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Chapter 26 - Your Natural Market, Part 1

Transitioning to the card payments industry is often a two-edged sword: potentially a financially rewarding endeavor, yet often difficult for the sales professional new to an unfamiliar industry. This program is designed to assist both new and seasoned veterans attain true financial success by employing a simple and effective sales process.


Discovering potential clients requires a process be implemented and an action plan established. Gone are the days of random cold-calling and door knocking when a focused campaign will be much more effective. We discuss our two-prong approach and walk you through the process.


The first market you should target are those who know you and may become your strongest advocates. But how does one go about finding this market, much less developing it? We cover a an effective and easy to implement action plan covering every step in this part of your prospecting campaign from identification to appointment.


The second market to develop relies upon your past work experience and industry familiarities to establish you as a SPECIALIST in the marketing, selling, and support of payment processing services to specific vertical markets. IProcess has the specific industry knowledge on over 200 vertical markets to meet almost any sales professionals needs, and we cover every step in this part of your prospecting campaign from outreach to appointment.

“If people like you they will listen to you, but if they happen to trust you they will do business with you.”
-Zig Ziglar


Identifying, managing, and developing your natural market is potentially the most important aspect of creating early sales opportunities. It is a fact that less than ten percent of all people new to the payment-processing world actually develop this market appropriately.

iProcess is here to help, and we are going to break this process into four steps:

Step 1 – Tracking and Management Tools
Step 2 – Categorization
Step 3 – Data
Step 4 – Outreach and Follow Up Conversations

This aspect of developing a sales professional is often overlooked by many organizations, which begs the question why? Many sales development programs seem to focus on closing the sale, yet few offer real andProcess practical advise on beginning the sale. iProcess provides a sales process which we will look at in Pathfinder; however, we cannot stress enough the importance of what you are about to review.

Let us leave you with one last image before continuing.

If you were a farmer making a change to payment processing sales, your thoughts might have played out like this…

Choosing to begin a career in selling merchant services is like selecting which crop to plant. You could have sold this or that product, but instead you chose the bankcard industry. If the goal is sales, then that is the crop. How do you get the sales? Sales come sales opportunities, which are simply potential clients you haven’t ‘sold’

Prospecting can be compared to planting sales opportunities with merchants.

But you just don’t scatter seed on undeveloped, hard, weed choked ground. You must first till the ground and add nutrients to the soil. You must help make the soil FERTILE and RECEPTIVE to the seed.

Then, when the seed is cast it takes the right amount of sun, water, and temperature to germinate the seed. Just like seed, a sale requires the correct CLIMATE to occur. Preparing my ‘field’ takes just the right activities, and productive ‘prospecting outreaches’ requires you to implement a ‘step by step process’ where ENGAGED SALES PRESENTATIONS can occur.

Eventually, if I tend the field, follow a process, and create the proper climate and am gifted with a bit of good fortune I will harvest a good crop. In my new profession selling payment processing solutions, this visual representation might help you better understand the absolute value and necessity of spending the time and effort NOW to help make prospecting a rewarding task.

If you thought the previous analogy was ‘corny’ I apologize. Nevertheless, if it paints a picture in your mind, then hold onto it. Effective prospecting techniques are worth their weight in gold, and if not implemented, your long-term success will be difficult.

STEP 1 – Tracking and Management Tools

Before we dive into identifying our natural market, let’s take a moment and ask ourselves how we plan to work with the data.

Work with the dataYes…work with the data.

Our natural market is an organic thing, full of living, breathing people. Why would you believe that the tools we use to work with our data should be static? That’s so mid nineties!

You will want to interact with the data, taking notes, making changes, adding and subtracting to your market. Sure, you could break out the lined notebook paper and have at it, but there are so many better ways to work with your list. Let’s review a few options. . . . 

iPros have access to all of the Pathfinder modules.  Join today!

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