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it can be scary for the ISO. Plus, the sales cycle can be longer to do the transaction. Selling price won’t cut it, as B2B
and slightly more complex than, for example, signing and merchants don’t want any cost, as they perceive that their
setting up a typical restaurant with tip function, something account receivable costs are zero. Are they? Do you know
many an ISO has focused on and mastered. how to assess this? Can you position plastic as a payment
alternative? Will you speak their language when you do?
Adding to all this is that ISO owners and merchant level
salespeople are not receiving the training to effectively Selling B2B will not be easy, but as an ISO or merchant level
capture the B2C market, and those that seek to break in salesperson, what is your alternative? More of the same?
often apply the same sales tactics to B2B that they did in COVID-19 has ensured that the B2C ship is sailing, and
B2C. Thus, many reps selling in this space have resorted to chasing it from the dock is a bad strategy.
an push-button approach that involves, surcharging, cash
discounting and talking about Level III data, etc., which A new boat is pulling in, and it has a ton of space on
may result in accounts that activate but never reach their board. It is filled with decks and decks of opportunity, yet
full volume potential and are not long-term solutions for precious few are sailing on it right now. The time is right to
merchants in competitive environments. re-evaluate your strategy to seek out what you need to be
successful in the B2B space so as to balance your portfolio
B2B is not B2C. Breaking into this market requires an and connect what might be disconnected.
understanding of how a supplier and a buyer interact. For
certain, there is no easy approach. An understanding of the Roger McNamara, president, Guide2Interchange LLC is a 25+-year vet-
competitive threats of ACH, wire and check are paramount.
eran of the payments industry, most recently as the director of business
Gone are the days of getting a business to give you 2.5 development with American Express in the United States. He has sold
percent, just for the pleasure of it and for their buyer. No, more than $200 billion worth of card processing and now leads a B2B
you have to be able to extract that value from the process merchant sales training organization. You can reach him by email at
and lay out the value levers for the supplier. You want the Guide2Interchange@gmail.com or by phone at 561-379-3151
B2B merchant not to have to do the transaction but want