hat separates the mildly successful sales agent in our industry from the highly successful sales agent? The ability to build lasting relationships.

If you're in the game just to earn a quick buck, you may want to stop reading now. What I want to discuss is how crucial building relationships in the credit card industry really is. Mastering this skill will have significant impact on your long-term success.

Understanding

Do you really listen to merchants when you're making sales, or are you only focused on dollar signs?

Don't be afraid to ask questions and delve deeper into merchants' processing needs. These questions could lead you down several potentially successful avenues.

You may find owners who really watch their numbers and require online reporting. Or, you may find those who plan to open five new locations within two years and will need credit card processing for each one.

The bottom line is communication. Don't be so quick in trying to get a signed contract that you ignore merchants' real needs.

The application process should be viewed as the first step in a long-lasting relationship, so it's important to make a great initial impression.

Merchants will most likely view you as the expert. It's critical to ask the right questions so you don't overlook any of their current or future processing needs.

Follow-up

After merchants have firmly committed to processing with you, will they ever hear from or see you again? Sounds like a crazy question, but countless merchants have reported to me they have never heard from - nor could they even reach - their sales agents after they signed their merchant applications.

I cannot emphasize enough the importance of follow-up. Staying in touch with your merchants, whether in person, by telephone or via e-mail, is vital to sustaining a long-lasting, mutually beneficial relationship.

Never underestimate the importance of merchant referrals either. Merchants speak to other business owners, often on a daily basis, and are much more apt to refer you to their peers if you've kept an open line of communication with them and attended to their needs.

New processing business is hard enough to come by. Don't overlook the obvious: A satisfied merchant with whom you have maintained a relationship will refer you to more new business than you can imagine.

Success

Building relationships should not be limited to your merchants. Creating strong, long-lasting relationships with the people who assist you daily will pay off in huge dividends.

Get to know the department heads and workers at the organizations you patronize. This will ensure that when you have any issue needing expeditious resolution (and you will), you'll not only know who can help you, but your relationships may also enhance the level of assistance you receive.

If you want real, long-lasting success in this business, you can't do it alone. If you stay focused on creating, building and maintaining relationships, the sky will be the only limit in your pursuit of success.

Chris Hester is the Director of ISO Development for Electronic Exchange Systems, a national provider of merchant processing solutions. Founded in 1991, EXS offers ISO partner programs, innovative pricing, a complete product line, monthly phone/Web training and quarterly seminars. For more information, please visit www.exsprocessing.com or e-mail Hester at chrish@exsprocessing.com . Electronic Exchange Systems is a registered ISO/MSP for HSBC Bank USA, National Association.