can't imagine where my career would be today without the access to information I've gotten from The Green Sheet. I've been an avid reader for seven years and am also an active member of the GS Online MLS Forum. As an agent, having The Green Sheet at my fingertips is like having a partner with me out there making sales calls.

Where else can you find news, information and inspiration for people selling merchant services all in one place? Where else can you get insight from industry leaders such as Ed Freedman, Jared Isaacman and Steve Eazell? The information they provide is priceless-they really know where we, the agents and reps, are coming from, since they've been where many of us are now.

I've been thinking that it would also be great to hear what the agents have to say when another agent is asking the questions.

This new monthly column is written by an agent, about the agents and for the agents. Wouldn't you like to know what other MLSs are doing? What do other agents do each day? What goals do they have? What keeps them going? That's exactly what we're going to explore by interviewing a different MLS each month.

The first interview is with Keith LaMere, an MLS from Brookfield, Wis. He operates a business called First Merchant Business Solutions.

Matthew Swinnerton: Why and how did you enter into this industry?

Keith LaMere: I actually got into this industry by accident. I had been recently downsized from a high-paying executive position with a Fortune 500 company, and one of my networking associates offered me a job.

I actually was trying to help my networking friend add people to his team and ended up liking the opportunity myself.

I had three reasons for starting my own business in this industry: First, to keep more of the money for myself. Second, to be able do things "my way." Third, I felt that since I was already supporting myself, I should create a business model that I liked and puts the clients first.

MS: How do you feel about value-added services?

KL: I feel value-added services allow for a true consultant to solidify his or her book of business in a dynamic way. I love value-added services. I try to sell only what the merchant really needs. I like to give them a fair shake on their credit card processing, and then I like to pitch gift cards, loyalty cards, check services, etc., but only as needed.

I hate it when I walk into a merchant's establishment and they tell me they have some sort of equipment or value-added service that they never needed or used. To me, that's just muddying up the industry for the rest of us.

When I'm done signing a deal with one of my merchants, I always whip out my business card holder and start talking about my networking friends and describing what they can do for the merchant. I treat it as a type of value-added service. The merchant loves it, my networking associates love it, and it saves all of us time and makes us money, especially if the merchant is just opening their business.

MS: What interests you the most about this industry?

KL: The thing that interests me most about this industry is the fact that a lot of "Young Guns" like myself are going out on their own and trying to push the envelope as far as trying new things. We are seeing the likes of wireless devices, POS terminals, value added services, services that accentuate what we do rather than just offering Credit Card Processing.

The prices are coming down and the services are getting more reliable. Every time I open The Green Sheet or other trade magazines I see something new that I look into and see if it will fit our business model-that excites me!

MS: Give us an idea of a typical day in your life.

KL: Most days start around 6:00 a.m. with miscellaneous administrative tasks like returning voicemails, e-mails, correspondence and dealing with any pending issues. I squeeze in breakfast (usually a nutrition bar) sometime before 10:00 a.m. and try to be on the road and at my first appointment not too long after that.

Hopefully the rest of the day is jam-packed with appointments and downloads, but that is never the norm. I try to be finished with my appointments and back to my office by 3:00 p.m., and I make phone calls for the rest of the day. I not only beat rush hour, I'm able to contact people that I can't usually reach in the morning, especially restaurant owners.

I don't think that any day is ever the same as another. However, I do try to get in at least three to five face-to-face meetings with networking folks, preferably new ones, even if it's just for a quick cup of coffee. I try to attend at least one networking function per week. If I hit all my goals for the week, hopefully I'm on the water by 3 p.m. on Friday.

MS: What personal goals do you have?

KL: My goal for the year is to sign at least 15 - 25 deals per month.

MS: What advice do you have for someone who is just starting out selling merchant services?

KL: I try very hard not to yell out a sarcastic "Get out while you can!" But seriously, I would tell them to do their research and get hooked up with a reputable ISO team that can support them and give them a fair shake on the type of compensation they are seeking.

Finally, make sure you read The Green Sheet and visit GS Online religiously. These resources not only provide access to great articles and information, but also offer access to the wisdom of the hundreds of years of combined experience from other professionals in the business.

What I like about Keith's philosophy is his strong belief in networking. No doubt that networking skills and his consultative approach are the keys to his success. It works for Keith, and it will work for you.

Come back next month as we get to know someone else.

Matthew Swinnerton of Merchant Services Direct, is an independent agent for AmericaOne, Comerica Merchant Services and POS Card Systems. He has been in the credit card processing business for seven years selling merchant services to small- and mid-sized retail and online establishments.

To find out more about Merchant Services Direct, visit www.msdirect.net or contact Matthew directly by e-mail at matt@msdirect.net or by phone at 831-335-1616.