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3 Surefire Ways Resellers Can Market Their Services Effectively

02.28.18

Resellers need a solid approach that will quickly and simply explain what they can offer and how partnering with them can help a merchant grow

One of the biggest hurdles point-of-sale resellers frequently face is when merchants, especially those small- and medium-sized, do not understand what it is resellers provide. With this in mind, the ability of any reseller to help potential clients understand what point of sale hardware and software is all about - and how it can help them in a number of ways - often comes down to messaging. Consequently, resellers need a solid approach that will quickly and simply explain what they can offer and how partnering with them can help a merchant grow.

While resellers obviously know the inherent value that they can provide to business owners, the concept of what a reseller does and their benefits may be completely foreign to most. As a result, resellers need to know how best to identify the audiences that will benefit most significantly from investing in the products they are selling and reach out to business owners as effectively as possible on an ongoing basis.

While this might sound like a daunting task, resellers may not need to think too hard to come up with ways they can pitch their services as being effective for any small- or medium-sized merchant these days. This is the foundation of any good sales plan, but it may be vital for resellers that are trying to both market their services and educate people about what they do. 

1. Start With the Targets

When merchants are moving from older point-of-sale devices - or have none at all to begin with - to modern options like those capable of EMV and mobile payment processing, resellers are presented with a unique opportunity: Showing where today's payment processing options come in handy for merchants, according to POS expert Jordan Thaler. Even systems that were installed as little as a decade ago are well behind what modern offerings provided when it comes to capabilities like storing data in the cloud, rather than providing any sort of physical information (such as receipts) needing to be stored on-site.

In addition, because modern point-of-sale systems are far more connected than they've ever been before, the software itself it automatically updated far more often than it used to be. This means that business owners can cut their stress in half worrying about their point of sale system.

Where resellers make the difference for merchants is through the affordability and knowledge they provide. Thaler points out that modern POS systems often cost thousands of dollars, but resellers can help to mitigate those expenses, and more importantly advise businesses on what they need both now and going forward.

2. Present As An Expert

There are many resellers in the market today, and while more businesses are taking steps to upgrade to modern POS all the time, competition can still be significant. The question, then, becomes how any individual reseller can stand out, according to Bizness Apps. To that end, there are multiple approaches to take, but it's wise for resellers to instill confidence by truly presenting themselves as experts by meeting merchants' POS needs at all times. This means everything from checking in periodically when things are going well to reacting quickly and decisively if issues arise.

Often, the trick is not to sell the products themselves, but rather their benefits. To a merchant who may not be well-versed in the different kinds of POS devices or even the payment processing capabilities they provide, having a reseller who can explain how the benefits help them meet their unique business needs is incredibly valuable. Moreover, having the ability to not only say, "Here's how modern POS can help a business," but also illustrate the direct benefits to resellers and their unique business. Resellers who can provide concrete numbers for how many clients they have, and how they help them regularly, are likely to have significant success reaching new clients as well. Numbers always talk!

3. Finding the Right Fit

Of course, when it comes to what kinds of point-of-sale devices merchants need, there's no one hard and fast answer, even if many companies have seemingly similar requirements, according to nChannel. It is, therefore, crucial that resellers work with would-be clients to see what kinds of solutions will best meet their needs across multiple considerations, from cost and flexibility to security and features. There are some offerings that should be standard, such as high-quality support and the ability to integrate new POS platforms with old ones so that data can be ported over as simply and accurately as possible.

Each merchant is different and there are so many industries that require taking payments for goods and services. It is important for resellers to get to know their clients and find solutions that offer features best fit for what they need. For instance, a retailer or gas station needs inventory management, where a chain salon owner may need a system that offers the ability to link multiple stores together. It is important to know the common POS mistakes to avoid when choosing a system and sharing those with merchants to strengthen trust with clients.

The path toward showing off all the benefits that resellers provides can vary widely from one client to the next. But as long as resellers can present themselves and their services as well-versed and experienced in meeting many different types of needs for multiple clients simultaneously, they will be far more likely to connect with merchants and forge a long-lasting relationship that ends up being fruitful for all involved.


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