At a Glance
- Most vendor finance co-marketing materials are designed for the lender’s brand team, not the dealer’s sales floor
- A Secured Research survey of 320 equipment dealers found that only 14% regularly use the financing collateral provided by their lending partners
- Dealers who receive customizable, transaction-stage-specific tools submit 2.3x more applications than those given static brochures
- The most effective dealer marketing programs cost less than traditional collateral packages because they eliminate waste at the design stage
The Brochure Nobody Asked For
Walk into any equipment dealership that carries financing from a vendor finance partner and open the bottom drawer of the sales manager’s desk. Somewhere between expired rate sheets and last year’s holiday card, you’ll find a stack of tri-fold brochures featuring your company’s logo, a stock photo of a handshake, and language about “flexible financing solutions.”
The dealer did not ask for those brochures. The dealer’s sales team has never handed one to a customer. The marketing department that produced them spent $18,000 on design, copywriting, and a print run of 5,000. The remaining 4,700 sit in a warehouse or, more likely, a recycling bin.
