Latest / Auto Collabs / Why The F&I Office Feels Like A Timeshare Presentation with Robert Steenbergh, Esq. | Auto Collabs
Transcript
- 0:00You know when people say, like, "I'm here but I'm not here"? [upbeat music] This is Auto Collabs. [laughs] You know? Yeah. You were there but you weren't there. Yes. You know? You know what?
- 0:16You know what I'm really sad about, MC? What? I'm just gonna tell you this. Yeah. I'm just gonna be really brutally honest with you. And I know you're gonna have- I mean-... some feelings about this. But- Yeah...
- 0:26you have one of the most amazing voices in all of au- at minimum auto podcaster-y. Uh-huh. But that mic makes it sound tragic. [laughs] Wow. Listen, he's changing studios.
- 0:42It's like, did you put that thing in a tunnel 18 miles away from you? [laughs] Come on. Wait a minute. Maybe I'm not even c- No, you are. Maybe I'm not even coming from the right mic. You are.
- 0:51No, you're definitely coming from the right mic. Oh, definitely. You are. It's okay. Um, I, listen, Cr- This is the mic that started the whole thing, though. So maybe moving back to it- Oh, so maybe-...
- 0:58is gonna spike the numbers... so maybe everybody's like, "Bring back MC." "Where'd he go, man? I knew it was all AI." Yeah. [laughs] So you were there, but you weren't there.
- 1:07That's what a lot of people in our industry would say about their college years.
- 1:11Well, hey, either way, we hope you enjoy this conversation that just Paul and I got to have, 'cause we didn't really know where MC was, uh, with Robert Steenburg of AutoPayPlus.
- 1:21[upbeat music] All right, Bobby, thanks for joining us here on Auto Collabs today. Great to have you. No, thanks for having me. All right. So you're a new friend.
- 1:31So any time we got new friends on the show, we gotta know a little bit about it. And you've got a little bit of interesting story getting into auto.
- 1:37Take us back and, and tell me how you c- [laughs] how you came from being a lawyer to being right in the middle of auto.
- 1:44You know, I was, I moved out of Manhattan and, uh, came down to Florida and I was really just kinda- Congratulations... out of de- Congrats. [laughs] Yeah. [laughs] Yeah. Wasn't good back then either.
- 1:55Um, I just really was trying to decompress after, you know, being a prosecutor I was kinda burnt out. And I was, I was hanging out with... Yeah. I was hanging with a buddy down here from college.
- 2:07And then, uh, I ran across a cousin I hadn't seen in probably 20 years and he was in the car business. And he introduced me to a big dealer in Orlando who was young.
- 2:16And then, uh, he owned a, about nine franchises in Orlando and he taught me the car business. So from there I just took the bar down here, started representing dealers for about five years.
- 2:25And then, uh, started this company in, uh, MenuVantage. So what part of Florida is it now? Uh, our office is in downtown Orlando. Oh, very nice. Nice. Very nice. Oh, what a great area. It's sunny there.
- 2:38It's- What a great area... it looks sunny behind you. We haven't seen the sun. I'm, I'm in Syracuse, New York. Kyle's in Nashville. [laughs] We all got super excited- Our wolves go bad...
- 2:44we saw the sun for 20 minutes yesterday and we were like, "Yeah, did you see that?" [laughs] Yeah, I lived out in South Florida so I understand your pain with the no sun until February. I know. What was it like?
- 2:54Because, I mean, obvious- And I don't know what you were doing from, like, a l- a legal perspective and, and prosecution prior to the car business, but I'm sure that the legal arena has a lot of perspective on the car business that, um, y- you know, h- good and bad, that may have skewed your view.
- 3:12What was it like kind of getting into, okay, this is what car dealerships are doing, this is what they are about, these are the struggles that they deal with.
- 3:19What were some of the early things that kinda, uh, raised some eyebrows for you that, that, that helped you see it differently? We could probably do a whole show just on this. Um- That's right...
- 3:29th- the biggest thing that surprised me was the amount of overregulation. I mean, the way I used to get clients was I'd go to a dealer and go, "Give me 10 deal jackets and I'll show you 10 federal violations." Mm-hmm.
