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Table of Contents

Lead Story

Coming to terms with escalating compliance requirements

News

Industry Update

New Year's Eve countdown to PCI DSS 3.0

Charge Anywhere puts spotlight on TPSPs

Ingenico spots six payments trends to watch in 2015

Congress of two minds about legal pot

Features

Holiday shopping gets 'pay-by-pay' analysis

The Apple Pay versus bitcoin debate

Wi-Fi continues to raise mobile bar

Views

Cybersecurity predictions for 2015

Banking outside the box

Patti Murphy
ProScribes Inc.

The fight against online payment fraud moves up a level ahead of U.S. EMV rollout

Don Bush
Kount

Education

Street SmartsSM:
Games are for kids — not

Tom Waters and Ben Abel
Bank Associates Merchant Services

Three practices to solidify success in 2015

Jeff Fortney
Clearent LLC

The benefits of tablet-based POS solutions

Michael Gavin
Cayan

Company Profile

PowaPOS

CardCharge

New Products

The next evolution in payment processing

ProcessNow
TransFirst LLC

Illuminated check presenter turns heads and tables

Illuminated Check Presenter
Ready Check Glo Inc.

Inspiration

Happy returns aplenty

Departments

Readers Speak

Feed the mind

Conquering content marketing, scaling sales summits

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

January 12, 2015  •  Issue 15:01:01

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Boost Your Biz:
Feed the mind

Prior to the always-on connected world in which we live, input from outside channels was limited. Fractured attention spans today command eight impressions to register a first response from prospects, whereas in the past only three to seven impressions were needed, according to marketing experts.

Traversing the mountain that eventually leads to a warm reception while prospecting can be challenging, but less so with advance preparation. Just as a pilot would not lift off without up-to-date information on current and emerging conditions, a merchant level salesperson (MLS) should never face a prospect without the requisite knowledge of the payments industry, the MLSs offerings and the prospect's sphere. Sales analysts estimate 92 percent of business decision makers would prefer to work with sales reps who are subject matter experts.

To be convincing as an expert and connect more effectively with prospective merchants, MLSs must not center their efforts on cold calling, where only 2 percent of such calls are rewarded with appointments. Instead, marketers recommend a multilayered approach to reaching busy decision makers with self-validating information.

Outreach tailored to sales cycle

Research has shown that blogs and newsletters are the most effective forms of outreach at the beginning of the sales cycle. Short, text-based content can help decision makers quickly evaluate potential products and services. White papers at this stage can shed light on problem areas similar businesses have faced and how, as an expert service provider, the company seeking to establish a relationship with the recipient successfully resolved these issues for other clients.

Later in the sales process, decision makers tend to welcome more time-intensive interactions. At this stage they typically have a better understanding of what they need, and have narrowed the selection criteria and companies under review to a short list of those that qualify. Webinars, videos and detailed product guides are the tools of choice for educating such prospects. Service providers should be prepared to answer in-depth questions at this stage.

Once a merchant has boarded, marketers advise sales organizations to keep feeding clients with content that increases knowledge and improves retention over the long-term.

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 | Humboldt Merchant Services | Impact Paysystems | Electronic Merchant Systems