t's commonplace in today's transaction environment for sales reps to exploit advanced technology and bundle multiple products and services in an effort to gain and retain merchant accounts. So, what can you do to ensure your offerings transcend this sea of competition?

Train your sales force to sell effectively, and keep them motivated to perform optimally. To accomplish this you'll need a well-conceived training plan.

What's your objective?

First, determine what your organization wants to accomplish. The company's mission and goals need to be translated into a common language your sales force can easily assimilate and communicate to others.

Next, frame your training to support your core goals and values. Refresher and follow-up training should also reinforce these goals. Each member of your sales force, whether internal or external, serves as a vital link to your business.

Does recognition matter?

For the salesperson, the rewards of unlimited income potential and recognition for their accomplishments go hand in hand. If they're new to selling your brand, pre-sent reps with framed certificates or engraved plaques. A rookie-of-the-year sales plaque, for example, has long-term value.

Awards and recognition for milestone achievements can be used to energize sales during slow periods. Accolades for hitting the first $100,000 in sales revenue and an annual award for the salesperson of the year are also effective.

To motivate an entire sales force, offer monthly or quarterly contests that recognize top performers with bonuses or prizes targeted to their outside interests. This technique works with vendors and partners as well.

Why ask questions?

Due to greater access to information through the Internet and business associations, today's merchants are much better informed than previously. Therefore, one tool for sales success is to have the knowledge and expertise necessary to approach merchants intelligently. Traditional on-site training programs should be memorable as well as informative. Make them fun, interactive and efficiently timed. And build questions into your training by restating key points as questions. This encourages the audience to interact and contribute. It also reinforces comprehension and retention.

To stimulate interest even further, try giving away cash or gift cards for correct answers to key training questions. Also, capture the audience through anecdotes. Stories of personal experiences help the audience relate better to the information being presented.

What should you include?

Content for training should be constructed around your company's mission and cover the basics of selling within the payments industry. In advance of training, provide each participant with a copy of your company's sales collateral and training manual. These should reiterate concepts covered during the training and provide in-depth information related to product features, benefits and some common sales situations.

Train your sales representatives to listen more, talk less. To help them determine merchant interest, provide a short list of qualifying questions to ask merchants during initial contact.

Why not mention price?

In selling, you build value into your product or service by presenting benefits. Your sales force should ask questions to find out which benefits motivate merchants and define exactly how your products and services will help merchants make more money, sleep better at night, save time and so forth.

Benefits are what sell. Never mention price unless it's asked. At the conclusion of training, give sales trainees your contact information, so they can ask follow-up questions.

Why offer alternatives?

If you have multiple sales offices, it may not always be possible to do in-person training. You can, however, employ additional training methods such as short weekly or monthly conference calls that allow you to present new information, highlight new services or even analyze the elements of a good sales call.

Webinars are becoming a popular way to reach large groups. But keep in mind that participants may be less attentive sitting at their computers than they would be during an in-person meeting or telephone conference. If possible, distribute relevant materials beforehand so reps can follow along during training.

CDs or DVDs can illustrate the steps involved in complex transaction procedures. They are also useful for summarizing sales features and benefits.

And finally, to keep representatives and merchants abreast of current news, direct them to your company's Web site, which should be updated frequently. Or send them regular e-mail newsletters announcing new developments.

J. David Siembieda has been the President and Chief Executive Officer of CrossCheck Inc., a national check approval and guarantee provider, for over five years. He has more than 15 years of experience in the check services field. He serves on the board of directors for the Electronic Transactions Association and the Wells Fargo Center for the Arts. He is the Chairman for the ETA's Membership Committee and is also a member of NACHA's Electronic Check Council. CrossCheck has been at the forefront of check authorization services and technology since its inception in 1983. For more information on marketing check services and CrossCheck, please call 800-654-2365 or e-mail dave@cross-check.com