Hi, my name is James Shepherd.
Today I want to give you the advice that I gave a 20-year-old guy, who was getting into
merchant services.
My advice for a 20-year-old entering merchant services and really my advice in general for
somebody who is getting into this business for the first time.
I really had this great call.
I don't even remember the name of who it was I talked to now.
I'm really bad with names, but it was like a week ago.
When I had the call, it lasted about 25 minutes or so.
At the end of the call, I was thinking to myself, "I've got to shoot a video.
I wish I had recorded this."
I'm actually going to be recording some of my calls moving forward for a little blog
we are going to do, but I was talking to this young man.
He called me up.
He told me, "Hey," I think he was 20, maybe 22.
"I'm getting married in a few months.
I just got into merchant services."
He wanted my advice on the processor he had chosen to sell for and some other things.
Basically the advice that I gave to him was very, very simple.
I told him I said, "Look, what you are doing right now, you are making several assumptions
that may or may not be true.
The assumptions that you are making right now are number one, you can go prospecting
and people are going to like you.
Number two, you are making the assumption that if people like you and trust you, that
you have enough sales ability to close them.
Number three, you are making the assumption that your processor, if you close them, is
going to approve them and that they are going to service the customer in a way that works.
Number four, if all of those things happen, that the processor is going to pay you an
amount of money that is going to be sufficient to allow you and your new bride to live comfortably."
I said, "Those are four assumptions."
The key to business is not research and analysis and deep contemplative thought.
That is the secret to getting a business from 100 million to a billion perhaps.
That is not the secret of getting a business from zero to $100,000 a year in revenue.
The secret from getting from zero to $100,000 a year in revenue is very simple.
You get an idea – step one.
Step two, what are the assumptions that are underlying this idea.
I could sell you on any idea.
Ideas, you could come up with something, like selling ice to Eskimos.
Think how inconvenient it is for Eskimos to chop up their own ice.
They probably need a distributor to just sell them ice.
Don't you think that would make sense.
Well, there are some assumptions that we are making there, aren't we?
We are definitely making assumptions of how valuable we think this ice is to Eskimos.
You can make any idea sound good, but ultimately an idea is based on a set of assumptions that
you have made.
People who are successful in business are able to take an idea that seems like a good
idea and break it down into its compartments of assumptions that are being made.
That's step two.
Step one is come up with an idea.
Step two, figure out assumptions are underlying this idea.
If any of these assumptions are not true, it's not going to work and you are not going
to make money.
One little side example that might help you understand this.
When Itunes came out, for instance, with Apple.
Apple came out with Itunes.
They came out with the Ipod, things like that.
Right?
One of the assumptions that they had to make was, "Our people willing to put a device
in their pocket, or somewhere on their person and walk around with headphones in their ears?
Are they willing to do that?"
Here is the interesting thing about it.
Walkman had already proven that assumption to be true.
They didn't have to prove that assumption.
That was already there.
They knew already it was proven fact people are willing to do that.
What was maybe an unproven fact?
Well, are people interested in buying songs one at a time rather than the entire album.
That had not been proven.
Literally nobody had done that before.
They had had illegal downloads services.
So that was even more of a problem.
Are people willing to abandon illegal free services and actually pay for legal services?
It turned out that assumption was true, but that was the big leap.
That was the assumption.
They had to do all kinds of customer focus groups, surveys and find out.
Are people willing to pay for this?
Because we don't know if that's true.
So Itunes at the time, boy, what a great idea, right?
It sounds awesome.
You just buy music.
I've got it right here.
I even have the subscription service on my phone.
It's great, but are people willing to do that?
Well, there are some assumptions that are underlying it.
There is going to be some assumptions.
You have to figure out what those are is step number two.
Step number three is find the shortest path to proving that these assumptions are correct
or not.
In the case to this young man, my advice to him was very simple.
I said, "Okay, do you got a pen and paper?"
He said, "Yea."
"Let me give you a pitch."
I went through the survey pitch with him.
The survey pitch is basically you walk into the business.
"Hi, my name is James Shepherd.
I'm starting a new business here in town.
If you have just a couple minutes, I'm kind of going around and do a little survey.
I have two or three quick questions for existing business owners to learn a little bit more
about doing business in the community here and just to get your thoughts on what I'm
doing and do you think it is going to work.
Do you have like a minute or two for me to ask you these three questions?"
That's a great pitch.
People are going to be okay with that.
Then question number one is, "How did you get into business?
How long have you been here?"
A little small talk.
Question number two is "Are you currently processing credit card electronic payments,
and if so who are you using, and are you happy with them?"
Question number three is, "Once I get this business launched in a week or two, would
you mind if I came back and dropped off some free marketing materials now that I know what
you are currently doing?"
Something like that, right?
Very basic.
I said, "Okay, do you got that?"
He is like, "Yes."
I said, "Here is what you got to do.
It's two o'clock in the afternoon right now.
We are going to hang up the phone in a couple minutes.
When we do, you are going to go get your shoes on.
You are going to get our keys.
You are going to go out to your car.
You are going to get in your car and you are going to drive to the closest business.
You are going to walk in and you are going to tell them that exact pitch."
I said, "Then once you do that, you are then going to drive over to the next closest
business and you are going to repeat that."
I said, "Then what you are going to do is you are going to go to about 200, 300 businesses
over those first 10 business days and you are going to do that pitch 200 or 300 times.
By doing that what's going to happen is you are going to prove your first two assumptions
correct or incorrect.
Can you prospect in a way that makes people like you?
If not, I can't help you.
You need to go get another sales job, where you have a manager or a coach.
Number two, if you can get people to like you, can you close the deal?
If you get all these people, "I have 200 people that are interested."
How many of them bought from you?
Nobody, so you can't sell.
It doesn't matter about which processor you are with.
It doesn't matter about their compensation.
All that is totally irrelevant because you haven't even proven the first two assumptions.
The first two assumptions are can you prospect merchant services and can you sell merchant
services?
Those are the first two assumptions.
My advice to somebody getting into the business and like, "Which processor should I sell
for?"
Nobody.
Go out in the field and sell first.
"How can I do that?
I don't have paperwork."
It doesn't matter.
Go get some business cards that say payment consultant, you know, or sole proprietor,
whatever, and walk into businesses and say, "Hey, I'm just starting a business up."
Have some conversations and see, do you know how to get people interested and do you know
how to get people to buy from you?
If you do, well then all of a sudden, the processor becomes really important, don't
they?
Now you have a deal and you are going to write a deal.
What's their paperwork like?
What is the application process?
Now you are going to prove the next two assumptions.
See how that works.
My advice to somebody getting in the business is number one, you have an idea, that you
feel like is a good idea.
What are the assumptions?
Then what is the quickest path to proving those assumptions true or false.
That's how you can really get yourself going in business.
That's what I would do as a young person, or even somebody else who is going from an
employment to an entrepreneurial deal is what are the assumptions that are underlying this?
Then prove those assumptions as quickly as possible, so that you can either start making
money, or so you can end that and move on to something else that is going to be more
profitable for you.
My name is James Shepherd.
Thanks for watching and listening.

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