he payment processing industry is at its most dynamic, teeming with new opportunities for acquirers, processing and independent salespeople.

The success or failure of the sales professionals who service this industry depends not only on their recognizing those opportunities but taking full advantage of them.

Isn't it about time you broke out of your routine and began seeking new lead sources? Here are a few hints to help you bust through:

• Check the fine print. Read daily newspapers, both local and national. Flip through magazines every chance you get. Watch the news. Pay closer attention to retailers' advertising during your favorite television programs. Don't forget billboards. Merchants investing in marketing are prime candidates for specialized services.

• Chat with clients. Every sales professional has at least a couple of customers who are in tune with their retail space. When you meet with them next, discuss what's happening not only with their account but the business community in general. Their observations can point you in the right direction.

• Be host to a party. Every Rotary Club breakfast or Lions Club luncheon welcomes members or even guests willing to sponsor the get-together. Not only will you get exposure, you'll also be exposed to a captive audience who will happily drop their business card into the bowl on your sponsor table, especially if there's a prize drawing involved.

• Hang out at the mall. Tour your retail area on a weekend. Get in some shopping while jotting down new businesses that fit your profile but aren't part of your portfolio. Add them to your prospect list and start the contact process.

• Let your fingers do the walking. Get out that new phonebook and run your fingers through the pages. See who's new in town. See whose ad has gone from three lines to three columns.

• Call personnel. Studies show that positions change at the rate of 50% every six months in most companies. The person you spoke with last year might have moved on or moved up. The replacement might be more receptive to your product information.

• Step outside the sphere. Where is it written that you have to color within the lines all the time? Create a list of business in your area that you normally don't service, whether they be non-advertisers in your town or retailers who sell products you don't buy. Then go visit them.

• Ask the question. Be sure to end every pitch with, "Do you know any other merchant who needs our services?" It's all about networking.