Here in Mississippi, school kicks off on July 31st! July 31st!
It used to feel like it got earlier every single year, now it actually is. Depending on where you’re reading this, school may have already started, or perhaps it’s still a few weeks away.
I was in our local Walmart over the weekend I couldn’t help but notice all the back to school merchandise and already on full display.
Is it just me, or does that seem incredibly early? I mean, school starts in July now! In my day, and I’m sure many of yours, I remember school starting after Labor Day.
Several years ago, Staples ran a brilliant commercial during the Back to School (BTS) season. It featured a dad joyfully shopping, with Andy Williams’ “It’s the Most Wonderful Time of the Year” playing in the background. The kids in the commercial, however, were anything but happy, clearly mourning the end of summer.
WATCH COMMERCIAL HERE —- > https://youtu.be/CD1PffNbZls
The meaning of this commercial was crystal clear: the first day of school is a day for parents to celebrate, while kids lament the end of summer. (And of course, Staples was there to help by providing low-cost school supplies, making mom and dad even happier.)
The Back to School season has a completely different meaning in the world of credit card processing. For us sales professionals, it’s a subtle harbinger because it means 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 already filling the aisles. (Halloween and some Christmas is already on shelves in Hobby Lobby)
Sure, throughout the past several months, there have been holidays that traditionally bring sales. But no other time of the year generates the sheer sales volume we typically see between mid-November and the end of December. There’s a reason they call the day after Thanksgiving “Black Friday,” and it certainly 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 straightforward approach prevents us from 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 turn their full attention toward the holiday season. Their preparations create a wealth of opportunity for us in our merchant processing business, provided we react accordingly. We must prepare as well, even in early July…
Prepare Your Fall & Holiday Target Lists Now
- 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. They’re about to get slammed, so talk to them before they’re swamped.
- 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’m sure you’re 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 primary 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 you identify your targets and adapt your message accordingly. Pick a specific 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” for your sales.
I know it seems early for a blog like this, but just remember, stores will be setting up for Halloween soon, unless you go to Hobby lobby where it’s out now.
Happy Selling,
David
Payment Lynx Daily 