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Table of Contents

Lead Story

Redemption in recession

News

Industry Update

Companion bill targets interchange fees

And in this corner: Discover

MasterCard IPO soaring

FTC disconnects alleged phone card scam

Prepaid Expo coming to Caesars

Features

AgenTalkSM:
Neal Tichelkamp

Select-A-Branch grows ATM network

Travis K. Kircher
ATMmarketplace.com

Industry Leader

Jim Baumgartner –
Born to do business

Views

Honoring early mavericks

Patti Murphy
The Takoma Group

Education

Street SmartsSM:
Add value to enhance your value

Jason Felts
Advanced Merchant Services

POS as a second language

Dale S. Laszig
DSL Direct LLC

Portfolio sold: How much goes to Uncle Sam?

Michael Laird
Certified Public Accountant

Marketing mishaps to avoid

Nancy Drexler
SignaPay Ltd.

Little to fear in buyer's market

Lane Gordon
MerchantPortfolios.com

Company Profile

PayProTec

New Products

FACTA the future

Safe2Change
ID Insight Inc.

Protect data with hidden shield

VeriShield Protect
VeriFone

Inspiration

Dump perfectionism, do reality check

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

June 23, 2008  •  Issue 08:06:02

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POS as a second language

By Dale S. Laszig

Our industry's acronym-rich lingo of interchange and compliance can sometimes make new merchants feel like tourists in a foreign country. While we take considerable pride in the innovations that have made credit card processing simple, fast and affordable, it's helpful to remember not everyone in our community speaks fluent POS.

The next time you visit a store or restaurant that doesn't accept electronic payments, before you introduce yourself and hand out a business card, think about your approach. Chances are you will not be the first credit card professional to suggest the business owner consider your services.

You will have about 30 seconds to make a first impression, and the most important things you want your potential customers to know are that you're honest, professional and capable of solving a problem for them. That's a tall order.

Basic POS

Here are seven hints to help you break the ice with a non-POS speaking merchant:

Market appreciation

Don't underestimate business owners who have never accepted credit cards. Many are successful in their chosen professions because they have had the discipline to focus on their core businesses while ignoring or procrastinating on upgrades to ancillary technology.

They avoid the new computer, heating system, cappuccino maker or credit card machine until something breaks or they see more value than harm in upgrading.

Novice merchants express the following seven issues most frequently during payment processing presentations:

Selling credit card processing to the uninitiated can sometimes feel like trying to communicate with someone who doesn't speak your language. But if you're up to the challenge, it can be very rewarding.

Merchants new to bankcard processing represent your best opportunity to really sell something and make a meaningful contribution to their businesses. When your credit card decals are proudly displayed in their windows, it will be their way of saying, "We speak POS here."

Dale S. Laszig has a varied background in sales for First Data Corp., Hypercom Corp. and VeriFone. Her dedication to technology, writing and graphic design led to the formation of DSL Direct LLC, a marketing services company geared toward payment professionals. She can be reached at 973-930-0331 or dale@dsldirectllc.com.

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

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