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Inspiration

Four decisions that lead to a close

hen giving a presentation, merchant level You
salespeople (MLSs) want their time and
effort to lead to gaining the prospect's "With many sales professionals vying for your sale, how
W business. The likelihood of achieving that do you set yourself apart from the crowd?" Green wrote.
result is vastly improved with proper planning before a The secret is to find a way to set yourself apart, and this
rep even walks through a merchant's door. Part of that is will vary from merchant to merchant. Set yourself apart
determining what decisions a merchant must make and by "offering more, better, faster," Green added. Among his
weaving those into the presentation in a logical way. suggestions were to offer a faster approval process, 24-
hour customer service, or enhance your language skills
"Prior to converting a prospect to a customer, four by brushing up on your high school Spanish or learning
decisions must be made in your favor, culminating in the to speak techno-ese.
decision to buy," Paul H. Green wrote in Good Selling! SM: Right
The Basics. "If you build your presentation to lead the
prospect through this decision making process, you will Seasoned payment pros do not recommend making price
close more sales and make more money." the centerpiece of your sales efforts, but at some point,
the prospect must agree the price is right. Green affirmed
According to Green, those four decisions are: that in a commodity marketplace, this can be the biggest
1. I need this service. challenge. If the merchant has already decided yes on
the first two steps, however, this will smooth the way
2. I'll do business with you. for a positive determination on price. "Unbundling your
3. The price is right. products and services can enable you to do this and at the
4. The time is now. same time make you more money," Green suggested. "As
an independent sales professional, you can fill your black
bag with the best programs available."
Now I'll explain the rationale for each.
Need Now
The first step in any sales process is to enable the prospect Assuming the merchant has already decided your
to perceive a need for your product. "In the financial offerings will help boost his or her business, it's simple
services marketplace, you can often accomplish this by to show merchants that time equals money. "Signing now
showing merchants how your product will increase their will lead to more sales now," he wrote. And the sooner
sales," Green wrote. you can get the merchant's new system set up, the better.

The industry is undergoing tremendous change, but Are you effectively leading prospects through these four
merchants' need to boost their bottom lines remains the decisions? If not, find the weak spots and remedy them.
same. The increasing range of offerings now in the MLS You'll be on your way to hearing more merchants say, "I
toolbox enhance the likelihood that agents can showcase need you right now."
products and services that will convince merchants they
need what they have to offer.

Kate Gillespie, President and CEO
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