7 Proven Strategies to Help VARs Increase Sales

March 14, 2018

It is important to have a strong base of sales strategies to set yourself apart from the rest.

Finding new customers to buy your products or sell your services to is an important part of the sales process, but a daunting one at times. The good news for point of sale resellers is that today’s market is a fertile one. More merchants than ever want to adopt the latest and greatest POS devices that enable them to handle a wider variety of transactions than ever before, and harness the informational power modern POS provides. However, because the ground is so fertile, overall, there is also plenty of competition out there from other POS resellers. It is important to have a strong base of sales strategies to set yourself apart from the rest. 

While the bottom line is selling POS platforms and card readers themselves, it is important to recognize that the services resellers provide go beyond the physical hardware. Identifying who your ideal customer is, what problems they have to be solved, and the benefits of POS hardware for their business, all while pitching a clear sales message are some of the techniques discussed below:

1. Merchants Buy Benefits

Most merchants are not in the market to buy products, they want to buy results that the product will give them. Instead of trying to sell hardware, VARs should focus on getting merchants hooked on the benefits of point of sale data and other features that better their business and increase sales. For example, walking a customer through how to set up a scheduling application within the point of sale system or showing them how a loyalty program will increase sales. Focus on each benefit at a time, make it easy for them, and get them hooked on it. 

2. Clearly Identify Your Customer
It is important to find out who would most likely buy each product you offer. As stated above, merchants buy benefits and results, not products, so start by identifying your ideal customer. Make a list of all the benefits that your customer would enjoy while using each product and your services. Ask specific questions such as: Do they have a budget? Do they have multiple locations? When are they planning to implement? What is driving their decision?
3. Clearly Identify the Problem 

Knowing the factors that are driving a decision is crucial. Finding out the problems that potential customers are attempting to solve is the next important step after identifying your target customers. Problems come in all shapes and sizes. Some are obvious and clear while others are not more complicated and hidden.

4. Use Content and Social Media Marketing

There are more ways now more than ever to get your products directly to the customer. With people constantly on their phones, social media marketing and content marketing are two extremely important tools to increase your access to customers and solidify yourself as a subject matter expert on the payments industry. The best part? They’re all essentially free to utilize. By building relationships through Facebook, Twitter, or a blog, you can communicate in more ways than one and create better access to yourself for your customers. With content and social media marketing, there is more access to qualified leads, more channels to sell products, and lower costs to acquire customers.

5. Utilize Proper Negotiation Techniques

A skilled negotiator is concerned with finding the right solution or product that is satisfactory to both parties involved, reseller AND merchant. They are looking for “win-win” scenarios, where everyone comes out of the deal feeling happy and well-taken care of. To be an effective negotiator, you need to ask the right questions, be patient, and be prepared.

6. Keep the Customer For Life

The relationship with the customer does not just end once they have signed the contract. VARs need to put in a lot of face time, showing customers how to optimize their payment technology. Jon Taffer, host of Bar Rescue, tells Channel Executive Magazine, “Every reseller should put together some type of a two or three week follow up program to make certain the value is perceived. Take on more of a consultancy role.” Focusing on keeping strong relationship will not only create more trust but it will also add value to the services that you offer.

7. Have a Clear Sales Message
Gather information, define your value proposition, and prepare the right materials to give the best and strongest possible message to your potential customers. Be specific and talk about exactly what you can offer beyond the products. Create a few different strong sales pitches for different customers to relate to. Make it clear exactly what your product and you are going to do to benefit them and their business.

Selling POS devices requires an understanding of the various challenges that retailers, restaurants, and other business owners face. Having the knowledge of how you products can address these challenges not only helps win a sale, but it sets up the reseller to look like a thought leader and an advisor. Utilizing these seven proven strategies can help increase sales and keep customers loyal and happy for years to come.

This article originally appeared here: 7 Proven Strategies to Help VARs Increase Sales

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