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Education

StreetSmarts SM

“Starting in the Street

and ending at the

Merchant’s front door”

Steve Norell

Why didn't you just ask me?

By Steve Norell topic. As a matter of fact, it was the lowest-priority issue
US Merchant Services Inc. discussed. Our talks were all about technology as it
pertains to communication. For the record, we provided
n interesting thing happened to me last week, a product that we started to offer our merchants after
which compelled me to not just measure how making key connections at the Southeast Acquirers
I do things, but to also share it with others. Association's annual meeting two years ago.
A So, here's what happened. One of our agents
brought a prospective merchant to our attention. It was The end result is that we sold the business close to
clear that he would need help with it since he was rela- 75 terminals, Internet hot boxes and a fair rate on the
tively new to the industry, and it was one of those rare processing that will be more than profitable over the long
merchant opportunities that shows up only once a year haul.
at best.
Now, here is where it gets good. The merchant phoned
The merchant is doing $10 million a year in credit card me yesterday to review the installation timetable. He also
transactions selling nothing complicated or risky, but how informed me that he had called to cancel service with
the merchant does it is the catch. The retailer's sales reps the current provider, and not more than an hour after he
go to events all over the country and have anywhere from made the call, he received a call from the merchant level
20 to 100 booths accepting credit cards. In most cases, at salesperson (MLS) who had signed the account. The MLS
least four terminals are placed at each station. Even though wanted to know the reason for the switch in providers.
the business is based in Florida, the salespeople drive a
caravan of trucks to each event regardless of where the The merchant was happy to explain that there were
events are located. numerous reasons, but the number one reason was that
our MLS was willing to attend the retailer's next event
So, the issue was that the merchant wanted to have and make sure that everything went according to plan.
terminals connected to the Internet, as well as wireless Now mind you, the MLS lives in Florida, but the next
terminals as backups. A solution involving mobile event, which is coming up in November is in Galveston,
payments using an app was not going to make this Texas. So at his own cost, our agent, who has a technology
merchant happy. background, is going to Texas for a week to make sure
that everything is connected, running, and is willing to
Sealing the deal fix any problems that may arise.

After going through all the options and determining Upon hearing that, the former processor's rep said, "Why
what we could do for them, the deal was consummated. didn't you just ask me?" The merchant replied, "Why do I
It should be noted that price was not the number one even need to ask?"

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