By Ken Musante
Humboldt Merchant Services
Ever want to make a nice deed better? Make it a surprise. Few things show appreciation like an unexpected small gift or act of kindness. We all know this. To illustrate, pick one chore around the house you are not responsible for and complete it without fanfare.
Then notice the good fortune you reap.
The same holds true in business. When you provide an ancillary service better than your customers expect, you will win their hearts.
If a retailer suddenly runs out of supplies and your staff person arrives with a couple of rolls of paper and a printer ribbon, the merchant will be pleased and more likely to turn to you when a more substantial need arises. It's only natural.
Certainly, these unadvertised good deeds must be small and inexpensive to provide, or you will go broke by exceeding expectations. But think about it. What can you or your processor do to exceed expectations within the payment services industry?
Merchant level salespeople (MLSs) can do the following for merchants:
In selecting a processor, MLSs should ensure the processor supports and respects their hard work and assists with unadvertised good deeds. Specifically, processors can:
I understand that both of the above lists sound trite, but they will help you exceed customer expectations. Why? Because this is not the norm within the industry. These actions will win a reserve of gratitude that may come in handy when you have bad news.
Also, never surprise a merchant (or anyone) with bad news. Bad news can be more easily accepted if it is delivered at the right time. Think about it the next time you suddenly get charged back for a lease funding.
With adverse news, provide as much lead time as possible. This will allow you and your merchant to clearly think through possible alternatives. Even if there are no solutions, at least you can mutually arrive at that conclusion.
Put yourself in your merchant's place. You would want to know bad news sooner rather than later - whether it's a fee increase, a notice of a POS equipment security flaw, a setup delay, a chargeback or a risk alert on the account.
Whatever comes up, your customers want to hear it from you as soon as possible.
Communicate with them in a relaxed manner, and demonstrate your willingness to assist. Doing this will build trust and mutual empathy.
One last tip: Surprising someone with an unadvertised good deed is fine, but it does not offset the ire stirred up by a negative surprise.
Such a blow can wipe out a reservoir of spontaneous good deeds and severely hinder your ability to win and maintain trust.
As a test of this theory, pick one chore around the house someone is expecting you to complete and "forget" to do it. I think you'll agree the downside has far greater impact than the upside.
Ken Musante is President of Humboldt Merchant Services. Contact him by e-mail at email@example.com or by phone at 707-269-3200.
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