- 3:39You can't possibly do a deal the right... There's just too many little nitpicky laws and, you know, this, this number can't be on the side of the box, it's gotta be directly in the middle. And just things like that.
- 3:48That was on the, you know, bad to the dealer side. The thing that I, I, I didn't like that I saw on the other side representing dealers was all the fraud in the F&I office.
- 3:57Um, which is really what MenuVantage was for, you know? It was a menu selling system to prevent the fraud in the F&I office.
- 4:03Uh, you know, no consumer could say, "Hey, you know, I didn't want that," if you initialed underneath that's what I want. Mm. You know, so,
- 4:13you know, I'm thinking, we, we talk about compliant, the compliance conversation a lot of times is a fear-based conversation. We gotta, we have to be in compliance so that we don't get in trouble.
- 4:26We approach it a little bit of a different, from a different angle.
- 4:29We think that doing things in the way that is compliant is often a way that lead, you know, um, exhibits transparency, leads to customer trust, and that they, they buy more stuff when they feel comfortable and relaxed.
- 4:42What is, what is your take on, like, that balance between the two of those? Uh, I, I couldn't agree more. I mean, you know, the, the, the one, uh, problem we have in our industry is people don't disclose fees.
- 4:51Um, and you know, because they don't disclose fees that causes heat for us, it causes heat for the dealer. Nobody likes that. You got an unhappy customer.
- 4:59The guys that, uh, offer AutoPayPlus in dealerships who have the highest penetration by far are the ones that are 100% compliant and describe everything to the Nth degree.
- 5:09And the- Now talk about that a little bit more because we, we, we would beat that drum on our end and I think that people say like, "Yeah, that, that's idealistic" or "That's, you know, a little bit..."
- 5:19"I understand, but you don't understand" is what we typically get. "You don't understand. There are all these other things." Why can you say that with, like, a full head of steam?
- 5:28Like, no, the best people who do it this way are actually the most profitable and making the most. Well, they are but they're probably only 20% of the ones out there.
- 5:36And the, the other, the other guys are gonna get the, "Oh, you don't have enough time to go through all that explanation.
- 5:41It's kind of a long explanation and I only got 14 minutes with the person in the box and I got six other things to sell and, you know, yours is a little more complicated." I'm like, "But you missed the fee."
- 5:52[laughs] How do you, how do you convince them? How do you convince them to change their mind? Uh, well, we train them and then, you know, we follow their cancellations and then we retrain them.
- 6:01And if the cancellations continue we fire them[laughs] I like it. That, that- Feels all right... what a, what a, what a dialed in way to go. I think what most people would say,
- 6:12and, and I think this is where we, we get consumers wrong, is that if we give them too information, they'll say no. Too much information, they'll say no, right?
- 6:22But I think the perceived lack of transparency in our business has driven it to, if I don't feel like I have enough o- of information, I must say no, or turn this down or say it's bad, right? There, there's like a...
- 6:36Maybe world, right? Maybe I'm selling a WYSIWYG on Instagram and it's like, "Just give them as much as they need to buy the 1999- 199.99 thing right here," right? Right.
- 6:47But in, in the car business, we've done enough historically to kinda create this situation whereas an industry, it... We're, we're kind of defined by the right to say no before the opportunity to say yes.
- 7:03And what, what I'm think I'm hearing you saying is like, the more people actually promote the m- transparency, the more it's put out front there, that actually what happens is people are more willing to say yes or feel more comfortable or have higher, you know, guest experience- Yeah...
- 7:18all those things. Are you seeing that track through the numbers? Yeah. And I, I, I think dealers should put a lot more information about their F&I products on their websites. You know, everybody goes- Ooh...
- 7:26to the websites first to learn about the vehicles, find the vehicle that they want. I don't think necessarily selling F&I products online works very well, and I think there's been a bunch of dealers that have tried that.
- 7:36They always end up with lower PBRs. But if you give people enough honest information about those products, maybe they'll ask for them when they come into the F&I office and, and- Mm-hmm...
- 7:44you know, sign up for a 72-month term.
- 7:46And then when the guy goes, "Look, you probably should have an extended service contract if you're gonna have a 72-month term," or, "Maybe you'd like to sign up for the bi-weekly program because that'll shorten your 72-month term down to, like, 66 or so."
