We’ve all been there. You walk into a business, clutching your business cards like they’re a winning lottery ticket. You’ve rehearsed your opener, you got the pitch down, you energy level is at a 10, and you’re ready for battle. But let’s be honest, half the time, the owner’s eyes glaze over before you even get to the part about next-day funding.
My last deal, a liquor store, started just like that. But it ended in a way that reminded me of a crucial lesson in this business: People don’t buy your product; they buy your energy.
I walked into “The Spirited Shipper” (we’ll call it that) on a Tuesday afternoon. The owner was behind the counter, looking like he’d already heard a dozen pitches that day. The usual wall of “No Soliciting” was up, both literally on the door and figuratively on his face.
This is the moment of truth. Do you lead with the tired, “Hi, I’m here to save you money on your credit card processing?”
Heck no.
I walked up to the counter, gave a quick scan of the top-shelf whiskey, and said, “I’ve got a theory. Selling merchant services is a lot like being a great distiller. You have to filter out all the impurities to get a smooth result that won’t give business owner s like you a headache tomorrow.”
He stopped wiping the counter and actually looked at me. A small smirk. “Is that so? And I suppose you’re the top-shelf stuff?”
The door was open. The banter began. We didn’t talk about rates so much he was already on a dual pricing. We talked about his business. We joked about the complexities of his inventory his Clover system that he wished was as simple as a gin and tonic. I wasn’t just another sales rep; I was a human being having a real conversation. I was genuinely interested.
After just a few minutes of this, before I even had a chance to ask for a statement, he cut me off.
He leaned forward and said, “You know what? I’m interested in moving forward. Let’s see what you’ve got. I like your energy.“
That was it. That was the closing line. Not “your fees are lower” or “I love the features on the POS.” It was, “I like your energy.”
The Takeaway: Your Vibe is Your Value Proposition
In a sea of salespeople who sound the same, act the same, and sell the same thing, your personality is your ultimate differentiator. That owner wasn’t buying a POS system from me in that moment. He was buying my confidence. He was buying my positive attitude. He was buying the feeling that working with me wouldn’t be a chore.
So, what does “selling your energy” actually mean?
- Lead with Personality, Not just a Pitch: Break the ice with something genuine, witty, or observant. Show them you’re a person before you show them you’re a salesperson. Your intro is your trailer; make them want to see the movie.
- Confidence is Contagious: When you walk in with positive, confident energy, you’re not just showing faith in yourself, you’re projecting faith in your solution. It makes the merchant feel more secure. They believe you can solve their problems because you clearly believe it.
- Listen More Than You Talk: Good energy isn’t about being a loud, fast-talking sales machine. It’s about being present. By engaging in banter, I was able to listen and connect with the owner’s pain points in a low-pressure way.
- Make it Fun: Let’s face it, payment processing isn’t the most exciting topic. If you can be the person who makes a dreaded conversation feel easy, or even enjoyable, you’ve already won half the battle.
Next time you walk into a new prospect’s business, I challenge you to leave your rate sheet in the car for the first five minutes. Don’t focus on what you’re going to say. Focus on how you’re going to be.
Master your product, know your numbers, but never, ever forget to sell YOU. Because when the rates are all a wash, your energy is the one thing the competition can’t beat.
Happy Selling,
David
Payment Lynx Daily 