You can't build a reputation on what you are going to do.

- Henry Ford

f you are an ISO or merchant level salesperson running your own business, you may feel like an island. You are a one-person show. But, did you know you have an entire sales force at your disposal?

It's your existing customers. Who better to tout your skills than someone who is affected daily by your ability to perform your duties well? Your customers talk to other merchants; they swap business stories and ask one another for advice; they know what's happening in their industry. They can be a valuable promotional force for your business.

Think about it. If you see a commercial for a product, are you likely to buy it? What if your colleague told you she used the product and was pleased? Which endorsement would mean more to you? The friend's, of course, because you trust her. The same can be true of merchants who share positive reviews of you with their colleagues. These merchants can:

• Help form and maintain your positive reputation
• Alert others to your services
• Share potential customers' contact information with you
• Alert you to upcoming industry happenings or changes.

So, how do you tap into this potential? Here are several ideas:

• Encourage chitchat: Ask your customers to tell others how happy they are with your service. Typically, people speak up only when something goes wrong. Therefore, you will have to nudge customers to share the good news when things go right.

• Create redundancy: Just as you want to expand your prospect base, you also want to get maximum mileage out of your customer base. If you serve two merchants who perform similar functions in similar areas, you might be tempted to focus just on one. Instead, do your best to get both to boost your reputation.

  Imagine the prospects who hear about you from one merchant and then again from another, seemingly unrelated, merchant? They'd be crazy to pass you up after receiving two unsolicited endorsements of your services.

• Be patient: You won't be able to sign clients one day and expect them to tout your skills the next. It takes time. Some merchants may be put off by your asking them to go to bat for you before you've proven yourself to them. So wait until you've created a solid and trusting business and personal relationship before you cash in.

• Have a plan: You can't expect a client's endorsement to do all the work for you. That's just the first step. You have to take the ball and run with it. Prepare a plan now to address the needs of future referrals.

• Expect to spend time and money: Nothing is free, so invest time and money in your new "sales force." You may need to advertise, attend tradeshows or attend meetings of industries that you serve. Do whatever it takes to get your name out there, so when a prospect hears someone singing your praises, your name will already be familiar.

• Remain loyal: Don't forget about your existing client base, especially if you have been successful and are experiencing growth. As you serve new customers, remember the people who got you there, and keep them satisfied. Also, you want to be sure the information they are sharing with prospects is current and accurate. The only way to do that is to remain in contact and continue to provide stellar service.