ince I began writing this column, I've met some wonderful people. In talking to so many agents, I'm beginning to clearly see the traits that make some salespeople more successful than others.

In this month's "AgenTalk," I interviewed Dennis Gast of Los Lunas, N.M.-based Merchants Service of New Mexico. Gast and his wife, Lorri, are principles of the company.

The Gasts' business is unique in that it's located in a sparsely populated state that has merchants dispersed across many lonely miles, but they have overcome these obstacles and turned their business into a success. Read my interview with Dennis to see how they've done it. Perhaps you'll learn something to apply to your business.

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

Dennis Gast: In the early 1980s I responded to an ad in a Los Angeles newspaper. The company offered a new product and service (i.e. bankcards, check guarantee and a draw on commission).

During training, I met a young man who, in my opinion, was the only other true professional salesperson there. His name was Robert, and he and I teamed up and hit the streets. He worked one side of the street, and I worked the other. We had fun and made money. Life was good.

MS: What has kept you going for so long?

DG: I've been working in direct sales and marketing all of my adult life. I love the freedom and the unlimited income potential.

Over the years, I moved in and out of the industry, but two things kept bringing me back: the concept of making money while I slept (residuals) and an industry that would always grow and be needed.

MS: Do you focus on a certain market?

DG: Brick and mortar, retail companies and wholesale.

MS: What are some of the obstacles you face in the industry?

DG: Falling retail prices on equipment, the economy, more and more feet on the street and boiler room operations (from all over the United States).

When the economy is good there are fewer people coming into the direct sales aspect of our business, and the boiler rooms are busy in the large markets (the population of New Mexico is only 1.8 million).

MS: What do you think is the key to your success?

DG: Staying abreast of industry and business trends, continuing my education, having strong principles, providing the best possible rates and fees, and providing personal service, no matter where customers are located in our state.

MS: How well do you and your wife work together?

DG: I formally started Merchants Service of New Mexico in the mid 1990s. In 1999, I toyed with the idea of hiring someone to work the phones, cold call from business lists and set appointments.

In 2000 my wife, Lorri, hurt her back and had to close her business. She volunteered to help me with many aspects of the business (she had a very low opinion of telephone salespeople). That year we doubled our business.

As time went by and she learned more about our industry, she took control of our office. She is truly my right arm. I believe the key factor is that we both believe in and trust each other to handle our part of the business in a proficient and professional manner.

I never have to check to see if she followed up on something or completed it or visa-versa. Prospective merchants and processors love her. We both have our routines down, and we stay out of each other's way.

MS: Describe a typical day in your life.

DG: I get up between 3:30 and 4:00 a.m. I do paperwork and have coffee, or I hit the road. Since we are located in the middle of the state, and it's a four-hour drive, one way, to any corner of the state, I can make it to my first appointment around 8:30 or 9:00 a.m.

Unless I have appointments in the Albuquerque/Santa Fe area, I spend most of my time enjoying the scenery, solitude and serenity of beautiful New Mexico.

After my appointment I work the area. Lorri gives me a list of prospects; I meet and greet and hand out a letter and my business card.

I'm home by late afternoon where I complete application packages and send them off to the processors, give my wife results on a list of follow-up items and return any calls she has taken for me.

I'm then able to enjoy the rest of the evening with my family, which is the most important thing.

MS: What factors did you deem important in choosing your current processors?

DG: When choosing processors, I like to think that I have an edge. Since I spent the majority of my sales career hiring, training, motivating, coordinating and controlling direct sales people, I know what the job entails for the contact person listed in the recruiting ads.

In our industry the majority of ISOs/processors use the "mirror test" to acquire new independent contractors or merchant level salespeople (MLSs). They hold a mirror under their nose, and if it fogs up, they send them an independent contractor's agreement and starter kit.

Therefore, I specifically look for buy rates and fees on all transactions, whether or not they have customer service and a sales support staff. I also look at their program: Is it competitive and fair to the merchants (after I mark up) for the specific vertical market that I want them to fill? And the most important thing: Will I get paid in a timely, proficient manner as long as the merchant is processing?

MS: How many accounts do you get paid on now, and how many do you acquire each month?

DG: We add a new file cabinet every year.

MS: How has The Green Sheet helped you?

DG: There is not enough space in this article for me to express the importance of The Green Sheet for my career and our business. The Green Sheet is solely responsible for where Merchants Service of New Mexico is today! It serves as my eyes and ears on our industry. That is how I found my current ISOs/processors, equipment distributors, lease companies, value-added services and products.

The Green Sheet is a comprehensive source for what's occurring in all aspects of our business (front- and back-end). Not to mention it's a source for continuing education; it provides an in-depth look at new products and technology, rules and regulations in our industry, changes, and what's coming in the future. I read every issue from front to back.

MS: How do you feel about value-added services? How important are they to you? If you sell them, which ones do you sell?

DG: Because of the variety of merchants out there, it's important to offer a solution that fits their needs and desires. However, most merchants only need to take plastic in all forms: bankcards, non-bankcards and debit (both online and offline).

A small percentage actually need check guarantee, gift/loyalty cards, pre-paid, etc. We prefer to work with merchants and as their business expands or changes, we can then offer these products and services. It's easy for them to add on but costly to them to get set up with everything and then not need or use it.

MS: What terminals do you mostly sell and why?

DG: NURIT. They're easy for the merchant to use, very flexible and easy to download and support.

MS: What goals do you have in this industry?

DG: Our goal for the future is quite simple: We will become the dominant bankcard provider in New Mexico.

MS: Is there anything else you'd like to say?

DG: I am very honored that "the major publication" in our industry would choose a small business like ours, located in the middle of nowhere, to voice my opinion as well as provide valuable space to talk about the backbone of our industry, which is the small ISO in rural America.

Our merchants are clearly dispersed along more than 84,000 miles of roadway in a state that has nearly the same square mileage of California (98%). Our state has a smaller population than the majority of cities in the United States. In the bankcard industry in rural America, it's not so much "feet on the street" as it is "butt behind the wheel."

We must plan our day carefully because of the limited time we have to spend eyeball to eyeball with prospects.

Also, our cost of acquisition is higher than if we were in a major metropolitan area. Reputation, referrals and references are more important in small towns.

Anyone can sell successfully in an area with a large population, but it takes a creative and dedicated professional to be successful in a situation like ours.

MS: Thanks, Dennis. I hope our readers can glean some good ideas from your words. No doubt it will help their business. Maybe we should all have our wives or husbands work with us, or maybe not ... .

Are you an exceptional agent? Someone who excels in sales, who has a different way of selling or has worked in the industry since Zon made its debut? If so, let me know and I will interview you for an upcoming column. I plan to attend the Western States Acquirers' Association Nov. 3 - 4, 2004 in San Francisco. If you also plan to attend, come and introduce yourself. I would love to meet you.

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.