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The very point of sale additional half hour more a day compared to last year,
connected to media across platforms—digital, audio
and television—which are the three platforms of content
distribution and discovery for the average consumer. And
these devices have become a constant companion to over
200 million consumers in the U.S. and this personalized
entertainment is always at their fingertips."

Emerging technologies have created new ways to receive
content, Nielsen researchers noted, with 69.5 million
homes and 58.7 percent of U.S. households having at
least one Internet-enabled device that can stream content
On-demand video selling to a television set. These platforms include multimedia
devices, Internet-enabled smart TVs and video game
By Dale S. Laszig consoles, they found.
DSL Direct LLC Silent no more

o one likes change, least of all merchants. MLSs carried pitchbooks and demo bags in the early selling
Many will hold on to outdated systems while days, occasionally leaving behind brochures that would
customers complain and rogue processors help them stay top of mind after a sales appointment.
N overcharge, delaying the pain of installing a These pamphlets were known in the trade as "Silent
new POS solution. In my selling days, a restaurateur kept Salesmen." This term can also apply to packaging, signage
delaying the inevitable by saying, "Come back next week." and in-store displays, noted Associated Press journalist
Finally, I sat at the bar and began organizing papers. Frances Burks.
When the owner asked what I was doing, I said, "I'm fill-
ing out your merchant application; here's where you need "Packaging may appeal to consumers if it represents
to sign." something that's important to them or symbolizes
someone they aspire to be," Burks wrote in "What is a
Today, it's easier than ever for a merchant to upgrade a Silent Salesman?" published on the Small Business Chronicle
system or switch processors. We've mostly done away blog. "Shoppers who have environmental concerns may
with paper applications. Customer databases are easy choose a product packaged in recycled materials. People
to migrate. Portfolio conversions involving thousands who have active lifestyles may select a product because the
of merchants can be managed remotely with minimal packaging includes a photo of an athlete who epitomizes
inconvenience. Despite these improvements, risk-averse vitality."
merchants are still acting like it's 1999.
Today's leave-behinds need no longer be silent or
Merchant level salespeople (MLSs) are changing, too, stationary. Always-on, always-connected videos can
becoming consultative and credentialed. They understand educate merchants about their processing options in
merchants expect more than outstanding service and playful and interactive ways. Video click-through rates
competitive rates. And they know selling in this market are twice as effective as static content, recent studies have
has more to do with reaching multiple touchpoints than shown. Video libraries on a website can explain products
going door to door. Giving merchants access to a video and services. Merchants can browse these libraries and
library can help MLSs improve closing ratios, deliver selectively view videos, anywhere and anytime, on their
targeted messages and expand their reach. connected devices.

On-demand marketplace Instant engagement
To appreciate how much the market has changed, think Board Studios Inc. is a New York-based boutique video
about television viewing habits. Before binge watching animation and production company that specializes in
became a thing and DVRs made scheduling more fluid and payments and financial services. Board Studios founder
optional, people would plan their schedules around their Konstantinos Papakonstantinou said the most effective
favorite TV shows. They would go to a den or livingroom videos combine leading-edge animation with business
to watch a live or recorded show. This type of traditional intelligence. He mentioned three popular video formats:
viewing has been largely replaced by video streaming and
mobile consumption, according to a recent Nielsen study. 1. Whiteboard video: Speed-drawn animation on a
white background is an ideal way to explain concepts,
"Today's media landscape is ever changing, but it's also Papakonstantinou said. "They appeal to consumers
growing," researchers wrote in the Q2 2017 Nielsen Total because we all grew up doodling," he noted. "Doodles
Audience Report. "Adults in the U.S. are spending an are friendly and don't make people feel as if they're
being sold."
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