The document discusses whether social media is a good match or waste of time for F&I managers. It argues that social media is about building trust as an authority and trusted advisor, not about direct selling or branding. It advises F&I managers to use social media like blogging and LinkedIn to establish themselves as experts in their industry, engage customers, and provide value through helpful content in order to build trust and increase sales over time. The key is focusing on consistent, high-quality content creation and engagement rather than immediate sales results. If done correctly, social media can be a good way for F&I managers to build their authority and business.

1. F&I and Social Media- A Good
Match or a Waste of Time?
w/ David Johnson
PersuasiveConcepts.com

2. What Social Is And Isn’t
• It’s NOT about selling
• It is about building trust
• It’s NOT about pushing product
• It’s about becoming an authority
• It’s NOT about creating a brand (F&I)
• It’s about righting a prejudice.
• It’s about becoming a trusted advisor.
• It’s about maintaining your credibility AND
professionalism.

3. Don’t be a hippy, social isn’t all about
butterflies and rainbows.

4. Becoming An Authority
• Be different, stand out from the crowd.
– Be a leader, become THE expert.
– Learn all that you can.
• A person of authority is the go to.
• Stay “professional”
• Like, Know, And Trust
• Authority = Trust = Sales

5. So? What Does That Mean?
• Old axiom: If you want people to buy, you must first sell yourself
• People are looking for a trusted adviser in a low trust industry.
• Being trusted leads to more deliveries, higher F&I penetration,
and products sold.

6. The 3 Keys To Unlocking Authority
1. Don’t focus on the result so much, focus on the
process.
2. Know what you are talking about.
3. Be consistent.

7. Blogging To Build Authority
• Be passionate, create your content with a
strong voice.
• Post: What To Do When Your Bank Turns Your Down For
An Auto Loan
• Video: 5 Tips To Keep Your Credit In Tip Top Shape
• Webinar: Living Debt Free Within 5 Years
• Have a vision, what is your goal?
• Create a strong about me page.
• Answer all questions, respond to all comments
• Disagree – Point out incorrect information

8. Build It And They Will Come
• Your blog is your hub, use outposts to interact and
engage.
• Use LinkedIn To Network:
1. Finding The Right People To Connect With
2. Connecting With the Right People
3. Give, Give, Give
4. Be A Connector
5. Don’t Be A Single Serving Friend

9. You just made me sit through all
that and you didn’t answer the
question! Answer it now… or
else!
The question: F&I and Social Media-
A Good Match or a Waste of Time?