F&I training has historically been hit or miss. Many dealer groups are hitting it out of the park with their internal, bespoke training institutes and certification programs.
The problem: There are still plenty of would-be F&I managers who only get a workshop, maybe some role-play practice, and then hope it translates to real customer interactions.
David Kelly, Training Director at Brown & Brown Dealer Services, knows this well. He lived it decades ago.
"I retired from one job on a Friday, interviewed on Saturday, I'm selling cars on a Monday," Kelly told Daily Dealer Live hosts Sam D'Arc and Uli de 'Martino. "What training did I receive? 20 minutes."
However, AI simulation tools are starting to change that by creating consistent practice environments with precise, quantifiable results.
Why it matters: AI training simulators address basic problems with traditional training.
For example, role-play training depends on finding willing participants who either go too easy or become unrealistically difficult.
Whereas, AI provides consistent customer scenarios that managers can practice repeatedly.
How it works: These systems typically create customer simulations across three difficulty levels (easy for beginners, moderate for average situations, and hard for challenging customers).
Trainees then practice menu presentations and objection handling while the system records everything.
The system evaluates the recordings for empathy levels, presentation flow, and response quality.
"The AI will tell you exactly whether you had enough empathy, not enough empathy. It gives you actual suggestions. It's really more or less a 24/7 coach in the box," Kelly explained.
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The competitive angle: Some dealers are using AI simulators during hiring to properly test and assess candidates before making offers. Others require new hires to pass AI certifications before entering F&I offices, creating measurable standards for competency.
"You have a conversation, you go back and forth, and then it grades you," Kelly said. "I've seen people compete to get the best grade possible."
And unlike traditional training where ROI stays murky, AI platforms provide specific data.
"A finance director, sales manager, GM, or owner can actually get on the platform and see how their people are applying the information," Kelly explained.
Bottom line: While costs and learning curves vary, AI simulations can address the gap between workshop concepts and real-world customer interactions that has plagued F&I development for decades.
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