-all menu, ask questions about how they plan to use the vehicle. Customize the benefits of your products to match their needs. Tie everything back to financial protection and long-term value.
4. Make Ownership Easy
Convenience drives everything for this group. They’re looking for a seamless ownership experience, not just a peace-of-mind pitch. Focus on how your products reduce hassle, save time, and simplify repairs or issues down the road. That’s the kind of “coverage” that resonates.
5. Break It Down, Don’t Mark It Up
The popularity of “buy now, pay later” platforms reflects how these buyers prefer to manage their finances. If your products can be bundled into monthly payments — or even financed with zero interest — break it down in clear terms. Avoid focusing solely on the total monthly car payment; help them understand the incremental cost of each protection plan.
Transparency builds trust — and makes the decision easier.
6. Personalization Isn’t Optional Anymore
This generation doesn’t want to be sold to — they want to be known. Use whatever tools you have to understand their situation before presenting options. Then, invite them into the process. Walk them through your menu, explain the “why” behind your recommendations, and ask for their input. The more tailored the conversation, the more likely they are to see value and buy in.
Great F&I managers still need the fundamentals — confidence, communication, and closing. But to be exceptional with today’s customers, you need to create an environment where they choose to buy instead of feeling like they’ve been sold.
It’s not about stepping back — it’s about stepping aside and guiding. That shift could make all the difference.
