n our business, we're all selling something. It may be equipment hardware or software, the latest technology, or even customized customer service. Maybe you're fortunate, and you can deliver the best of all four. Maybe you know your market and your competition. And maybe you're skilled at closing deals.

If so, the most challenging obstacle to the continued growth of your business could be generating new, quality sales leads. Let's explore the options.

The big seven "have to's"

How well do you use the following tried-and-true lead generation methods? If you or members of your sales staff are weak in any of these areas, beefing them up could pay huge dividends.

1. Old-fashioned cold calling: This still works effectively to build a viable database of merchant leads and referrals.

2. Prominent community organizations: Don't underestimate the benefits of active involvement in chambers of commerce, economic development organizations, convention and visitors' bureaus, charitable organizations and community events. For ISOs seeking to connect with merchants, this type of networking is still one of the most reliable investments.

3. Partnering: Build strong relationships with cross-over businesses that actively target your markets. For example, if restaurants are a primary market for you, pursuing local hotels/motels is a good way to cross-promote for greater synergies. After all, people who stay in hotels need to eat. But, be selective. An establishment's reputation can either complement or ruin your loyal customers.

Also, co-sponsor special events that target your merchant base, conduct periodic merchant customer surveys, and consider sharing prospect leads with other ISOs in exchange for sharing in residuals.

4. Business card collection: Combine traditional and creative registration tactics when at tradeshows and other gatherings to capture prospect information.

5. Your customers' competitors: Every competitor of your customers is a potential customer of yours. Make a list. Check it twice. Find out who's making changes and who's looking nice (as a quality prospect that is).

6. Referrals: Offer discounts or other incentives to your customers for bringing new merchant business to you. Perhaps it's the retail shop down the street or one of its suppliers.

At Cynergy Data, for example, we offer a "Convert a Merchant" incentive program. If an ISO converts a merchant, its bonus is a percentage commission. Also, we offer a "Refer a Friend" incentive program whereby if Cynergy data signs-up an ISO's referral, that ISO gets a lifetime referral commission.

7. Direct marketing: This includes purchased and traded mailing lists and can identify accurate, targeted sales leads. This is not a place to trade professionalism for cost cutting. Every direct mail piece or ad is a reflection on you and your business. Professional design and printing are a must.

Three promising alternatives

Now let's explore some less obvious methods such as telemarketing, search engine optimization marketing and road shows.

1. ISO-to-merchant telemarketing: While we all hate being on the other end of some unsolicited telemarketing calls, don't underestimate the power of smart, quality, targeted telemarketing.

Ideally, a good telemarketing partner will generate pre-qualified merchant leads and appointments with potential merchant customers who have already expressed interest in your ISO services.

When this is the case, your sales cycle is significantly reduced; acquisition of new merchant customers is streamlined; your rate of merchant customer retention is improved; and your sales increase because you can spend more time closing, rather than researching and chasing weak prospects.

A report by Gartner Inc., "Inside Selling: Selling More at a Lower Cost," shows that using telemarketing to support sales reps in the field can increase revenue by 150%. The important word here is "can." There are as many telemarketing firms as there are Google pages to search for them.

So do your homework. If you and your ISO products are well-positioned for sales - including having quality marketing materials to communicate your service offerings - a strong telemarketing partner may be all you need.

Most importantly, be sure a telemarketing partner is willing to work closely with you on messaging. The better it understands your ISO's services, the better quality leads it will deliver.

2. Search engine optimization marketing: Most of us use Google more than we ever used the telephone book. You can capitalize on this by learning how to get your organization's name, product and services to pop up on the search results pages when your potential customers conduct Web searches.

Like most other sales-support initiatives, the breadth and depth of search engine optimization marketing (SEOM) is directly related to your budget. But make no mistake; a well thought out SEOM plan will maximize the diverse opportunities to drive targeted traffic to your Web site, to increase sales and maximize your return on investment.

The first step to developing an SEOM plan is to evaluate your Web site. Ask others to give you feedback on it as well. Is it effective? Does it create the first impression you want potential merchant customers to experience? Is it professional? Are the messages clear and targeted?

Does the site drive potential customers to take action such as leave their contact information, send you an e-mail or call you? If not, then revamping your Web site should be a top priority.

Next, consider meeting with a firm that specializes in SEOM or has had significant success in this area. Talk about strategies to increase quality lead generation. Determine the cost to develop and implement a regional search marketing plan.

For example, Google offers an Ad Word program whereby you become a sponsored link, showing up on its search results pages when merchants search under keywords like "data processing services."

Merchants can then click on your banner ad and end up at your Web site. This is very effective and economical considering you only pay for actual click-through, not for banner ad views.

For search engine marketing to be effective, your target market must be researched. In other words, what keywords and/or groups of keywords are most widely used by your potential merchant customers?

What Web pages do they regularly visit? Then, what is the cost of these keywords? Search engines charge according to word demand, volume and other factors.

Then, once you've developed an SEOM plan, you and your team should work to craft compelling ad copy, and possibly a customized Web page.

To read more about the benefits of SEOM, check out the Search Engine Marketing Professional Organization's Web site at www.sempo.org It's a good resource for research, articles, webinars and events, even for nonmembers.

3. Road shows: Although taking your act on the road is not necessarily a new idea, making a big splash with potential merchant prospects is. Road shows can be a great way to differentiate yourself in critical areas like technology and commitment to productive, ongoing relationships. They demonstrate that you are willing to "walk in their shoes" when learning about merchant customer challenges and opportunities.

Your presence sends the right message to merchants. It gives you a chance to listen to their needs. In person, you can also share your experience and best practices. And you can train merchants with live demos or offer test drives that encourage product usage.

To do a road show, travel to key cities planned around relevant industry/association tradeshows that have possible speaking or break-out room opportunities. Frame your agenda around "breaking news" like new service launches.

Provide press releases to trade publications so you can generate additional awareness among prospects who are not attending the event. This positions you and your company as being thought-leaders that know the challenges merchants face.

Generating new sales leads is an ongoing process. Your entire organization should rally around this cause. Set achievable targets that make you stretch; prioritize leads based on industry expertise; utilize the big seven "how to's"; and try newer, nontraditional strategies to keep the flow of new leads coming faster than you can say prospects.

Marcelo Paladini is the Chief Executive Officer for Cynergy Data, a merchant acquirer that distinguishes itself by relying on creativity and technology to maximize service. Cynergy offers its ISOs: Vimas, cutting edge back-office management software; Vimas Tracking, a ticketing system that makes responses to customers fast, accurate and efficient; Brand Central Station, a Web site of free marketing tools; plus state-of-the-art training, products, services and value-added programs, all designed to take its ISO partners way beyond where they are. For more information on Cynergy, e-mail Mike Grossman at mikeg@cynergydata.com