here is merit in the sugary lyrics of that song from "The King and I." For savvy sales professionals, knowing all about potential customers and understanding their business models are habits that are critical to profitability.

Understanding comes before selling. How can ISOs effectively sell products and services unless they understand if there is even a need? Where can ISOs go to get in the know? The answer lies in whom you talk with and what you ask.

The first voice you hear when you place that initial call might not be the decision-maker, but it might be someone who has a wealth of information if approached correctly.

A polite "perhaps you can help me" posed as a statement instead of a question opens a friendly dialogue rather than an inquisition. Asking for "information" raises barriers. Initiating a cordial conversation can result in a valuable source of corporate details, such as correct spelling of names, titles, chain of command, even extension numbers.

In the competitive payment-processing arena, knowing who works for whom and who reports to whom are important pieces of information because multiple decision-makers and influences are part of the sales mix. Ask yourself what happens if your one contact leaves the company. What would happen if you're coming to the end of the contract, hoping to renew services, and suddenly there's a new player who's making the decision? You've got to stay in touch and reacquaint yourself with your customers regularly.

Keep in mind that knowing who reports to whom may not be enough. Know who the peers and backups are, who works for whom and whom that person reports to. Find your key contact, their boss, their boss' boss, peers, backups and subordinates, and you'll find understanding and knowledge that's crucial to closing that contract.

Knowing the chain of command puts you in the position of making sure the decision-makers are part of your presentation. So much time and effort goes into a sales pitch. Who has the luxury of wasting all that valuable energy in a meeting where the outcome is not a signature on the line that is dotted?

Just as a doctor wouldn't make a diagnosis without a thorough examination of the patient, a sales professional must not assume he or she already knows what a potential customer's business needs are. Take the time to know not only whom to talk to but also know what to talk about.

This "intelligence data" is an integral part of your sales presentation. Your intentions and competence could be questioned by a prospect if you offer product and/or services that don't fit their model.

Merchants know their businesses best. Giving them a chance to share that knowledge from the outset insures your presentation will be that much more beneficial for both sides of the table. Now that you're talking to the right person, continue your fact-finding forum with appropriate questions and appreciative listening.

Selling involves inordinate amounts of information-gathering. You know what you're selling. Make sure you know whom you're selling it to and why they need to buy it.