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Education

information required, and if your gateway actually passed merchant, but you would be remiss if you relied on this as
all the data that was provided. Those are three big ifs if your foundation for conversation.
you are leading with this as your main driver of merchant
value in B2B. Yes, B2B can be a little more complex. Yes, the sales cycle
can be a little longer than that of a typical B2C, main
Different tools for big rewards street merchant that all your ISO competition and others

Often, as ISOs, we are ingrained with the latest buzzwords are calling on too. And yes, you may have to up your
from our Industry. After a while, these words roll off our technology game a little to play in this space. But the size
tongues with little effort, designed to give prospects the of the accounts and the transactions they move through
belief that we are experts in our field. But are we always for you will more than satisfy your monthly residual
sure of the deeper meaning and effect on our prospects? cravings.
For Instance, there are far greater value levers in B2B
than Level II and III data rates for your B2B merchant. Educate and train yourself and your staff on the real value
The problem is that they are not the typical buzz words you can deliver a B2B merchant supplier. Paint a picture
we are always privy to, nor are they the easy buttons we for them of the real pillars of value you can deliver, free
sometimes seek to close business quickly. from the smoke and mirrors of fancy buzzwords like
Level II and III data. Getting outside of your comfort zone
Rather, the tools we need to close B2B merchants are may take a little extra training, but when you do, you will
not housed in a gateway that will prepopulate a field or find yourself in the $20 billion opportunity that is B2B.
add a sequential invoice number to get a rate reduction.
The real value is in explaining to a supplier how credit Roger McNamara, president, Guide2Interchange LLC, is a 25+-year vet-
can accelerate cash and deliver surprising operational eran of the payments industry, most recently as the director of business
efficiencies to a B2B supplier, along with a little-known development with American Express in the United States. He has sold
tax benefit. To be sure, in the right circumstances with more than $200 billion worth of card processing and now leads a B2B
the correct information, eligible card and correct gateway, merchant sales training organization. For more information, please visit
there is some additional value that can be realized for a Guide2Interchange@gmail.com.

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