A GUIDE FOR  SALES AND MARKETING CHECK SERVICES The following information will be beneficial to you if  you have never worked in sales or sold returned check collection services. We hope that our suggestions will motivate you and help create a great and successful marketing campaign! Please review our ideas and use them to your best advantage. If you have any further comments or questions please contact us.

Our Sales Philosophy 
We have always gone through the door with the intention of making the potential customer a friend FIRST, and a client second. Friends are easier to deal with and friends usually stick together. A client that thinks of you as a friend will generally call you if a competitor comes knocking on the door, giving you the opportunity to save the account. Deal with your clients in an ethical manner and always give them more than what they expect. 

Customers 
1. Who are the Best Candidates For Check Services? 
Anyone who takes checks is a candidate for your services. Some candidates, however, are better than others. A client that processes a high volume of checks with low dollar amounts is ideal! These type of checks are generally more collectible than the higher dollar checks. Naturally, you would like to focus on accounts that offer multiple locations of stores in your area. Some perfect examples of multiple-location, low-dollar check businesses are convenience stores, gas stations, hair salons, franchise stores, pizza parlors and restaurants.

 Small businesses are great clients. They are what we call "feeder accounts" because the collective number of checks they send you occupy the days when your larger accounts have less volume for one reason or another. These accounts make sure your company is "fed" and will allow you to spend more money on finding and closing the larger accounts. Your "feeder accounts" are generally more appreciative of your services and are more likely to be loyal to you. Always remember how important your "feeder accounts" are to your business and your business will continue to grow. 

2. Finding Potential Customers  
There are many sources of potential clients
• You are your own source by looking at businesses you personally deal with each day. 
• Shopping centers in your immediate and surrounding areas. 
• Chamber of Commerce listing of business members. 
• Telephone Book Yellow Pages. Use the index to immediately locate your target businesses. 
• City/County/State Licensing Offices. Businesses must first obtain a license. This source gives you the advantage of finding new businesses FIRST.
• Obtain a copy of the Dodge Report listing new construction in the area. 
• Business associations or local networking groups. 
• Newspaper ads featuring local merchants.

3. Pre-Qualify Your Potential Customers
The first thing you need to do is pre-qualify or size-up your potential customer 
• Do you see them taking checks? 
• Do you see returned checks taped to the wall behind the cash register? 
• Are there any signs or stickers explaining their check policy? 
• Is there a competitor's sticker on display?  It may only be window dressing as a deterrent to potential bad check writers or it may be from a former collection agency that the company no longer uses. 

Do Your Homework
Gain the Competitive Advantage Over Your Competition
Before you make a sales call to a business, find out all you can about the company. This is especially important for chain stores. Potential clients have reserved time from their busy schedules to talk with you and expect you to be prepared for your appointment. You should know how many units they have, what states they operate in, what acquisitions they have recently made, how long they have been in business, the company history, what check company they may currently be using, who the officers are, exactly what line of products they carry or what service they provide, what charities they may be actively supporting, and anything else you may benefit from. Take some time before the appointment to actually visit some of their stores and get a feel for them.

Sources of this information can come from trade journals, newspaper articles, or the internet. Most chain stores have a company website. These are valuable sources of information that usually contain sections about their company, store locations, etc. Clients will be impressed you have shown such interest in their company that you can recall this information during your presentation.

The Sales Approach 
1. Introduction 
Sales materials such as brochures, mail-outs, etc. are useful tools to introduce your business. They provide good exposure and produce qualified leads when targeting specific industries or areas. Professional-looking sales materials will rarely bring in a large volume of accounts alone but they will give your business the positive image necessary to help you gain them. Window stickers, cash register stickers, and tear-off cards help you gain the exposure you need to build and protect the hard work you put into your business. It pays to invest in quality when you order your window and cash register stickers. These products are your silent salesmen. Your customer will feel comfortable displaying quality products in his window and on his door or register. These tools will also alert the competition that this customer already has the best service in the industry. 
  
A face-to-face approach is always best. It is much easer to determine what you can offer the client when you are Listening, Acknowledging, Exploring, and Responding in person. You need to find out how the customer currently processes his checks, why he does or does not like the current process, the costs (both stated and hidden), and what would make the check acceptance process more profitable. 
  
Yours sales approach should do the following: 
  
• Get the customer's attention 
• Demonstrate a need 
• Show how your product fills that need 
• Detail how it is the BEST product to fill the need 
• Overcome all objections to the product 
• Help the customer visualize the benefits the product will bring 
  
2. Organizing Your Time 
a. Following a consistent schedule will ensure you remain productive. 
• Monday is good for setting the week's schedule, returning calls, booking appointments and office work 
• Tuesday, Wednesday and Thursday are good days to be out cold-calling and seeing customers. 
• Friday is for following-up with customers, making appointments for the next week and paperwork. 
b. Be considerate of the potential customer. Set your schedule around the customer's peak business hours. 
c. If you have set an appointment and you are going to be late or going to miss the appointment, call the customer. Don't waste his time or yours. 
d. Always give yourself plenty of time for an appointment. You don't ever want the customer to think that you don't have time for him. 

3. Getting Started
Here are some general tips and questions to help you get started. 
a. Always deal directly with the "decision maker" 
b. Introduce yourself by name and company. 
c. Ask if the business accepts checks. 
d. Ask who collects the returned checks. 
e. Ask how the collection is handled. 
  
If it is by a competitor: 
• Ask how the process works and how much the customer pays for the service. 
• What does the customer like about these services? 
• What does the customer not like about these services? 
• What would the customer like to have done differently? 
• Does the customer use check verification? 
• How many stores and locations does this customer have? 
  
If it is done “in-house”: 
• Ask how the process works. 
• Ask how many employees work on collections. 
• What does the customer think would make collections easier and more successful? 
• Emphasize how the customer may be spending positive cash flow chasing negative cash. 
• Does the customer use check verification? 
• How many stores and locations does this customer have? 
  
f. Successful attention grabbers: 
• By allowing Check Connection do your check recovery, we can show you how to make your returned check problem a manageable cost of business. 
• Most businesses are interested in using the negative and unproductive time spent on collections in a more productive and positive way. Don't you agree? 
  
g. If it is not a good time for the customer to discuss his check recovery process, MAKE AN APPPOINTMENT WITH THE CUSTOMER AND BE THERE ON-TIME. 
  
4. Developing Your Own Successful Approach 
a. Determine what strategy works best for you and your area. Cold-calling, either by phone or in person, and making appointments are two simple ways to make contact. 
b. Know your product well and be prepared to answer questions. The best way to overcome an objection is by bringing it up first and overcoming it in your presentation. 
c. While selling benefits, it is important to give logical reasons for buying, but you must also appeal to the emotions. Appealing to the emotions simply means selling the benefits of your product that are most appealing to your customer. 
d. Learn about your competition. Ignoring the competition doesn't make it go away. Salespeople are more effective when they understand what other choices the prospect may have as well as what makes your product unique. 
e. Be concise. No one wants a long-winded sales rep taking up too much time. 
f. Be positive and enthusiastic, especially about your product. Your positive attitude will influence the customer’s attitude.  
g. Present an image that is self-assured, never self-conscious. Dress professionally but comfortably and avoid the trendy look - it is not for business. 
h. Be consistent. Don't just visit the customer once. Continue to stop by and say hello. This strategy may eventually pay off if there is a change in they way the customer processes checks. 
i. Since the close is the process of helping your customer make a decision, you should keep in mind that everything you say during the sales approach is directed toward closing the sale. You begin closing the sale when you first meet your customer. From the very beginning, all of your talking, thinking, and action is directed toward closing. 
j. Keep in mind that many times you have more knowledge than your customer about how your product will fill their needs, problems, and desires. Therefore, it is important that you use your sales tools to show them how the product you're showing will fill their needs, solve their problems, and fulfill their desires. 
k Finally, ask for the order more than once! A national survey that measured selling practices recently showed nearly 50 percent of salespeople leave a sales call without asking for an order. They found close to 40 percent ask once, then leave, accepting whatever excuse was offered. Approximately 10 percent actually ask several times! 
 

Making the Sale
1. The first step in making a sale is getting your foot in the door. 
You may have the greatest product in the world but it won't make any difference if the customer won’t see you.

This is a sample sales scenario with a prospective client. This scenario can be used on a cold-call or a formal appointment. Always try and meet with the Decision Maker away from the activity of his business... in his office or a more appropriate place so that you will have his undivided attention. Try to meet with all who are involved in the decision making process at the same time.
  
