The hard facts: Equipment prices were already up by an average of 11% year-over-year across most categories. With the news of oil prices climbing and other trade disruptions, expect that number to go up.
The good news: Sellers who frame their pitches around monthly payments report only 4% more price objections than last year.
The big takeaway: When price increases hit, financing saves the day.
Three insights to remember:
- Monthly framing neutralizes year-over-year comparisons. Customers rarely have a frame for what monthly payments were last year, even if they vividly remember total prices. Financing breaks the comparison cycle.
- Financing preserves margin during inflation: Discounting to meet outdated price expectations destroys your margins. By offering financing, you maintain profitability while giving customers affordability.
- Acting now beats waiting for prices to drop. Smart customers who understand equipment costs aren’t decreasing are already motivated buyers. Financing helps them act even faster…before prices increase further.
The close: Rising equipment costs don’t have to mean rising objections. Financing lets you hold pricing while offering affordability, protecting margins without losing deals to price sensitivity.
- Protect your pricing power. Sign up now for premium financing options from TimePayment.
Source: Proprietary 2025 Sawbux Marketing survey