By: Daniel Krajewski, EVP, MAZO Capital Solutions
Practical strategies and financing insights to help equipment dealers overcome buyer hesitation
When economic signals turn murky, equipment buyers tend to hit pause. Projects stall, budgets tighten, and deals that once closed quickly start to drag. As a dealer, you might be hearing more “not right now” than you’re used to.
At MAZO Capital, we’re hearing the same from our dealer partners across industries—from commercial trucking to construction and beyond. The question on everyone's mind: How do we keep deals moving when the market feels stuck?
The answer lies in three areas: buyer psychology, flexible financing, and powerful incentives already baked into the tax code.
Let’s break it down.
1. Understand the Real Objection: It’s Not Price, It’s Risk
Buyers aren’t just looking at your equipment; they’re weighing risk. When the future feels uncertain, decision-makers are less likely to commit capital, even if the deal makes logical sense. It’s your job to reframe the conversation and lower anxiety around the deal.
“In uncertain times, dealers who lead with financing are offering confidence to their customers,” said John Pfister, CEO of MAZO Capital. “Our job is to remove friction, reduce risk, and help businesses move forward with smart, sustainable investments.”
Instead of leading with features or price, lead with value and ROI.
Ask future-focused questions: “What happens if you don’t invest in this upgrade?”
Emphasize operational efficiency: Buyers are open to solutions that lower costs, increase productivity, or reduce downtime—even now.
If there was ever a time to make financing a core part of your sales process, it’s now.
Flexible payment options help your customers say “yes” without tying up capital or straining cash flow. And when you work with a financing partner like MAZO Capital, you’re not just offering a payment plan. You’re offering peace of mind.
We encourage our partners to introduce financing early in the sales process—not as a fallback, but as a strategic advantage.
The Big Beautiful Bill isn’t just a catchy name—it’s a game-changer for equipment buyers. Thanks to 100% bonus depreciation and expanded Section 179 deductions, businesses can write off the entire cost of qualifying equipment purchases made in the same year.
That’s a big incentive for buyers who are on the fence.
Here’s how to position it:
For more on this, check out our previous blog: The Big Beautiful Bill: What Equipment Dealers Need to Know
In slow markets, your sales strategy should shift from order taker to advisor.
That means:
Your ability to guide buyers through uncertainty—not just sell them equipment—can be the difference between a stalled pipeline and steady sales.
It’s easy to sell when everything is moving fast. But real leadership—real differentiation—happens in moments like these. As a dealer, you have the tools to help your customers make smart decisions even in uncertain times.
We’re here to help you make that happen.
Want to explore how flexible financing can help your customers take action today? Let’s talk about solutions that move the needle.
