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Selling a Lease-vs.-Buy
Making a Lease-vs.-Purchase Effective 

 

The key to making an effective lease-vs.-purchase analysis is a little like the key to telling a good joke.  The punch line of a joke is funny in direct proportion to how effectively the joke was set up.  I recently read something by William Katz about his time working on the Tonight Show with Johnny Carson.  About writing, he said, Carson taught “buy the premise, buy the bit.”  If people don’t buy the premise of the joke, they’ll never buy the rest of it.

 

Now I don’t mean to imply that a lease-vs.-purchase analysis is a joke, but it’s certainly true that if your customer doesn’t buy the ‘premise’ of it —the assumptions of it— he or she won’t be persuaded by the results of it.  How important is setting up the premise; getting agreement on those assumptions?  My personal opinion is that ninety percent of the effectiveness of the analysis is created at that stage.  That’s how important it is!

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Learn Equipment Leasing Sales From The Leasing Sales Expert

One of the equipment leasing industry’s most well respected trainers and innovative leaders shares his unique insights, extensive experience and engaging sales style in both prepared and custom programs for equipment leasing brokers, lessors, bankers and equipment sellers.

Gerry Egan, a Past-President of the National Association of Equipment Leasing Brokers, (NAELB), the nation’s largest professional trade association for independent equipment leasing businesses, fills the need for practical but comprehensive training, coaching and consulting focusing on the key fundamentals that will help you take your business to whatever level you want. 


 
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