F&IQ Training & Development
What If Your F&I Team Made
$500 More Per Unit?
Guaranteed — or you pay nothing.
F&I training built on trust, not scripts. The guarantee that changes everything. Lloyd Trushel's methodology has transformed F&I departments across the country — one honest conversation at a time.
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The F&IQ Performance Guarantee
$500 More Per Unit.
Guaranteed — or you pay nothing.
F&I training built on trust, not scripts — and backed by a guarantee that no other program will offer. If your managers don’t average $500 more per unit within 90 days of coaching, you owe us nothing.
The Standard
+$500
Per Unit
Measured against your baseline PVR over the 90-day engagement.
If We Fall Short
You Pay
Nothing
No partial billing. No excuses. The guarantee is unconditional.
Why We Can Offer This
35+ Years
In the Box
Lloyd has seen what works. This isn’t a seminar. It’s coaching.
Why F&IQ
Training That Comes From the Box — Not a Textbook
Real-World Experience
35+ years in automotive, 31+ focused on F&I. Lloyd still takes field assignments to stay sharp. Not classroom theory.
Trust-Based Selling
Based on consumer psychology, not word tracks. Today's buyer has data. We teach your managers to meet them where they are.
$500 More Per Unit
The F&IQ methodology consistently moves the needle on PVR. One manager had his best month ever. Multiple credit the program with transforming their approach — and their numbers.
Built For Dealership Teams
Who Should Work With F&IQ?
Whether you're one manager or a multi-store group, the methodology adapts to where you are today.
F&I Managers
Looking to increase PVR, build customer trust, and reduce chargebacks.
Finance Directors
Seeking a methodology that works with today's internet-educated buyer.
Dealer Principals
Who want ethical, high-performing F&I departments without the liability.
General Managers
Wanting to improve CSI while maintaining F&I profitability.
New F&I Producers
Who need a foundational framework before developing bad habits.
Dealer Groups
Looking for consistent F&I culture and training across multiple stores.
Free Training — No Sign-Up Required
8 Free F&I Lessons From Lloyd Trushel
Download each lesson as a PDF. No email required. No paywall. Just real F&I training.
Cost vs. Value
Why customers say "I can't afford it" and what that really means.
View Lesson →The Impossible Customer
How to connect with the buyer who walks in ready to fight.
View Lesson →Word Tracks Are Dead
Why scripts kill trust and what to use instead.
View Lesson →Problem Solving in the Box
Turning objections into conversations.
View Lesson →Building Trust Before the Pitch
The first 60 seconds determine everything.
View Lesson →Yellow Lights
Reading the signals customers give before they shut down.
View Lesson →The Buyer's Psychology
Why logic alone never closes a deal.
View Lesson →Framing
How to present products so the value speaks for itself.
View Lesson →Meet Your Instructor
Lloyd Trushel — 35 Years in Automotive, 31 in the F&I Box
Lloyd Trushel started his automotive career in 1991 — by accident. A musician in Tampa barely making ends meet, he drove to New Jersey to sell cars for a friend, and fell in love with F&I watching the finance manager work. That accidental start turned into one of the most decorated careers in the industry.
He's worn every hat: salesperson, credit analyst, F&I manager, Finance Director, Used Car Manager, General Sales Manager, and General Manager — before moving into training and product development. He spent three years as an award-winning Account Manager and international trainer for Assurant (Nasdaq: AIZ), training dealers across the US and Canada.
In 2004, Lloyd founded F&IQ Training & Development. In 2010, he co-founded The Consator Group, a full-service F&I consulting firm. He is also Managing Partner at CAP Warranty. He has worked in over 600 dealerships across his career.
Lloyd is the author of The Art of F&I™, an Amazon Best Seller that has transformed how F&I managers think about trust, customer psychology, and ethical selling. His writing has been published in F&I and Showroom Magazine, and he has been featured on CBT Automotive News, WardsAuto, and Agent Entrepreneur.
What makes Lloyd different from other trainers: he takes occasional field assignments to stay sharp. The methodology he teaches is grounded in what actually works today.
The Book
The Art of F&I™
★ Amazon Best Seller
The book that's changing how F&I managers think about trust, customers, and ethical selling. Not a word-track manual — a philosophy. Real stories from the box that translate into real results.
Social Proof
What F&I Professionals Are Saying
Real feedback from dealers, managers, and industry voices.
"Things are not the same as they were 20 years ago, but F&I training has not changed. This is the best approach to being an F&I manager. When we realize it's about the customer and the customer experience, we will organically sell more products. I have been in the industry for 20 years and I can tell you that this would have changed my world if I had this when I started — if you are in F&I you need the book..."
"THE ART OF F&I — is a great read. It was quick & entertaining with stories told by an F&I guy. His no-nonsense approach to connecting with others is highlighted in this must read. Highlight, underline, and take notes in it. It will be a great addition to your F&I library of knowledge."
"Your book is AWESOME. Hits the nail right on the head with the ART of F&I… [B]est is not about lowest payment but about how you handled the customer and gave them YOUR BEST! Thanks for the book — greatly appreciated and will become a part of my training with F&I Managers."
"It truly was a great read. So many people can benefit from the wisdom shared. It's put together in an easy to relate to format. Definitely not like many of the other books out there. Simple suggestions to becoming the best F&I Manager FOR YOUR CUSTOMER!! You hit it out of the park, Lloyd!!"
"Just finished reading The Art of F&I, what a great read. I loved that it confirmed to me that I'm doing the right things in the box and having story time with customers to earn their trust and presenting protections in a way that helps them. I'm glad I picked this book up."
"Thank you for writing this book. Your book spoke to my heart. I love helping people, I have a heart for service! Your explanation about how our brains work explained a lot about me, to me! Also — your personal note that was in your book was very thoughtful. Nice touch!"
"Great book! Easy read. Everyone in the dealership should read it."
"F&I Manager or not, this book is a fantastic read. Overall, the tools in this book will help create a unique experience for the people you engage with. So many great points on trust, being genuine and balancing the customer's needs with your own."
"A refreshing take on F&I process, steering away from the classic 'objection handling' tone that most F&I training leans toward. This book is truly about providing the 'Best Ownership Experience'™ for your clients while remaining profitable. Highly recommended to F&I Managers or really to anyone working in the automotive sales industry."
"I enjoyed the fresh feel for a new approach in the box."
"If the customer experience is something you want to improve, then The Art of F&I is your starting point."
"I had my best month ever after finishing the book!"
"The book is great. It's completely changed my view on everything beyond F&I."
Media
Lloyd Trushel on Video & In the Press
Ready to Transform Your F&I Department?
One conversation with Lloyd can change the trajectory of your F&I operation.