TL;DR:
There are three types of decision makers: service-conscious, machine-conscious, and price-conscious. Identify which one you’re dealing with fast, then hit home on the concerns that matter to them.
Insights from Michael King, Founder of Moneta Market
Michael King, founder of Moneta Market, has spent years on the operator side and in micro market systems, and he shared a simple way to close more placements without over-talking the pitch. His point is that most “maybe” conversations become “yes” once you correctly label what the decision maker actually cares about - then address it directly.
Have a look at Moneta Market website here for equipment and systems https://www.monetamarket.com/index
1) Service-oriented decision makers
These decision makers are trying to avoid headaches. They want confidence that the day-to-day will be handled without them chasing the operator.
What they want to hear and what you should demonstrate:
- The machines will stay working and issues will be handled quickly
- Restocks will be consistent and the vending machines won’t sit empty
- Calls/texts will be answered promptly
- The operator will be professional and easy to deal with
Operator takeaway: when you’re buying a vending machine location for sale on Vending Village, and get to the on-site meeting stage, ask what the location’s service expectations are (restock cadence, response time, who they contact). Service expectations are usually the real reason accounts churn.
2) Machine-conscious decision makers
This group cares about the condition, appearance, and reliability of the equipment. They’re thinking about how the setup reflects on their business and how often the machines create problems.
What they typically want:
- Brand-new machines, or machines that look modern and are in excellent condition
- A clear plan for maintenance, repairs, and keeping equipment presentable
Operator takeaway: don’t sell “a vending machine.” Sell a specific machine plan for their environment (breakroom layout, power access, traffic flow, product mix). The more specific you are, the less “shopping around” happens.
3) Price-conscious decision makers
This group is focused on the financial angle. That can show up as pushing for lower vend prices, negotiating commissions, or asking what the location earns.
What they care about:
- Lower product prices (or a clear value justification if prices are higher)
- Commission structure and revenue expectations if commission is offered
Operator takeaway: qualify price-focused accounts early. If they want premium service and premium machines at discount pricing, that usually turns into a high-maintenance account.
4) The rebuttal order
Michael’s order is operationally smart because it mirrors what keeps accounts stable long-term:
- Confirm they’re fully satisfied with service expectations (stocked, responsive, reliable).
- Confirm the equipment standard (modern machines, well maintained, clean install).
- Then address price/commission (only after the first two are aligned).
If you need flyers and a placement agreement for your site visit, review our blog and download our free template here: https://blog.vendingvillage.com/customizable-flyers-templates/.