If a consumer doesn’t see the value of “buying today” they often make excuses such as “I’ll be back on payday” or “when I get my tax refund”. Usually because they are too polite to say, “I don’t think this is something that I like enough to afford it”. Or “I’m going to shop on line or at your competitor”. It is imperative to give the consumer a “reason to buy today”. A sale or promo such as “6 mo same as cash” is usually enough to get to the next step in the sales process.
Often the consumer fears making a decision. If he has never dealt with you before, he has to decide whether to trust the merchant as well his pricing and return policy. Financing creates trust in the merchant’s ability to do as he promises. It also creates “Customer Loyalty”. Imagine the lifetime value of a good customer that knows he can finance goods/services at your store!
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