Depending on what part of the country your reading this in school may have already started, maybe not.
I was in Texas on the 4th of July this year visiting my brother and spending some time on the beach. As with any trip you have to go to the Walmart to stock up on grilling food and beverages. While I was there I observed several Walmart associates moving all the 4th of July stuff and putting up back to school displays.
Is it me or does that seem earlier then normal? I mean school starts back in August now! In my day as with many of you, I can remember school starting after labor day. A few years ago, Staples ran a great commercial during the Back to School (BTS) season. It featured a dad happily shopping away, with the music of Andy Williams singing, “It’s the Most Wonderful Time of the Year.” The children in the commercial were anything but happy, and were obviously not excited about starting back to school.
WATCH COMMERCIAL HERE —- >https://youtu.be/CD1PffNbZls
The meaning of this commercial was clear. The first day of school is a day for parents to celebrate, while kids mourn the end of summer. (And of course Staples was there to help by providing low-cost school supplies, which makes mom and dad even happier.)
The Back to School season has a different meaning in the world of credit card processing. For us sales professionals it’s one of foreboding because it means that the holiday sales season is rapidly approaching. And for merchants, that season starts earlier and earlier each year, as evidenced by school supplies and holiday merchandise that is already filling the aisles.
Sure, throughout the past several months there have been holidays that traditionally bring sales, but no other time of the year generates the sales volume we typically see between mid-Novembers through the end of December. There is a reason they call the day after Thanksgiving “Black Friday,” and it isn’t a negative connotation.
Yet, as payment processing professionals we are taught to remain in the here and now, to concentrate on one day at a time. This simple approach prevents focusing too much on the past or the future and helps us bounce back quickly if we have a bad day or two.
However, we all must acknowledge that once school starts, merchants aim full steam ahead toward the holiday season. Their preparations create a wealth of opportunity for us in our merchant processing business, providing we react accordingly. We must prepare as well, even in early July…
1. Start now to create your fall target list. On it should be those merchants who likely won’t talk to you once the holiday season is in full swing. General retailers and restaurants tend to be at the top of this list.
2. Once you’ve identified these merchants, the next step is to change your opening to reference the upcoming season. You could use something like, “Now that school has started, I am sure you are starting to think about the upcoming holiday season. This may be the best time to talk about your practices for credit card transaction processing.”
By leveraging the future, you create a sense of urgency, which means merchants will most likely be interested in what you have to say.
After you create your fall target list, think through the types of merchants that should be on your holiday target list. On this list you will have those merchants who are least affected by the holidays. Starting in November, these merchants will become your target and you will again need to change your message to something along the lines of, “Now that the holiday season is upon us, Mr. Merchant, this may be a good time to analyze your credit card transaction processing costs and look at how you’re managing your program.”
Examples of prime holiday merchant targets include those in the medical profession, home and auto repair businesses, lawn and garden, tanning salons, fitness centers and even B2B merchants. These businesses are typically slower during the holiday season, which means they will be more likely to talk to you now versus during their high season.
Remember, success comes when identify your targets and adapt your message accordingly. Pick a date when you will switch over from your fall to your holiday target list as well. This will help you maintain your sense of urgency during the next few months and truly make it the most wonderful time of the year.
I know it seems early for a blog like this. Just remember stores already are setting up for Halloween.
Do you have any tips for growing your credit card processing business during the fall and holiday seasons?
Let me know what helps your business thrive.
Happy Selling,
David
Payment Lynx Daily 