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Inspiration

Meet merchants where they are, not where

you wish they were

very merchant has a story that extends well Instead, look for the common ground that brought you
beyond the cash register. Some are celebrat- together in the first place. Whether a merchant owns a
ing growth. Others are wondering how they'll neighborhood café, a family hardware store or a growing
E cover payroll next month. Some greet every online business, the goals are familiar: serving customers
visitor with easy conversation. Others are reserved until well, protecting revenue, reducing unnecessary costs and
trust is earned. Add differing backgrounds, generations building something that lasts.
and life experiences, and it's easy to see why no two sales
conversations are ever the same. When conversations center on those shared objectives,
differences often become less significant than they first
And that diversity of experience and beliefs presents an appeared.
opportunity. Successful ISOs and merchant level sales
professionals know that building rapport doesn't begin The strongest business relationships are rarely built on
with finding common opinions. It begins with genuine identical beliefs. They're built on respect, reliability and
curiosity. Asking thoughtful questions, listening carefully keeping promises. A merchant who knows you'll answer
and paying attention to what matters most to a merchant the phone, solve problems and communicate honestly is
creates a stronger foundation than trying to impress them likely to remember those qualities long after the contract
with a polished pitch. is signed.

Today's business environment can make that especially In an industry built on relationships, authenticity and at-
important. Many people are navigating financial uncer- tentive listening remain two of the most valuable tools
tainty, rapid technological change and concerns about the you can bring to any conversation. Technology will con-
future. Patience has become a competitive advantage. So tinue to evolve. Markets will rise and fall. But people will
has empathy. always remember how you made them feel—and whether
they believed they could trust you.
Empathy, authenticity, reliability—your secret sauce

Empathy, however, doesn't require pretending to agree
with every viewpoint or hiding your own values. Au-
thenticity matters, too. Merchants are remarkably good at
sensing when someone is simply telling them what they
think they want to hear.
Kate Gillespie, President and CEO

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