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Top originators in the commercial equipment finance and leasing industry focus exclusively on activities that produce meaningful results. They eliminate busy work and concentrate on transactions, relationships, and initiatives that are likely to be approved and funded.
While most originators agree this is the objective, only top performers execute consistently—by identifying, soliciting, and cultivating relationships with vendors and end-users who have both the capability and willingness to submit high-quality transactions that align with the originator’s strengths.
Recently, I asked two originators a simple but revealing question: “What must be true for you to achieve a 90% approval ratio and a 90% funding-to-approval ratio?”
Originator #1 responded by suggesting that his credit department needed to “open the credit window” and that management should become “more aggressive in pricing.” This is the same answer underperformers have given for four decades. It's the answer of someone who doesn’t fully understand how our industry generates revenue or builds sustainable value. It reflects a prospecting strategy built on randomness rather than precision—a lack of alignment between their own capabilities and the attributes of quality opportunities in today’s market.
Originator #2, by contrast, answered with clarity and confidence. She explained that she identifies the characteristics of vendors and end-users that fit her criteria for success. She always conducts a comprehensive prequalification of prospects and spends her time only on transactions that align with her funding capabilities. She knows what deals are worth her time and effort. Using real-time data, she targets vendors and end-users who can truly benefit from her services—and then pursues their business with intention and urgency. She never apologizes for her pricing because she knows her market, understands her value, and believes that her services are the best available for the types of transactions she supports.
In 2025, data and efficiency are no longer optional—they are the driving forces behind successful sales and marketing efforts. Top originators are leveraging real-time insights, targeted outreach, and streamlined processes to significantly increase their results. By focusing on precision, they’re closing more transactions, faster, and with higher approval and funding ratios.
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