isa A. Toner's fondest childhood dream was to become a mom. Now she cares for a brood of five offspring ranging in age from 10 to 21 years. Between parent-teacher conferences, doctor visits and all manner of sporting events, Toner has managed to carve a career as a part-time Account Executive for New Jersey-based BPS Worldwide, a division of Business Payment Systems. In this interview, Toner discusses the importance of a flexible schedule, her dogged persistence and how she turns the oft-maligned cold call into a valuable prospecting tool.

The Green Sheet: How long have you been in this business and why did you choose this profession?

Lisa A. Toner: Actually the profession chose me. I applied in August 2003 as an appointment setter for Gary Shull [BPS' Vice President of Sales], started learning the business (still learning) and the rest is history.

GS: What business/profession were you in before?

LAT: Besides being a "domestic goddess," I have worked part time for years while raising my family. When I did work full time before kids, I worked in customer service and sales - both inside and outside - mostly in the transportation industry.

GS: What do you like best about your career?

LAT: I like helping customers and solving their problems. It gives me a lot of satisfaction when I get a sincere "Thank you for your help" from a customer.

GS: What has kept you in the industry?

LAT: My bosses are great, and thankfully very, very flexible with my schedule. They know that my family comes first, and they are good with that. In return, I feel I am a good employee to have. ... It's just a nice, relaxed atmosphere here. I appreciate getting out of the house, too, being treated as an adult and not a mom. But then it's back to reality as soon as I leave.

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

LAT: I would get rid of all the dishonest people out there who lie to the merchants, and then the merchant winds up being penalized.

GS: Describe a typical day in your life.

LAT: Up at 6 a.m. to get the kids ready for school. Do morning playground duty. Then off to work. I usually make it in the office by 8:30 or 9:00 a.m. and work till 4:00 p.m. But it's flexible; I get time off for my children's activities. Then it's back home, dinner, homework, sorting out who has to go where. And, finally, I collapse in bed between 10 and 11 p.m. ... I typically spend six to seven hours in the office and squeeze in the field work, usually on nights and weekends.

GS: Do you set goals for yourself? If so, what are your current career goals?

LAT: Besides hitting the lottery and being independently wealthy? I love my job and will continue to sell BPS in every store I go to.

GS: What has been your most significant learning experience?

LAT: That no matter how hard I try, I cannot make everyone happy.

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

LAT: I get on a very personal level with the customer, so they know what type of person I am, and that I am very reliable and will take care of their account. I like the little merchants. My merchants know not only that I want to handle their business, but I'm also a customer of theirs. Someday I may get so many accounts I won't be able to do that, but for now, it works.

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

LAT: That I'm relentless. I never let a deal go. I will keep bugging the customer until they either tell me to stop calling or sign the deal.

GS: How do you generate leads?

LAT: Mostly, it is stores I go into. I have hit up all our doctors and anyone who is in business. I also pull out the good old Yellow Pages and get phone numbers and cold call.

GS: Some people say cold calling is impractical. It's obviously working for you. Why do you think that is?

LAT: I guess it's because I go into the store first as a shopper. Or if I see a new place about to open, I'll visit. And even if nobody's there, I put my card in the door. I keep at it, but I try not to be a pest. I try to be very pleasant ... anything to keep it going.

GS: What do merchants see when you enter their shops, and what do you say to engage them?

LAT: Just a regular, average everyday mom, nothing flashy, nothing exciting. The first question I ask is, Who does your processing? I don't try to be anything that I'm not, and if they turn me down, it's OK. I give them my card and tell them if anything ever happens or they're not happy with who they're with, if they're looking to save money or their rates are too high, I'll be glad to help them.

GS: Are some of your leads now coming through referrals from satisfied customers?

LAT: Absolutely. I just signed a new pizza parlor. The old owner sold it, and another business that I work with in the shopping center recommended me to the new owners. It feels great.

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

LAT: An excellent company, great customer service and a dedicated group of co-workers.

GS: How has The Green Sheet helped you?

LAT: It keeps me "in the know" with the industry.

GS: Any advice for newcomers?

LAT: Don't give up. You may not get them today, but be persistent. Someday they may need you.

GS: What's your greatest dream?

LAT: To have financial abundance, and for my children all to be healthy, happy and have a career that does it for them.

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