Santa Clause and Extended Service Agreements: The Science of Using Stories in the F&I Office
Thursday, November 14
4:30 - 5:30 p.m.
, Garage Composites
I heard a kid say one time, “Santa isn’t real!” What? Santa still brings me presents every year so he must be real. Another time, I heard a customer say, “Extended Warranties are a rip-off!” What??? They must have some value because I get a huge claim check in my Service Dept and see lots of customers save BIG $$$. By the way, do you know why Santa decided to dress himself in red and white? How about why Santa leaves a lump of coal for the bad kids? How did stocking stuffers start? The stories that surround Santa and the Holidays are what makes Santa real for us, and we must use stories to make other things real, too…like ESC and GAP contracts. It’s no secret that stories sell and have been used to sell us things since childhood, but do you know why? It’s neuroscience! In this session, the participant will learn the secrets of the human brain and what makes a story work. We will explore how to use the secrets of science to make F&I contracts come to life for the customers. Participants will learn how to effectively create and tell stories that will increase their product sales.
During this workshop, attendees will learn:
- What an F&I story is and how to use story creation road map
- The components of an F&I story essentials checklist
- The importance of stories in F&I