The Mailbag: Prospects Won’t Listen!


From Edward R: I am a representative for a company that services businesses that take credit cards for payment. I can reduce their cost, but they don’t want to listen to me, has to do with Pride. Please help me!!!!!!!

Edward:

Thanks for your email. Here is what I would suggest:

First, understand that selling a service like yours to businesses is a marathon and not a sprint. By that, I mean you have to look at it as a long-term project and not necessarily a quick sale. While I’m not familiar with the company you represent, you must realize that businesses that take credit cards put a lot of faith and confidence in the provider they choose to handle those transactions. The latest statistics I could find show that more than 70% of Americans use credit cards–that’s a lot of dollars that merchants entrust to companies like yours.

My point is that saving them money may not be the most important thing to them. In fact, I’d say it’s not. To me, the most important thing is dependability, how quickly the merchant gets paid, customer service and other factors that directly affect their business.

Perhaps by focusing on “saving them money”, you are positioning your company in the wrong light. Do a little research and find out the biggest reason retailers are unhappy with their current provider? What problems are there in the industry? What need is there that your company could fill?

Then, construct your introduction to include those things and I think prospects would be more willing to listen.

Also, check out my blog on getting appointments here: Getting The Appointment (or something like that)

Good luck and let me know how it goes!

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