You: So, as we’ve discussed, this solution delivers far greater productivity and efficiency than the base and mid-range models, as well as a stronger guest experience.
A
By talking financing early, salespeople can help customers move past the perceived affordability gap.
Customer: Yes, I agree.
You: And while it does cost more upfront, would you agree that the increased revenue, lower lifetime operating costs and higher guest satisfaction you get from this solution actually make it a smarter, more economical choice?
Customer: Sure, I can’t argue that.
You: Do you have any other questions or concerns?
Customer: No, I don’t think so. You’ve been super helpful, and it does look like the best choice.
You: Great! When would you like the equipment delivered?
Customer: Actually, umm, yeah, about that … I think we’ll go with the base model.
What? You’ve demonstrated all the value, answered all the questions and countered all the objections around your high-end equipment. You’ve made it clear that it really doesn’t make sense to buy anything else. Yet, the customer did.
re your high-end equipment sales conversations ending up like this more often lately?
Why? When you’ve got a customer who has got every reason to opt for high-end equipment but doesn’t, the problem may go all the way back to the beginning of the sales conversation, where your customer got stuck on the other side of a perceived affordability gap.
Why Customers Get Stuck on Affordability and What to Do About It
Selling equipment can be a little like walking alongside a customer on a path that not only climbs upward but also has sinkholes here and there. The bigger the financial investment the customer is being asked to make, the farther you must walk along the path and the more sinkholes you have to help the customer cross. The perceived affordability gap might be the biggest of those sinkholes. When a customer gets stuck on concerns about affordability, even the best case for going with high-end equipment usually won’t get far. If you can help your customer across that chasm, great — you could be headed toward a sale. But if not? With your customer stuck on the wrong side of the affordability gap, you’re stuck too. Fortunately, equipment financing can act as the bridge that keeps customers on the path to a high-end
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