The AND vs OR Mindset

posted by Dusty Kelchen on Tuesday, March 15, 2016 in Specialty Markets Group

Have you ever been so close to closing a sale, and wonder why the customer is reluctant to pull the trigger? They’re probably sold on the equipment or software, but are struggling between your offer and the expense of another business purchase.

When your customers consider equipment and software purchases, they think about all their needs, not just the one in front of them.  Most of your customers are in an “OR” mindset; as in “I can buy this or I can buy that.” It comes down to a choice of where to spend their money.

Helping customers meet their needs is a sales professional’s job. You can help your customer meet more of their needs by changing their “OR” mindset to an “AND” mindset.  As in, “I can purchase this and purchase that.” By offering a monthly payment in your sales proposal, you’ve given your customer a way to purchase more of what they need in incremental amounts, rather than one piece of equipment or software at a lump sum price.

Want to learn how an effective financing program can make it easy for your customers to purchase your equipment or software “AND” cover their other needs?  GreatAmerica Financial Services can you help get there.

Learn more about the GreatAmerica Speciality Markets Group or Contact Us to see how we can help you boost your sales with an effective finance program.

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About The Author

Dusty Kelchen is the Director of Strategic Marketing for the Speciality Markets Group at GreatAmerica Financial Services located in Cedar Rapids, Iowa.  Dusty is responsible for building brand awareness within the light industrial/construction equipment and business software solutions markets. Prior to joining GreatAmerica, Dusty worked in the publishing industry as a marketing manager focused on product development and targeted delivery strategies. Dusty has 13 years experience in the marketing field and a marketing degree from the University of Iowa's Tippie College Business.

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