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merchants who are curious enough, can check your
name on the internet, adding even more credibility
to the vetting process. The CPP designation
provides a tangible differentiator that with the
right marketing can be fruitful.

• When selling to larger merchants: Small business
owners are most likely the sole decision makers on
merchant services in their businesses. However,
when selling to larger businesses, the vendor
selection process can be lengthier and under
much more scrutiny and due diligence. This is one
area where big banks dominate and outperform
independent agents and ISOs—in part due to the
legitimacy their existing clients inherently grant
them.

As such, selling merchant services to a larger,
more sophisticated business may require buy-in
from several individuals—a CEO, CFO, controller,
accountant and others—who want to be convinced
that they are choosing the right merchant services
provider. The CPP will add this layer of credibility
when working with these teams, setting you
apart from others vying for the same business.
When going after larger deals, hopefully you give
yourself the best tools possible to land the deal—
and the CPP is just one more tool to help you
accomplish this.
A good way to level up

The merchant services industry needs more
accountability. While the CPP designation alone will
not usher in rapid, dramatic changes, over time, the
more people that get it, the more valuable it will become
and the more trust there will be between business
owners and merchant services providers.

The tipping point will come when it becomes much
more in demand, such as needing it to even work
with certain merchant services companies or to sell to
business owners who have been informed to only buy
from CPP holders. The CPP is unlikely to become an
industry requirement, but for those looking to level up
their sales and marketing efforts, it is certainly worth
the time and investment.

Dustin Magaziner is CEO of PayBright, founded in 2021 with the
motto "Merchant Services, Done Right." Top to bottom, PayBright is
focused on providing agents and ISOs, and in turn their merchants,
with the absolute best experience in the industry. By offering the
absolute best rates, no contracts, free terminals and POS for each
merchant and true transparency, PayBright has found a way to set
itself apart in an industry of little differentiation. Feel free to reach
out to Dustin with any questions at dustin@gopaybright.com.

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