s ISOs and merchant level salespeople (MLSs), you may be looking for a new source of residuals, new features to enhance your equipment deals or another way to provide first-class service to your merchants. Selling check services fits the bill on all of these levels. It also provides a vital link to additional markets and new opportunities.

The check market is evolving with new technologies and new options, and that's great news for anyone selling payment processing. What's more, your merchants will be more successful if they can accept checks safely and confidently. Check services let them do that.

If you think checks are going away, you haven't been paying attention. The check services industry today offers great diversification and new markets. This is due to legislative changes and advancements in processing technology.

You'll find a host of new options available to reduce risk and facilitate sales, including:

• Standard check guarantee (paper-based checks)
• Internet checks
• Phone/fax checks
• Electronic check conversion
• Accounts receivable check conversion.

These options can provide your merchants with different levels of service and protection to match their needs.

Depending on merchant size, type of business, monthly volume and number of outlets, one service may work better for a business than another. Providing a variety of services and technology is the key to increased sales.

Pick a provider wisely

Just as there are many types of check services today, there are many providers offering different levels of service. What should you look for in a check services provider?

Here are some things to consider:

· Synergy: Search for a provider that complements your business and doesn't compete with you. It should be willing to design a program that will work with your existing service offerings and equipment programs and not take away business from either.

· Pricing: There should be some flexibility in pricing, too. Discuss compensation from the start, and see if the provider offers lifetime residuals on the accounts you sell. Lifetime residuals can mean years and years of income for the work you do now. Adding just a few accounts each month to your portfolio can result in substantial residual checks down the line.

· Efficiency: Be sure to check into ease of sign-ups and account approval. If that process is lengthy or time consuming, it might be best to look elsewhere.

· Support: Don't forget sales support. Find out if your provider will help make contests and incentives available to you or your sales agents. Also, ask if they will help with training and proposals. The more a provider offers in assistance, the more time you will spend on sales.

· Reputation: Make sure you'll be working with an established, well-respected company. It can be fun and exciting to represent the newest technology or innovative service, but don't jeopardize your merchant relationships by selling something that will be obsolete or inadequate months from now.

Prioritize customer service

Take a look at the provider from your merchants' point of view, too. It's important that the provider share your customer service philosophy. You're directing your customers to someone else; you'll want to know that they are receiving the same quality of service that you would give them.

Customer service should be available 24/7, and it should be free. Your merchants shouldn't have to pay if they have questions or problems. Also, to help alleviate future customer service calls, thorough training should be provided at your merchants' convenience.

Additionally, see if the provider's services include online reporting or account information available through the Internet. Merchants will appreciate the convenience, and you can add that to the benefits of the service.

Expand your reach

Once you've contracted with a provider, where do you go next? Just about anywhere. Your current retailers are great prospects, but don't be limited to them. Knock on the door of any business that accepts checks, and you can present a service to make its job easier.

Here are several possibilities:

• Medical and dental offices appreciate technology that eliminates trips to the bank.
• A check conversion service for accounts receivable payments saves office staff many hours of processing time each week.
• Multiple check and COD approvals benefit building supply businesses.
• Wireless authorizations and Internet check solutions can differentiate individual ISO and MLS offerings and accelerate access to a growing category of mobile and e-commerce businesses.
• New technology for business checks can open the door to the huge business-to-business market. Check services are a natural fit with card offerings. They can give you more bang for your buck. By giving your merchants a complete payment solution, you're giving them more reasons to stay with you when someone else comes knocking. New check technologies can produce more opportunities to sell or lease equipment as well.

Finally, providing check guarantee services can mean more referrals from satisfied merchants, resulting in new accounts for you.

If you're not offering merchants the added benefits of a check guarantee service, it's time to begin. Find the right provider, and you can be on your way to bigger residuals and better merchant relationships.

J. David Siembieda is the President and Chief Executive Officer of CrossCheck Inc., the nation's largest privately held check approval and guarantee company. E-mail him at Dave.Siembieda@cross-check.com