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Table of Contents

Lead Story

Marketing: Are you in or out?


Industry Update

Could community bank loans help the payments world?

Heartland settling up with Visa

Card sales' decline no longer accelerating

Card brand financials remain positive

Trade Association News


Anthony Martin

Glossary of common data security terms

Selling Prepaid

Prepaid in brief

From plastic to virtual: Evolution of stored-value

Walter Paulsen
Giiv Inc.


Debit rules and other musings

Patti Murphy
The Takoma Group


Street SmartsSM:
Look ahead, show you care

Jon Perry and Vanessa Lang
Merchant Services Inc., Fort Worth, Texas

POS unplugged

Dale S. Laszig
Castles Technology Co. Ltd.

Claws in merchant contracts

Adam Atlas
Attorney at Law

Managing your fraud risks

Nicholas Cucci
Network Merchants Inc.

Company Profile

IPP of America Inc.

New Products

Tracking the ISO beehive

Merchant Flo

Getting merchants to pay micro-ly

Integrity Payment Systems and
Quicksilver Payment Solutions LLC


Curing merchants' sales colds



Resource Guide


A Bigger Thing

The Green Sheet Online Edition

February 22, 2010  •  Issue 10:02:02

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Curing merchants' sales colds

Healing is a matter of time, but it is sometimes also a matter of opportunity.
- Hippocrates

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.

Think like a doctor

Here is how to use the physicians' approach in the payments sphere:

Become educated

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

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 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.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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