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Table of Contents

Lead Story

Social media reshaping the marketing landscape

News

Industry Update

SEPA moving forward incrementally

Square evolves but will it prevail?

V.me by Visa the answer or an answer?

Features

Research Rundown

A company built for its agents

Reach out and engage someone

Selling Prepaid

Prepaid in brief

Longevity, inclusion sought in new AML rules

Risks posed by extra links in prepaid value chain

Views

Money isn't what it used to be

Jeffrey I. Shavitz
Charge Card Systems Inc.

Education

Street SmartsSM:
EMV, are we there yet?

Bill Pirtle
C3ET Credit Card Consortia for Education & Training Inc.

'Tis the season of happy (hacker) days

Rich Running
SecurityMetrics Inc.

Pushing past roadblocks to success

Jeff Fortney
Clearent LLC

Game plan 2012

Karin Bellantoni
Blueprint SMS

Getting Level 4 merchants to the PCI doctor

Tim Cranny
Panoptic Security Inc.

Discipline and persistence pay off

Peggy Bekavac Olson
Strategic Marketing

Company Profile

SignaPay Ltd.

New Products

A virtual call and payment center

IVR Pay-by-Phone gateway
Global eTelecom Inc.

A cloud-based payment remedy for docs

Medical office billing/payment portal
Kareo Inc.

Inspiration

Giving - the scalable solution

Miscellaneous

2012 Calendar of events

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

December 12, 2011  •  Issue 11:12:01

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Inspiration

Giving - the scalable solution

Feeling gratitude and not expressing it is like wrapping a present and not giving it.
- William Arthur Ward

A basic tenet of economics is scale. The more stores a merchant operates, the more customers a merchant can reach - which translates into more money in the merchant's coffers. In the ISO and merchant level salesperson (MLS) realm, the larger the portfolio, the larger the residual income stream.

But scale is not exclusive to monetary transactions. Scale is at the heart of all human endeavors. Religions need followers to spread their messages, politicians need constituents to get elected and social movements need supporters to influence societies - the more the better. In fact, scale is necessary for ideas (or wealth) to grow.

As the holiday season gains momentum, ISOs and MLSs may want to reflect on how scale can be employed to spread positivity and good cheer.

Strategic giving

The average ISO or MLS is in the enviable position of having valuable connections to hundreds, if not thousands of people. And because merchants rely on their merchant processors to stay in business and increase profits, merchants value their processors' messages.

Merchants are more likely to open emails and read direct mailers from their service providers than those sent by strangers. Sales agents are therefore situated to deliver messages that are both informative, timely and enlightening.

ISOs and MLSs can reach out with email blasts or cards inscribed with handwritten notes. They can post YouTube videos that deliver statements or insights.

They can send gift cards with reminders about the spirit of the season. The possibilities for communication with merchants has never been greater; the only limits to sales pros are time and creativity.

Giving and getting

The best kind of gifts are the ones that come with no strings attached. Saying "Happy Holidays" and asking for referrals at the same time feels like a sales ploy. However, more sales may result from a sincere holiday greeting with no pitch attached.

ISOs and MLSs who make the effort to express the positive spirit of the holidays will be rewarded for it. Like everyone else, merchants respond to the personal touch. They may not remember general holiday messages, but they will remember who sent them.

It is also true that giving makes you feel good. Even if it's just a thoughtful, personalized message delivered once a year, giving is its own reward. And it's contagious. A gift may inspire the recipient to give something of themselves to someone else.

Good giving is good selling

Think about it. A simple message of hope and peace could have profound effects, making a merchant smile at the end of a long day or inspiring a host of merchants to send along similar messages to their customers.

The payments industry services millions of merchants. If every ISO and MLS sent out heartfelt greetings to all of their merchants, it would represent an avalanche of positivity and hope. Like the standard business model designed to achieve that all-important scale, promoting good feeling during the holidays is a numbers game as well.

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

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Spotlight Innovators:

North American Bancard | USAePay | Super G Capital LLC | Humboldt Merchant Services | Impact Paysystems | Electronic Merchant Systems