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Education

• Don't let them control the sales process. This one be downloaded, and you will be ready to see the
is difficult, but we have all had a merchant ask the benefits we discussed. This total process can be as
question, "Well, how much are you going to save short as X or as long as Y.
me?" Practice this response, "I have no idea. I don't
even know if we should do business together yet." Finally, ask this question in your own words:

• Remember, the sales process doesn't ever end. The May I share my greatest fear? After we get you up
sales process continues throughout the lifetime of the and running, someone or something will influence
relationship. If this isn't a fundamental rule in all of you to not use our services. I fear that you won't reach
your efforts, attrition is guaranteed. Out of sight, out out to me personally at that time. Is there any reason
of mind. I should have that fear?

Essential next steps
This one question plants the first seed of retention. Even if
The external process begins at the time of signing. Once there are struggles in set up, or issues arise, the merchant
a new merchant is signed, it is imperative to explain the will feel you are his or her advocate. All you need to do is
next steps at that time, not later. Walk your new customer tend to this seed, and let it take root.
through the submission process, the departments involved
(don't forget to include the download builds) and the time If you do this correctly, your merchant retention will grow,
each step will take. as will your ongoing return on your merchants. Signing
alone does not create the return; it's just one step in the
Here's an example of what I mean. Personalize it to fit you: journey.
Let me explain the next steps. Your agreement will Jeff Fortney is a Payments Professional with over 25 years in the pay-
be submitted and boarded. Underwriting will have ments world. He can be reached at 972-618-7340. His email is jfort-
to review, and once approved, a download will be neysr@yahoo.com.
built for your system. At that point, your system will

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