Since "How to Survive and Thrive in the Merchant Services Industry" has been published it's beenhectic to say the least. We have had great input and feedback from industry professionals and I'd like to thank all those that have supported the book. I am honored to have the opportunity to contribute monthly to Transaction World to assist ISOs and agents enhance their business. As with anything in life, take what you can use and disregard the rest. Let's get started.

So what does it take to move your business to the next level?

   I'll give you the short answer first ­ being extraordinary. The successful ISOs and salespeople I have worked with, have a commitment to doing what their competitors won't. Their goal is to exceed their merchant's expectations before, during and after the sale. One thing that you will find ample supply of in this business is ­ mediocrity. Don't get me wrong, the mediocre salesperson can survive in this industry, but that is all they will do, live lease to lease.
   Our business is ever changing, it is dynamic. With the advent of the Internet, fierce competition and easy availability of information, merchants are much more sophisticated. The extraordinary salesperson must have the ability to adapt and change their strategy accordingly. Let's review what this new breed of salesperson looks like.
   This salesperson must acquire skills that were not required of their predecessors. The new era of selling will be as a "Partner, Consultant or Counselor." Partnership or consultative selling means that salespeople will have to become actively engaged in their client's business. In essence they will work for them.
   Partnership selling entails doing things for the merchant rather than doing things to the merchant. They will be open to forgoing short-term gains in order to achieve long-term benefits. If the merchant doesn't benefit from a particular piece of equipment or service, don't sell it. The goal is to build a long-term mutually beneficial relationship, much like an accountant, lawyer or doctor has with their patients. These relationships are built on a foundation of trust,respect and performance. Extraordinary salespeople form these types of partnerships with their customers. They are considered an invaluable resource.
   Observe how successful companies market their products and services today. They focus on education, service, relationship building, and added value to their most important asset - the customer.
   The main skills required will not be closing, closing, closing but will emphasize rapport, customer-needs analysis, and the ability to uncover dominant buying motives. If done correctly gaining commitment will be a fluid and effortless process, not an event.
   This salesperson's makeup will include the following characteristics:

• Integrity
• Authenticity
• Understanding
• Professionalism
• Customer Service Driven Attitude

   Integrity is defined as a steadfast adherence to a strict moral or ethical code. The extraordinary salesperson understands that their future depends upon honesty in all business dealings. How you act demonstrates who you are much more than what you say. Integrity is demonstrated by doing what you said you were going to do, "Walking Your Talk."
   Authenticity (being genuine) is the opposite of being phony. People have a second sense about whether salespeople are being real or not. Merchants know where there is a lack of a true desire to help. Being authentic in all interactions will be a critical component in building and maintaining merchant relationships.
   Understanding is the ability to walk a mile in the other person's shoes. To see the wants, needs and concerns of the merchant from their perspective. There is an old saying that goes like this "If you want to see why John Smith buys, look at the world through John Smith's eyes." In order to accomplish this, salespeople must actively listen to their merchants.
   By demonstrating a higher level of professionalism the extraordinary salesperson creates an environment that establishes their uniqueness. They internalize the meaning of professionalism, which is being prepared, organized and knowledgeable about their services and products.
   They are customer service driven and realize that it cost more to acquire a new customer than to keep an existing customer. They are also aware that every merchant knows roughly 250 people and if that merchant isn't serviced exceptionally well, the salesperson's reputation will suffer.
   By demonstrating these key characteristics the one-time sale will evolve into a life long partnership where all participants win. At this stage you are a partner and partners look out for each other. Your merchants will in turn look out for you by sending referrals, buying value added products, and continuing to process with your bank.
   Wrap your mind around these concepts; demonstrate them daily and you will take your business to the next level.