Trade Rate for Product

Many of us have an "us vs. them" mentality with customers. We need to get away from that. We are here to help them minimize the risk and cost of vehicle ownership. Making them pay more by increasing their interest rate, raising their payments and having not benefited at all will only raise the cost of ownership. Here is a bold statement: Don't pay F&I on reserve and instead give more weight to products. I am willing to bet that if you stopped paying F&I on reserve, not only would you not lose gross, you may even see it increase, along with customer satisfaction and product penetration.