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Education

understand it and ask how their cur- past couple years have been rough on all of us. I've been spending time
rent provider is handling it. with my merchant partners helping them overcome the challenges. Has
your current payments processor provided any assistance or direction?”
Simply put, being transparent leads
to more meaningful conversations. • Don't say, "Let me tell you how much I can help you." Instead, ask, "What
You can ask additional questions to challenges do you face with your current processing solution? How are
determine the importance of the need those affecting your success? What would you change about it if you
in question. When you admit you could?"
don't support exactly what the mer-
chant is asking for, you can clarify • Don't say, "I want to be your payments provider." Instead, say, "I want to
the merchant's purpose for it, as well be your payments partner, helping you build your business. My goal is
as determine its true importance. It to ensure that we fit well and that I can benefit you."
also keeps the conversation open.
You may discover what the merchant See a theme? It's not about you; it's about them. Good business people know
claims to need isn't necessary or re- they need partners to help them succeed. Merchants are experts in what they
quired any longer. Or, by clarifying, sell, but they aren't experts in payment processing. It's your job to advise them
you may discover you have another on things that improve their processes (and maybe save them money).
solution that would be a better fit.
Transparency builds trust. Merchants will see it as a sign that you are honest
You may find that the merchant's and not solely looking out for your interests. When a merchant reaches that
need can't be addressed by any of conclusion, the next time a merchant level salesperson walks in, the merchant
your solutions. If so, rather than force will be transparent in saying, "I am not interested. I have a partner now."
the issue, you can agree to part as
friends—but also ask for the names Jeff Fortney, a senior associate at The Strawhecker Group, is a long-time payments industry execu-
of merchants they know nearby who tive and mentor. He is focused on sharing his industry knowledge and experience with others to
might benefit from your offerings. help them grow their business. He can be reached at 214-458-1379.
When you admit you don't fit their
needs, your transparency stands out
and can lead to referrals that are a
better fit.

Transparency also keeps you from
trying to fit a round peg in a square
hole, saving you time you can spend
finding merchants who are not only
a good fit for you, but also ones who
can become long-term partners.

For me, transparency is not just an
action; it is foundational in my ap-
proach to our industry. And over my
several decades in the business, the
importance of transparency in others
has taken on greater importance. I've
found that rather than being just one
of many important aspects of mer-
chant sales efforts, transparency is
one of the two or three aspects that
will lead to success.
Whether you are new to the business
or someone with years of experience,
incorporating transparency into your
efforts should be a top priority. Here
are a few do's and don'ts for doing
that:
• Don't lead a discussion by say-
ing, “I am sure I can save you
money.” Instead, say, “These
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