In yesterday’s post, we looked at Building Your Residuals One Day at a Time. As sales professionals , you know that consistent, effective prospecting is the lifeblood of our business. In fact, when I speak to new agents about their prospecting efforts, I always tell them to walk into 25 -30 businesses per day and record every interaction in their CRM or notepad, ensuring they keep good notes on what was discussed at each call. But in a world saturated with digital noise, how do you stand out and genuinely connect with potential clients?
The answer might be simpler (and more systematic) than you think: physical, boots-on-the-ground territory saturation.
Recently, I was chatting with a good friend of mine who’s also a veteran in the payments space. He shared with me a prospecting plan he learned early in his career, one that’s surprisingly methodical and incredibly effective. It’s what we call the “All Rights, All Lefts” plan – a systematic, almost meditative approach to covering every single business in your target area. The U.S. Postal Service actually uses a similar method for mail carriers, ensuring every address on their route is covered efficiently.
This isn’t just about knocking on doors; it’s about building an intimate understanding of your community and ensuring no potential lead is left behind.
Why “All Rights, All Lefts”? The Power of Methodical Madness
The concept is straightforward: you pick a starting point within your designated territory and, for a defined period (say, a block or a few streets), you ONLY make right turns. Once you’ve exhausted that segment, you return to a logical starting point and then ONLY make left turns, systematically moving through the remaining businesses.
Here’s why this seemingly rigid approach is incredibly effective for merchant services:
* No Stone Unturned: This method guarantees you visit every single business within your target zone. No more guessing if you missed a potential client tucked away in a strip mall.
* Efficiency: By eliminating arbitrary turns and backtracking, you optimize your time and energy, covering more ground in less time.
* Local Expertise: You’ll quickly become an expert on the types of businesses in specific areas, allowing you to tailor your pitch and understand their unique needs. Is it a cluster of restaurants? Retail shops? Service providers? This intel is invaluable.
* Building Relationships: Consistent presence fosters familiarity. Business owners will start to recognize you, even if they aren’t ready to switch providers immediately. This builds trust over time.
* Opportunity Spotting: You’ll notice new businesses opening, businesses that have recently changed ownership, or even signs of frustration with current payment processing solutions. These are all prime opportunities!
How to Execute the “All Rights, All Lefts” Prospecting Plan
Step 1: Define Your Territory (and Your Tools)
Before you hit the streets, clearly define the geographical area you want to prospect. Use a map (digital or physical) to outline your boundaries.
Essential Tools:
* Comfortable Walking Shoes: You’ll be doing a lot of walking!
* Professional Attire: First impressions matter.
* CRM or Prospecting App: Immediately log every business you visit, even if they aren’t interested. This helps you track your progress and build a robust database.
* Business Cards: Always have plenty on hand.
* Brief, Value-Oriented Pitch: Practice a concise opening that highlights the problems you solve and the value you bring.
* Tablet/Smartphone: For quick research on businesses and logging information.
* Positive Attitude: Enthusiasm is contagious!
Step 2: The “All Rights” Phase
* Choose a Starting Point: Pick a corner of your defined territory.
* Start Walking and Turning Right: As you walk, visit every business on your right-hand side. Engage with the owner or manager, introduce yourself, and deliver your brief pitch.
* Log Your Interactions: Immediately record details in your CRM:
* Business Name
* Contact Person (if you got one)
* Outcome of the conversation (interested, not interested, busy, etc.)
* Notes (e.g., current processor, pain points mentioned, follow-up required)
* Repeat: Continue down the street, making only right turns at every intersection, until you’ve covered all the businesses on your right-hand side within that segment.
* Circle Back: Once you’ve exhausted a logical “right-turn loop” or reached the boundary of your territory, return to a new starting point to begin the “All Lefts” phase.
Step 3: The “All Lefts” Phase
* Select a New Starting Point: Choose an intersection or block that still has unprospected businesses.
* Start Walking and Turning Left: Now, systematically visit every business on your left-hand side, following the same process as the “All Rights” phase.
* Log and Repeat: Continue making only left turns, logging every interaction, until you’ve covered all remaining businesses in that segment.
Step 4: Follow Up and Nurture
The “All Rights, All Lefts” plan is not a one-and-done strategy. It’s the foundation for building relationships.
* Immediate Follow-Up: For interested prospects, send a personalized email or make a follow-up call within 24 hours.
* Nurture Leads: Even for those who weren’t ready, add them to your nurturing sequence. Send valuable content, industry insights, or just a periodic check-in.
* Re-Prospecting: Businesses change! What was a “no” today could be a “yes” in six months. Periodically revisit your territory, especially those businesses you initially logged as “not interested” or “busy.”
Beyond the Turn: Maximizing Your Efforts
* Listen More Than You Talk: Understand their pain points. What are their challenges with their current processor? What would make their life easier?
* Be a Resource: Offer value beyond just payment processing. Can you provide insights on local business trends, marketing tips, or even connect them with other useful services?
* Track Your Metrics: How many doors do you knock on? How many conversations do you have? What’s your conversion rate? Tracking these numbers helps you refine your approach.
* Batch Your Tasks: When you’re in “prospecting mode,” focus solely on prospecting. Avoid getting sidetracked by administrative tasks.
Look for Diamonds in the Rough: While executing your “All Rights, All Lefts” strategy, you might come across residential areas. Don’t skip them! Many home-based businesses operate in these areas. Take note of their addresses, and later, you can look them up online or call them to inquire about their payment processing needs. These “diamonds in the rough” can often be highly receptive to new solutions.
The “All Rights, All Lefts” prospecting plan is a testament to the power of systematic action. It’s not flashy, but it’s incredibly effective for merchant services professionals looking to dominate their territory, build lasting relationships, and ultimately, close more deals.
So, With September and the holidays right around the corner, now is the perfect time to canvas your area. lace up your shoes, open up google maps, and start turning your way to success!
Happy Selling,
David
Payment Lynx Daily 