- 7:58Um, you know, give them the information and let them come in. 'Cause if they come in with nothing, then they're just waiting to get whacked by the F&I guy, 'cause that's the, you know, the impression- It's-...
- 8:06they got from the rep... well, that is what it feels like when it's information overload. The second you feel- Ugh... like you have more information that you can absorb easily, and that information doesn't stop.
- 8:16And like you said, like, F&I manager has got a lot to do. There's a line, right? So they're talking quickly anyway, and most of these people aren't used to, like, being sold this way.
- 8:28Like, what else in life do we get sold this way? Can you think of one thing? [laughs] Timeshare? I don't know. [laughs] He said a timeshare. [laughs] Timeshares. No.
- 8:38Like, timeshares- Because timeshares have free hot dogs and free soda machines and ice cream. [laughs] That all is how you sell the timeshare. We don't have any of that stuff.
- 8:47[laughs] I notice my dentist is getting pretty aggressive with the aftermarket items, too, but- I'll tell you, the dentists are getting scary with- The dent- that's been getting a little bit iffy.
- 8:54It's like- Feel like you're getting-... "Well, you don't have to, but you should because, you know, look at your black tooth. You know, I never seen anything like it in the whole world" But, and how about this tooth?
- 9:01This is a white tooth, but it, it could very quickly become rotten, right? Well, sign up for a vet. That's the same way. Oh, yeah. Yeah. Sign up for a vet.
- 9:08"We should be able to give your dog, you know, this shot, but, you know, we should give him the anesthesia to get that shot, you know, 'cause I owe you, like, five." What- whatever. Okay. So- Okay.
- 9:15So I think we can agree- Thank God we have a couple other competing industries for...
- 9:18[laughs] No, I think we can agree that nothing, there's nothing where you're in this situation of high pressure where you're sitting down, you're getting a flood of information- No...
- 9:27and when, when you don't know what's coming at you, you naturally, naturally resist. Just like that's human nature to resist.
- 9:35And then if you happen to say yes, you probably walk out of the office being like, "I think I just made a mistake." So I like the idea of, like, presenting it. How do you pre-present, you know?
- 9:46Like I said, the people go looking, everybody starts the deal online now. I mean, they don't necessarily want, wanna finish them online. I think all the Cox studies and stuff have shown that.
- 9:54But, you know, 98% of people are gonna start it online. So why not start the whole thing online? Why, why not- Yeah...
- 10:00expose them at least to what they're gonna be offered when they walk into that place that, you know, they're less fond of than the dentist?
- 10:07Well, and I think about, like, okay, what's a y- what's a local dealer have to give a buyer, right?
- 10:13And a lot of times we think about, even from a marketing perspective, like I'm a, I'm a big, you know, SEO, like, marketing. What am I gonna send these people to?
- 10:21And we start thinking about, like, the model landing pages that we're gonna make or the features pages or what, what does this car actually do?
- 10:28But I've always been a big proponent that, that ser- details about the services and how you service the car- Mm-hmm... so on the fixed op side, uh, the finance situation, being publicly available on your site.
- 10:42Here's the thing. Even if no customer ever lands on that page naturally, but it's just a way for your team to invite them to research, right? "Hey, I wanna let you know about our service contracts.
- 10:56Make sure you're well-informed before you come in. I know you've got an appointment tomorrow. Go... Here's, here's, like, a list of clickable links that's on our website. It's everything about us," right? Yeah.
- 11:04That's, that's like a, it's an easy internal tool that could allow e- even if nobody, like, is searching, what service contracts are available at my local dealership, right?
- 11:14That's maybe not the term you're looking for, but you're giving your team an authoritative tool, right? Anything, anything online, I guess, is somewhat authoritative- Yeah. I think-...
- 11:23that allows them to kinda talk through it, right? The biggest apprehension of anybody walk up- walking out of the lot is gonna be, you know, A, am I gonna qualify for something, and B, what is this gonna cost me, right?
- 11:33E- especially now it's all about affordability. So why not have those tools online that let the consumer play with before they come in and say, "Hey, here's, you know, here's what I can really afford a month.
- 11:44What kind of car can I get?" So then they don't feel like they're in some high-pressure situation. They don't feel like they're getting pumped into a higher payment that they can't possibly afford.
