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74
By Dale S. Laszig
DSL Direct LLC
Personal relationships can be difficult. Minor
annoyances that invariably crop up between
individuals can build up over time. Usually
these issues can be diffused if properly dealt
with before they reach the boiling point. But if they are
not diffused, they can blow up into arguments and fights
that, in turn, may lead to more serious outcomes, such as
estrangement or even divorce.
A similar dynamic exists between ISOs and merchant
level salespeople (MLSs) and their merchant clients.
Recognizing that the sales rep-merchant relationship is a
relationship makes addressing merchant complaints a top
priority. But sales reps have to be proactive and recognize
small problems before they fester into big issues that may
end up with merchants divorcing ISOs and switching to
the competition.
Dig for the truth
Just as when you ask your companion how he or she is
Education (continued)
Survey says: Nurture by Q & A
doing, and the bland response is "Fine," more digging is
necessary to find out how your loved one is really doing.
Similarly, when asking merchant customers how things
are going with the services you provide, sometimes merchants
will tell you what they think you want to hear.
To make interactions less stressful, they may keep silent
on the minor annoyances associated with your service:
Maybe the POS terminal spits out too much receipt paper
or there's an irksome misspelling on every receipt – problems
that can be easily corrected in a few minutes with a
partial download.
These types of minor issues may seem trivial, but if they
aren't addressed, they can work themselves into major
problems. So you have to get beyond the superficial "nice"
answer for the truth of what might really be bothering
merchants. Ninety percent of merchant complaints have
to do with user interface issues, whether that means virtual,
mobile or countertop POS terminals. These payment
devices are designed to be user friendly and reliable. But
what happens when they are not?
Many merchants pay monthly fees to ensure
overnight POS replacement in the event of equipment
failure. But even next-day replacements can be costly
for a small business owner in terms of lost sales, settlement
delays and cash flow issues. So, whether they are
too busy to call to complain about something minor or
fearful that their old machine may be on its last legs, conducting
merchant surveys is a great way to get feedback
from clients.
Break out the questions
Surveys get results because they ask questions. Questions
are designed to stimulate thought and discussion.
Brainstorm at your next sales meeting to come up with a
list of question topics. Here are a few ideas:
• Counter appeal
• Ease of use
• Reliability, speed and functionality
From these key categories, formulate questions. Here are
several sample questions:
1. Hardware health: Is your terminal in need of a
tuneup? Is your hardware up-to-date and is there
anything about it that could be improved?
2. Counter appeal: Are the numbers and letters on
your terminal keypad easy to read? Have any of
your customers commented on the loudness of your
terminal's printer when waiting for a receipt?