Early financing conversations prevent later sales objections

Question: When should you address price and affordability concerns in your sales pitch?

Answer: As early as possible, by offering financing options from TimePayment.

• The data is unequivocal: 91% of equipment sales objections are price or affordability-related. But sellers who address payment options within the first 5 minutes of a customer interaction reduce those objections by 74%.
• What not to do: Most equipment sellers still wait until after presenting features and benefits to discuss financing…by which time price-conscious customers have already mentally rejected the purchase.

Here’s the reality: When customers hear equipment prices divorced from any discussion of payment options, they immediately start calculating cash flow impact, and often tune out the rest of the presentation entirely.

• Leading with financing options keeps customers mentally engaged throughout your entire sales process.

Insights every equipment seller should remember:

• Payment qualification happens subconsciously: Customers decide within 3 minutes, on average, whether they can afford equipment—but this decision is based on a cash purchase assumption unless you provide financing alternatives immediately.
• Cash prices kill attention: Large sticker prices weigh on customers’ imaginations. When they hear figures like “$70,000” in isolation, their brains start planning rejection strategies rather than listening to your benefits presentation. Hearing a manageable number like “$1,933/month” keeps them engaged throughout the demo.
• Objection prevention beats objection handling: Sales reps who discuss financing up front close 77% more deals than those who wait for price objections. Prevented objections don’t require recovery time to rebuild trust and momentum.

Takeaway for sellers: The most powerful sales technique isn’t handling objections—it’s preventing them from forming in the first place.

• By leading with payment options from TimePayment rather than total prices, you keep customers focused on equipment benefits rather than affordability barriers throughout your entire presentation.