- 11:52You know, they can have all those... I mean, it's not gonna be to the penny. You know, you're gonna have to tell people that they're, these are just estimates if they wanna start adding some product to it.
- 12:00But have, have them come in with at least the idea of, "Okay, what kind of car am I gonna get, and, you know, what's my payment gonna be, and how can I afford it?
- 12:07Is there any other ways that I could maybe afford it a little easier?" Um-You know, how long am I trying to keep it for? What are the pros and cons of that?
- 12:14I mean, we've got, we've got banks doing 86 and 94-month loans now. Yeah. Yeah, let's talk about that. I mean, we're pushing the term out further and further because of affordability. What's that going to do?
- 12:24Like, what's the, what's the- Well, you know-... long-term effect of that? A dealer used to be able to count on you coming back and buying a car about every three and a half years. You know? Sure.
- 12:32That's probably five and a half now, if you're gonna put everybody out there. Um, you know, you got people, 20% or more of the people with the payment over $1,000. You got a ton of negative equity.
- 12:43Right now I think it's at 6,500, which is the highest it's ever been for negative equity on something like a third of the trade-ins coming back. Wow. P- people aren't gonna be coming back.
- 12:51So there's gonna be a hole in the mid to the, you know, not too distant future for these dealers that are pumping these long-term contracts out just to get people down to that, you know, six, $700 a month payment.
- 13:02You know, instead of saying, "It might not be the right car for you at this point in time. Let's look at one a little less expensive," you know? Man, that's really hard to do because people come in...
- 13:13I mean, that takes a lot of discipline to be able to push, put that out there because the, the customer comes in a- and, and most cases, right, they're trading down because of their negative equity, right?
- 13:23Like, now we're not leather, we're in cloth, and now we're not in a premium trim, we're in a standard trim. Or now we're not in an SUV, we're in a sedan.
- 13:32And so that's, that's a tough conversation for a dealer to, like, bring up when they can make it happen. How do they do that? But when you look at a loan that's, you know, seven years at, like, 8, 9, 10% interest on a
- 13:4445,000 [laughs] car- Wow. Goodness... and I see them day after day after day. And now they're stretching out to 84. And like I said, there's one bank doing 96. So what, what...
- 13:56Tell, tell us, what problem are you solving through what you're doing through Pay? What we do with, with the bi-weekly structure is, you know, we accelerate the payment of the loan.
- 14:05So we, we debit your account every two weeks and pay the lender. Works out to be a 13 monthly payments a year instead of 12.
- 14:11That alone knocks off 10, 12% of the, the term of the loan and accelerates- And that 13th payment is going to principal? To principal. Yeah.
- 14:19And then, so it accelerates the equity in the, the vehicle as well, so when you do come back there is less negative equity. I'll say this. I actually have taken that strategy with my home mortgage since I've had it.
- 14:30Everybody should. You don't even, you don't even notice it when you're doing it- No, you don't... two payments every other week.
- 14:34But the vast majority of people in the country are not financially disciplined and don't do it. Mm-hmm. Um, if you talk to Kenny- Right, you need, it needs to be automated. He's got the- I would... Like, it, it would...
- 14:43There's no way I'm, like, going in and making an extra payment on my principal if it's not just automatically leaving my account- Right. Not a chance... in those increments.
- 14:51It's the same reason the government takes your taxes out of your paycheck, because they get paid that way. [laughs] If you're like Greece- What a line... who doesn't- What a line...
- 15:02if you're like Greece who doesn't take the taxes out automatically out of payroll, then 60% of the people don't pay those. That's right. That's right. That's human nature. Yeah. Yeah. So it has to be automated.
- 15:11You know, that's what we believe, everything being automated and taking care of it for the consumer. You don't have any late payments that way. You reduce the total amount of interest that's paid.
- 15:19Um, save on the term and you save, and you, and you build up the equity faster. So it's good for the consumer, it's good for the dealer. So explain the process. When did, when did you think- Go ahead. Wait.
- 15:28When did you think of this? Like, what was the idea? What was the thing that sparked, "We have to, we just have to do this"? You know, I know you came from a legal background, kind of saw that, that side of
- 15:38the final straw that broke the camel's back that said, "I have to do this so that dealers- Well, I'd, I'd seen the-... and their customers..." I'd seen the idea years ago.
