n the payment processing industry, some business partners are also life partners. Starting a company is a risk, but so is marriage, many argue. In either situation, loyalty and a commitment to the relationship go a long way. Spouses are successful in business often for the same reasons they are as a couple: strengths complement weaknesses.

In 1998, husband-and-wife team Jason and Kelley Felts decided they had the right chemistry to start their own bankcard services business, Advanced Merchant Services Inc. (AMS).

AMS is a national merchant services provider registered with the card Associations through HSBC Bank, NA. The company provides payment processing services to merchants for all major credit and debit cards, specialized gift and loyalty programs, EBT, and check transactions, both in paper guarantee and electronic conversion.

In 1997, Felts began his career in the bankcard industry the way many others do: by answering an ad in the newspaper. "I found that it was a business in general that I was intrigued with and had immediate success with," he said.

The sales profession was not new to Felts. He had experience in collections, direct sales and business-to-business sales. "I've found [sales] to be a pretty natural fit for me," he said.

"One thing led to another, and as the business evolved, we decided to go into business for ourselves," he said.

The Felts began their endeavor by working from home. They eventually leased office space to expand the operation. They obtained a fictitious business license, partnered with a processor and decided to grow the business.

"Any time a husband and wife work together, you each have to have certain responsibilities and [must] make sure they don't bleed together too much, if you want to stay happy in your marriage," Felts said.

Kelley oversees the business's operations, including human resources, payroll and managing residual payments. Jason handles recruiting and sales training; he also serves as the spokesman for the company.

"Sales is my passion," he said. "These responsibilities fall more in line with what I do best."

Felts said he has personally signed more than 2,000 merchant accounts.

Felts calls the business "a family affair," not only because of the partnership with his wife, but also because his brother Jeremy is a member of the team. (AMS has extended the feeling of family nationally, however, so you don't have to be a Felts to be part of the team, Felts said.)

Jeremy runs an AMS sales office in Knoxville, Tenn. with several employees and subagents working for him.

"His office is one of many sales offices that we have," Felts said. "Jeremy has been working with me since we started the company. He had no sales experience at all. He was making $350 a week framing, and now he's earning a high six-figure income. I saw talent in him."

Recognizing Sales Talent

Felts described sales talent as the ability to communicate with people, or having the gift of gab. "If you've ever been accused of being able to sell ice to Eskimos, or if someone says you have the personality to be a good salesperson, then my opinion is that you should at least explore the idea of direct sales," he said.

"If you have the right personality, and you don't explore it, then chances are good that you're making less than you have to. If you're really great at direct sales, it can be an extremely high income opportunity with very little education required."

AMS seeks both experienced sales professionals and people with little to no experience. The company developed its training program for people new to the industry.

Felts believes much of an agent's success, in sales and with AMS, lies in the training and tools provided.

Providing Training to All

As an agent just starting out, Felts' "formal" bankcard training consisted of "how to complete the paperwork" and a brief description of a few machines to sell. Since this is usually the case, many street level sales agents do not receive adequate support or training.

"Because of that, our company is built on the philosophy of always treating sales partners how I only wish I could have been treated," Felts said.

"Our training was derived from how to teach a brand new person how to do this business well. If you can take someone from $350 a week to six figures, I think that will buy you some loyalty," he said.

The name of AMS' training program is ISOPro Motion. The company leads new sales partners through prospecting; generating leads; making effective presentations; putting together a sales book; closing; managing time; creating a network of referrals; and setting goals.

AMS also provides custom flyers, presentation and proposal materials, Web sites and business cards. "Even the little things like a crisp shirt with a full color logo on it to enhance the professional image is part of the package," Felts said.

For the bankcard veterans, AMS provides training on recruiting, building a team of subagents, identifying leadership within the team and hiring and training telemarketers.

"We are the only processor that I know of that trains both in the classroom and in the field," he said. "After two or three days in the classroom, when we're done we'll take them out and show them how to do it."

Felts thinks that this hands-on approach not only provides AMS agents with a higher level of understanding, but also creates a better level of retention.

Although AMS is still in its infancy, the company recently reached the milestone of signing more than 100 merchant level salespeople (MLSs). "We've only been doing a national program for eight months," he said.

The efforts put forth by AMS over the years through regional training and support have won the company the loyalty of many agents.

"A lot of our guys have been with us five or six years, and they won't leave because we're the ones who trained them," Felts said.

"On the other hand, many agents in the industry jump ship a lot. They go to wherever they think the best deal is. I think that if you provide something of value, you don't have to be as worried that if they can get a better deal, or save a nickel here or there, then they're going to leave you for a competitor."

Creating Revenue Programs

AMS provides extensive information about its agent program on the company's Web site, www.amspartner.com . Some of the highlights include:

For residual compensation and reporting, AMS offers buy rates at 1.57 + $.08 + interchange or a true revenue sharing program. The company allows agents to select the plan best suited for them on each account, on a case-by-case basis.

Felts said AMS pays monthly guaranteed residuals electronically, like clockwork. Sales partners can also sell their residual stream back to AMS on a "buy back" program if they need to quickly raise some cash.

Additionally, AMS provides agents with Internet-based reporting to keep track of compensation for their entire portfolio or a specific merchant.

"We have a production bonus of $100 per application for our producers," Felts said.

"While we don't pay for healthcare or other benefits, we feel when we send them a bonus check for $1,000, in addition to the AmEx $50 and full lease funding, it helps."

The company also offers conversion bonuses for each merchant application and additional revenue for rolling over accounts that process more than $10,000.

"We are also in the process of rolling out what I believe to be the most exciting and lucrative free terminal placement program in the industry," he said.

For leasing, AMS has an established referral relationship with CIT, but agents may also use their own leasing company. Felts said factors are .0275, .0295, .0305, .0390 tiered, or .0310 flat, no first and last, faxed leases.

Supporting One Another

In addition to training, AMS takes pride in the support and accessibility the company provides its agent partners. AMS offers a 24/7 call center for both merchants and MLSs.

"When agents have questions and are with merchants, they need to have access to a human, not voice mail," Felts said.

AMS provides a support infrastructure so agents can have questions answered immediately, not the next day or week. Felts feels so strongly about that issue that he even encourages agents to call him on his cellphone if they're not satisfied with the initial response.

"If someone's abusing it, I'll tell them," he said. "I certainly hope no one would call to ask me what type of paper goes in a Hypercom T7P."

Running the business is more than a full time job, but the Feltses still try to vacation like a normal family.

"Although, we have to vacation during normal vacation times like July Fourth or the week between Christmas and New Year's," he said. "And I often bring my computer with me. I guess I'm never 100% on vacation."

Felts' drive is a reflection of his goals for the company. "I want to get to a place where we're not only recognized as a super ISO, but we also extend to other people in the industry that feeling of family," he said.

"We see ourselves growing, and we'd like to continue to do so with more loyalty."