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Education

self, ask open-ended questions that will get the prospect you have garnered sufficient information, make sure you
talking. Several examples begin with, "What is your opin- truly understand what was said. Recap what you heard by
ion …" or "Tell me about …" saying something like, "What I am hearing is …"

If you are selling a POS solution and the prospect is still By being an active listener, you will gain valuable
using a terminal, you could say, for instance, "I see you information that will help you structure your sales
are using a terminal to process transactions today. Could approach specifically to the merchant. You will also be
you tell me about what led you to choose a terminal over a able to determine if there is even a reason to continue the
point of sale system? What is your opinion of point of sale conversation.
systems?"
Being an active listener is not easy. You must set aside your
Some merchants may resist jumping into a conversation perceptions and your subjective approach; you must listen
and be leery of answering questions. It may be necessary intentionally, concentrating on not only what is said, but
to first offer a positive lead-in. For a retail merchant, this also the tone.
could be something like, "I have been meaning to come
in and see your store for some time. I'm impressed by My voice is mostly back, and I'm not about to dispense with
your offering and selection." Tailor the compliment to the this powerful tool. It keeps me from talking more than lis-
merchant. Be specific and genuine. Then ask your first tening, shortens the sales cycle and deepens my business
question, and truly listen to the answer. relationships. It likely helped me recover my voice and it
can help you grow your sales – if you listen.
If there is a pause, do not jump in. Follow up with an open-
ended question, such as, "Could you tell me more?" or even Jeff Fortney is Vice President, ISO Channel Management with Clearent
a simple, "And?"
LLC. He has more than 17 years' experience in the payments indus-
A way to grow sales try. Contact him at jeff@clearent.com or 972-618-7340. To learn
about how Clearent can help you grow faster and go further, visit
An active listener will repeat this step as often as www.clearent.com.
necessary to gain as much information as possible. Once

What you see isn’t

always what you get.

Transparency builds better

relationships, and you can’t
expect to grow your business

with anything less. We believe in
ownership through partnership.

Created by ISOs. Owned by ISOs. Serving ISOs.

WWW.COCARD.NET 800.882.1352