When you're ill, you call a doctor. Not just any doctor, but one you believe in, a professional with credibility. When retail sales are sick, business owners look to another kind of doctor to cure their ailments. If you have credibility, you'll be the one they call.
How do you establish yourself as a sales healer? By using the same skills physicians use. You must examine, listen closely, get a history, speak simply, offer a solution, work smart and go the extra mile.
Here is how to use the physicians' approach in the payments sphere:
They don't need involved, wordy dicussions. They need you to give them a simple, concise explanation of their illness and prognosis.
Of course, a physician undergoes rigorous academic and practical training, as well as a licensing process, before he or she can hang out a shingle.
While payment professionals do not have to face such a daunting preparation process, it behooves all ISOs and merchant level salespeople to, at a minimum, learn the payments industry basics before attempting to become any merchant's trusted sales healer.
If you are lucky, you work for or with a company that offers a thorough training program. If not, you will need to educate yourself.
In addition to reading The Green Sheet, which has helped inform countless payment professionals since 1983, visit our archives and forums at www.greensheet.com/forums.
I suggest you also attend industry association meetings, find a mentor, and attend seminars, webinars and other educational opportunities offered in person or online.
One training option is the Electronic Transactions Association's ETA University online courses offered via the organization's Web site www.electran.org. Current topics include introduction to electronic payments, introduction to operations, introduction to sales and marketing and sales channel development.
Do these things, and you'll be well on your way to becoming the trusted healer your merchants can rely upon.
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