s salespeople you know that it can take weeks or even months to gain quality face time with prospects and that this time may be limited. So, how do you increase the chances of making a sale and becoming a valuable resource and partner for those prospects?

By offering them more than simply one product and service and showing them how your package works to simplify their business and increase their bottom line.

Salespeople who present prospects with only one piece of equipment or service do a disservice to prospects and to themselves.

These days, business owners' time is at a premium, and they are looking for the convenience of one-stop shopping. When you finally have their undivided attention, take full advantage of this opportunity and offer them a service or product package that will meet most all their processing needs.

Sell a complete package

As I have stated in previous articles, always do your homework; know prospects and their needs. To do this, first determine how your services will benefit their business and what objections you might need to overcome. Then, offer a combination of products and services to meet their needs.

When customers purchase multiple products and services from you, you not only increase your income and future revenue potential, but you also strengthen your ties to these customers. This creates a partnership in which they are less likely to sever their ties with you.

Research has shown that businesses using multiple services from one company are more reluctant to select another vendor.

Combine ATMs with card processing

One such product package to consider is combining an ATM with credit card processing.

Today, credit/debit card acceptance is a must for all merchants; without this ability, it is likely that the business will not survive. Including an ATM as part of a credit card package gives merchants the opportunity to save money on their credit/debit card processing and increase revenue through ATM surcharges.

Creating an effective sales program to demonstrate the benefits of your offering and the advantages of doing business with your company is essential. Consider including the credit card equipment as part of the ATM deal in exchange for the credit card processing service.

Although price is important, it will not make a great offering. Supplying competitive solutions requires the combination of product, price, knowledge and support.

Present the benefits

Include in your proposals to prospects the specific benefits for adding an ATM to their business. Adding an ATM will not only increase walk-in traffic, but it also will increase revenue through surcharges and additional customer spending.

Research has shown that ATM users spend about 20% of the funds in the store where they made the withdrawal. Even in average-traffic locations, business owners could potentially add more than $1,000 a month to their bottom line.

Whatever your product lineup, a multifaceted approach is more likely to catch merchants' attention. Your competition also knows about these potential customers or has already placed an ATM or credit card processing with them. When given the opportunity be prepared to present the best package to benefit their business.

If you have any questions or comments about this article or suggestions for future articles, e-mail me at tommyg@netbank.com . I look forward to hearing from you.

Tommy Glenn is President of Fort Worth, Texas-based NetBank Payment Systems (NPS). Glenn serves on the Board of Directors for the ATM Industry Association. He is also on the Board of Deliver Me, a service group that provides food, shelter and clothing for the elderly. E-mail him at tommyg@netbank.com, or call him at 817-334-8871.

NPS, formerly Financial Technologies Inc. (FTI), is the nation's third largest ATM deployer and the single source provider for payment processing solutions. The company offers a full range of ATM products and services. NPS is a wholly owned subsidiary of NetBank, the first commercially successful Internet bank. Visit NPS' Web site at www.netbankpaymentsystems.com .