Hi, my name is James Shepherd.
Today I want to share with you the mark of a great opening pitch, when you are selling
merchant services.
You are going into a small business walking in or you are on the phone and you are trying
to come up with a great opening pitch.
What do you say when you first meet the merchant.
How can you tell if you are having success with the opening pitch?
Well, one thing I've really come up with lately is I've been working with agents
in our 6 Week Jump Start Program and trying to help them with their pitch, trying to help
improve it.
I've come up with an interesting metric that I use with the opening pitch and that
is how many times, what percentage of the time do people ask you a question after you
finish your opening statement?
How many times does the prospect, what percentage of the time does the prospect ask you a question
following your opening statement?
You should really be getting a good 30 to 50% of people after your opening to ask you
a question.
Let me give you an example of a couple opening pitches that I've been talking to sales
people about and things lately.
Let's say that we are selling cash discounting for instance.
One agent I know uses a pitch similar to this, where he goes in and says, "Hey, I know
you get all kinds of people coming in here pitching you merchant services and so there
is always that constant barrage.
The reason I am here today is not to talk to you about any traditional processing or
anything like that, but the reason I am here to talk to you is I have a program that is
$89 a month.
There are no transaction fees.
There is no percentage fees, no other monthly fees.
There is nothing.
It is just an $89 a month program.
Whatever you are paying in credit card processing fees right now, it would just be $89."
He just stops.
It is very important what you do at the end of that.
You could add something onto the end of that opening pitch and really ruin it by saying
something like you know, "Is that something you are interested in?"
Well then, you are asking them for a response.
You don't want a response.
You want a question at the end of your opening pitch.
Okay, so if you can get a good question at the end of it, that's a great opening pitch.
So by just stopping there, what is merchant going to say?
Well, they are going to probably say something like, "Well, how do you do that?"
That is a really good opening pitch because you are getting that question at the end of
it.
That is really, really powerful.
Let's say that you are selling traditional processing and you are talking to maybe a
larger merchant, or maybe a multi-location merchant.
You go in there and say, introduce myself, "Hi, my name is James Shepherd.
The reason I stopped by today is I'm a consultant and what I try to do, I try to help people
reduce or even cut potentially 20, 30% off of one of the largest expenses on their profit
and loss statement, on their income statement."
You just stop right there.
When you say that, what is the prospect going to say?
They are going to say, "Which one?"
You know.
The agent I talked to, I didn't come up with that one.
That was actually an agent came up with that and shared it with me yesterday.
He is using that pitch and he is getting a lot of people to say, "Which one?"
He said, "Sometimes they'll even joke with him a little bit and say, "Well, yea,
how about my payroll?
Can you reduce that one by 50%?"
You know and kind of joke about it.
Then they ask, "Which one are you talking about?"
Then he goes into "Well, I'm sure you noticed on your statement how big your payment
processing fee is relative to even your rent.
A lot of people pay more to process credit card payments than they do for their rent.
My goal as a consultant is just kind of review that and see if there is something we can
do," and the rest of the spiel.
Think about that.
Now there are definitely other opening pitches that you can utilize.
I used an opening pitch for years that got a controlled response.
It didn't actually get a question at the end of it.
For years, I used an opening pitch where my question at the end of it was about their
processor.
I would say, "Do you know who you are currently processing with?"
No matter what they said, I already had my response prepared for that, but what I've
noticed is that over the years as the market has gotten a little bit tougher to sell in,
you actually don't want to put all your cards out on the table in your opening pitch.
A lot of times you want to make that opening statement without ever even mentioning merchant
services, without ever mentioning credit card processing, especially if you are in one of
these metropolitan areas.
You are in Dallas, Texas, or New York City, San Francisco, LA, that kind of thing.
You don't really want your opening pitch to be all about merchant services, because
you are going to get to the end of the opening pitch and they are going to say, "I'm
not interested.
Get out of here."
So instead of a response, try to restructure your opening so that it elicits a question.
The reason that is so important is because when a prospect is asking you a question,
there are two things about that, that are very important.
#1.
Asking someone a question means that you expect them to give you a reply.
If you are doing your opening pitch and somebody says, "I'm not interested."
They don't want you to say anything else.
What they want you to say is, "Okay, have a nice day," right?
So you are really going against the grain to continue the conversation.
When someone asks you a question and says, "Well, how do you do that?"
Or "What do you mean?
Which expense item is it?"
They are expecting a response and so now you have another chance to say something.
If you can kind of keep that process going where the prospect and you are engaged in
a back and forth conversation, it's really going to help you out a lot.
My challenge to you today is really, really simple.
Think about your opening pitch.
Okay, when I say opening pitch I realize there is usually a little bit of small talk when
you first walk in, or on the phone, but once you start talking about what you are selling
and you get done with that opening statement, that 15 to 30 second, maybe 45 second pitch
that you have, or presentation you have and then you get to the end of that statement
and you stop.
The merchant has a chance to respond.
See if you can come up with a pitch that's going to get them at that moment to instead
of giving you a yes or no response, or some kind of response to instead give you a question
to allow you to continue the conversation.
Try that out.
I really think it will help you.
Again, my name is James Shepherd.
Thanks for watching and listening.
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