Are You Using Service in Your Value Proposition?

Service.  As much as I love to pitch service, the problem with pitching this form of value is trust.  No one comes in to sell something by saying, “Our Service is Terrible.” Yet, time and again, the merchants have experienced terrible customer service.  They are understandably skeptical when you tell them your customer service is really different.  I believe the best way to pitch service is by doing two things:

• Don’t over-emphasize it. Talk about it as a matter of fact but never, never make “service” your central opening pitch.  Again, the problem is that the merchants don’t trust this promise of great service.  So the more you emphasize it, the more skeptical they become.
• Give them specific, measurable service promises. “We provide great service” is meaningless.  “My clients are never without a terminal for one entire business day” is a value proposition.  Talk to your processor about this.  Get some specific service promises that you can confidently make and keep.  Perhaps your processor “always answers the phone within one minute” or “always overnights a replacement terminal if your terminal is broken.”  Make your service pitch very specific.  Avoid broad statements about how “awesome” your customer service is or how much they will “love working with you.”  They don’t know you; they have very little trust in you.  Focus on promises not platitudes.

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How to Provide Financial Value to Every Merchant

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