Everything you need to know about ASURA coaching, membership tiers, and becoming an elite F&I operator
ASURA OPS (Objection Prevention System) is a proprietary framework that eliminates objections before they occur by restructuring the F&I presentation around customer identity and value alignment. Instead of handling objections reactively, operators learn to position products as natural extensions of the customer's decision-making process, resulting in higher acceptance rates and smoother transactions.
Training teaches you what to do—scripts, techniques, and tactics. Coaching transforms who you are. Trainers deliver information and check boxes. Coaches rebuild your internal operating system, addressing how you think, process pressure, and show up when things don't go your way. Training is about skill acquisition. Coaching is about identity transformation. Adrian doesn't train F&I managers—he coaches operators to become elite performers.
Adrian Anania is The Nation's #1 Finance Coach and VP of Performance & Operations at ASURA Group. With 16+ years of experience and $2B+ in revenue generated, he's known as 'The Architect of Objection Prevention' and serves as the exclusive F&I performance partner aligned with Elliott Army. He specializes in transforming average F&I managers into elite operators through identity-first coaching.
ASURA CORE ($97/month) provides the foundation with weekly live coaching calls, the complete ASURA OPS framework, objection prevention scripts, and community access. ASURA ELITE ($297/month) includes everything in CORE plus monthly 1-on-1 coaching with Adrian, priority access to new content, exclusive mastermind sessions, and direct text access for real-time support during critical situations.
Most operators see measurable improvements within 30-60 days of implementing the ASURA OPS framework. This includes higher product penetration rates, reduced objection frequency, and increased per-vehicle revenue. Elite members with 1-on-1 coaching often see results faster due to personalized strategy adjustments and real-time feedback on their presentations.
The ASURA system works for both new and experienced F&I professionals, but the approach differs. New managers benefit from building the right habits from day one using objection prevention principles. Experienced managers gain breakthrough insights by unlearning reactive objection-handling techniques and adopting proactive positioning strategies that elite operators use.
Adrian's approach focuses on identity transformation, not just technique delivery. While most programs teach scripts and rebuttals, ASURA coaching rebuilds how operators see themselves and their role in the customer journey. This identity-first methodology creates lasting behavioral change rather than temporary performance spikes, resulting in sustainable elite-level performance.
The ASURA coaching program is exclusively designed for automotive F&I professionals. The frameworks, scripts, and strategies are deeply rooted in dealership operations, compliance requirements, and automotive customer psychology. While the principles of objection prevention apply broadly, the coaching materials and community are 100% focused on automotive F&I success.
Private Elite Coaching is Adrian's highest level of engagement, limited to a select group of operators committed to becoming top 1% performers. It includes unlimited 1-on-1 access, custom strategy development, deal review and optimization, and participation in exclusive in-person events. Application requires a consultation call to ensure mutual fit and commitment level.
Yes, Adrian offers customized speaking engagements and dealer coaching programs for dealership groups looking to elevate their entire F&I department. These programs include on-site coaching, performance audits, and ongoing support structures. Contact Adrian directly to discuss your dealership's specific needs and goals.
ASURA CORE members have access to the private community for peer support and resource sharing. ASURA ELITE members receive direct text access to Adrian for real-time guidance during critical situations, plus priority response in the community. All members get access to the complete library of coaching materials, scripts, and frameworks available 24/7.
Schedule a 15-minute strategy call to discuss your specific situation and goals