We’ve all been there. The solid pitch, the promises of better service, rates and cutting-edge technology. When you’re on the receiving end of a merchant services sales pitch, it can feel like navigating a sea of subjective claims. But beneath the surface of persuasive language lies a world of objective behavior – actions and signals that can tell you far more than any sales script we can use.
As someone on the selling side of merchant services, understanding and observing this objective behavior is crucial. It allows you to move beyond simply reciting features and benefits and instead connect with the merchant’s actual needs and concerns. It’s about reading the room, not just reading your notes.
So, how can you, as a merchant services professional, hone your ability to see objective behavior and use it to your advantage? Let’s dive in:
1. The Power of Body Language:
- Engagement vs. Disinterest: Are they leaning in, making eye contact, and nodding? Or are they fidgeting, glancing at their phone, and offering short, closed-off responses? A merchant actively engaged in the conversation is signaling genuine interest, while disinterest might indicate a lack of immediate need or a feeling that their time isn’t being valued.
- Openness vs. Defensiveness: Crossed arms, a furrowed brow, and a rigid posture can suggest skepticism or past negative experiences. Conversely, relaxed shoulders and open gestures often indicate a willingness to listen and consider your предложения.
- Enthusiasm vs. Hesitation: A genuine smile, positive affirmations (“that sounds interesting”), and proactive questions point towards enthusiasm. Hesitation might manifest as long pauses before answering, vague responses, or a reluctance to commit to next steps.
Your Action: Pay close attention to these non-verbal cues. If you sense disinterest or defensiveness, pivot your approach. Ask open-ended questions to uncover their concerns or challenges. If you see enthusiasm, build on that momentum and focus on the benefits that resonate most.
2. Listening Beyond the Words:
- Focus on Pain Points: What are they actually complaining about? Are they frustrated with high fees, outdated equipment, poor customer support, or clunky reporting? Their emphasis on specific issues reveals their priorities and where you can offer the most value.
- Decision-Making Process: Who else is involved in the decision? Are they asking for input from a business partner or manager? Understanding the decision-making process helps you tailor your communication and ensure you’re addressing the concerns of all stakeholders.
- Urgency and Timeline: Are they looking to switch providers immediately, or is this something they’re exploring for the future? Their timeline will influence your sales strategy and the level of detail they require.
Your Action: Practice active listening. Ask clarifying questions, summarize their points to ensure understanding, and acknowledge their frustrations. By truly hearing their needs, you can position your solutions as direct answers to their problems.
3. Observing Their Environment and Operations:
- Current Setup: Take note of their existing point-of-sale system, payment terminals, and any signage related to payment methods. This gives you concrete information about their current infrastructure and potential areas for improvement.
- Customer Interaction: Observe how they interact with their customers regarding payments. Are there any bottlenecks, complaints, or inefficiencies you can identify? This provides real-world context for the benefits of your solutions.
- Business Volume and Traffic: While you might not get exact numbers, observing the flow of customers can give you a sense of their transaction volume and the potential impact of your services.
Your Action: Use your observations to tailor your pitch. Instead of generic statements, you can say, “I noticed you’re still using an older terminal. Our updated systems offer faster processing and contactless payments, which could significantly improve your customer experience, especially during peak hours.”
4. Analyzing Their Questions and Concerns:
- Specific Inquiries: The types of questions they ask reveal their priorities. Are they focused on pricing, security, integration with existing software, or customer support? Address these specific concerns directly and provide clear, concise answers.
- Objections as Opportunities: Don’t view objections as roadblocks. Instead, see them as opportunities to understand their hesitations and provide further clarification or alternative solutions. A merchant concerned about integration costs might be open to a solution with a phased implementation.
Your Action: Be prepared to answer a wide range of questions and address potential objections with confidence and transparency. Use data and case studies to support your claims and build trust.
Moving Beyond Subjectivity:
By focusing on these objective behaviors, you can move beyond a generic sales pitch and create a more personalized and impactful experience for the merchant. It’s about becoming a keen observer, a thoughtful listener, and a problem-solver who understands their unique needs.
Ultimately, selling merchant services isn’t just about the features you offer; it’s about understanding the merchant’s world and demonstrating how your solutions can objectively improve their business. By tuning into their actions and unspoken cues, you can build stronger relationships, increase your closing rate, and establish yourself as a trusted partner.
So, the next time you’re in a sales meeting, remember to look beyond the words and truly see the objective behavior that speaks volumes.
Happy Selling,
David
Payment Lynx Daily 