Yesterday, we talked about stopping the “perfection” trap and just getting out there. But once you’ve taken that first step and walked through the door, what’s the move? If you leading with price and hardware specs, you’re missing the heartbeat of this business.
We are officially in the last week of January. While others are still “getting ready,” the closers are out in the streets. But here’s the truth: if you’re not passionate about helping small business owners, you aren’t really in sales—you’re just an order-taker.
Selling payments isn’t about pushing credit card terminals; it’s about empowering the person behind the counter to reach their dreams.
The Problem: Being a “Walking Brochure”
Too often, training focuses 100% on product knowledge—interchange-plus, surcharging, POS features. This creates “Product-Centric” reps who walk in and vomit facts.
The reality? The merchant doesn’t care about your hardware. They care about their problems. If you’re obsessed with your “killer sound system” while they just want “heated seats,” you’ve lost the connection—and the sale.
The Solution: The “Customer-First” Approach
Sales is a lifestyle. It’s about genuinely caring. When you lead with curiosity instead of a pitch, you become a trusted advisor.
I use a specific technique that works because it’s human. Don’t walk in as a “Sales Rep.” Walk in as a customer. Look around. Admire what they’ve built.
🎤 The “Customer-First” Pitch Drafts
Here are three ways to use this approach today. Notice how we don’t mention “Merchant Services” until the very end.
Option 1: The “Best Seller” Lead (Casual & Warm)
“Good morning! You know, I’ve driven past this place a dozen times and finally had to stop in. Everything looks great in here—how long have you guys been open? (Listen) Wow, that’s a great run. Quick question: what’s your absolute best seller? I want to try what the locals love. (Listen) That sounds awesome. I’m [Your Name], by the way. I’m local to the area—do you guys generally prefer working with local people for your business needs?
Option 2: The “Admirer” Lead (Focus on Growth)
“Hey there! I was just looking at your setup—it’s a great vibe. How long have you been at this location? (Listen) That’s impressive. You clearly know this neighborhood. Do you guys like to keep your business partnerships local, or do you deal mostly with the big national corporations? (Listen) I ask because I live right down the road and I help owners around here keep more of their hard-earned money…”
Option 3: The “Lifestyle” Lead (The Conversation Starter)
“Morning! I’m just checking out the shop—it’s got a great energy! How long have you been the owner here? (Listen) What’s the most popular thing you have today? (Listen) I love that. I actually just finished up an installation for a new POS system/terminal down the road at [Name of Business], and it made me realize I hadn’t stopped in here yet. I’m local to the area—do you value having a local partner you can actually call when you need something, or are you stuck with a 1-800 number?”
The Takeaway:
- Shift your focus: Stop looking for a “sale” and start looking for a “solution.”
- Ask questions first: Understand the person before you pitch the product.
- Be passionate: Let your genuine desire to help shine through.
People quickly forget what you said, but they never forget how you made them feel. Your passion—and your local presence—is your biggest competitive advantage.
Happy Selling,
David
