I’ll never forget my first “big fish.” It was a local auto shop owner named . I gave him a killer pitch, showed him he was overpaying by 40 basis points, and left him with a shiny new terminal proposal. He looked me in the eye, shook my hand, and said, “This looks great, let me just talk to my partner.”
I didn’t call him back for two weeks because I didn’t want to be “annoying.” When I finally did? He’d already signed with a competitor who walked in the day after I did.
The lesson? In merchant services, the person who follows up the most wins the most. Period.
Why Follow-Up is Your Secret Weapon
We aren’t just offering free terminals; we are asking a business owner to hand over the “keys” to their cash flow. That takes trust. Most sales reps are “one-and-done”—they drop in hear a NO, sometimes even drop off a quote and then POOF, vanish.
- Trust Building: Consistent follow-up proves you aren’t a “fly-by-night” agent. It shows you’ll be there when their batch fails at 5:00 PM on a Friday.
- The “Rule of 7”: Sales experts say it takes seven to eight touches before a prospect internalizes your message. If you stop at one or two, you’re just doing the legwork for the guy who calls a third time.
- Timing is Everything: Merchants are busy. You might have caught them during a lunch rush or a plumbing emergency. Following up increases the odds of catching them when they actually have a moment to breathe.
3 Ways to Follow Up (Without Being a Pest)
Don’t just be the “Hey, are you ready yet?” person. Mix up your medium to stay top-of-mind without being a nuisance.
- The “Value-Add” Email/ text: Send a link to an article about the latest pos or a news story about a local business trend.
- The Video Message: Use a tool like Loom or even just your phone to send a 30-second personalized video. Seeing your face builds rapport faster than any text or email.
- The “Pop-In” with Purpose: If you’re in the neighborhood, drop off a physical copy of a case study or even just a coffee. “I was grabing a latte next door and thought of your shop” is a low-pressure way to re-open the door.
What to Actually Say (The Scripts)
The “No-Pressure” Check-in
The biggest hurdle is often the “I don’t know what to say.” Use these scripts to keep the conversation flowing naturally.
“Hi [Name], I wanted to circle back on the proposal I sent over last Tuesday. I know things get hectic running a [Type of Business], so I just wanted to see if any questions popped up regarding the deal we discussed. No rush on my end, just wanted to be a resource for you!”
The “New Information” Angle
“Hey [Name], I was actually just reviewing a new statement for a client in your industry and it reminded me of our conversation about your high-volume months. I have a quick idea on how we can structure this to save you a bit more during the holidays. Do you have five minutes on Thursday?”
The “Friendly Ghost” (When they stop responding)
“Hi [Name], I haven’t heard back in a bit, so I’m going to assume that switching processors isn’t a priority for you right now. I’ll take you off my active list so I’m not cluttering your inbox, but I’m here if your current rates ever spike unexpectedly. Best of luck with the [Upcoming Event/Holiday]!”
Sales is a marathon, not a sprint. If you want to build a portfolio that pays you for years, you have to embrace the follow-up. Stop worrying about being “annoying” and start worrying about being forgotten.
Go look at your “dead” leads from last month. Pick five, and send a follow-up right now. You’d be surprised how many “No’s” were actually just “Not right this second.”
Happy Selling,
David
