Lead with Payments (Why it Works and How to Do it Right)

Nearly 82% of U.S. companies use some form of financing when purchasing equipment and software each year totaling roughly $1.34 trillion supported by loans, leases, and financing (ELFA article).

So the buyer appetite for financing options is there and some businesses are offering it as part of their sales and overall growth strategy. However, unfortunately, most aren’t leading with it, and as a result they are leaving money on the table. 

Monitor Daily recently asked 180 equipment vendors why they don’t lead with financing, the answers were blunt: financing can be unpredictable, unprofessional, and too slow. They worried it could risk the customer relationships they’ve spent months, or some cases years, cultivating by introducing a poor buying experience that’s out of their control.

These concerns are real – but they’re not a rejection of financing itself. They’re a rejection of bad financing experiences.

The truth is, when financing is done right, it doesn’t hinder the buying experience – it strengthens it. Leading with payments can help vendors win bigger deals, secure longer commitments, and build more predictable revenue.

“Using Vartana, powered by Capchase, is going to help my boss hit his metrics. We will have a record breaking quarter in Third Party Financing thanks to your capabilities and what it has allowed our salespeople to do.” – Sid, Strategic Finance Director, Samsara

“Leveraging Capchase helps us achieve our goal of 100% annual-in-advance (AIA) targets since we’re still getting paid upfront from Capchase even when 20-30% of our customers need quarterly payment terms.” – Danny Gardner, RVP of Sales at Domo

Financing Worries and Concerns

The article surfaced common pain points that keep vendors from offering flexible payment options:

• “Can’t predict what will happen [with buyer approvals and terms available]”
• “Paper-based application process doesn’t align with selling motion”
• “They won’t treat my customers like I do”
• “Don’t enable my reps enough to effectively position it”
• “Timeline doesn’t match sales process and could lose deal momentum” 

These are objections to financing done poorly. This is why Capchase built the financing technology, team, and tools that we provide today – to flip this poor experience into a strategic and productive one. 

Why Vendors (and Buyers) Actually Want Flexible Payments

Let’s go back to why vendors and buyers consider software and hardware financing in the first place. When implemented well, offering flexible payment options through a third-party unlocks real value on both sides:

For Vendors:

• Get paid total contract value (TCV) upfront, even on annual or multi-year deals.
• Secure longer commitments from customers, strengthening renewals and predictability.
• Avoid unnecessary discounting by offering payment flexibility instead of price cuts.
• Free up working capital without taking on risk.

For Buyers:

• Preserve their cash for growth to scale the business by spreading out a large upfront invoice.
• Gain access to the tech and equipment they need immediately, with no upfront payment.
• Complete the purchase through a simple, digital process.
• Stay aligned with budget policies while still moving forward with key investments.

Done right, financing becomes a strategic lever for growth.

How Capchase Solves the Trust Gap

Capchase was built to address the very issues vendors called out in the article. Here is how Capchase delivers in the three critical areas the article laid out: 

1. Operational Reliability

• Fast, predictable approvals: Results in minutes not weeks, with real-time visibility throughout the process.
• Consistency in terms: We’ve built technology-driven and human-reviewed underwriting system that avoids surprises, unlike legacy manual reviews.
• Key difference: We conduct buyer approvals in advance so vendors always know what’s possible before bringing it to the table.

2. Customer Experience Excellence

• Frictionless applications: Buyers submit info, if even needed, in a few clicks—no endless PDFs, faxes, or back-and-forth emails.
• Professional, branded experience: With white-labeled options, buyers can see your brand, not a third-party finance company.
• Clear communication: Digital-first updates keep vendors and buyers on the same page.

3. Deal Success Investment

• Enablement, not just rate sheets: We train reps in-person or virtually, provide dedicated Program Managers, and deliver tools like ROI calculators, one-pagers, slides, guides, etc.
• Strategic positioning: Financing is presented as part of the business case, not a last-minute convenience option.
• Ongoing partnership: We support your sales teams in integrating financing naturally into their selling motion and provide Salesforce and HubSpot CRM applications.

Core Use Cases

Capchase works with a wide range of companies, across industries, sales motions, and sizes. We have successful financing programs with OEMs/Manufacturers, Resellers, and those building captive (fully white-labeled) programs. Here’s how each benefits:

OEMs / Manufacturers

• Access working capital immediately to invest in product development and inventory.
• Win more high-value deals by making it easier for customers to pay.
• Offer financing seamlessly through direct and partner channels.
• Offload invoicing, billing, and collections to Capchase.

Resellers

• Close deals faster while protecting margins.
• Cut deal cycles from weeks to minutes by offering financing at checkout.
• Set your terms with confidence, while ensuring a smooth buyer experience.
• Automate payouts and disbursements without extra overhead.

Captive Financing Programs

• Launch a fully white-labeled financing program quickly, customized to your needs.
• Deliver a consistent customer experience with your branding, powered by Capchase behind the scenes.
• Integrate seamlessly with your systems—CRM, partner portals, Slack/Teams notifications.

The Bottom Line

Vendors who are avoiding financing because traditional or past providers made the experience unpredictable, clunky, and risky – can have confidence in trying out modern vendor financing – with Capchase. We’ve flipped the script. 

We give vendors and resellers the tools to lead with payments confidently – winning bigger deals, securing longer commitments, and delivering the kind of customer experience that builds trust, not erodes it.

With the right partner, offering finance-backed flexible payment plans can be your competitive edge.

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👉 Read how this cybersecurity company, Rhombus, is leveraging it to close 25-35% faster, win competitive deals, and wow their reseller partners.