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Education
We tend to sell to merchants' objective understanding
instead of selling to their emotions. This ultimately costs
If a prospect has no questions, us money and likely leads to short-term relationships. Just
like painters, we should leverage the emotions merchants
this indicates there is a gap are feeling and address their pain. Structure your offering
you need to address. Ask as you would a painting, and provide those positive
emotions.
open-ended questions. Remember, even the best painters create paintings that
Look for comments or answers aren't stellar. That doesn't stop them from painting the
next canvas and learning from their clunkers. We should
that indicate the individual do the same. Not all merchants sign, but all merchants can
either doesn't grasp a concept provide lessons learned. Adapt your approach for the next
opportunity. And keep on painting.
or may have misunderstood Jeff Fortney is senior vice president of business development and part-
something you said. nerships for TouchSuite LLC, a fintech company providing POS systems,
payment processing, SEO solutions, working capital and marketing
services to small and midsize businesses. A long-time payments industry
professional and mentor, Jeff focuses on strengthening and developing
those memories are primarily of quiet, relaxing times. corporate partnerships and evaluating new business to drive strategic
I've always said that people buy for personal, compelling growth. He can be reached at jfortney@touchsuite.com.
and emotional reasons. They rationalize their purchases
with plausible explanations. This is particularly true with
merchants.
