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Is the CPP designation Thus, if a merchant services professional devotes time
and effort to pass the CPP exam, small business owners
worth it? might (and likely should) feel they're working with a more
knowledgeable, accomplished and, most importantly,
reputable professional—even if the CPP designation isn't
widely recognized.
This isn't to say those without a CPP aren't reputable. But
in an industry where it's challenging to separate good
from bad agents, one may be forced to look at something
like a CPP to make the differentiation.

The CPP is valid for three years, and 36 continuing
education (CE) credits are required to remain certified
(see https://bit.ly/36qyFTC). As such, it's not a one-and-done
deal—continuing effort is required.

In truth, the industry needs the CPP. Small businesses
have been moving away from cash for decades—90 to 100
percent of some businesses' income is generated via credit
or debit cards. Therefore, merchant services—and the
professionals selling them—control the way businesses
By Dustin Magaziner collect money from customers. This is significant.
PayBright Sadly, merchants widely view the merchant services
industry as a dirty business. Some of this is attributable
ime and again, I'm asked, Is the CPP designation to poor hiring choices—unfortunately, as a result, terrible
worth it? CPP stands for Certified Payments ethics abound. This isn't solely due to lack of education
Professional, and it's a certification adminis- or licensing requirements, but the CPP is a step in the
T tered and issued by the Electronic Transactions direction toward standardizing and improving education
Association, the trade association for the payments indus- and behaviors in an industry that sorely needs them. The
try. It is virtually the only certification for merchant ser- CPP can help boost the industry's image among small
vices and historically has had very low adoption. business owners wary of buying from salespeople they
typically do not trust.
While not required of individuals to sell merchant services,
the CPP certification, founded in 2012, "sets the standard Not a magic wand
for professional performance in the payments industry
and is a symbol of excellence," according to the ETA. While the CPP is the only professional designation
available in the industry, it doesn't mean a whole lot in
When I started out in merchant services while in college, I today's current ecosystem. First off, it's not difficult to pass
didn't have my CPP designation. I got it after nearly seven the test. Many experienced merchant services reps find it
years in the business, and I certainly understand where easy to pass; many view it as nothing more than a money
the value is and how to market it. In truth, I'm happy I have grab by the ETA. Hopefully, as more individuals become
it. I can't tell you if it provides attributable ROI—there's no certified, the CPP designation's image will improve.
way to determine whether a sale was solely dependent on
my having the CPP—but for sure, there is value. Next, the CPP is not a magic wand. Some merchant services
salespeople might think that once they gain certification,
Stronger credibility business owners will suddenly flock to them. If only…
However, the CPP can be leveraged in a multitude of ways.
Unlike the insurance and real estate industries—in which For example, it can be used:
professionals must pass an exam to be authorized to sell—
an individual selling merchant services doesn't need a • As a differentiator: Most small business owners have
license (or even any level of basic training, which is mind- never heard of the ETA, much less the CPP. Therefore,
boggling but also a topic for a future article). the discovery that a salesperson holds an industry
certification might demonstrate to the business
The ETA's CPP is the closest thing to professional owner that they are dealing with someone who has a
certification the payments industry has, elevating the commitment and dedication to the profession.
industry overall and helping legitimize designated
individuals. The ETA maintains a searchable database of CPP
holders on its website (https://bit.ly/3I2PeTD ) so

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