ou're good at selling, but how are you at selling yourself? Building sales success and increasing business in the payments industry requires that you constantly establish and reinforce relationships with your customers, vendors and partners.

The same elements that apply to promoting a business can be put to use in promoting yourself. Creating a personal presence with your contacts can be the first step to developing referrals and securing new business opportunities. With a little bit of marketing effort, you can see big returns.

For immediate release

An essential tip marketing professionals offer is to create a consistent message and get it out early and often. The trick is to create a presence by getting your name published a few times each year. An easy, inexpensive way to do this is by writing press releases.

If you've just signed a local merchant, write a release that includes the facts, your name and contact information. Then send it to your local newspaper or business journal. (Remember to let your customer know in advance.) Don't overlook opportunities to promote yourself. Repetition is key.

In addition to new sales, employment milestones are great subjects for press releases. So don't be shy when you celebrate five years in the business, even if it's your own business. Include a photo to help readers put a face to your name. Also, newspaper editors prefer to receive this information via e-mail. Send your releases and photos electronically, not by mail or fax.

Reinforcing current relationships is often easier and less expensive than creating new ones. You may have just sent your customers a holiday card, but sending them a short newsletter or tip sheet during a less busy time of year can be more effective.

Insights wanted

If you attend seminars or tradeshows, you are bound to pick up industry information that can be beneficial to your customers. Prepare a postcard mailing or short e-mail with a couple of lines about your findings.

For example, "I just saw some great new services at ETA." Let your customers know to contact you for more information. Have a great deal on equipment ? Alert them with a mailing. Then follow up with a call.

Establishing connections with local business groups is another way to go. Ask if you can do a short presentation on sales tips or customer service at an upcoming monthly meeting.

These topics appeal to almost every businessperson. Put together a short PowerPoint presentation, and provide handouts with your name and contact information. Make yourself available for questions, even outside of the meeting.

Speak generically about sales or whatever subject you choose. Don't try to sell the group on your own products and services. This is an opportunity to sell yourself. Working with these groups will help you create a strong personal network you can leverage into future business.

Mentoring is another way to become established in an area as well as create personal satisfaction. If you live near a community college, high school or university, contact the administration to see if they have an organized mentoring program. Many do and can connect you with resources to share your experience with others. If not, see if your business group wants to start one.

All aboard the Internet

Both locally and globally, the Internet is teeming with marketing opportunities. If you have a personal Web site, make sure it's updated with correct, easy-to-find contact information. Then invite a trusted associate to critique your Web site for you.

If any information is outdated, update it. Double-check for typos and misspellings. Even small mistakes can make you appear unprofessional. If the site includes a photo, ensure it is high quality and flattering. And be sure to include your Web address on your press releases.

If you don't have a Web site, you can still have a Web presence by listing your name in resource directories. Many cities and local organizations list local businesses online.

Find out how you can be included. There may be a minimal cost, but often listings are available gratis. Do you provide services to a particular type of business? See if their business associations provide resource listings to members, and ask to be included.

Marketing yourself as well as your service offerings can mean long-term relationships and sales success. It can be done effectively and efficiently without spending a fortune. Start now, and use a variety of methods. You could be positively surprised down the line.

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. For more information on marketing check services and CrossCheck, please call 800-654-2365 or e-mail dave@cross-check.com