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Chang had first-hand knowledge of the challenges they whenever possible. Movies can provide an effective way to
faced as new U.S. citizens and restaurateurs, which makes illustrate a point, he said.
her relatable to customers.
"There's a scene in the movie 'Castaway' where Tom
Chang is active in her community, serving as chair at Hanks is explaining his situation to a volleyball he named
Bottomless Closet, a not-for-profit association, and as a Wilson," McCue recalled. "He draws a picture in the cave,
mentor at Columbia Business School's Nonprofit Board illustrating the crash site, estimating that its square mile
Leadership program and Cornell's Alumni-Student radius is twice the size of Texas. Everyone knows Texas is
Mentoring program. She is also a member of High Water huge; twice the size means 'they're never going to find us.'"
Women and the Trust and Estates Committee of SUNY
College of Optometry. You can't assume the person on the other end of the phone
is well-informed about your business, McCue added.
As merchant level salespeople (MLSs), it's easy to get Compelling images will get you noticed and convey your
wrapped up in the technical aspects of our jobs and message and value proposition in a unique and memorable
forget to humanize our discussions. If you have overcome way.
challenges, built a merchant portfolio or actively support
your community, you, like Chang, have meaningful stories I kept a notebook because I was drawn to its images and
to share. And these one-of-a-kind stories would fascinate personal narrative. I recycled others that had facts and
your customers and peers. In this age of social media, data I will never need to revisit. A good story, with sights
personal anecdotes and community volunteerism are and sounds, can provide an experience that readers and
valuable ways to bond with customers and build lasting customers will want to return to again and again.
professional relationships.
Analogy, imagery Dale S. Laszig, senior staff writer at The Green Sheet and managing
director at DSL Direct LLC, is a payments industry journalist and content
McCue pointed out that technical solutions can be provider. She can be reached at dale@dsldirectllc.com and on Twitter at
difficult to explain. He encourages clients to break @DSLdirect.
complex concepts into manageable bites and use analogies

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