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Inspiration

You have a story to tell

aving excellent command of your company's something uniquely memorable about your company's
offerings and those of your competitors, a philosophy, leadership or history? What parts of your
good grasp of the payments industry, and evolution are your intended targets likely to admire most?
H working knowledge of targeted vertical mar-
kets are requirements for anyone seeking to provide pay- Organize for results
ment processing and other business services to merchants. When it comes time to organize your story, Spahr describes
a three-step formula that can help you determine what
Meeting those requirements is a tall order. But that's not story to tell, how to write it and what you need to say to
all a budding ISO or merchant level salesperson needs. get the desired response: First, find your origin story. This
After all, the industry is full of professionals who have need not be long. For an extreme example, Walt Disney
mastered the basics and are competing for merchant famously began his story with, "It all started with a dream,
accounts by offering the same or comparable products and and a mouse." After that, use a simplified hero's journey
services that you offer. story model that goes from how things were (a less than
desirable situation people can relate to), to the conflict/
So what else is required? A strong connection with the challenge (the realization that things needed to change)
people you want to have as customers not just now but to the resolution (the actions you took to improve things).
long into in the future, too. And how do you do that? And then close with a teaser that prompts your prospect
Through story. A compelling story. A story that engages to take the action you want them to take.
your ideal merchants' emotions and propels them to act.
Probe for understanding Keep in mind that when shaping your own or your
company's story, it should be factual but written like fiction
To create a story that will serve your purposes, you first to fully engage readers and hold their attention. Also
need to know who your prospective customers are and remember that the story must be truthful and accurately
what they want—which you likely already have a good reflect where your business is today, not where you aspire
sense of if you've been asking merchants probing questions it to be.
and listening with complete focus to what they've been
telling you. And, according to Felicia Spahr, copywriter, You see, to succeed, especially in an increasingly
author, marketer and coach, you also need to "prove commoditized industry such as ours, you have to become
beyond a reasonable doubt that you understand them." more in your customers' eyes than what you sell. Telling a
compelling story that is uniquely your own is one way to
To deepen your understanding of your intended do just that.
customers, ask such questions as what are the merchants
you're targeting passionate about, is there a need they have
that you and only you can fill, what are the key points in
your company's journey from its founding to today, does
it offer something no other company can provide? Is there
Kate Gillespie, President and CEO

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