Yesterday, we covered the “all rights, all lefts” ground game—the essential, shoe-leather work of canvassing a territory and making those critical first contacts. It’s the foundation of any successful career in merchant services sales. You’ve filled your pipeline with names, notes, and a handful of “Maybes.”
But what happens next? The reality is that 80% of sales require at least five follow-ups after the initial meeting. The initial blitz gets you on the radar, but the sophisticated follow-up is what gets you the signed contract.
If “all rights, all lefts” is about finding the door, this is about finding the key. Let’s move beyond the basics and talk about how to turn those lukewarm leads into long-term partners.
The Mindset Shift: From “No” to “Not Right Now”
The single most common reason salespeople fail is that they give up too soon. They hear “I’m not interested” or “I’m happy with my current provider” and immediately cross the prospect off their list. This is a fatal mistake.
A “no” today is rarely a “no forever.” It’s usually a “not right now.” The business owner could be in the middle of a payroll crisis, dealing with a staffing shortage, or simply having a bad day. Your initial pitch, no matter how good, just wasn’t their priority at that moment.
Your job isn’t to persuade them in that instant; it’s to earn the right to be their first call when their current provider inevitably drops the ball. This requires a professional, persistent, and value-driven follow-up strategy.
The Art of the Value-Add Touchpoint
Constantly calling or emailing with “just checking in” is annoying. It provides no value and positions you as a pest. Instead, every single touchpoint should give them something useful. This transforms you from a salesperson into an industry expert.
Here are some non-invasive, high-value ways to follow up:
- Share Relevant News: See an article about upcoming changes to card network fees (e.g., Visa’s interchange adjustments)? Email it with a note: “Hi Bill, saw this and thought of you. No action needed, just wanted to keep you in the loop on industry changes. Let me know if you have any questions.”
- Provide Solutions to Unrelated Problems: Did they mention they were struggling with employee scheduling during your first chat? Send them a link to a well-regarded scheduling software’s blog. This shows you were listening to their business problems, not just their payment problems.
- Offer a Mini-Audit: Create a simple, one-page “5-Point Payment Security Checklist.” Offer to send it over. “Hi Susan, with data breaches on the rise, I put together a quick security checklist for local business owners. Happy to send it your way—no strings attached.”
The goal is to stay top-of-mind by being helpful, not pushy.
Leveraging Social Proof to Overcome Inertia
The biggest obstacle in merchant services isn’t your competitor’s rate; it’s the business owner’s inertia. Changing providers is seen as a hassle. Your job is to prove the value of the change is greater than the pain of staying put.
This is where social proof and mini-case studies come in. When a prospect says, “I’m happy,” you reply:
“I completely understand, and I’m not here to disrupt something that’s working. Many of my best clients felt the same way. The owner at [Similar Local Business], for example, was happy with their rates but was losing hours each week manually entering sales into QuickBooks. We set them up with a system that integrated automatically. They calculated it saved them nearly 10 hours a month.”
You can even quantify the impact simply.
Value=(Hours Saved Per Month×Owner’s Hourly Worth)−New System Cost
When the value is significantly positive, the conversation shifts from cost to investment. This isn’t a generic pitch; it’s a relevant, data-backed story that makes them think, “Could I be saving that kind of time, too?”
The Re-Engagement Campaign: Waking Up Cold Leads
Go back through your CRM or notebook to find the prospects you spoke to 6, 9, or 12 months ago. They are a goldmine. The business landscape is always changing, and their “Happy” situation may have soured.
Craft a specific re-engagement campaign based on a trigger:
- New Technology: “Hi David, it’s been a while. We just rolled out a new ‘Text-to-Pay’ feature that’s been a huge hit with other service businesses in Flowood, and I immediately thought of your plumbing company. Would you be open to a 15-minute demo next week?”
- Changes at Their Business: Did you drive by and see they have a new patio? “Hi Maria, congratulations on the new patio, it looks fantastic! I imagine you’ll be seeing a lot more volume. I wanted to ask how you’re planning on taking payments outdoors.”
- The Annual Review: “Hi Tom, I know you decided to stick with your provider last year, and I respected that. I make it a point to offer a free, no-obligation annual payments review for local businesses to ensure they’re up-to-date on compliance and technology. Would you be open to a quick chat next month to make sure you’re still in a good spot?”
This long-term, consultative approach is the final piece of the puzzle. The initial canvassing fills the funnel. The strategic, value-based follow-up guides prospects through it. While your competitors are burning through leads and moving on after the first “no,” you’ll be building a network of trust. And when the time is right—when their current terminal breaks, when their rates creep up, or when they finally get fed up with bad service—you’ll be the expert they call.
So what are you waiting for? The strategies are laid out, and the leads are sitting in your pipeline. The groundwork you lay today is what will set you up for success tomorrow.
Now go make those follow up calls, turn those “not right nows” into “let’s do its,” and get those agreements signed. It’s time to build momentum and start the 4th quarter strong.
Happy Selling,
David
Payment Lynx Daily 