1. Understand your customer's pain points.

Before you can sell anything, you need to understand what your customer is struggling with. What are their pain points? What are the problems they're trying to solve? Once you know this, you can tailor your pitch to address those specific issues.

For example, if you're talking to a business owner who's frustrated with their current payment processor because of high fees or slow processing times, you can emphasize how your credit card processing offers lower fees and faster processing.

2. Focus on the benefits, NOT the features.

When you're selling merchant services (or anything else, for that matter), it's easy to get caught up in the details of what your product or service does. But your customer doesn't really care about the features of your merchant services. They care about what those features can do for them.

So, instead of talking about how your payment processing software works, talk about how it can save your customer time and money, reduce their risk of fraud, and improve their customer experience.

3. Use social proof.

Social proof is a powerful tool in sales. When your customer sees that other businesses like theirs are using your merchant services and are happy with the results, they'll be more likely to trust you and make the purchase. Once you start building your book of business you can ask for testimonials from happy customers that demonstrate the benefits of working with you.

4. Be confident and assertive.

When you're selling, it's important to be confident and assertive. You need to believe in your product and be able to communicate its value with conviction. Don't be afraid to ask for the sale, and be prepared to handle objections.

Remember, the worst thing that can happen is that your customer says "no." But even if they do, that doesn't mean the conversation is over. You can still ask for feedback on why they're not interested and use that information to improve your pitch for the next door you walk through.

5. Build relationships.

Finally, remember that selling is about building relationships. If you want to sell merchant services (or anything else), you need to build trust with your customer. Listen to their needs, be responsive to their questions and concerns, and follow up with them after the sale to make sure they're happy with your service.

If you can build strong relationships with your customers, they'll be more likely to refer you to their friends and colleagues, which can lead to even more sales down the line.

Remember, selling is a skill that can be learned and improved with practice. If you focus on understanding your customer's pain points, emphasizing the benefits of your credit card processing, using social proof, being confident and assertive, and building relationships, you'll be well on your way to becoming a top-performing salesperson in no time.