Previously seen in Green Sheet
Best-selling business strategies – Part 1: In-person selling
In the early days of merchant services, salespeople—known as Merchant Level Salespeople (MLSs)—worked hard to convince businesses to move away from paper receipts and embrace electronic authorization. Ironically, after promoting digital convenience, they’d present thick, multi-copy paper contracts and ask merchants to press down hard. It’s a wonder anyone went along with it—but they did.
Even newer MLSs have witnessed dramatic changes in the industry. Yet the foundational principles of selling—relationship building, trust, and value—remain vital. If you’re serious about growing your business, you must blend time-tested sales techniques with the latest technology.
This four-part series breaks down that balancing act:
- Part 1: In-person selling strategies
- Part 2: Establishing an online presence
- Parts 3 & 4: Exploring new value-added solutions to keep merchants loyal
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The New Competitive Landscape
Your biggest competitor isn’t another MLS—it’s platforms like Square, Stripe, PayPal, Intuit, and others that allow merchants to sign up online and start accepting payments instantly. These platforms are multiplying and reshaping the industry.
Old strategies aren’t effective anymore. Many merchants are locked into proprietary POS systems that were once processor-agnostic. When cloud-based platforms get acquired, they’re redirected to different processors, leaving original ISOs and MLSs behind.
The Hidden Cost of “Free”
Merchants often believe terminals and integrated solutions are truly free. But they’re only free as long as merchants keep processing. One example: a former client was surprised to still receive billing for equipment after switching processors. The terminal was free—on loan—while they processed through us, and needed to be returned.
MLSs need to recognize that flashy devices alone don’t win business anymore. You can’t just reprogram a terminal with a few keystrokes. Success requires selling complete solutions tailored to specific industries and the younger tech-savvy business generation.
Reengage with In-Person Selling
It’s time to stop hiding behind the screen. This is a relationship business, and nothing beats face-to-face connection. Here are strategies to get back out there:
- Door-to-Door Selling: Still works in tight-knit communities, resort towns, and legacy business districts. Trust drives purchasing decisions.
- Networking Groups: Join organizations like BNI, SBA, local business associations, or industry meetups. These connections often lead to warm referrals.
- Chambers of Commerce: A strong presence at chamber events helps build your local reputation. The U.S. Chamber of Commerce offers resources to support small businesses.
- Professional Events: Attend free community mixers via Meetup, Eventbrite, or your local business journal. Or start a group with other vendors to trade referrals.
- Tradeshows: Though attendance may be down, tradeshows still attract decision-makers looking for innovation. But you need more than just a generic POS—bring a unique value proposition.
Know Your Market
What works in one city might flop in another. Success comes from testing your strategy locally and adapting accordingly. And truthfully, in-person selling is often far more enjoyable than cold calling from home.
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FAQ: Frequently Asked Questions
What makes platforms like Square, Stripe, and PayPal a threat?
They offer instant online sign-up and integrated POS systems, eliminating the need for traditional sales interactions. This disrupts the market and changes how merchants find and commit to payment solutions.
What is an MLS?
An MLS, or Merchant Level Salesperson, is a professional who sells payment processing and merchant services directly to business owners. They often work with ISOs (Independent Sales Organizations) to provide customized solutions.
Why is in-person selling still important in merchant services?
Because it builds trust. Despite digital platforms, many merchants prefer doing business with someone they’ve met, especially in tight-knit communities or legacy business districts.
Is door-to-door selling still effective?
Yes, particularly in suburban, rural, or tourist-heavy areas where community ties run deep. Owners are more likely to buy from people they know and trust.
What is the “true cost” of free terminals?
Free equipment typically remains free only while merchants are actively processing through the provider. Once they stop, they may owe fees or need to return the hardware—something many merchants don’t realize.
