I have received a number of comments over the last few months about some of the statements made by advertisers, and how some of our readers have assumed that that if an advertisement appears in The Green Sheet it means that The Green Sheet, Inc. endorses the product, service, or statements made by advertisers. In fact, I have also received a few e-mails, which have inquired if we have reviewed the pricing or offers made by advertisers and if not, why not?
I believe that we work in an industry that continues to have wonderful opportunities for growth and which offers many new ways for sales professionals to make money through new and evolving payment services and equipment. I also believe that the advertisers who, for the most part, foot the bill for us to be able to deliver magazines and books to you for little and in many cases no cost, are making clear, enticing, and honest offers to you in the pages of The Green Sheet. After many years in the business, I also know one more thing, that hyperbole is very much at home in some parts of our industry, so we should ask thorough questions.
Since we first began accepting advertising, and even when the Resource Guide was a free page in The Green Sheet, we have always used our publisher's statement to say, "The Green Sheet is not responsible for and does not recommend or endorse any product or service." More recently, we added the language that, " The Resource Guide is paid, classified advertising." While I know that there are a lot of very bright people in our industry (and if you are an active ISO you weren't born yesterday), I feel a need to encourage you to thoroughly check out the offers being advertised.
So let me get to the point. The items our readers have questioned most often are paid advertisements that quote bankcard buy rates and equipment lease rates. It is my understanding that some of the best offers made by advertisers in these two areas pertain to rates that are available only to sales offices or individuals who meet a set sales number on a monthly or quarterly basis. Not meeting the set goals of these bankcard organizations or lease companies may actually result in rates that are higher than those advertised because the number of sales turned out to be fewer than were required for those rates.
Obviously these details should be one of the main points you "check out" when responding to advertising. Volume discounts are normal, and "best possible price" is generally the rule when pricing is stated.
