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Education

and asked if there was anything else The ISOs made each of these determinations in hours, not days. They knew
she could do to help. She made me their future depended on moving quickly.They acted with urgency. Oh, and I
feel like I was important even though got the part delivered overnight. The company acted with urgency and with a
the call was about a very small piece. purpose ‒ and now has a customer for life.
The total time of the call was 10 min-
utes.
Jeff Fortney is senior vice president of business development and partnerships for TouchSuite LLC,
Neither call was about a significant a fintech company providing POS systems, payment processing, SEO solutions, working capital
issue. The first rep did his job to and marketing services to small and midsize businesses. A long-time payments industry profes-
the letter, but created no connection sional and mentor, Jeff focuses on strengthening and developing corporate partnerships and eval-
and followed the script. The second uating new business to drive strategic growth. He can be reached at jfortney@touchsuite.com.
built a rapport, showed empathy
and solved the problem as quickly
as possible. She demonstrated that I
was important and, as a result, left an
indelibly positive impression.
Four basic steps

ISOs that succeeded this year acted
with the second reps sense of urgen-
cy and purpose. They understood
that they had to make changes ‒ and
quickly. They also understood how
to determine if the change was nec-
essary and how they would execute
that change. It involved four basic
steps.

• Investigate: Research the
change or changes needed
and understand them com-
pletely.

• Determine impact: Once re-
searched, determine how a
change will impact your ef-
forts. What steps must be tak-
en to implement the change
(including any change in sales
philosophy), and what requi-
site process changes need to
be implemented.
• Assess potential: Before mak-
ing any change, determine
what potential for growth
the change will provide. Or
conversely, what loss would
happen if the change weren't
made.
• Assess cost: Ultimately, be-
fore making any change, de-
termine the cost necessary
to make any change. This is
not to determine whether to
make the change, rather how
to budget for the change.

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