As merchant services salespeople, we live and die by the deal. But during the rush of the holiday season, when merchants are juggling inventory, staffing, and massive transaction volumes, the stakes are even higher.
The secret to landing—and keeping—those crucial Q4 deals often lies not just in the initial pitch, but in what happens after the meeting.
I’ve tried every trick in the book, from elaborate email campaigns to perfectly timed phone calls. But my most successful, game-changing follow-up strategy is surprisingly simple, and it’s the perfect gift to give your clients this Christmas: I Let them know I will follow up, and then do it. Every single time.
It’s all about exceeding expectations for your own brand, offering the gift of certainty in a chaotic time.
Building Trust Through Predictable Consistency
In a market saturated with competitors offering different rates and equipment, your greatest asset is YOU. The relationship with an independent sales agent is built on trust, and trust is built on consistency. During the holidays, merchants need a reliable partner—not another frantic elf promising miracles.
A Story About “Teresa’s Cafe”
Several years ago I walked into Teresa’s Café. I met the owner, Mr. Jimmy and his daughter Trinity, in early December. their current processor was giving them fits with slow deposits, and she was already stressed about the holiday rush. I promised them I’d send a detailed comparison and a seamless boarding plan by Friday morning, before they opened for the lunch rush.
Friday came, and I delivered exactly as promised, sending the email at 9:00 AM sharp. No response. Monday, I followed up with a quick call, as I had also mentioned I would. Still no answer—the line was constantly busy with holiday catering orders. Wednesday of the following week, I decided to drive by and drop off a printed copy of the proposal, along with a small, personalized card wishing her a peaceful season.
“Hey Trinity ,” I said, as I caught her out front. “Just wanted to make sure you got my proposal. I know how hectic this time of year is, but I committed to following up until you either tell me to stop or tell me you’re ready to move forward. I promise I’ll be this reliable even after the holidays pass.“
She looked at me, a slight smile forming. “You know,” she said, “you’re the only one who actually followed through exactly when they said they would. I’ve had five other reps call me, and they all sounded desperate. You sounded calm, and you respected my time. That consistency is the best gift I could get right now.“
I closed that account that day, not because my rates were drastically different, but because I had proven, through simple, consistent follow-through, that she could trust me. I didn’t just sell her merchant services; I sold her the gift of peace of mind.
How to Give the Gift of Certainty
Here is a breakdown of why this simple strategy works and how you can implement it to elevate your closing ratio during the busiest time of year:
1. The Power of Setting the Expectation
Before you leave the prospect, clearly state your next step and the timeline. This is your commitment—your personal service contract.
Holiday Pro-Tip Script: “I know your schedule is crazy with Christmas parties and shoppers. I will send over the detailed savings analysis and a proposal outlining our agreement terms by the end of the day tomorrow, Wednesday, at 5:00 PM. You can count on that.“
2. The Delivery: On Time, Every Time
This is where you shine brighter than any Christmas light. When you commit to 5:00 PM, sending the proposal at 4:45 PM is exceeding an expectation. It confirms what you promised.
Some of these merchants are getting bombarded with holiday sales calls. By being the one person who follows through precisely as promised, you are selling reliability and dependability—the two things they need most when their business is at its peak.
3. “They are getting ME” – Your Personal Brand
Regardless of which processor or technology you are selling, the merchant is primarily signing on with YOU. My mentor Mark Aker’s told me this early on when I first started ” People buy from people”
When you consistently follow through, you are delivering a personal brand promise:
- I keep my word. (A promise kept is a promise earned.)
- I respect your time. (Crucial during the holiday crunch.)
- I will be here when there’s a problem. (Their most important need.)
In this industry, service is the true product. And your follow-up is the first taste of your service level. Don’t just meet the bar—be their reliable Santa Claus this season.
Actionable Steps to Make Your Follow-Up Shine
- Define the Next Step: Never end a conversation without a clear, specific, and mutually agreed-upon next action.
- Assign a Timeline: Attach a date and time to that next step. Be conservative so you can easily over-deliver—give yourself a holiday buffer!
- Use Your Calendar: Immediately create a calendar event or a reminder. Treat this internal commitment like it’s a client meeting.
- The Follow-Up Follow-Up: Even if you send the analysis and hear nothing, your next follow-up should also be scheduled and executed exactly when you said it would be. The spirit of follow-through never takes a holiday.
This Christmas season and beyond, let your word be your currency. By simply doing what you say you are going to do, you are not just selling a service; you are selling unwavering support and the most precious gift of all to a busy merchant: certainty.
What are your thoughts? Drop a comment below and share how you make your personal brand stand out in your follow-up routine this holiday season!
Happy Selling,
David
Payment Lynx Daily 