Category: Series

Yesterday, we covered the “all rights, all lefts” ground game—the essential, shoe-leather work of canvassing a territory and making those critical first contacts. It’s the foundation of any successful career in merchant services sales. You’ve filled your pipeline with names, notes, and a handful of “Maybes.”

But what happens next? The reality is that 80% of sales require at least five follow-ups after the initial meeting. The initial blitz gets you on the radar, but the sophisticated follow-up is what gets you the signed contract.

If “all rights, all lefts” is about finding the door, this is about finding the key. Let’s move beyond the basics and talk about how to turn those lukewarm leads into long-term partners.

The Mindset Shift: From “No” to “Not Right Now”

The single most common reason salespeople fail is that they give up too soon. They hear “I’m not interested” or “I’m happy with my current provider” and immediately cross the prospect off their list. This is a fatal mistake.

A “no” today is rarely a “no forever.” It’s usually a “not right now.” The business owner could be in the middle of a payroll crisis, dealing with a staffing shortage, or simply having a bad day. Your initial pitch, no matter how good, just wasn’t their priority at that moment.

Your job isn’t to persuade them in that instant; it’s to earn the right to be their first call when their current provider inevitably drops the ball. This requires a professional, persistent, and value-driven follow-up strategy.

The Art of the Value-Add Touchpoint

Constantly calling or emailing with “just checking in” is annoying. It provides no value and positions you as a pest. Instead, every single touchpoint should give them something useful. This transforms you from a salesperson into an industry expert.

Here are some non-invasive, high-value ways to follow up:

• Share Relevant News: See an article about upcoming changes to card network fees (e.g., Visa’s interchange adjustments)? Email it with a note: “Hi Bill, saw this and thought of you. No action needed, just wanted to keep you in the loop on industry changes. Let me know if you have any questions.”
• Provide Solutions to Unrelated Problems: Did they mention they were struggling with employee scheduling during your first chat? Send them a link to a well-regarded scheduling software’s blog. This shows you were listening to their business problems, not just their payment problems.
• Offer a Mini-Audit: Create a simple, one-page “5-Point Payment Security Checklist.” Offer to send it over. “Hi Susan, with data breaches on the rise, I put together a quick security checklist for local business owners. Happy to send it your way—no strings attached.”

The goal is to stay top-of-mind by being helpful, not pushy.

Leveraging Social Proof to Overcome Inertia

The biggest obstacle in merchant services isn’t your competitor’s rate; it’s the business owner’s inertia. Changing providers is seen as a hassle. Your job is to prove the value of the change is greater than the pain of staying put.

This is where social proof and mini-case studies come in. When a prospect says, “I’m happy,” you reply:

“I completely understand, and I’m not here to disrupt something that’s working. Many of my best clients felt the same way. The owner at [Similar Local Business], for example, was happy with their rates but was losing hours each week manually entering sales into QuickBooks. We set them up with a system that integrated automatically. They calculated it saved them nearly 10 hours a month.”

You can even quantify the impact simply.

Value=(Hours Saved Per Month×Owner’s Hourly Worth)−New System Cost

When the value is significantly positive, the conversation shifts from cost to investment. This isn’t a generic pitch; it’s a relevant, data-backed story that makes them think, “Could I be saving that kind of time, too?”

The Re-Engagement Campaign: Waking Up Cold Leads

Go back through your CRM or notebook to find the prospects you spoke to 6, 9, or 12 months ago. They are a goldmine. The business landscape is always changing, and their “Happy” situation may have soured.

Craft a specific re-engagement campaign based on a trigger:

• New Technology: “Hi David, it’s been a while. We just rolled out a new ‘Text-to-Pay’ feature that’s been a huge hit with other service businesses in Flowood, and I immediately thought of your plumbing company. Would you be open to a 15-minute demo next week?”
• Changes at Their Business: Did you drive by and see they have a new patio? “Hi Maria, congratulations on the new patio, it looks fantastic! I imagine you’ll be seeing a lot more volume. I wanted to ask how you’re planning on taking payments outdoors.”
• The Annual Review: “Hi Tom, I know you decided to stick with your provider last year, and I respected that. I make it a point to offer a free, no-obligation annual payments review for local businesses to ensure they’re up-to-date on compliance and technology. Would you be open to a quick chat next month to make sure you’re still in a good spot?”

This long-term, consultative approach is the final piece of the puzzle. The initial canvassing fills the funnel. The strategic, value-based follow-up guides prospects through it. While your competitors are burning through leads and moving on after the first “no,” you’ll be building a network of trust. And when the time is right—when their current terminal breaks, when their rates creep up, or when they finally get fed up with bad service—you’ll be the expert they call.

So what are you waiting for? The strategies are laid out, and the leads are sitting in your pipeline. The groundwork you lay today is what will set you up for success tomorrow.

Now go make those follow up calls, turn those “not right nows” into “let’s do its,” and get those agreements signed. It’s time to build momentum and start the 4th quarter strong.

Happy Selling,

David

In yesterday’s post, we looked at Building Your Residuals One Day at a Time. As sales professionals , you know that consistent, effective prospecting is the lifeblood of our business. In fact, when I speak to new agents about their prospecting efforts, I always tell them to walk into 25 -30 businesses per day and record every interaction in their CRM or notepad, ensuring they keep good notes on what was discussed at each call. But in a world saturated with digital noise, how do you stand out and genuinely connect with potential clients?

