bout three years ago, Robin Ward joined First Data Corp.'s legal department. Some of her projects involved the ISO Impact PaySystem, and she soon caught the eye of Emily Karawadra, Impact's co-owner and Executive Vice President. Karawadra invited Ward to join Impact's merchant level salesperson (MLS) team.

Ward accepted. She had been a paralegal for more than a decade and was ready for a change.

A former dancer for American Ballet Theatre, Ward never imagined she would hang up her ballet slippers and don flip-flops, her signature footwear for sales calls.

But her transition has been graceful. In this article she emphasizes the importance of choosing business partners wisely, receiving top-notch training and being honest with prospects.

The Green Sheet: What does it take to succeed in this business?

Robin Ward: It takes determination. It takes challenging yourself.

GS: Are you working as an employee or contractor for someone else, or do you own your own company?

RW: I work as a contractor and have a few agents working under me. I am lucky that my ISO helps me support my group with sales efforts and merchant issues. This works out great for me. Plus, I reap the benefits of the residuals from my team.

GS: What do you like best about your career, and what's been most challenging?

RW: I like being my own boss. In the legal world, I was rushing to meet deadlines and had enormous stress on me. Selling for Impact has given me the freedom to set my own schedule and still earn a good income. This industry is a challenge; I am constantly learning. Having the right partner makes a big difference.

I work under a division headed by Emily Karawadra. She is always doing continued education for her group, which makes me a better consultant for my merchants.

I know agents in the business who receive no support from their ISOs. They come to me with questions. I have converted a few over to Impact under my direct supervision.

The biggest challenge is getting reliable information and support for the merchant. Finding the right partner is key. I am glad I have done so.

GS: What is your experience with agent training?

RW: Emily trained me. Her methods and the training program she put together were invaluable. Emily is methodical and detail-oriented.

She took the agents through a step-by-step process and gave scenarios for each agent to work on. She also made sure everyone was comfortable enough to ask questions. I do not think I could have gotten what I learned from Emily from anyone else.

GS: How has the industry changed since you started?

RW: I have to compete with the "free" equipment. That has been a big change. However, I still manage to get about five leases a month, personally.

My group averages about three apiece per month, as well. Leasing has been a key factor in my success; the revenue is substantial. I learned how to lease in Impact's training program. I don't believe there is such a thing as a free terminal. Someone pays for it. I have broken apart many free-terminal proposals and beaten them.

Some charge high batch fees, annual fees and monthly fees. I don't. I can show a financial reason not to go with the free terminal.

GS: If you could change anything about this business, what would it be?

RW: I would change the dishonesty that is present. I meet with merchants who got into contracts not knowing what they were signing. I have seen some dirty tricks out there. I hate it that some people have stooped to such low levels.

GS: Do you set goals for yourself? If so, what are your current career goals?

RW: Yes. I intend to make at the very least 20 to 25 sales per month. I always challenge myself to be as customer-service oriented as possible.

I am there to make the sale, but I am also there to help the merchant and to assure the merchant of the best quality service. ... My goal is to make the merchants happy.

I am challenging myself to make as many sales as possible so that I will be able to sit back someday and not work as hard to see the money come in.

I would like to continue in the business and work with training and consulting, too. I try to learn as much as I can and stay on top of the ever-changing policies and procedures.

GS: Describe a typical day in your life.

RW: I wake up, check my e-mails and schedule, get my family off to their designated places, respond to e-mails, call on my leads, cold call and check the office to see about progression of new merchants.

I then hit the streets, making cold calls and scheduled appointments.

Later, I take care of anything that has come up at the office; pick up my child and take him home; go back out for more appointments, if scheduled; check on new merchants; return home; update the day's spreadsheet; take care of end-of-the-day tasks for the family; and prepare my schedule for tomorrow. Then I go to bed.

GS: What has been your most significant learning experience?

RW: Getting on the merchants' level and trying to get them to understand their fees. Honesty is the best policy. Inform them of their costs and obligations from the beginning, and don't wait until they get that first statement.

GS: What's the strangest thing a merchant has asked you/requested?

RW: They want dates ... It's strictly my personality. Well, OK seriously, I did have a very difficult merchant. If I had given him all of his demands, I would literally have been losing money.

Finally, I told him I thought it was best that he go to someone else, because as much as I would like to accommodate him, I don't want to lose money.

I left him alone. He called me back and asked me, begged me to take him as a merchant.

GS: What is unique about your sales style/method?

RW: I am straightforward and upfront. ... I evaluate the need and fill it. I am not very conventional or traditional as a salesperson. I wear flip-flops (pretty ones) on sales calls, for example. And it seems to work.

GS: Merchants are savvier now about credit card processing. How does this affect MLSs?

RW: Merchants are suspicious of being taken for a ride. This does make it a challenge. However, I handle it with honest and precise answers. I also provide references.

GS: How do you generate leads?

RW: Impact has a telemarketing group that sets appointments for MLSs and agents. I utilize that resource and referrals from my existing merchants.

GS: How do you explain interchange rates to prospects?

RW: This is difficult. I try to break it down into three tiers of qual, mid-qual and nonqual. I then let them know what falls in these tiers and what the costs are.

This seems the easiest. An interchange key I received in training helps a lot. It breaks interchange down into three tiers and lists the types of cards and transactions belonging in each tier.

When I price merchants at pass-through plus, they already know what they are doing, and there is not much need to educate them.

GS: Why is it important to have a full arsenal of products to offer merchants?

RW: It's nice to offer a turnkey program to merchants - a one-stop shop for all their payment needs. This keeps the competitors away.

GS: How do you ensure account retention?

RW: The most important way to ensure merchant retention is to have the right partner. If your ISO is not supporting you and your merchants, you will lose business. I am lucky that I have a portfolio account manager who helps me resolve any open issues.

Also, Impact calls my merchants on my behalf every 90 days. This has had a big response from my merchants; they are not used to being checked on. I also get referrals out of these calls.

GS: Do you think there will always be street sales?

RW: Street sales can be defined in many ways. It has changed from door-to-door sales to other means, like using the phone or e-mail to get the business. But it all ends up being a street game in the end.

GS: How has The Green Sheet helped you?

RW: I use it to keep in the loop of what is going on in the industry. I also like to know what my competitors are doing.

GS: What hobbies do you enjoy?

RW: There are so many things I enjoy. I like crafts; I like outdoor activities.

GS: What's your greatest dream?

RW: That my family is always taken care of and no one has to struggle monetarily or emotionally.

GS: If you were going to call it quits and do something completely different with your life, what would you do?

RW: I would be on a beach catching some sun if I were independently wealthy. Since I am not, I continue what I enjoy.

GS: Do you have a motto that you live by?

RW: Be sincere. Think of your actions and who they affect. And always keep an open mind and an open heart to everyone.

Many top-notch agents have inspired others by sharing their perspectives in AgenTalk. Will you be next? If you'd like to participate, please send an e-mail to greensheet@greensheet.com.