Choosing the right credit card processor is critical to your client's bottom line. Merchant services offers a broad range of solutions to meet client credit card processing needs. They offer a variety of solutions to grow business, including:

• PC and terminal-based POS solutions
• Wireless payment processing
• Internet/E-Commerce
• Electronic check service
• Electronic gift cards
• Debit and EBT
• Fleet cards
• Purchasing/corporate cards

When you discuss Merchant services, do the following: 

1. Discuss Features and Benefits

   Features

   • Competitive rates
   • Simple to manage
   • Currency converter
   • Wireless access
   • Online and mobile processing solutions

   
   

   Benefits

   • Increase in sales and profits
   • Gift cards encourage repeat business
   • Easy to get started
   • Dedicated in-market sales representative
   • Next-day funds availability (in most cases)

2. Identify Opportunities

   Always be on the lookout for businesses that may need a savings account. Most people like to have a nest egg or plan for the future. Below are examples of prospective clients.

   • Retail storefronts
   • Personal services
   • Professional services
   • Medical, dental, and veterinary services
   • Restaurants
   • Automotive service and dealers
   • Electric, gas, water, and sanitary utilities
   • Educational entities
   • Membership clubs
   • Mail order/telephone order
   • Internet
   • Rental companies
   • Self storage unit operators
   • Contractor service
   • Resorts and parks
   • Museums and art galleries
   • Movie theaters
   • Political and religious organizations

3. Discover Client Needs

   Before you recommend a product or service to a client, prospect, or friend, it only makes sense to recommend things they might actually need or like. This is why it's important to ask questions that help us gain insight about an individual's banking preferences.

   
   

   Sales Associates

   To identify the best checking account for each prospect based on his or her needs, ask some discovery questions. Some examples include:

   • Tell me about your business.
   • Tell me about your products and services and how you sell them (average sale amount, face to face, mail order/telephone order, internet sales) 
   • How many locations do you own?
   • How many employees do you have?
   • When is your peak selling time?
   • Do you have a need for check services?
   • What forms of payment do you accept?
   • Describe your check acceptance policy.
   • Describe your deposit process and who does it. 
   • How do you get new customers into your store and how do you keep current customers returning?
   • Describe your return policy. 
   • Why have you chose to stay with gift certificates rathe than using cards which protect against fraud, promote your store, and create a buying atmosphere by being so visible at your register?
   • What type of cards do you accept (or plan to accept)?
   • Do you take PIN-based debit cards (or plan to)?

   
   

   Some common client responses you may hear include the following:

   • "We do not currently accept checks because they are just too risky."
   • "For every check we receive over $50 we call the bank to verify it."
   • "I have a lot of people come to my store, but they ask the currency exchange in pounds. I have no clue how to get that."
   • "Nobody wants to pay in cash anymore."
   • "Can you see if my deposit has come in from my XYZ Bank merchant services yet?"
   • "I wish I didn't have to wait 3 days to get my money from my credit card machine."

   Non-sales Associates (Take it to 10)

   If you do not feel comfortable with Merchant services information, but are working towards your Take it to 10 goals, do not focus on a specific product. Instead, ask if the prospect is interested in the services provided at CCB. To do this you might say:

   I work at Capital City Bank and we offer several products and services designed to meet your banking needs, including Merchant services. Would you be interested in learning more about this service with an associate of mine?

4. Recommend Products/Services

   When you have identified a need or learned about a prospect's banking preferences, you are ready to make recommendations that align with his or her goals.

   
   

   Sales Associates

   Below are examples of what you might say when recommending Merchant services after having used the qualifying questions.

   Based on what you are telling me, Mr. Thompson, it sounds like you could really benefit from accepting credit and debit cards. With this service, you will no longer have to turn your clients away based on their payment method. Elavon is a great company who works very closely with Capital City Bank to make sure our client's needs are our number one goal.

   
   

   Non-sales Associates (Take It to 10)

   If you are simply trying to make a referral to CCB, then you are recommending the bank, and even a specific banker. Below is an example of how you make this recommendation.

   I recommend that you check out Capital City Bank. I work there and I know it's a great place to bank. CCB is a stable, community bank that can help you with your financial needs as they arise. I don't know too much about the various options, but I can certainly connect you with a friendly banker who would be willing to help you. His name is _______________.

5. Handle Objections

   It is highly likely that once you make a product or service recommendation, you will receive objections. Before responding, keep the following points in mind:

   • Make sure you understand the question or objection
   • Be empathetic
   • Address the question or objection even if you can't change the product or service
   • Check with the prospect to make sure he or she accepts your response or explanation

   
   To respond to objections, use Feel, Felt, Found to structure your responses. Below are examples of Merchant Services objections and suggested ways of responding.

   
   

   Sales Associates

   Client Objection: "Why would I want to take credit cards? I prefer cash."

   Feel: I understand why you would feel cash is the best way to go. 

   Felt: Many of my business clients have had the same question. 

   Found: My clients who ended up trying out our merchant services ended up increasing their sales by accepting other forms of payment and even encouraged repeat business by offering gift cards for the upcoming holidays. I can get you in contact with __________ and he/she can discuss this further with you. How does that sound?     

   
   

   Non-sales Associates

   Client Objection: "I'm not sure I want to spend that type of money yet."

   Feel: I understand you may not be ready yet. 

   Felt: Most people like to compare a few places or get recommendations before doing something.  

   Found: Most people I talk to find that Capital City Bank has all the bells and whistles of the big banks with a small, community feel. You can always speak to one of our Merchant Services representative who can tell you more about our products with no strings attached. Would you like to give it a try?  

6. Ask for the Business

   If you did not receive an objection or have already come to an acceptable resolution with the client or prospect, you are ready to ask for the business. Asking for the business is how we move the sale forward. Below are some examples of what you might say to ask for the business.

   
   

   Sales Associates

   • May I have our Elavon representative contact you? 
   • Do you mind if I forward your information to _________?
   • When is the best time for ___________ from Elavon to contact you? 
   • Let me write down your contact information and a representative from Elavon will contact you soon. 

   
   

   Non-sales Associates

   In the case of an associate who is making a referral for Take it to 10, you are trying to get the prospect to agree to meet with a banker about a need. Below are some examples of what you might say to do that.

   • May I get your contact information so I can have my friend, ________, call you?  
   • Can I get your name and number so I can have a Merchant Services representative call you about starting your service? 
   • May I have a Merchant Services representative call you to help you find the best product for you?  

7. Make a Referral

   If you are a sales associate or non-sales associate who cannot open a savings account, but have identified someone who is interested in a savings account, remember to refer him or her to an associate who can help.

   Making referrals at Capital City Bank is as easy as A B C! Below is an example of the ABC method to making referrals. 

   
   

   Acknowledge or Ask questions about a need.

   What do you typically look for in a financial institution?

   
   

   Bridge with a transition statement highlighting how Capital City Bank can meet that need.

   I work at Capital City Bank and we have great products to help you grow your business. 

   
   

   Connect to a Capital City Banker that can help.

   Our Merchant Services representatives can help you find the best product for your needs. Would you like for me to have a banker contact you at a time that works for you?

8. Process the Sale

   Sales are processed in generally one of two ways:

   • The associate who can sell the product follows established policies and procedures to close the sale.  
   • An associate connects the person to a qualified Merchant Services representative using a Synapsys referral for and a Lead Referral Tracking (LRT). Once this is completed, the Elavon representative contacts the client.
     
     

   Additional Information on Sale Processing

   See the Synapsys referral instructions.

   To access the LRT, click here.