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Education

• Find the pain. Payment processing is a service. If you Those who stop mirroring their competition's actions
are giving merchants only what they have, and not tend to be surprised by the results. Potential merchant
determining what they need, you're being your com- customers who have been pitched by myriad others take
petition. Don't forget, what merchants believe they note of the different approach, and are more inclined to
need may be symptomatic of a greater pain. Your consider switching service providers.
questions should drill down into the symptoms to
find the real pain, and thus the real need. One ISO mentioned talking with a merchant, and when
asked his price he said, "I don't know. I am not yet sure we
• Interrupt their pattern. Don't ask for a statement. If should be doing business together." The merchant looked
you are offered one, decline to look at it, and say, "You shocked, and then spent the next several minutes trying
don't want to show me that now. You don't know me, to prove he and the ISO were a good fit (and the merchant
and I am not sure we even fit yet." signed shortly thereafter for no cost savings).
• If they don't fit, don't force it. Sometimes the most And it doesn't stop with the signing. Merchants feel better
successful sale is one you don't sign. There are many about relationships that begin this way, and it shows. They
reasons to pass on a customer. The number one rea- turn to their payments professionals when issues arise – or
son is the merchant doesn't fit you. A good fit leads when their ISOs' competitors come knocking. All it takes
to a long-term relationship. The best fit is reciprocal: is the first step: If your competition is doing something,
you address the merchant's pain; in turn, the mer- you stop doing it.
chant pays you a fair price.

• Be consistent. There will be times when you don't see Jeff Fortney is senior vice president of business development and part-
results. The successful ISOs and merchant level sales- nerships for TouchSuite LLC, a fintech company providing POS systems,
people recognize it's important to stick to their plan. payment processing, SEO solutions, working capital and marketing
It will be too easy to fall back into old routines. If you services to small and midsize businesses. A long-time payments industry
commit to an approach, you may need to tweak what professional and mentor, Jeff focuses on strengthening and developing
you say occasionally, but you must be consistent in corporate partnerships and evaluating new business to drive strategic
your actions and efforts. growth. He can be reached at jfortney@touchsuite.com.

DateBook

Upcoming

Industry

Shows:

Opal Group Midwest Acquirers Association Western States Acquirers Association
Financial Innovation & Payments MWAA 2019 Conference WSAA 16th Annual Conference
Summit
Highlights: MWAA’s 17th annual Highlights: This event is held
Highlights: This conference will gather conference promises to be filled with annually as part of WSAA’s mission to
leading players and thought leaders who are educational and networking opportu- serve the acquiring business community
creating the landscape for the future of the nities, dynamic speakers and an exhibit by providing education and creating a
industry. Stakeholders, including payments hall featuring the latest in payments and welcoming networking medium for all
executives, corporate end-users, and finan- value-added products and services. The involved. The conference offers a forum
cial and technology service professionals, event is an example of the association’s for training, education and networking
will discuss and explore the key issues and commitment to provide information by with financial institutions, sales agents,
opportunities today. involving all aspects of the payments ISOs and MLSs. Highlights will include
community. Among the many highlights the Ken Elderts Memorial Golf Tourna-
The event offers distinguished education via will be a keynote by Jordan McKee of 415 ment, ETA University, Field Guide for
panel sessions and presentations featuring Research, entrepreneur executive forum, ISOs, opening talk by Worldpay’s Pat
payments and innovation experts, as well as
networking opportunities for executives and and industry achievement awards. Ford, breakout sessions and presentai-
tons by industry luminaries, and more.
senior-level payments professionals. When: July 17 – 18, 2019
When: July 10 – 12, 2019 Where: Renaissance Schaumburg When: September 18 – 19, 2019
Where: Gurney’s Newport Resort & Convention Center Hotel, Schaum- Where: OMNI Rancho Las Palmas
Marina, Newport, R.I. burg, Ill. Resort Palm Springs, Calif.
Registration: https://opalgroup.net/con- Registration: https://midwestacquir- Registration: https://westernstatesac-
ference/financial-innovation-payments-sum- ers.com/ quirers.net/
mit-2019/