VAR Teams With Mercury Payment Systems For 100 Percent Lead Conversion

Written by: Mercury Payment Systems

Rob Cotton is the major account representative at Retail Control Solutions (RCS), a three-office POSitouch dealership. His first job launched him into the food and beverage industry, and Cotton has spent the last 14 years developing his VAR career. RCS has had a relationship with POSitouch’s built-in payments processor, Mercury Payment Systems, for two years.

Challenge
Restaurateurs that are opening a new business, or managing the expense of purchasing or upgrading their point of sale (POS) system, already have a lot to juggle. Although critical to a successful installation and opening day, payment processing is often an after-thought.

Moving clients from “prospective” to “processing” card payments is a hurdle that POS resellers face. Rob Cotton, however, has achieved a nearly 100 percent lead-to-conversion rate.

Solution
Cotton applies three specific tools to help him maintain his stellar track record:

1. Free, professional marketing collateral from his integrated payment processing partner, Mercury Payment Systems
2. A customer relationship management (CRM) system for alerts to follow-up with clients at regular intervals
3. Electronic weekly updates from Mercury on his prospective clients’ status

First, Cotton introduces payment processing to his prospects.

“I know a lot of people talk with you about credit processing,” Cotton tells his clients. “I want to talk with you about credit processing that you can trust.”

Then he uses free, customizable marketing materials to establish his client’s trust in Mercury’s reputation. He leaves them with two or three print pieces he knows merchants will read.

“Mercury’s marketing collateral is polished.” says Cotton. “When I present a postcard or brochure, clients immediately see that there is more to Mercury than other processors they’ve used in the past.”

Next, Cotton informs his clients that Mercury will contact them to begin the merchant boarding process. Most of his clients are processing within four to five weeks after his first mention of Mercury’s integrated processing platform.

Cotton explains how he’s able to move his merchants to “processing” so quickly:

“Thorough follow up is the key to my success. Contrary to what I learned in Sales 101, I take a passive and patient approach. I’m not expecting to close the deal on day one.”

Since timing is critical to his success, Cotton regularly relies on a CRM system for reminders to follow up with merchants about their enrollment status. The automated appointment reminder and phone call helps him turn prospects into processing merchants.

“As soon as I submit a prospect, I set up five follow-up appointments,” says Cotton. “Just a quick phone call keeps moving along the prospect status. We all need a little reminder and so do our customers.”

Finally, Mercury’s weekly electronic status updates complement Cotton’s CRM efforts to ensure his clients are on their way to processing.

Result
A trusting relationship is what makes it worth it for Cotton to continue to endorse Mercury.

“When I pass the lead to Mercury, the follow up is exceptional. Mercury handles my clients professionally and expeditiously.”

Cotton says he has more than 200 customers who are happy with Mercury and will continue to process with Mercury. Only one merchant he has referred did not go with Mercury.

Cotton is not interested in “dumping off a lead for a one-hundred dollar bill.” He says that working with Mercury is about the relationship.

“I trust that Mercury is not going to make waves or burn the bridges I’ve created,” says Cotton. “My relationship with Mercury is professional, efficient, and effective.”

About Mercury Payment Systems
Mercury Payment Systems is an integrated transaction processing company created to enhance point-of-sale systems by offering credit, debit, check, gift card and loyalty processing. Mercury’s integrated Internet protocol (IP) or dial-up processing solutions are fast, reliable and affordable. Retailers can leverage the reliability and enhanced efficiency of integrated payment processing to increase productivity and customer satisfaction. Mercury Payment Systems helps resellers increase their opportunities with reseller support and superior technology. For more information call 800-846-4472, ext. 1820 or go to www.MercuryPay.com.