Drive higher-value equipment sales with financing

There’s a simple way to drive premium equipment sales: Lead with financing at the outset of your sales pitch.

• The money moment: Research shows that customers who finance equipment choose 156% higher equipment specifications than cash buyers.

Why does it work? Customer psychology: Monthly payment differences seem smaller than total price gaps.

• A $30,000 vs. $45,000 price difference feels enormous, but a $500/month vs. $750/month feels manageable—even though the percentage increase is identical.

Why it matters:  Customer preference for larger monthly payments over larger lump sums creates fantastic opportunities for equipment sellers to guide customers toward higher-specification, higher-margin solutions that—and this is key—better meet their actual needs.

• With financing, you can guide customers away from equipment that will do in a pinch and toward equipment that will do more for their present and future performance goals.

Leading with financing also means…

• Specification conversations change completely: Cash buyers focus on meeting minimum requirements to control costs, while financing customers evaluate optimal performance, because the small differences in payments between the premium and base models feel reasonable.
• Higher specs create stickier relationships: Customers who buy premium equipment through financing report 89% higher satisfaction—and generate 61% more referrals!—because their new equipment actually meets their performance needs, rather than just fits their budget constraints.

Takeaway for sellers: Financing doesn’t just make equipment affordable—it fundamentally changes how customers evaluate equipment specifications and performance.

• By presenting options in monthly payment terms, you can guide customers toward equipment that truly fits their needs while increasing your average transaction values and margins.