dear friend once told Kelly Jaime, The more prospects you have, the less pressure you put on yourself and your merchants; the fewer prospects you have, the more pressure you put on yourself and your merchants. Jaime liked the thought so much, he made it his motto. That means Jaime, an Area Sales Manager for Optimal Payments Inc., spends a great deal of time on outreach.

Since he specializes in MO/TO and Internet transactions, Jaime doesn't necessarily knock on doors so much as make phone calls and send e-mail messages.

In this interview he spoke about many topics including the most important sales skill, the use of humor, what makes him blush, mandatory agent certification and unusual work attire.

The Green Sheet: As a child, what did you want to be when you grew up?

Kelly Jaime: I am dating myself, but I wanted to be John Steed of "The Avengers." He always had the coolest clothes and hung around the most beautiful women. I still wear the bowlers and brollies [dapper hats and umbrellas]. That was the late sixties for you.

GS: How long have you been in this business, and why did you choose this profession?

KJ: I've been in this business since 1995. I thought it would be great to be in something that had such promising growth potential.

GS: What business/profession were you in before?

KJ: Sales management in the outdoor power equipment arena in California. Chain saws to credit cards and checks ... Go figure.

GS: What do you like best about your career, and what's been most challenging?

KJ: The best thing is the long and lasting relationships I've developed over the years. The most challenging is keeping up with the way the industry has driven down rates and masqueraded them with hidden or creatively disclosed fees. And, most importantly, the challenge has been building real value to curb client attrition.

GS: Are you working as an employee or contractor for someone else, or do you own your own company? Are you satisfied?

KJ: I'm a satisfied employee. I had taken a one-year break from this industry. Then a colleague approached me to come back. I'm glad I did. I'm having fun again specializing in MO/TO and Internet check and credit card processing.

GS: How has the industry changed since you started?

KJ: It used to be a one-dollar-profit business; now it is a penny-profit business. I have to give more things away now and play the rate game. There's also more competition than ever before. This makes me a more professional salesman.

GS: If you could change anything about this business, what would it be?

KJ: I'd make it mandatory to be certified for selling this merchant stuff, so the clients would know exactly what they are buying and how they are paying. So many merchants have been sold the wrong programs. That makes the whole industry look bad.

GS: Describe a typical day in your life.

KJ: Prospecting, prospecting, prospecting. And, of course, taking care of my customers' needs promptly, because without them I would be broke.

GS: What's been your greatest success so far as an agent?

KJ: Being proactive: picking up the phone every day. I am closing Internet and MO/TO business I never thought I could. I'm keeping my integrity and having a whole lot of fun while doing it, too.

GS: What has been your most significant learning experience?

KJ: When I was a director of sales training, I had to understand the many different styles of how people sell. That made me a better listener, and that is the most important sales skill of them all.

GS: What would a good training program consist of?

KJ: Basics. First off, you need to teach good blocking and tackling skills both on product and how to effectively sell. Then, add in constant smaller updates as reinforcement. In a perfect world, you'd also do testing so that you can go back to agents and train where they may be weakest.

GS: Do you set goals for yourself?

KJ: I have goals for everything from my income to my waistline. The only difference between a dream and a goal is a goal is written down on paper and examined daily. My first priority goal with Optimal is to grow this business profitably and help build our U.S. client base.

GS: What's the strangest thing a merchant has asked you/requested?

KJ: A liquor store merchant once asked if he could pay his processing bill with beer and spirits.

GS: What is unique about your sales style/method?

KJ: My humor, mainly. And I try to present myself as a partner rather than the ordinary salesperson. Mix that with integrity and a dash of Irish charm, and you haveme in a nutshell. And actually, working a full day helps, too.

GS: What's the funniest sales experience you've ever had?

KJ: I showed up for an appointment with an adult-themed merchant who wanted to demo all the merchandise. You ever see a 300-pound Irishman blush? It's not a pretty sight.

GS: Merchants are savvier now about credit card processing. How does this affect MLSs?

KJ: Yes, they are. And rate selling versus value selling has driven down profits and spiked up attrition. Also, more merchants are selling on the Internet, which is why I specialize in Internet and MO/TO sales.

GS: How do you explain interchange rates to prospects?

KJ: With a gallon of vodka. Seriously, I usually use my humor and raconteur skills to tell them stories of how the various transactions downgrade. Less is more, but I always cover all the downgrades that will affect them directly.

GS: What would people be surprised to know about the way you do your job?

KJ: I make most of my calls in my bathrobe. Since I specialize in the non-face-to-face world, most of my calls are on the phone versus in person. But I do get dressed up for appointments.

GS: Why is it important to have a full arsenal of products to offer merchants?

KJ: Merchant savvy for starters. And more and more merchants are looking for one-stop shopping: one main person to go to for customer service and getting conflicts resolved.

GS: How do you ensure account retention? What do you do when it looks like you're on the verge of losing a sale?

KJ: I know of no magic potion. I can only recommend the common sense things: Build value; keep in close contact during the sales process; and get trial closes (agreements) to keep moving your deal forward. And my personal favorite is to ask where you stand and what it will take to close the business.

GS: Do you have a surefire way to resolve conflict?

KJ: Be honest. Admit fault when it lies with you or your company. Always ask what would be an acceptable timetable on resolution. Do everything to resolve the situation before that deadline. Send a quick note or call afterwards.

GS: Do you think there will always be street sales?

KJ: Like everything, you cater to the needs of the customer. As we get better at phone and e-mail communications, we will spend more time at our computers and less time in traffic. But to fully rely on these methods? I do not think that will happen in my lifetime.

GS: What do you think about free terminal programs?

KJ: Personally, I hate them. But that's where the industry has gone. So, I always try to overcome it with other value propositions. As with any negotiations, if I give a terminal away, I am getting something else in return, for example, a longer contract term, referrals, testimonials for print and publication, etc.

GS: What does it take to succeed in this business?

KJ: Prospecting, delivering on promises and exceeding merchant expectations. You need to under-promise and over-deliver.

And make sure merchants' issues get resolved. It also helps if you call them once in a while to thank them for their business.

GS: How should an MLS choose an ISO partner

KJ: Choosing quality and reliability is just as important as commissions and spiffs. Big commissions are great if you actually make the money, but if a merchant can't get boarded, the entire account could be put at risk: You could lose the merchant's business plus all referrals from that merchant.

GS: How has The Green Sheet helped you?

KJ: It's helped me keep in touch with people that move around the industry. It also provides competitive information and, most important, industry related intelligence.

GS: Any advice for newcomers?

KJ: Use all of the tools available. There are many more tools today than when I started. Remember, if you are not prospecting, you are unemployed. Prospect smart, and you can make a good living in this business.

GS: What hobbies do you enjoy?

KJ: Poker, not that Texas Hold 'Em stuff, [just] good old-fashioned poker. Also, gardening and spending time with my wife and son.

GS: If you were going to call it quits and do something completely different with your life, what would you do?

KJ: Open an ice cream stand with my son, Matthew.

GS: What's your greatest dream?

KJ: I already have it: a happy family, a high-school son with good grades and a wife who supports me in everything I do.

Many top-notch agents have inspired others by sharing their perspectives in AgenTalk. Will you be next? If you'd like to participate, please send an e-mail to greensheet@greensheet.com