We recently asked our customers if there’s anything holding them back from purchasing new equipment. Among the top of the list: budget and capital concerns along with economic uncertainty.
Our data shows that customers aren’t saying “no”…they’re just saying “not right now”. The equipment distributors who win will be the ones who reduce friction, reduce perceived risk, and are comfortable and willing to work to keep deals alive longer.
In today’s market, you’re not just selling equipment – you’re helping customers move confidently forward without feeling like they’re overcommitting. Mentioning financing early and often and leading with monthly payments (vs. a lump sum) is a great tool to alleviate hesitation. Sell the payment, not the price. The easier and lower risk it feels, the faster they’ll decide.
Here are 5 simple things you and your sales team can implement to keep deals on a forward trajectory:
1. Sell the monthly outcome, not the total price.
Many of our customers are feeling capital constrained. Big up-front numbers also naturally trigger hesitation. In the current market, that makes new equipment a tough sell. So, what should you do?
Lead with: “This comes out to around $359-429/month, depending on terms.” (Framing purchases as cash flow friendly, self-funding, and low risk.)
Why does it work? It moves buyers from “Can I afford this?” to “Does this make sense monthly?” – shifting them from sticker shock to a manageable decision.
Free tool: Here’s our easy payment calculator if you want to give customers an idea of what to expect!
2. Introduce financing early (not as a back-up plan).
Much of the time, financing is introduced after a customer expresses price resistance or as an afterthough.
Example: “The total for your new machine will come in at $45,000. We also offer financing if you need it.”
Better approach: Bring financing up during discovery or early in the conversation! Something like:
- “Most of our customers choose financing to keep cash available.”
- “We have a really simple approval process – it takes just a few minutes to apply.”
- Or, “You can expect payments to come in around $359-429/month, and our finance partner has great options for start-ups.”
Why does it work? Making financing an early part of the sales process normalizes financing, removes stigma, and prevents sticker shock from ever being an issue. It also eliminates a customer being forced to say they can’t afford it. It’s a completely different psychological experience.
3. Create soft-commitment paths for delayed buyers.
Add monthly payments to all equipment quotes (it’s so simple and does much of the heavy lifting for you!), offer pre-qualification, or let us get your customer a payment quote. Assure the customer that we’re here and ready to help when they’re ready to make their purchase.
Try:
- “We can get you approved now so you’re ready when the timing is right.”
- “Let’s look at payment options so you don’t have to start over later.”
- “Let’s map out what payments will look like so you’re all set when you decide to move forward.”
Why does it work? If a customer isn’t quite ready to pull the trigger, soft commitment CTAs can keep momentum alive, build a pipeline, and positions you as a trusted expert who has their best interest in mind.
Free service: Want to see what payments will look like on your quotes? Send your rep a message and we’ll mock it up for you!
4. Lean hard into speed & ease.
Customers don’t want to work harder than they have to. Be a one-stop-shop, guiding them seamlessly to the next step so they know what to expect.
Use language like:
- “The application is quick and straightforward.”
- “Approvals are fast and we’ll walk you through every step.”
- Or, “It’s a simple process – communication with Geneva is really easy and you’ll always know where things stand.”
Why does it work? It reduces stress and eliminates unknowns.
5. Position financing as a risk reducer (not a debt tool).
Our research shows that the main things holding customers back from purchasing are: economic uncertainty, seasonal revenue swings, and space and operational constraints.
Instead of: “Financing can help you afford it.”
Try: “Financing will help you keep flexibility while you grow.”
Position financing as a smart business decision vs. last resort. Give customers a way to:
- Preserve cash flow for slow seasons
- Avoid tying up capital in uncertain times
- Stay ready for other opportunities
In summary…
- Talk monthly payments, not total
- Bring up financing early
- Include payments on all equipment quotes
- Make it feel easy & low risk
- Keep the deal alive – even if timing isn’t right
Our goal is to help you move customers down the pipeline any way we can. In the current market, that means it might take longer and require a little more leg-work, but our team is ready whether it’s a marathon or sprint!