The answer might be simpler (and more systematic) than you think: physical, boots-on-the-ground territory saturation.

Recently, I was chatting with a good friend of mine who’s also a veteran in the payments space. He shared with me a prospecting plan he learned early in his career, one that’s surprisingly methodical and incredibly effective. It’s what we call the “All Rights, All Lefts” plan – a systematic, almost meditative approach to covering every single business in your target area. The U.S. Postal Service actually uses a similar method for mail carriers, ensuring every address on their route is covered efficiently.

This isn’t just about knocking on doors; it’s about building an intimate understanding of your community and ensuring no potential lead is left behind.

Why “All Rights, All Lefts”? The Power of Methodical Madness
The concept is straightforward: you pick a starting point within your designated territory and, for a defined period (say, a block or a few streets), you ONLY make right turns. Once you’ve exhausted that segment, you return to a logical starting point and then ONLY make left turns, systematically moving through the remaining businesses.

Here’s why this seemingly rigid approach is incredibly effective for merchant services:
* No Stone Unturned: This method guarantees you visit every single business within your target zone. No more guessing if you missed a potential client tucked away in a strip mall.

* Efficiency: By eliminating arbitrary turns and backtracking, you optimize your time and energy, covering more ground in less time.
* Local Expertise: You’ll quickly become an expert on the types of businesses in specific areas, allowing you to tailor your pitch and understand their unique needs. Is it a cluster of restaurants? Retail shops? Service providers? This intel is invaluable.

* Building Relationships: Consistent presence fosters familiarity. Business owners will start to recognize you, even if they aren’t ready to switch providers immediately. This builds trust over time.

* Opportunity Spotting: You’ll notice new businesses opening, businesses that have recently changed ownership, or even signs of frustration with current payment processing solutions. These are all prime opportunities!

How to Execute the “All Rights, All Lefts” Prospecting Plan

Step 1: Define Your Territory (and Your Tools)
Before you hit the streets, clearly define the geographical area you want to prospect. Use a map (digital or physical) to outline your boundaries.
Essential Tools:
* Comfortable Walking Shoes: You’ll be doing a lot of walking!
* Professional Attire: First impressions matter.
* CRM or Prospecting App: Immediately log every business you visit, even if they aren’t interested. This helps you track your progress and build a robust database.
* Business Cards: Always have plenty on hand.
* Brief, Value-Oriented Pitch: Practice a concise opening that highlights the problems you solve and the value you bring.
* Tablet/Smartphone: For quick research on businesses and logging information.
* Positive Attitude: Enthusiasm is contagious!

Step 2: The “All Rights” Phase
* Choose a Starting Point: Pick a corner of your defined territory.
* Start Walking and Turning Right: As you walk, visit every business on your right-hand side. Engage with the owner or manager, introduce yourself, and deliver your brief pitch.
* Log Your Interactions: Immediately record details in your CRM:
* Business Name
* Contact Person (if you got one)
* Outcome of the conversation (interested, not interested, busy, etc.)
* Notes (e.g., current processor, pain points mentioned, follow-up required)
* Repeat: Continue down the street, making only right turns at every intersection, until you’ve covered all the businesses on your right-hand side within that segment.
* Circle Back: Once you’ve exhausted a logical “right-turn loop” or reached the boundary of your territory, return to a new starting point to begin the “All Lefts” phase.

Step 3: The “All Lefts” Phase
* Select a New Starting Point: Choose an intersection or block that still has unprospected businesses.
* Start Walking and Turning Left: Now, systematically visit every business on your left-hand side, following the same process as the “All Rights” phase.
* Log and Repeat: Continue making only left turns, logging every interaction, until you’ve covered all remaining businesses in that segment.

Step 4: Follow Up and Nurture
The “All Rights, All Lefts” plan is not a one-and-done strategy. It’s the foundation for building relationships.
* Immediate Follow-Up: For interested prospects, send a personalized email or make a follow-up call within 24 hours.
* Nurture Leads: Even for those who weren’t ready, add them to your nurturing sequence. Send valuable content, industry insights, or just a periodic check-in.
* Re-Prospecting: Businesses change! What was a “no” today could be a “yes” in six months. Periodically revisit your territory, especially those businesses you initially logged as “not interested” or “busy.”

Beyond the Turn: Maximizing Your Efforts
* Listen More Than You Talk: Understand their pain points. What are their challenges with their current processor? What would make their life easier?
* Be a Resource: Offer value beyond just payment processing. Can you provide insights on local business trends, marketing tips, or even connect them with other useful services?
* Track Your Metrics: How many doors do you knock on? How many conversations do you have? What’s your conversion rate? Tracking these numbers helps you refine your approach.
* Batch Your Tasks: When you’re in “prospecting mode,” focus solely on prospecting. Avoid getting sidetracked by administrative tasks.

Look for Diamonds in the Rough: While executing your “All Rights, All Lefts” strategy, you might come across residential areas. Don’t skip them! Many home-based businesses operate in these areas. Take note of their addresses, and later, you can look them up online or call them to inquire about their payment processing needs. These “diamonds in the rough” can often be highly receptive to new solutions.

The “All Rights, All Lefts” prospecting plan is a testament to the power of systematic action. It’s not flashy, but it’s incredibly effective for merchant services professionals looking to dominate their territory, build lasting relationships, and ultimately, close more deals.

So, With September and the holidays right around the corner, now is the perfect time to canvas your area. lace up your shoes, open up google maps, and start turning your way to success!

Happy Selling,

David