- 15:46And then I started this, this company, this name, um, I started MenuVantage. Um, you know, it's just a menu selling software.
- 15:53And it was just, you know, through the design of MenuVantage, there, uh, it was just easy to put at the bottom, you know, two payments and two terms.
- 16:01So someone would come in and say, "Hey, um, I'm willing to spend $400 a month and I'm not gonna do any more than 60 months." "Okay, Mr. Customer. Well,
- 16:10you can get that car that you wanted at that price, but you can't get the service contract or any of those other items that you said you wanted, but you did tell me you were paid every two weeks.
- 16:17So if you could pay $200 every two weeks, you'll get done in about 57 months, and you'll be able to afford the service contract and the car. Is that something you'd be interested in?" Ah. Mm.
- 16:27So it was really put in the MenuVantage as a competitive feature to begin with, and then it just kind of took on a life of its own.
- 16:35So is this, is this your f- Are you a first time entrepreneur or is this like- No, this is like, this is like the third one. Well, you did the s- you mentioned the MenuVantage and this. Yeah. What was the first one?
- 16:44First one was subprime, uh, software right before they blew up that market in the early 2000s. [laughs] So from- Oh, wow... from two ent- two entrepreneurs to another,
- 16:54um, uh, do you fully, like, feel like you are completely largely unemployable at this point in your life? Oh, for a long time. Long time. [laughs] I'm the most unemployable you've ever met.
- 17:06Most unemployable you've ever been, right? [laughs] I have a great problem with my career. Oh, that's great. That's great. That's very good.
- 17:13How do you, how do you push down, because obviously you've got a team, how do you push down this thinking so that as you're, as the team is thinking, "Okay, we need to develop on top of this", right?
- 17:22Because product and roadmaps and things like that, especially when you're thinking about payments and legal and affordability, which is a massive hot topic. We've kind of covered it right now.
- 17:32How do you, how do you ideate, ideate around, like, the next thing, the next best thing?
- 17:38Obviously a lot of things to solve, and we got a lot of founders, business owners, dealer principals, people that are thinking the next best thing to solve.
- 17:44As a founder thinking about your product, how do you think about those next things? You know, it's, it's, it's changed a lot now, so I mean, it's kind of sucked some of the magic out of it.
- 17:54Makes me feel like not as, you know, special. But quite honestly, we use a ton of AI. Like, all of my senior executives are all in the top 95th percentile AI users in the country, and they all use it daily. Wow.
- 18:08And when you get to the point to where you can actually start brainstorming with it and talking back and forth-You know, some of my guys talk back and forth on the entire car ride into work in the morning. Mm-hmm.
- 18:18And you just brainstorm and you talk. And then you, you know, you get together and you find something you think would work. And then, you know, you go to proof of concept from there.
- 18:27So the, you know, the new product we're rolling out at NADA is, is an enhanced version of AutoPay Plus. It's called Repay Plus. It's reinsured.
- 18:35So the problems I was trying to solve there was how do I make this essentially free to the consumer and more attractive to them coming back to that dealer so I could increase, you know, the, um, retention when they're gonna have this problem because they pushed them out of the loans for so long.
- 18:50Right. Wow. Yeah. So the way, the way the program works is they, they enroll in the program for $499.
- 18:56If they stay in the program for two-thirds of the term and don't miss any of their debits, they go back to the customer at the end, or the dealer at the end of two-thirds of the term, and he credits the 499 to the next car.
- 19:07So it's free to the customer. Wow. They get the total reduction, they get accelerated equity, they get the interest savings. The dealer gets his customer back, and everybody's happy. I'd say- What a life cycle manager.
- 19:18Yeah. I'd say... Well, Bobby, it's, it's pretty amazing to think that you're working on such a sophisticated solution to such, such a, a basic problem that we're seeing and we're talking about. And- Right...
- 19:32I, I mean, it's- Trade cycle management, flywheel, affordability. It's all there. Affordability, right.
- 19:36And so it's exciting to hear that, like, you're out here solving this problem, and that you're, like, going in even deeper, especially as NADA approaches.