Salesperson: Hello my name is (your name) and I am a representative of Check Connection. I could not help but notice that your business accepts checks. Who handles your returned checks? 
  
Customer: We do our own check collection. 
  
Salesperson: Then you have good insight on just how difficult and costly it can be chasing down bad check writers. 
  
At this point, you need more information from the customer to determine how best to continue. The goal is to elicit a positive response from the customer. Try to build a series of questions they can answer "yes" to.
  
Probe the customer for further details on his process: 
  
Salesperson: How do your collections work? 
How many employees do you have doing it? 
Do you use Check Verification to help prevent the repeat offender? 

Explain the benefits of the product: 
  
Salesperson: Many companies I talk to are looking for a better method of check recovery. I can supply that method! Wouldn't you agree that it would be more productive for your employees to be increasing your sales rather than chasing returned checks? 
  
Salesperson: Wouldn't it be better for the bad check writers to pay for the recovery process? After all, why should their error become your loss? We are very successful in recovering checks for companies like yours. Let me tell you how we've helped other merchants like yourself. Using us is like gaining a free employee. You pay no benefits, no postage, no phone calls, no handling charges and write no letters. Best of all you receive the FULL FACE VALUE OF THE CHECK PLUS WE WILL PAY YOU AN ADDITIONAL $(rebate amount) on every recovered check to help offset your bank charges. 
  
We have a very successful means of check recovery called Electronic Check Re­presentment. Let me explain what we do... 
  
2. Once you have the customer's interest, it is now time to describe the product in detail. 
Walk the customer through the entire process from check acceptance to check recovery. Always remember the NACHA Rules and Regulations. Do Not Leave Out A Step. 

3. You have answered all the customer's questions and responded to all his objections. 

4. Now you are ready to close the deal. 
You are ready to complete the contract. 

Overcoming Objections 
Overcoming objections is an important part of the selling process. 
The best way to overcome objections is to anticipate them and address them. Here are some common objections and suggested ways to resolve them. As you are in the field, other objections will be presented, add them to your sales approach. 
  
1. "My checks are guaranteed" (see the section entitled "Check Guarantee - VS - Check Collections") 
  
Customer: I don't need your services because my checks are guaranteed. 
    
Salesperson: I understand you are using a guarantee system. Many businesses feel comfortable having their checks guaranteed but fail to see how much it really costs them in the long run. We have found that many businesses, such as yours, do much better if they do not guarantee their checks. Let me ask you a few questions so that I may understand your check guarantee process. 

• Who do you use for the guarantee? 
• What is your discount rate? (This is the percentage of each check that is paid to have the check guaranteed.) 
• What would you say is the amount of your avenge check? 
• Do you find that they cover all of your checks or just some of them? 
• What do you do with the checks that are not guaranteed? 
  
Salesperson: Our services can save you money, reduce employee involvement and help you to better serve your customers. 
  
2. "We do not take checks" 
  
Customer: My business doesn't accept checks so I don't need your product. 
  
Salesperson: Yes, I understand. We have found that there are some businesses in your industry that feel the same way about taking checks. We at Check Connection have been able to show these businesses how they can increase profits by accepting checks in a controlled environment. 
  
• What makes you uncomfortable about taking checks? 
• Do you think you are losing business because you do not take checks? 
Example for a restaurant: My family enjoys eating out a couple times a week. We don't carry much cash, so we usually go places that accept checks. We find a lot of people are like that. They are also more likely to buy the appetizers, the desserts and leave better tips for your staff if they can pay by check instead of cash.

Salesperson: I understand your concerns. Let me take a minute to show you how our services can make you comfortable about taking checks and become more profitable as well. 

3. "It takes too much time to stamp the check" 
(A positive suggestion here would be to have the customer combine their Deposit Stamp and the Authorization stamp into one stamp) 
  
Customer:  I don't have time to stamp every check 
  
Salesperson:  I have to agree with you that it does take a little more time to stamp the checks to get the best and fastest collections for you on a returned check. But, I am sure you could find other things in your daily operation that take a little more time to achieve better overall operational efficiency and profitability.
  
Salesperson: Wouldn't you agree that if you could decrease fraud and increase collections, stamping the check is worth the few seconds it takes? Let me show you how stamping the checks will benefit your overall profitability.

