Green Sheet interviews MerchantConnect Marketing's Christopher Hernandez

With the launch of MerchantConnect Marketing, Christopher Hernandez brings more than two decades of marketing expertise—and eight years focused on payments—to the challenge of helping ISOs and merchant service providers stand out in an increasingly competitive landscape. In this Q&A, Hernandez shares insights on the biggest marketing missteps to avoid, strategies for building lasting merchant relationships, and how emerging trends like AI and data-driven personalization are reshaping payments marketing.

1. Biggest marketing mistakes ISOs and merchant service providers make—and how to avoid them

One of the most common mistakes is focusing too much on features and pricing, and not enough on the merchant's actual business needs. Many ISOs and agents bombard prospects with technical jargon or race to the bottom on rates, forgetting that merchants care most about how payment solutions will help them grow, save time or solve specific pain points.

Another frequent error is neglecting ongoing communication after the sale, which leads to churn and missed upsell opportunities.

How to avoid these mistakes:

• Listen first: Take time to understand each merchant's unique challenges before pitching. Educate, don't just sell: Offer clear, jargon-free explanations and show how your solution fits their business.

• Stay in touch: Regular check-ins and value-added content (like tips or updates) build trust and loyalty.

2. Standing out and building lasting relationships in a crowded market

With so many providers offering similar products, personalization and service are your biggest differentiators. Merchants remember agents who are responsive, proactive and genuinely invested in their success. Building relationships means being available when issues arise, celebrating merchant milestones and providing tailored advice.

Strategies to stand out:

• Be a consultant, not just a salesperson: Help merchants optimize their payment processes, even if it doesn't immediately benefit you.

• Leverage testimonials and case studies: Real-world success stories build credibility.

• Offer value beyond payments: Share insights on fraud prevention, e-commerce trends, or local business networking.

3. How payments marketing is evolving and emerging trends to watch

Marketing in payments is shifting rapidly, driven by digital transformation and AI. Personalization at scale, data-driven targeting and omnichannel engagement are becoming the norm. Social proof (reviews, ratings), influencer partnerships, and educational content (like webinars or guides) are increasingly important.

Emerging trends:

• AI-powered marketing: Automated lead scoring, chatbots and predictive analytics help target the right merchants with the right message.

• Content marketing: Educational resources position providers as trusted advisers.

• Community building: Online forums or local events foster loyalty and referrals.

4. Budget-conscious ways to improve merchant retention

With acquisition costs rising, retention is more important than ever. The most effective, affordable tactics include:

• Proactive support: Reach out before issues escalate.

• Regular check-ins: Even a quick call or email can make merchants feel valued.

• Loyalty programs: Offer incentives for tenure or referrals.

• Educational updates: Help merchants stay ahead of industry changes.

5. Practical steps to differentiate when solutions seem similar

When everyone offers "the same" payment solutions, differentiation comes from service, expertise and brand personality:

• Niche specialization: Focus on specific industries (for example, restaurants, ecommerce) and tailor your messaging.

• Exceptional onboarding: Make setup seamless and provide hands-on training.

• Transparent pricing and contracts: Merchants appreciate honesty and clarity.

• Community involvement: Sponsor local events or support merchant causes.

6. Looking five years ahead: Shifting marketing priorities and critical capabilities

In the next five years, expect a shift toward hyper-personalized, data-driven marketing. Payments companies will need to:

• Develop in-house data analytics and AI capabilities to segment audiences and predict needs. 

• Invest in content creation and digital engagement (videos, webinars, interactive tools).

• Build agile marketing teams that can quickly adapt to new channels and trends.

• Prioritize customer experience at every touchpoint, from onboarding to support with companies like MerchantConnect Marketing.

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