The document provides templates and guidance for cold calling scripts focused on merchant services. It emphasizes highlighting value for prospects, including lowering costs for credit card processing and passing fees to customers. Sample scripts ask questions to understand prospects' needs and pain points, then outline the caller's products and services, such as local processing and rewards programs. The document advises tailoring the pitch to each prospect's situation based on their responses.
4. We’re a local direct processing company.
We’ve launched a couple of new programs this year designed to help businesses to lower
their cost for accepting cards.
One of the programs is our consumer pay, where the fees go back on the customer.
The other one is our cost plus, which is your traditional processing and that comes with a rate
reduction and removal of the fees.
Both are going to come with our rewards program, which is kickback program, starts paying
you back just to process.
PRODUCT
OPEN
CLOSE
5. PRODUCT
OPEN
CLOSE
Don’t need to talk so much about the product
Goal of the cold call is not to sell the product
Build interest with the value
Save the product discussion for the appointment
7. CREDIT CARD PAYMENT PROCESSING
FEATURES
• Local direct processing
company
• Consumer pay - fees go back
on the customer
• Cost plus - traditional
processing and that comes
with a rate reduction and
removal of the fees
• Rewards program kickback
program pays you back just to
process
DIFFERENTIATION
• Local to your area
FOR BUSINESSES
IMPROVEMENTS
• Lower their cost for accepting cards
• Pass processing fees back on
customers
• Earn income from processing payments
CHALLENGES/CONCERNS
• Card processing fees can be a big hit on
profitability
• Would be helpful if customers paid
processing fees
• Difficult to find new ways to earn income
PAIN QUESTIONS
• How concerned are you about how
card processing fees impact your
profitability?
• How important is it to find ways to
decrease card processing fees?
• How helpful would it be to earn
income while processing cards?
CUSTOMER EXAMPLE
• We worked with software
business
• They were not happy with the
amount of fees they were
paying.
• We helped to solve that with our
local direct processing.
• This helped to lower the cost for
processing
• Also helped them to earn
income while processing
PRODUCT TARGET VALUE PAIN QUESTIONS
CUSTOMER
EXAMPLE
CURRENT STATE
QUESTIONS
• Are you currently accepting credit
cards?
• Who is your card processor?
• What type of rate are you paying?
• How happy are you with their
10. Hello, [Contact’s Name]. This is [Your Name] with [Your Company].
Have I caught you in the middle of anything?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE
13. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE
• Are you currently accepting credit cards?
• How do you process credit cards?
• Do you sell your products online?
• Who is your card processor?
• What type of rate are you paying?
• How happy are you with their services?
• How long have you been with them?
• When was the last time you explored other options?
• Are you the right person to discuss this area with?
15. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE
Based on what you have shared, it might make sense to talk more because as I
mentioned, I am with [Company] and we provide credit card processing and that
includes:
• Local direct processing company
• Consumer pay - fees go back on the customer
• Cost plus - traditional processing and that comes with a rate reduction and removal
of the fees
• Rewards program kickback program pays you back just to process
Some ways we differ are:
• Local to your area
16. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE
• We worked with a startup software company and they weren’t happy with the amount of
fees they were paying.
• We helped to solve that with our local direct processing.
• This not only helped to lower the cost for processing, but ultimately helped them to earn
income while processing.
Key: Customer | Pain Point | Product sold | Value Point
17. But I have called you out of the blue and I am not sure if this is the best time to discuss this.
Are you available for a brief call where we can learn more about you and share some
examples of how we have helped businesses to:
• Lower their cost for accepting cards
• Pass processing fees back on customers
• Earn income from processing payments
Are you available on Tuesday or Thursday morning? Or are you available to continue
talking about this now?
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE