John Bolton, Siemens Financial Services UK, explains how making finance part of the sales process can strengthen the business case for both cement producers and customers themselves.
Cement producers are under pressure to invest in more efficient, productive, and resilient plants, but high capital costs can make investment decisions difficult. For equipment suppliers and OEMs, that creates a challenge. Even when the business case for new equipment is strong, customers may hesitate if the purchase places too much pressure on cash flow.
Finance can help bridge that gap. Yet it is often introduced only after equipment has been specified, priced, and selected. Bringing finance into the sales conversation earlier can make investment easier for customers, while helping suppliers support stronger, more confident buying decisions.
So what holds businesses back from offering finance at the point of sale? For many managing directors and sales teams, finance can feel unfamiliar. However, introducing finance does not mean turning salespeople into finance specialists. It means helping them recognise where finance could support the customer’s decision and when to bring in a finance partner.
Customers do not always ask about finance, even when they use it regularly. In reality, they often arrange it later. In many cases, buying happens in two stages: The operational team selects the equipment, then a finance director or financial controller decides how it will be funded. That may be through a loan, hire purchase, or retrospective finance (e.g. Sale and Lease back). If finance is only discussed at that second stage, the supplier may miss the opportunity to shape the full value proposition.
There is also a clear commercial case. Making finance part of the sales process can deliver measurable results. Siemens Financial Services interviewed over 50 international vendor partners and found that, on average, vendors achieve a 20% increase in sales and a 24% uplift in profit after adding integrated smart finance to their offering.
The reason is simple. Finance breaks a large upfront cost into more manageable payments that better match a customer's cash flow. However, the benefits don't end with one sale. Customers that have successfully used asset finance are more likely to use it again as they grow. This can support longer-term relationships between suppliers and customers, opening future conversations around service contracts, warranties, renewals, and upgrades.
The selected finance partner also matters. A specialist finance partner will provide training, explain the options available, and show where finance can strengthen a sales conversation. To make the financing process as smooth as possible for customers, financiers tend to offer digital tools that generate pricing, support finance applications, and prepare agreements for signature.
Working across the market also gives finance providers a broader understanding of common customer priorities, from fuel efficiency to total cost of ownership. This helps them tailor finance solutions for partners. Finance can be structured around the asset, whether new, used, or retrofitted, and aligned with the customer's cash flow.
For cement equipment suppliers and OEMs, finance should not replace the technical sales conversation. But when finance is introduced at the right stage, it can help customers assess affordability alongside performance and long-term value. In a market where investment decisions are under pressure, specialist, integrated finance can make the difference between interest and commitment.
Learn more about Vendor Finance at Siemens Financial Services here.
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