Let’s be honest. In our line of work, you can feel like just another salesperson slinging the same old song and dance about lower rates. Business owners have heard it all before. Their guard is up, and they’re ready for you to launch into your pitch the second you walk through the door. But what if you could change the entire dynamic from the first “hello”?
The secret isn’t a slicker pitch or a more competitive rate. It’s about building genuine rapport and earning trust. In an industry flooded with competition, the salesperson who builds a real relationship is the one who wins—not just the initial deal, but a loyal client for life.
The First 30 Seconds: Building the Bridge
Before you can even think about discussing processing statements, you have to connect on a human level. The initial interaction sets the tone for everything that follows. Your goal isn’t to sell; it’s to be invited into a conversation.
- Observe and Listen: Walk in with your eyes and ears open, not just your mouth. Notice the photos on the wall, the awards behind the counter, or the way they interact with their customers. Find a genuine point of connection. “I see you’re a big fan of the local high school team—my kid plays for them too!” is infinitely more powerful than “I can get you a more competitive rate on your credit card processing.”
- Ask Open-Ended Questions: Instead of transactional questions, ask relationship-building ones.
- Instead of: “Who do you process with now?”
- Try: “How has business been lately? What’s been your biggest challenge this quarter?”
- Mirror and Match: Subtly mirror their body language and tone of voice. If they are laid-back and casual, a stiff, corporate approach will create a disconnect. This isn’t about manipulation; it’s about making the other person feel comfortable and understood.
From Vendor to Valuable Partner: Earning Their Trust
Trust isn’t given; it’s earned. A business owner’s payment processing is the lifeblood of their company. They won’t hand it over to someone they don’t trust implicitly. This is where you shift from being a salesperson to becoming a trusted advisor.
- Transparency is King: Be honest about everything—rates, fees, agreement terms, and potential pitfalls. Use a consultative approach. Lay out their current statement and explain it clearly, even if it means pointing out that their current provider is giving them a decent deal in some areas. This honesty builds incredible credibility. When you recommend a change, they’ll know it’s because it genuinely benefits them.
- Solve Problems, Don’t Just Sell Products: A business owner might think they need a more competitive rate, but what they really need is better cash flow, a more reliable POS system, or a way to accept online payments. Listen for the underlying pain point. The salesperson who says, “I understand you’re frustrated with your terminal always going down during the lunch rush. Let’s look at a more reliable solution that also integrates with your inventory,” will always beat the one who just promises to shave off a few basis points.
- Follow-Up and Follow-Through: The simplest way to build trust is to do what you say you’re going to do. If you promise to send an analysis by Tuesday, send it by Tuesday. If you say you’ll call back on Thursday at 10 AM, their phone should be ringing at 10 AM sharp. This reliability demonstrates that you respect their time and are a person of your word.
Ultimately, anyone can offer a lower rate. But not everyone can build a foundation of trust that makes a business owner see you as an indispensable part of their success. Stop selling merchant services and start building partnerships and make the connection. The results will speak for themselves.
Happy Selling,
David
Payment Lynx Daily 