“Your rate is too high”—is a perennial hurdle for sales leaders serving middle market firms, small businesses, and vendor programs. With economic uncertainty lingering and borrowing costs fluctuating wildly at times, this objection carries extra weight. Yet, savvy sales teams can turn it into an opportunity by shifting the conversation from abstract percentages to the tangible value of equipment and its transformative potential. By focusing on how equipment drives revenue, efficiency, and growth, finance professionals can neutralize rate concerns and close deals with confidence.

And we wonder, are equipment financiers struggling to address this objection because they haven’t performed the discovery work to overcome it?