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one saw the pandemic coming, and now that we're in it, the same challenges they face. They want to know what
there's no time to lose. other companies are doing and how they are overcoming
these challenges. In his opinion, any service provider
"When you get up in the morning, it's motivating to that approaches this market with impersonal or generic
make sure that we're getting in front of as many clients solutions would be flying blind.
as possible; it's motivating every time you take a call; it's
motivating as you're trying to perfect a product," he said. In addition, small business owners typically go into
"That's what the job has always been and always should business for personal reasons. For example, Horsley
be, but there's just a particular sense of urgency these last noted, the guy who opened the auto repair shop didn't
hundred days around really knowing that we're helping do it because he found a niche in the market; he did it
our partners keep their businesses alive." because he loves fixing cars and decided to open his
own place after doing it for 20 years—and the millions of
As he reflected on the global pandemic's impact on small entrepreneurs who have opened businesses have similar
and midsize business owners, Horsley said he doesn't think stories, and most have a personal relationship with their
merchants will run their businesses in exactly the same employees and company.
way tomorrow as they did six months ago. Hospitality,
food and beverage, salons and car dealers will all have to For SpotOn's clients and the small business community in
adjust in some way, shape or form, and the opportunity general, there's a human element behind the brand, Horsley
for SpotOn is to be the partner alongside these businesses added. "You need to truly understand and truly care for
as they figure it out, he stated. He added that there isn't a and truly solve for that end user," Horsley said. "And most
playbook for these challenging times and that not having of all, remember that the end user is a person just like you
one "means we're all in this together, trying to figure it and me, with their own struggles and probably the weight
out." of the world on their shoulders right now."
Empathy for SMBs Dale S. Laszig, senior staff writer at The Green Sheet and managing
director at DSL Direct LLC, is a payments industry journalist and content
Horsley further noted that today, more than ever, SMBs development specialist. She can be reached at dale@dsldirectllc.com
want to know that people like them are going through and on Twitter at @DSLdirect.

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