Making finance a part of every sales proposition is essential for telecoms resellers, according to Ian Wederell, CEO of 4Com Capital, a subsidiary of 4Com.
The company completes more than 95% of its sales on finance compared to an industry average of 20%.
Wederell says the reason that so many sales people are deterred from finance is that they perceive leasing as difficult to sell, requiring a high degree of technical understanding.
"4Com's training keeps it simple by focusing on techniques that provide cost-justification of benefits to support the close of a sale," pointed out Wederell. "The approach is enjoyable for both the sales people and the end users."
4Com's success with leasing stems primarily from its approach to training: "We have a clear sales strategy and deploy it within all areas of the sales process from telesales to point of sale," added Wederell. "This equips sales people to specifically sell on finance and also motivates them to want to do more of the same."
The company says no amount of planning can increase lease-based sales unless the strategy includes training. "It is the sales people who hold the key to lease penetration rates, so unless they are given the knowledge, tools and incentives to make it their preferred pitch presentation, it won't happen," said Wederell.
"Leasing offers many benefits to equipment resellers including higher value sales and turnover, opportunities to up-sell and to sell at RRP."
Wederell also noted that leasing gives equipment resellers the tools to capture customers with re-sale potential, quick payment that improves cashflow and increased revenues from longer LCR and maintenance contracts equivalent to the finance term.