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Insights and Expertise
ChapterTitle
StreetSmarts SM
Best-selling business strategies
Part 2: Online selling
By Allen Kopelman • Build out your online assets: Project a competent,
Nationwide Payment Systems Inc. professional image to reassure people that you are
a qualified consultant in the payments industry.
erchant level salespeople (MLSs) laughed A credible business website includes a business
when Square, Stripe and PayPal hit the mar- name, tagline, location, address, phone and email
ket, but the laughter quickly faded when addresses. A contact form helps partners and
M their brand promises of quick, fast and easy prospects get in touch and an "About Us" section
payments began to resonate with young business owners. provides an overview of products and services.
Even now, with Stripe reaching a trillion-dollar milestone • Build your professional network: Reach out and
in processing revenue, ISOs are looking for ways to connect with business owners through social media.
I frequently hear from people who do not know how
leverage this type of technology and business model. One
thing is certain: we need to convince business owners to leverage these platforms and encourage them
to take free classes and use social media posting
of the benefits of working with real, accessible people
instead of giant tech platforms with no phone support. tools, like Canva, which are inexpensive and can
help them build their networks and followers. Most
social media postings can be scheduled ahead to
If you are calling on businesses, what do you want them maintain a consistent schedule.
to see when they search for you online? First of all, you
want them to find you. Part 1 of this series, on bestselling • Create an electronic business card: Create an
business practices, explored how MLSs can become more elegant electronic business card that can be sent by
discoverable in the real world. That journey continues in text or email. The ways in which business people
Part 2, which details how MLSs can stand out to prospects communicate have changed. Paper business cards
and partners searching online for processing solutions. are still around, but professionals in the electronic
Build on what works transactions business need digital business cards to
extend reach beyond face-to-face meetings. It is also
Following are some tried-and-true best practices: advisable to have a PDF about your business that
can be emailed to clients, partners and prospects.
• Build an online presence: MLSs need to have, at
minimum, a basic one-page website, electronic • Join online communities: Become a joiner by
business card, LinkedIn profile with up-to-date affiliating with professional industry associations
photo and Facebook page, as well as other social and groups on social media where you can meet
media, such as Twitter and Instagram. To project a people virtually, but vet these groups carefully
professional image, link your email address to your before you join. Consider starting a local group to
website and avoid using a generic Gmail address. promote your local business community and invite
Frequency is key, post interesting items once or others to visit and join the page. Drive traffic to the
twice a week and comment on others’ posts. page by allowing people to post and comment on
trending issues and local events.
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