Sell From the Buyer’s Point of View

Question: Are you selling with your priorities in mind? Or your B2B customers’?

The correct answer should be your customers’ priorities. But how do you get into the right mindset?

• Here’s a hint: Ask yourself, “When do I introduce financing?”

Why it matters: Equipment sellers who integrate financing into their initial customer conversations close more deals and reduce lost opportunities.

The big picture: Equipment sellers know that the money moment—when the B2B customer has to open their wallet—is a major pain point in their sales process.

• This leads many sellers to put it off the pricing conversation long as possible…which means they also wait until the end of the sales process to discuss financing.

Yes but: Research tells is this is a mistake.

• Equipment buyers are already feeling the pain of that money moment from the very beginning of their equipment search process. It’s basically always top of mind for them!
• Accordingly, they want to know their financing options as early in the sales process as possible.
• 61% of small business buyers say knowing their payment options early makes them more likely to complete a purchase.
• 22% say they have abandoned an equipment purchase simply because financing wasn’t discussed soon enough!

On the flip side, equipment sellers who present financing up front experience 27% higher close rates than those who don’t.

• That’s a huge return for such a simple shift in your sales strategy.

4 takeaways for equipment sellers:

1. Think like your buyers. Buyers need to know their financing options from the outset to make informed decisions.
2. Build their confidence. Providing a clear payment structure early prevents sticker shock and keeps negotiations moving.
3. Do it every time. Making financing a standard part of every quote creates a seamless selling and buying experience. Put it on your website, integrate it into your shopping platforms, and drill it into your sales team.
4. TimePayment is here to help. TimePayment makes offering B2B equipment financing simple, with fast approvals and predictable payment options that remove buyer hesitation. We even provide free, easy-to-use web integrations and marketing materials