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Letter from the editor

hile it is no longer advisable for mer-
chant level salespeople (MLSs) to begin
meetings with prospects by asking to Empowering & Connecting
W see merchant statements, much has
improved recently for when the appropriate time for
statement analysis does arrive. Astronomical speed today’s
is one factor working in MLSs favor. So is the depth
and breadth of analysis available to help in evaluating payments
factors that often matter more than saving a merchant
money, although cost savings can also factor in. professionals

As you will see in this issue's lead article, the indus-
try standard for measuring acquirer pricing, perfor-
mance and efficiencies has evolved from a lengthy
review process to instant quotes and on-the-spot pro-
posals. Advanced feedback loops, composed of hu-
man analysts and advanced automated technologies,
enable MLSs to quote prospects during initial sales
calls, sometimes bringing back the coveted one-call
close. Within the article, industry experts detail the
advancements that have made this possible.

Contributors to this issue also offer perspectives and
insight into recent developments such as the grow-
ing interest among acquiring ISOs in becoming issu-
ing ISOs, and the challenges that brings; the multiple,
enduring benefits of gift card programs, which are • Spotlight Innovator
popular among merchants and consumers alike; is-
sues encountered when implementing real-time pay- Web Pages: Capture prospects with
ments and why some are taking an incremental ap- branded, customized web pages for
proach to it; the growing phenomenon of de-branded innovators and leaders.
gas stations and the expert help they need when they
de-brand; and the evergreen importance of mirroring • Video Content Marketing: Educate
and listening when interacting with current and pro- and impress with animation and
spective customers.
white-board explainer videos.
In news briefs, we've covered our industry's very own • Resource Guide: Grab attention with
Jared Isaacman, who commanded the Inspiration4
crew while orbiting the earth on a SpaceX Dragon— advanced mini ads in print and
and raising money for St. Jude Children's Research online.
Hospital efforts to end childhood cancer. Other sto-
ries spotlighted include four bad apples charged with • Targeted Email Campaigns: Reach
defrauding acquirers and the card brands; a new Na- responsive professionals who know
cha rule that modernizes ACH transactions; and the
Electronic Transactions Association's recent Fintech and trust The Green Sheet.
Policy Forum, a virtual event designed to highlight
legislative and regulatory issues impacting payments Rick Aston
industry stakeholders. For these and recent full sto-
ries posted, see Breaking Industry News at www. Senior Media Partnership Specialist
greensheet.com.
Rick @greensheet.com
As always, we've included items on a range of recent
milestones in Industry Update, along with company 707-284-1693
and product profiles, words of inspiration and our
Resource Guide to help you connect with other in-
dustry professionals. If you want your news includ-
ed, please send a press release to press@greensheet.com.
And if you have feedback for us, we'll welcome your
email at greensheet@greensheet.com.
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