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Financing options and monthly installments can help equipment dealers sell more.

How to sell more equipment by asking for less money

Carol Stubits

By: , Vendor Sales Strategy Leader

As an equipment seller, you connect business owners to the tools they need to realize their goals.

With years of experience under your belt, you have a knack for bringing high-quality equipment to your customers. You’ve got all the answers to their questions, and your team has the sales skills to move inventory. However, you may occasionally face a roadblock that’s hard to overcome.

Does this situation sound familiar to you? A customer comes into your business and finds the exact piece of equipment they had their heart set on — it's a match! However, once they find out the price, their mood changes. The customer suddenly has cold feet, and the status of the sale has now switched to “It's Complicated”. What happened?

Sticker shock happens!

Advanced, high-quality equipment often comes with a hefty price tag. When you quote lump sum prices, it can come across as a surprise to your customers and cause "sticker shock".

Your potential buyer may not have the liquidity to purchase their much-needed equipment, or the idea of paying the full amount up front may be a tough pill to swallow. As you know, budgeting for business expenses and managing cash flow isn’t always easy!

Luckily, we can help you beat sticker shock and create a win-win for you and your customers.

Beating sticker shock: Let us break it down for you.

When you offer financing, you can break big price tags into smaller installments that your customer can budget for and fit into their growth plans. It’s all about making equipment accessible for business owners who don't want to tie up their cash in one major purchase.

If you want to beat sticker shock, the best thing you can do is lead with payment options. After all, what sounds more manageable, $150,000 or $2,000 per month?

With the support of our team and digital tools, you can serve up quotes on the fly and present customizable payment options for your potential buyer. Do your customers have a seasonal business? Maybe a semi-annual payment structure is best for them. Monthly, quarterly and annual payments are often an option too. It’s all about providing flexibility.

Offering financing – easier than it sounds.

When you partner with CWB National Leasing, offering financing can be easy, and we can be as hands-on or hands-off as you like.

Some equipment dealers have an in-house finance department that manages quoting and applications. We can support that! Others have a leaner team, and they need someone who can be the first financing point of contact for customers. We can support that too!

From quoting and application to approval and payment, our team is on a mission to help equipment dealers succeed.

Creating a win-win for you and your customers.

As you can see, offering financing can help you defeat sticker shock and create a win-win situation for you and your customers. Customers get what they want — the right equipment at the right price — and you move more product. Truthfully, it’s a win-win-win, because it’s our mission to be the best equipment financing company for business owners in Canada.

If you’d like advice on offering equipment financing, we’d love to chat and see how we can help. Get in touch and we’ll match you up with an expert in your area.

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