Any of these reps sound familiar? Seeking an electronic payments solution for her newly launching business, a merchant says, “One rep kept telling me he had a line of the ‘best’ terminals out there, and kept relating the (hardware) to bits and bytes. A second wasn’t that much better.” Yet a third salesperson explained, in detail, the business advantages of installing the equipment he demonstrated.

Challenged by fierce competition for merchants, creative ISOs have an opportunity to differentiate themselves from competitors by putting extra time and energy into properly preparing sales representatives.

Sales representatives fully equipped to sell return on investment (ROI) instead of boring prospects with the hardware or software’s whiz-bang capabilities will win the respect—and hopefully, the business—of merchant prospects.

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