Identify which of the 3 financing types the customer is BEFORE you quote price. Skip the wrong pitch.
4 cards·0 installs by contractors·Curated by Greg / Nuve teardown
Card 1 of 4
Cash buyer (15%)
Signals: 'what's the cash price'; pre-pays; doesn't ask about months. Pitch: skip financing entirely. Quote total.
WhyMentioning financing to a cash buyer reads as upsell. They'll walk.
Card 2 of 4
Budget buyer (60%)
Signals: monthly; 'per month'; 'what's the payment'. Pitch: lead with the monthly figure FIRST. Never quote total before monthly.
WhyTheir decision frame is monthly. Total reads as scary. Monthly reads as manageable.
Card 3 of 4
Credit-pressured buyer (25%)
Signals: 'my credit is...'; 'I'm not sure if I'll qualify'. Pitch: use the word 'promotion', NOT 'financing'. 'We have a promotion that lets you get the work now and spread the payment.'
WhyFinancing has stigma. Promotion doesn't. Same product, different verbal frame.
Card 4 of 4
Never lead with APR
APR is the LAST thing you say. Lead with: monthly figure → term length → what it covers. APR comes if asked.
WhyAPR triggers the credit-pressured customer's shame loop. Skip it until they bring it up.
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