Author: Eric Fifield, Chief Revenue Officer
Date: 2/20/2026
Maximizing profit in 2026 looks very different from what it did just a few years ago. Today’s dealership customers arrive more informed, cautious, and focused on transparency rather than aggressive selling. As a result, dealerships seeing the most growth in profit per unit are not the ones pushing more products, but the ones building the most trust with their customers.
When customers understand the value of protection products and believe those recommendations genuinely serve their best interests, product penetration rises naturally. Today, we’ll explore the best proven strategies top-performing dealerships are using to strengthen relationships, improve customer experience, and ultimately increase F&I profitability in today’s environment.
Today’s customers arrive at the dealerships highly sensitive to sales pressure. Because of this, increasing your F&I profits in 2026 starts long before the customer sits down with an F&I manager. Normalizing protection products earlier in the buying journey, whether online or during vehicle selection, removes surprises and builds understanding of value before financing discussions ever begin.
When customers understand why certain products exist and how they are protected, F&I becomes an extension of the buying experience rather than a separate sales event. Early education assists in building trust, reducing friction, and setting the foundation for high product penetration once financing is finalized.
Having a clear, repeatable F&I menu process directly benefits both the customer and the dealership. Transparency builds credibility, while consistency helps to ensure compliance and eliminates any perception of “selecting selling.” Customers are much more likely to say yes when they are well informed and feel in control.
To increase F&I profits, present the product menu in a straightforward, easy-to-understand way that allows buyers to compare coverages without pressure. When the process is fair and professional, customers are more comfortable in selecting a product that fits their needs.
A dealership that focuses less on products and more on people finds more success in 2026. Needs-based selling helps connect protection options to the customer’s lifestyle, ownership plans, driving habits, and financial comfort. It goes beyond a one-size-fits-all approach and considers what coverage makes sense for each buyer.
This can only be achieved by asking better questions and actively listening, so F&I managers can recommend the coverage that really makes sense. Customers who feel heard and understood are far more likely to purchase and less likely to cancel later, resulting in stronger PRU, lower chargebacks, and better long-term customer relationships.
F&I profit growth doesn’t happen by accident. It requires ongoing training, coaching, and process refinement to equip F&I managers with the skills and confidence to truly focus on the customer’s needs. Dealerships that consistently invest in developing their F&I teams see measurable gains in trust, product acceptance, and long-term profitability. At EFG, we’re proud to partner with dealerships to strengthen F&I performance through proven development and training strategies that deliver sustainable results. If you’re interested in learning more, contact our team today to get started.
