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Education

shared with an entire team. Good leaders listen well. They're interested in better understanding of what matters
hearing about techniques used in closing deals, as well as reasons why some to prospects. Not everyone is looking
deals could not be reached. for the lowest rates. Did you know
the Toyota Avalon is the same model
Good leaders instill ethics, honesty and integrity in their teams so that their vehicle as a Lexus GS330 model? Yet,
companies receive positive attention and never end up with egg on their even though the parts are completely
faces due to lies or dishonest selling practices. The reputation of an ISO is interchangeable, some people insist
very important. In this age of social media and more specifically social media on paying for the Lexus name. Those
reviews, dishonest acts can end up on the Internet for the entire world to see of us in the payments space all do
forever. Remember, your sales force is the backbone of your success, and the the same thing. We are Toyota versus
individuals comprising your team should be treated as such. Lead by example. Lexus.
Good ISOs nurture their agents to always do the right thing and sell based on
value. To be successful, you need that Lexus
image; you need price to be of minor
Setting yourself apart importance compared with the quali-

Because I am firmly against unethical and dishonest sales tactics, I maintain a ty you provide. Your entire team must
primary focus of setting myself and my company apart by working hard to be the reinforce this image as they build
best at what we say we do. It's about making sure promises made are promises their book of business and, in turn,
kept. It's about being accessible 24/7 with technical support. It's about learning build your ISO. Consider this: would
the ins and outs of the industries we serve by attending association meetings, you rather stay at a Motel 6 or a Ritz-
helping with lobbying efforts and breaking bread with members of the industry Carlton? At a Motel 6 you know the
to learn their lingo and understand the pressures and challenges they face. It's fixed price, you know you're getting
about gaining that prized independent software vendor relationship and about a clean bed, and that's about it. You
using strong sales and marketing efforts to convert merchants as opposed to may get a 16-year-old kid who gives
passively sitting back and waiting for referrals. By teaching your entire team you the wrong key at the front desk,
the strategy of setting yourself apart, your sales will soar because you'll have a or you may get the room next to an
all-night trucker that is keeping you
up. But you pay a slim price.

At a Ritz-Carlton you pay much more.
However, from the moment you walk
into that lobby and representatives
great you by name and hand you
freshly made cucumber water to
when you lie down in the plush bed
and see your name on the TV, it's a
whole experience you are buying.
Ritz-Carlton is not for everyone, but it
is for those who want more than just
a bed.

If you could get the Ritz experience in
card processing at the price of a Mar-
riott, would you want it? If you offer
a fair price for top quality, high-end
products and services and find and
nurture salespeople of great talent,
they'll know exactly how to pitch it.
And you, your sales team and your
customers will all come out ahead.
Jeff Brodsly is the President and Chief Executive
Officer of Chosen Payments, a company created
with the industry's agents in mind. Through his
multilayered experience as an agent for a top
ISO as well as a partner/owner under a top ISO,
Jeff developed an organization that remains
true to its agents. He can be reached at 805-
910-1445 or jeffb@chosenpayments.com.

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