Companies positioned in the middle, in the minds of prospective clients, as somewhere in between the low cost provider and the premium product provider have trended to lose market share. If you can legitimately occupy the lowest priced position in your prospects mind, you should exploit that. If that is not the case, then leasing merits your consideration. Price is often the most formidable obstacle you face when selling equipment. The sale may depend on the prospects willingness and ability to pay the price you are asking.
Price can be a merchandising device when financing is used as a sales tool.
When financing is presented properly, it is a vital link in the sales closing process. Whenever price becomes an obstacle, it does not matter whether your prospect needs your equipment or not. If the prospect cannot, or will not spend the capital required, there is no sale. This is doubly true when your price is higher than that of your primary competitors. Leasing is a formidable sales tool in the hands of the salesperson who wants to be more successful.