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Inspiration

Selling during

merchants'

slow times

or most businesses, sales fluctuate during the 4. I've met with a lot of merchants in the same situ-
course of a year. Countless merchants experi- ation and fortunately, we were able to work togeth-
ence soaring transaction numbers during the er to fix the situation.
F year-end holiday season; some have winter or 5. I have a list of merchants who use the service
summer lifts or lulls; others have dramatic swings during and their sales have increased as a result. Would
long holiday weekends. A fear of scarcity can boost sales, you like to see it?
and a glut of goods can grind a business to a halt.
6. So you're cutting back on purchases? What are
It is true that when times are slow for merchants, the ISOs your priorities? If increasing sales or minimizing
and merchant level salespeople (MLSs) serving them risk is one, then this is one area you won't want to
experience a dip in residuals. However, while income may cut back on.
be lowered temporarily, there is an upside for payment 7. I'm sure you don't anticipate business to remain
pros when a steady steam of customers turns into a trickle slow. You want to be prepared for the rush when
at a merchant's store. business picks up. I can help so you aren't caught
with your guard down.
In Good Selling! TM: The Basics, Paul H. Green pointed out
that whatever the reason for a drop in sales, it presents During merchants' slow times, payment pros have an
an excellent opportunity for MLSs. "You'll probably opportunity to step up and shine as consultants who offer
encounter less competition and less interruption," substantially more than transaction processing: integrated
he wrote. "The increased availability will make the marketing tools, real-time data analytics, online reporting,
merchant more receptive to your proposition and result alternative financing options, receivables management,
in good news for both of you. In addition, remember your gift and loyalty programs, payroll processing, and more
competitors might actually believe the slow season myth are among the many options.
and stay home, leaving the door open for you."
Seven openers So prepare yourself to take advantage of slow times
your merchants experience no matter what caused the
Green also offered the following seven possible responses downturn. Consider these questions: What services
when you've called on a merchant in person or by phone, do you have to offer merchants to help them run their
and a merchant says that business is slow: businesses better? What can you provide that will reduce
1. I'm glad I'm here! We can start fixing that right costs and bring them business in new ways? How can
you better understand the key challenges your merchants
now! face? Then identify solutions and be prepared to help your
2. I'm sure you're planning to change that. Perhaps merchants grow their businesses – and yours.
my service fits into that plan.
3. With this temporary lull, isn't this the perfect
time for us to discuss this opportunity with mini-
mal interruption?
Kate Gillespie, President and CEO

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