Automotive · Marine · RV · Powersports
Practical F&I coaching from Joe Purdy to help your dealership convert more opportunities, maximize finance office performance, and protect the reputation you’ve worked hard to build.
Built for dealership owners, managers, and F&I professionals.
Your F&I coach
How I help
One-to-one coaching, team training, and leadership support that connect your people, processes, and technology to stronger dealership performance.
Teach your team to confidently present financing to cash buyers, explain the options clearly, and earn the opportunity when financing fits the customer.
Strengthen the process behind every deal to uncover suitable opportunities, improve productivity, and grow profitability.
Help customers feel understood and informed, while giving your sales and finance teams a consistent path from first conversation to delivery.
Build disciplined deal-file habits that help reduce preventable errors, funding delays, and customer disputes.
Coaching on OMVIC-compliant practices for Ontario motor vehicle dealerships, with customer transparency and reputation at the centre of the process.
Draw on over 30 years of finance experience to identify performance gaps and turn priorities into an actionable plan.
Hands-on training across dealership management systems (DMS), tailored to your platform and your team. Turn system knowledge into faster, more accurate execution throughout the deal process.
Practical training across CRM platforms and sales pipelines to help your team respond with purpose, follow up consistently, and move opportunities forward with clear ownership.
Give your team the skills to apply AI confidently in everyday dealership operations. Learn practical ways to strengthen communication, streamline repetitive work, and free up more time for customers.
Finance office sales mastery
Learn how finance-office sales techniques work, when they serve the customer, and where they cross the line. Practical coaching and role-play build confident presentations, informed decisions, and lasting customer trust.
Build a structured finance-office conversation—from discovery and product presentation to objection handling and a clear request for the business.
Present a consistent menu that connects relevant products to customer needs, with clear pricing and a straightforward choice to accept or decline optional coverage.
Use presumptive selling—often called assuming the sale—to keep a conversation moving confidently, while confirming agreement before adding products or finalizing terms.
Discuss realistic ownership risks and relevant protection options. Learn to identify fear framing and replace exaggerated pressure with balanced, factual conversations.
Explain how stretching a loan term changes the payment, repayment timeline, and total borrowing cost, so customers can compare the full trade-off.
Understand lender pricing, dealer rate participation, and how a rate markup affects the customer’s borrowing cost. Build a disciplined approach to rate explanations and disclosures.
Group complementary products around the customer’s needs, with clear itemized pricing and a full explanation of coverage, overlap, and available choices.
Recognize and prevent payment packing: hiding products or charges inside a quoted payment without clear customer agreement. Train your team to present every cost openly.
Meet your coach
I bring over 30 years of finance experience. I understand that a successful finance office has to deliver more than a strong month—it needs customer trust, consistent execution, and a reputation that lasts.
I coach automotive, marine, RV, and powersports teams on cash conversions, finance office performance, and the people skills that help close more business. Just as important are the details: thorough paperwork, clear customer communication, and compliance-conscious processes.
I also train teams across DMS and CRM platforms, sales pipelines, and practical AI tools—connecting technology with the daily habits that drive efficiency, accountability, and growth.
My approach is hands-on and straightforward: find the gaps, coach the people, and put better habits to work.
My F&I Coach on YouTube
Practical conversations about cash conversions, customer trust, and profitable growth in automotive, marine, RV, and powersports financing.
Videos coming soon.
Let’s talk about your dealership, your goals, and where the right coaching could make a difference.