A checklist for choosing a dealer financing partner

For equipment dealers, financing is part of the sale. Buyers compare payments, not just prices, and a fast, clear financing answer can decide who gets the order. Not every program delivers that, and switching partners mid-season is painful, so it pays to choose carefully.

What to look for

• Credit range: does the partner finance your typical customer, including newer businesses and used equipment?
• Deal size: does it cover your smallest and largest tickets?
• Speed and clarity: how quickly do customers get a decision, and can you see the status without calling?
• How you get paid: does the lender fund you directly once the customer signs?
• Your brand: can customers apply from your website, your quote or a link you send?
• Compliance: does the partner supply approved disclosure language and marketing materials?

Questions to ask

• Who owns the customer relationship after funding?
• Is there any cost to the dealer?
• What happens when a customer is declined: are there other options?
• Can my sales team see where each application stands?
• How are disputes or document problems handled after funding?
• Do you finance soft costs such as delivery, installation and training?

Train your sales team

Financing works best when salespeople bring it up early, as part of the quote, rather than as a rescue when a buyer balks at the price. A short script helps: “Most of our customers finance. Want me to show you the monthly payment options?” Then send the application link while the customer is still engaged.

Avoid over-promising

Marketing like “guaranteed approval” or quoting a rate or payment without the full terms creates legal risk for you and your partner. Several states now regulate how commercial financing is advertised. A good financing partner gives you approved language, such as “Financing available, subject to credit approval,” and payment examples with full terms.

Measure the results

Track how many quotes include financing, how many customers apply, how many are approved and how many fund. A good partner shares those numbers with you, so you can see whether financing is lifting close rates and average ticket size.

LenderCloud’s seller program lets dealers offer financing from the showroom, their website or a quote, with the status visible in the seller portal.