Human beings are naturally resistant to change. But, as ISOs and merchant level salespeople (MLSs), it is your job to motivate merchants to change: change their thinking, change their habits.
How can you make change less intimidating for your merchant prospects? How can you encourage them to leave the safe familiarity of their old ways of doing things and sign with your service or use your equipment?
For many people, resistance to change stems from a fear of the unknown. When thinking about updating their transaction processing capabilities, merchants might wonder:
Many merchants have questions like these on their minds. It is your job to answer them - even if your prospects never verbalize them. Be thorough; use specifics; cite details; ask questions. Make sure nothing goes unanswered.
Remember, because your service or equipment is new to your prospects, its virtues can be hard for them to grasp initially - no matter how detailed your presentation is. And the more full-featured the product, the more intimidating the thought of being left alone with it is.
Your product or service can open merchants' eyes and build their hopes for improved business, but to build the type of confidence that motivates people to change, you must make it absolutely clear what your product or service is or does. For example, clarify the following for a new terminal:
And don't forget to have your prospect do some clarifying, too. Ask at different points in the sales process exactly what the merchant needs and wants. More things are likely to come to light when you ask a second or third time. You can't meet a customer's needs if you aren't certain what they are.
Once you've taken the unknowns out of the buying decision, compare your prospect's current situation to the improved environment that would result if he or she signed with you. When given the complete picture, your prospect will see that your offerings are superior - and that will motivate your potential customer to make changes that will enhance your bottom line.
The Green Sheet Inc. is now a proud affiliate of Bankcard Life, a premier community that provides industry-leading training and resources for payment professionals. Click here for more information.
Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.Prev Next