Marketing Idea 0001: Target the Larger Audience

Sometimes customers that want to rent your product are actually better candidates to buy it.

Post by 
John Crenshaw
Published 
July 15, 2020

Sometimes customers that want to rent your product are actually better candidates to buy it.

Imagine Caterpillar wanted to increase off-road dump truck sales. But dump trucks are expensive, so most prospects in the market might be thinking they want to rent instead of buy.

But rental costs on heavy equipment add up quickly, so a lot of those prospective renters would be better off buying new.

Instead of ignoring those people, market to them specifically and let your sales team sort them out.

Close the deals you can and sell the remaining rental leads to your dealer network or partners (or give them away for free as an incentive to work with you).

You could increase leads 5-10x this way, you may find a lot of those would-be renters end up purchasing new, and you could improve dealer / partner loyalty in the process.

This could also apply to people shopping for used equipment in your space.

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