 4. "I don't want to commit" 
(Show the customer the termination point of the contract) 

Customer:  I really don't want to commit to anything by signing a contract. What if I'm not satisfied?

Salesperson: If you see that this is not going to work for your company you can terminate this agreement at any time. Look right here in the contract. I would not expect you to keep anything that is not good for your company.

Closing the Sale
Closing the sale is the process to bring your customer to a decision, whether it be yes or no. 
Closing actually is a logical progression of ideas bringing about a decision. Everyone has his or her own personality and sales technique. The same is true with closing. The problem is that the salesperson is uncomfortable with asking for the business and waiting for the customer to respond, "where do I sign?"

If you feel that you have responded to all of the customer's objections in a reasonable and positive way, take the initiative and ask for the business... "Let's get you started in a positive direction with returned check recovery!" Take out the contract and begin filling it out.

Once you have asked the close question, "SHUT UP!" The first person to talk, after the close question, takes the product. When you ask the close question you must allow the prospect a chance to answer. He will answer with an objection, or with a positive response. If it is an objection, handle it, give "one more reason to buy," and ask the close question again (based on the new information, the prospect can now make a "new" decision). If his response is positive, immediately fill out the
contract - do not stall. Stalling by continuing to talk questions his decision, rather than reinforces it.

If a prospect hesitates to answer then just wait. It may take a minute or two but do not talk and let him off the hook - you must ensure a response, one way or the other. If there is a pause, then the prospect is merely "balancing the budget" in his own mind. Allow him time to do so.

Perhaps one of the greatest lessons a salesperson can learn is how to close sales without any pressure. Pressure is felt when a prospect says 'no" and then the salesperson attempts to close again without giving the prospect "another reason to buy." When the prospect says "no" he is really saying, "Based on the information you have presented thus far, I am not interested. BUT, if you can show me a significant benefit that I may have overlooked, I would gladly change my mind." You must give him one more reason to buy before closing again. To give him this additional reason, you may have to review the benefits again.

Here are some tips to remember in your close:

• Close with a strong positive mental attitude. Assume your customer is going to buy and never doubt his intentions to do so.
• By the same token, you want to relax your customer by letting him feel it doesn't matter to you whether he buys or not.
  "Everyone likes to buy... nobody likes to be sold." Create a "buying atmosphere."
• Never pressure your customer with direct questions like, "Do you want it?"
• To be successful in closing, you must have the will to win. Selling is a win-win situation or a lose-lose situation.
• Always remember, "One more reason to buy."
• Continually reassure your customer that he is making the right decision by buying your product. 
• Always ask for the sale by asking the close question. 
• After giving "one more reason to buy," always ask for the sale by asking the close question again. 
• RELAX - At this point, you can make your customer uptight or relax  him, depending on what your attitude and feelings are.    If you relax, he will relax. This helps establish trust and confidence. 

Once the sale has been successfully closed and the contract has been completed, thank the new client and put up your stickers. If the client is going to use verification, set up the equipment or schedule a time that is convenient for you both to do so. 
  
  
After the Sale 
This is the most important part of your relationship with your client. 
Your client can be taken from you easily if you do not provide good follow-up and customer service. Your client will forget about you if you do not stay in touch. When a competitor visits your client, he will take the time to talk with the customer and that provides an opportunity for you to lose the contract. 
  
Here are some suggestions for after the sale: 
  
1. Set it up in your scheduler to call them one week after they are completely on-line to see how things are going. 
  
2. Take an interest in your client's hobbies. i.e. fishing, hunting, etc. 
  
3. Stop by whenever you are in the area, even if the decision maker is not in. Always leave your business card so the customer knows you stopped by. 
  
4. Make every attempt to use your client's services when possible. This creates good customer loyalty. 
  
5. Deal with the customer on a "first name" basis. Remember, treating the customer like a friend encourages client loyalty. 
  
6. Staying in touch with your customer will make him feel comfortable talking about the services your competition may be offering. It is always easier to keep business than re-gain business you have lost due to your inattention. 
  
7. Always answer your customer's questions quickly. If you can't answer the question on the spot, make sure you provide a response in a timely manner. 
  

Conclusion 
We hope that these techniques and suggestions help you to become  successful providing check services. 
  

Businesses to Target 
The businesses listed below have proved to be good prospects over the years. 
Keep in mind that just about any business that accepts a large volume of small dollar amount checks will be an ideal prospect.