- 19:42Because we're parts of conversations all day, every day, where people are trying to figure out ways that they can help. And sometimes it feels like you're scraping the bottom of the bucket.
- 19:51Like, I don't know if there's anything else in here we can do, right? Pushing payments out and doing all these things. So, so truly, I think a, an innovative, fresh-thinking way to approach the situation.
- 20:00Thank you for working so hard for doing it. And as always, thank you for joining us here on Auto Collabs, and we'll see you at the show. Well, like I said, I'm entirely unemployable, so I had no choice. But, uh- [laughs]
- 20:10Join the club. Yeah. There you go. We have the- Like- We have the unemployable g- club. I can't wait till next conversation. All right, guys. See you soon.
- 20:19[upbeat music] Okay, I have to say, we hear a lot of things doing the podcast and the show every day, and I have never heard of a solution like that. Yeah. Actually, Paul said to me, I'm, I'm a, a...
- 20:31Second, second time exposing someone in, in the in and outs in one show. Paul said to me- I know what you-... after we got off this- I know what you're about to say.
- 20:38[laughs] He said, "I don't really even understand it yet." To which I was like, "Well, that's 'cause-" I still don't understand the whole thing. Yes. [laughs] "... you've never been in an F&I office before."
- 20:45But yeah, I mean- I have been... the, the... Well, you have been. You've signed paperwork- [laughs]... all that type of stuff, right?
- 20:50But I think that, well, what's so clear to me is they're, they're thinking thoughtfully from, uh, I mean, and from coming from a legal background. But for me, the, the piece that is now sticking is this ability for
- 21:05a dealer to work with a customer to manage their, both their affordability and the trade cycle management in one. Mm-hmm. And I think that that's a good thing for the customer and the dealer. Yes. Yes.
- 21:16Um, and, and that's, that's like a win-win-win situation all the way around. Well, I think every person in every company, they would say, like, "We wanna be the customer's trusted advisor." Yeah. Right. Right?
- 21:28And it's kind of like very high-level thinking for what the customer's coming in and saying like, "Oh, this is my car salesman." Right?
- 21:36But this pro- this literally puts dealerships in a much better place to be a trusted advisor, not just on the features, advantages, and benefits of this car over that car, but of their overall financial picture, of which a car payment is usually a big chunk of.
- 21:51Yep. And what we saw happen during COVID is a lot of people got pushed into, or steered into, huh, trusted advised into bad decisions that they were end up sitting in a ton of negative equity and they can't get out of.
- 22:03So I love anything that helps dealerships move into trusted advisor status, and this sounds like that. I mean, speaking on behalf of those of us that were here but not here.
- 22:15[laughs] What I picked up listening from the green room [laughs]... Which is true. This is true. Which is true. Now you know. Is, like, I, I love
- 22:27when somebody cuts through the clutter in, in an era where there's so much clutter, there's so much innovation, where the true innovation is pulling on psychological triggers that have e- existed since the beginning of time.
- 22:41Mm-hmm. Put person who you wish to build trust with in the driver's seat of understanding so that they are equipped to make decisions, because us human creatures make better decisions when we understand
- 22:56truly the path forward, and that's what this product to me is, is doing.
- 22:59It's like you said, Paul, it's allowing them to see their financial picture so that they are better equipped to understand it and better equipped to make decisions. And to me, that's what a trusted advisor does.
- 23:11It, it presents you with all of the right information so that you can make the best decision possible. And, and I wanna say that's not innovative, but in today's landscape, that's incredibly innovative. Yeah.
- 23:21Yeah, I would agree with you. Well, look, I think that was a, a pretty solid episode, is even with Michael Cirillo in the green room and with a microphone that can't handle his plosives.
- 23:32So on behalf of Kyle Mounts here, Michael Cirillo, and myself- [laughs]... thank you as always for joining us on Auto Collabs.
- 23:39Sign up for our free and fun to read daily email for a free shot of relevant news in automotive, retail, media, and pop culture. You can get it now at asotu.com. That's A-S-O-T-U dot com.
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- 24:01[upbeat music] Welcome to Auto Collabs. Welcome to Auto Collabs. [laughs] Why are we recording? [laughs] Are we rolling yet? Not yet.