The Green Sheet Online Edition

January 26, 2015 • Issue 15:01:02

Readers Speak

Who's interested in added marketing value?

I am a marketing specialist who has always preferred added values over discounted pricing. I recently asked Laura McHale Holland, The Green Sheet's Assistant Vice President, Editorial, how the latest changes in the industry were being received.

She said, "It appears to be better for merchants and consumers because they're getting new options that increase flexibility and can be geared for their specific needs. ISOs are having to regroup and choose products and services that will give them a competitive edge in a market undergoing disruption. This involves significant adaptation and risk."

I agree. Having spent years helping ISOs develop and field test added values, I've found that ISOs usually stay with discounts. However, those who choose added values do better. This reminds me of a quote by Charles Darwin: "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."

Merchants are tired of hearing, "I can save you money; give me your last three statements." Still, many agents persist in this mode. To help payment businesses adapt, I put together 34 marketing tools that are free to merchants who sign up with my ISO/processor. I want to show potential ISO partners just how well these tools work. Do you have anyone to suggest? I'm at 512-368-0305.

Daniel Wadleigh, More New Customers

Daniel,

Proven marketing tools could be just the thing to make some merchant relationships sticky. However, we do not recommend potential business partners to our readers. That said, I do have some suggestions for you:

• Consult our Resource Guide: This appears in every issue of our magazine, as well as on a dedicated area of our website (www.greensheet.com/resourceGuide.php?displayPage=1). Companies that purchase listings in there choose their own headers/categories. Several seem worth looking into, for example, Agents/ISO partnerships, ISO relationships available, ISOs looking for agents and ISOs/processors seeking sales agents.
• Chat with Danielle Thorpe: Danielle, our Assistant Vice President, Media Partnerships, has a wealth of ideas on how to partner with The Green Sheet to build relationships with our readers. Our in-print and online resources are varied and extensive. She can be reached at danielle@greensheet.com or 707-284-1690.
• Participate in the MLS Forum: GS Online's MLS Forum is an excellent place to connect with other payment professionals, seek advice when needed, and provide insights to others in need of guidance. Over time, you can become known as a reliable person and potential business partner.
• Volunteer at industry events: Joining the folks who help organize and staff industry tradeshows is excellent for professional growth and outreach. People dedicated to industry best practices notice those who volunteer in this manner; this leads to a type of respect that is difficult to duplicate elsewhere. Thank you for reaching out to us, and best of luck.

What about you?

Is there a development in the payments biz that you'd like us to cover? Do you have questions you haven't been able to resolve in the ordinary course of business? What industry trends do you see on the horizon? We'd like to help. Get in touch with us via email at greensheet@greensheet.com. And please send your press releases to press@greensheet.com.

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