Page 16 - GS250102

Insights and Expertise

StreetSmarts SM

Position your business for

success in 2025, Part 1

By Allen Kopelman Today's merchants need solutions to help them manage
Nationwide Payment Systems Inc. their businesses, and solutions will win out over mer-
chant account pricing every time.
he landscape in merchant services has changed
over the last two decades. I wore out plenty of I see reps discussing different solutions on Facebook pag-
shoes going door to door in the merchant com- es, which is where I get a lot of ideas for these articles.
T munity, attending business happy hours and Look at Toast. We all made fun of them and called them
networking meetings and prospecting for leasing and burnt bread, but they are selling a solution that merchants
residual gold in the hot Florida sun. are willing to buy at top dollar because they are a bonafide
business solution.

My shoes have a greater life expectancy in 2025, but It's time to change your mindset from merchant sales rep
I'm also seeing Stripe, PayPal, Square and independent to solution provider and have a Google business page to
software vendors (ISVs) take a slice of our processing pie. ensure that you're discoverable and your ads will direct

Marketing has changed from our yellow pages days of let-
ting your fingers do the walking. Our ISO's yellow pages Strategies for Standing Out in 2025
listing used to get us a ton of leads. These days, keyboards
are the only place our fingers are walking. Most middle- In 2025, MLSs must adapt to a digital-first marketplace
aged business owners between 40 and 45 search for ser- to thrive. Essential steps include maintaining
vice providers online and on social media, according to an updated Google business profile, creating a
recent studies. professional LinkedIn presence, and investing in a
clean, modern website or landing page.
In this digital-first environment, how can merchant lev-
el salespeople (MLSs) attract qualified customers to our Avoid using non-domain emails or unprofessional
websites? Ads can be costly on Google and social plat- business cards, as these undermine credibility.
forms, but having a website – even if it's just a landing Instead, prioritize a polished image with branded
page or a simple one-page site with your number, email logos, headers and regular social media activity.
and brief description of your products and services – is an Reposition yourself as a business solutions provider
absolute necessity. rather than a merchant account seller, focusing on
value-added services that meet modern business
Brand positioning needs.

If you are selling for multiple ISOs, consider positioning By reinvesting in your professional image and
yourself as a business adviser, solution provider or pay- leveraging smart marketing strategies, you can attract
ments expert because no one is selling merchant services more clients and secure long-term success in this
anymore. And try not to focus on pricing. competitive industry.

16