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Building Trust with Merchants Is Key Before You Sell

December 29, 2017

The good news is that there are plenty of ways to do so. All it takes is a little legwork and some good faith - on both sides.

For point of sale resellers, a specific challenge often presents itself when attempting to work with smaller merchants in particular. In a lot of cases, these businesses – whether they’re family-owned restaurants or small retailers – might not know about all the benefits resellers can provide them in terms of cost certainty and ongoing support, simply because they aren’t familiar with what resellers can do for them.

Consequently, it is up to resellers themselves to make sure they can build a working relationship with these merchants even before they start to work toward making a sale and forging a longer-term connection. The good news is that there are plenty of ways to do so, and all it might take is a little legwork and some good faith – on both sides – that things will work out to be mutually beneficial.


Where to Begin

The most important thing for a reseller to do when trying to build this kind of trust is to simply demonstrate their level of experience and how much they’ve helped other businesses in similar situations, according to Rain Sales Training. Resellers can demonstrate a clear expertise – by talking with merchants about the ways in which their POS devices and systems can help companies meet not only their current needs, but also needs they might not have even known they had – thanks to a superior knowledge of not only their offerings, but how their offerings actually help merchants of all sizes.

Moreover, it’s important for resellers to also keep in mind that when dealing with small merchants or even bigger ones, sales is a “people” business. That means they’re talking with normal human beings and not just the robotic representative of some faceless corporation. With this in mind, it’s crucial to treat prospective clients as warmly as possible, and make an effort to understand where they’re coming from, rather than just seeing them as another potential sale.

The Personal Side

Perhaps the best way to forge an early personal relationship with a potential client is to make sure the initial outreach doesn’t come off like just another call or email to be ticked off a daily agenda, according to Persist IQ. Making every contact as personalized as possible can sometimes be a daunting task, but it’s also vital for making merchants think they are getting something out of any future business relationship; circling back to the idea of a faceless company, in much the same way resellers can’t think of potential clients in this way, those businesses don’t want to think of resellers in a similar fashion.

Indeed, when it comes to building a working relationship, a personal relationship is going to make for a solid foundation, according to Software Advice. To that end, it’s also important to highlight to merchants just how well a reseller’s POS systems and card readers can help them do the same thing. After all, small businesses rely on personal relationships with their customers as much as resellers do, so it’s vital to highlight how one strong relationship can lead to many, thanks to the power of modern POS.

Think About What’s Being Sold

Resellers should always try to keep in mind that they’re not just selling point-of-sale devices and support. They’re also selling what is likely to be a years-long connection with each client, and getting an understanding of what each individual client may need from modern POS is something that comes about naturally in the course of a conversation.

Once resellers have some understanding of what merchants are looking for, they’re able to start making suggestions about what solutions might work best given the retailer’s unique situation, according to Salesforce. However, that also helps resellers understand what merchants don’t need, and any efforts to push additional solutions (to problems they don’t have) as a means of boosting the sale could leave prospects with a sour taste in their mouths.

Be the Expert

When it comes time to actually submit a sales proposal, it might be wise to make that as personalized as possible too, according to Precision Marketing Group. While it may be a standard procedure to simply send the proposal via email or fax, resellers should strive to go well beyond the standard. Instead, taking the time to present their proposed solutions directly, in a personalized manner – “Here’s what we believe you need, here’s why we think you need it, and here’s our experience dealing with these issues.” – can really pay dividends in terms of making merchants think, “This is a reseller who understands us.”

Have a Plan

Now that resellers have a better understanding of the best ways to build trust throughout the sales process – right up until that sale actually happens – it’s time to come up with a roadmap to follow for any potential clients, according to Trusted Advisor. Simply charting out a course in this regard can go a long way because while it allows for plenty of improvisation and gives them flexibility to meet potential clients’ needs in unique ways, it also helps them stick to an overarching plan that will help them build and maintain long-term relationships.

Generally speaking, resellers have many of the answers to merchants’ problems thanks to the myriad features modern POS provides, and as long as merchants trust that resellers are working in their best interests, they’ll be more than happy to come along for the ride.

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