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The Green SheetGreen Sheet

The Green Sheet Online Edition

April 23, 2018 • Issue 18:04:02


The main factor leading to yes or no: you

Why are merchants not buying from you even when your offerings could speed their processing, make transactions more secure and provide solutions that have been proven to enhance customer loyalty and increase sales?

According to Paul H. Green, author of Good SellingTM: The Basics, people are unmotivated to make purchases when they are:

  1. Unaware they really need what you have to sell
  2. Suspicious
  3. Resistant to change
  4. Reluctant to spend money

Prospects may exhibit just one or more of these traits when you encounter them. The solution, Green advised, is to use your sales skills effectively to:

  1. Help them identify, verify and prioritize their needs
  2. Create an open, trusting, problem-solving environment
  3. Show them how your solutions can meet their needs
  4. Show them why your solutions are cost-effective

Time to revamp

But where should you look if you are striving to do this and are not reaching your sales goals? First, take a look at the following chart, which indicates why merchants say yes or no when sales reps call on them:

Inspiration Chart

The next step? If you're demonstrating attributes in the "Why people don't buy" column, or if you believe your behavior is all in the "Why people buy" column, but you're still not attaining the results you dream of, it's time to regroup.

Here are some ideas on what to do:

  • Get support from a mentor or colleague committed to your success who will help you be accountable for developing professionally.
  • If your ISO doesn't offer ongoing educational opportunities, request that this be done.
  • Explore diverse merchant verticals to find the ones best suited to you.
  • Attend tradeshows and other educational industry and company events.
  • Read industry publications to stay up to date on new developments and trends.
  • Listen to and watch motivational speakers via podcasts, TED talks and similar resources.
  • Read about people who have led or are leading inspirational lives.

Even the best merchant level salespeople can stand to improve. Address each area of weakness one by one, and remember to appreciate your strengths as you go. Set goals with time limits, and never, ever give up. end of article

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