ere's a question commonly asked by salespeople who are new to the bankcard industry: Other than cold calling, how do I find business?

The standard answer: Build your personal contact network. In the bankcard industry, it's not what you know but who you know.

Find the right people

So how do you build that network?

The most obvious way is to start with relatives, friends, neighbors and casual acquaintances. These are all good sources, but you will run through them fairly quickly.

Then what do you do?

The answer: Network and find sustainable contact with the right people to create business. Fortunately, there are many options, maybe even ones you haven't yet considered. The largely untapped market of local networking groups works well for many ISOs and merchant level salespeople (MLSs).

In contrast, national professional networking groups often aren't as effective. They can be good sources of leads, but can also demand high dues and have strict membership requirements ... anything from mandatory weekly attendance to the promise of referring business to other members.

Trade associations also have networking potential, but they can be intimidating for local MLSs. So the list of unproductive membership opportunities goes on.

Think local

Luckily, local networking groups are on the rise across the country. Business networking groups, business card exchange programs and local chambers of commerce are just a few of the forms they take. Often local organizations and chambers merge to form one large networking group. This is an excellent opportunity for local ISOs and MLSs.

While these organizations typically have annual fees, they are significantly lower than those of professional organizations. They may meet weekly or bi-monthly, but attendance is not mandatory and there are no referral commitments. And meetings or socials are often held after business hours at local restaurants or bars, creating opportunities to meet and greet local business owners and professionals in a more relaxed environment.

Be fashionably early

The key is to attend these functions early and often. At these events, you'll typically get a minute or so to address the crowd and talk about what you do. The rest is up to you.

Is it a soft sell? Often it is. But it's all about attending, mingling and getting your name out there. The more you attend, the more you're recognized and the more opportunities you get.

But is it worthwhile? Lucy Arbes, an ISO owner who works the Central/Northern New Jersey market thinks so. She has been involved in this level of networking for several years.

"Most of my business comes from this type of networking ... joining local groups," Arbes said. "Attending as many networking events as possible not only helps to increase business, but also helps to further develop relationships and my reputation.

"And while I see many accountants, bankers, etc., I'm usually the only one in the bankcard business. The best part is everyone I meet takes credit cards, or might need to. Therefore, just about everyone is a potential client. Are the meetings worth it? Definitely. And all it takes is a little time and conversation."

Go get 'em, tiger

To start expanding your network, ask other local professionals where they do their networking. Look at the events calendar in your local business paper for listings of upcoming networking meetings, business-group meetings and/or social meetings. Call for details, and make sure each group you explore is the right fit for your business before forking over membership fees.

So, get in gear. Go to a local networking group meeting, engage in conversation and start expanding your network.

IRN Payment Systems has provided electronic payment processing solutions through its PartnerAmerica program to businesses nationwide for over 18 years. Services include credit card and check/debit processing for merchants, retailers, manufacturers, distributors and wholesalers of all sizes, from individual facilities to multiple and chain operations. For more information, contact Tom Della Badia, Vice President of Sales at 800-366-1388, ext. 210, or visit IRN's Web site: www.partner-america.com