Philip J. Cheatham
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Philip J. Cheatham

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Philip Cheatham has more than 20 years of experience in F&I. Promoted into F&I at 21, Philip was developing F&I processes, sales strategies, and training other F&I Managers by 22, building a strong foundation early inside a performance-driven, high-volume dealership. Since founding his company in 2019, he has worked as a process installer and live trainer, executing live F&I deals, implementing full sales department frameworks, and working directly inside dealerships. With a primary focus on retention, Philip builds F&I departments that dealerships believe in and actively promote. He begins with every dealer client in F&I, where a V.I.P. program is installed that consistently drives 50%+ penetration when executed alongside The Wheel Processes, a complete F&I operating framework that gains attention and engagement, guides decision-making, and closes customers through disciplined execution with precision. Elite performance is not complete in F&I. Philip then moves into the sales department with his dealer clients, maximizing performance at the sales desk through floor negotiation structure and disciplined process execution. This pushes the limits of efficiency by the numbers across every aspect of the sales operation. In 2020, Philip authored Dealership Process Secrets after developing proprietary software that operates in front of leading CRM platforms. The software provides real-time process control for critical sales desk functions and is used daily inside some of the most successful dealerships in the country. Philip’s training emphasizes exact timing, precision execution, and disciplined process control. When properly installed, these systems prove that elite performance is achievable in any dealership. Master F&I Notes documents these F&I systems for the first time, providing a step-by-step framework for executing at the highest level of F&I performance. Master Desk Notes is Philip’s upcoming work, extending these principles into sales desk execution and management.
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