Let’s be honest: nobody wakes up in the morning excited to talk to a salesperson. When a business owner sees you walking through their door with a clipboard or hears that "sales voice" on the phone, their defenses go up immediately. They’re expecting a pitch. They’re expecting to be pushed. They’re expecting you to care more about your commission than their business.
And who can blame them? The world of selling payment processing has a bit of a reputation. It's often associated with aggressive tactics, confusing contracts, and empty promises.
But here’s the secret: the best partners in this industry don’t actually "sell" in the traditional sense. They don't push; they pull. They don't pitch products; they solve problems.
If you want to start closing deals in fintech without feeling like a stereotypical used car salesman, you need to flip the script. You need to stop sounding salesy and start being helpful. Let’s dive into how you can have authentic, value-driven conversations that actually work.
Ditch the Pitch and Start a Conversation
The biggest mistake partners make is launching into a monologue about rates and terminals before they even know the merchant's name. It’s the equivalent of proposing marriage on a first date—it’s too much, too soon, and it’s going to scare them away.
To stop sounding salesy, you have to stop pitching and start listening. Your goal isn't to convince them to buy; it's to understand if you can help.
The "Doctor" Approach
Think of yourself less like a salesperson and more like a doctor. A doctor doesn't walk into the exam room and immediately prescribe medication. They ask, "Where does it hurt?"
Bad Approach (The Pitch):
"Hi, I’m with [Company], and I can save you 20% on your credit card processing fees. We have the lowest rates in town and a free terminal if you sign up today!"
Better Approach (The Doctor):
"Hey there, I noticed you guys are slammed today—that’s awesome to see. I work with a lot of cafes in the area, and they usually tell me their biggest headache is how slow the card readers are during the rush. Is that something you guys deal with, or is your system pretty speedy?"
See the difference? The second approach is empathetic, observant, and focuses on a specific pain point. It opens a door rather than forcing one open.
Focus on Value, Not Price
One of the most critical partner sales tips we can offer is this: price is a race to the bottom. If you win a merchant on price, you will lose them on price the second someone cheaper comes along.
When you focus solely on rates, you commodity yourself. But when you focus on value, you become a partner. Value is about what the merchant gets, not just what they pay.
Script Idea: shifting the focus
If a merchant asks, "What are your rates?", don't just rattle off numbers. Pivot the conversation to value.
Try saying:
"We can definitely look at the numbers—I want to make sure you're getting a fair deal. But usually, when I look at a statement, the rate isn't the biggest cost. The biggest cost is usually the time you spend reconciling batches or the customers you lose because the checkout line is too slow. Can we take a quick look at how your current system handles those things?"
This positions you as an expert who understands the real cost of doing business.
Be Authentic (and a Little Vulnerable)
People buy from people they like and trust. It’s a cliché because it’s true. If you sound scripted, robotic, or overly polished, merchants will sense it. It’s okay to be human.
If you don't know the answer to a question, admit it. If you’re new to the area, say so. Authenticity builds trust faster than a perfect sales pitch ever could.
Example of Authenticity:
"Honestly, I’m not sure if I can beat your current rate—you might actually have a pretty sweet setup right now. But I’d love to take a look just to give you a second opinion. If you’re good, I’ll be the first to tell you to stay put. No pressure."
This approach disarms people. By taking the pressure off the sale, you show that you care more about their well-being than your quota. Ironically, this often leads to more sales because they trust you’re not trying to rip them off.
Use Stories, Not Specs
When selling payment processing, it’s easy to get bogged down in technical specs. "This terminal has 4G LTE connectivity and NFC capabilities." Snooze.
Business owners don't care about specs; they care about what those specs do for them. Use stories to illustrate the benefits.
Instead of:
"This system has offline mode capabilities."
Try this:
"I have a client who runs a food truck downtown. Last month, the cell service went down right in the middle of the lunch rush. With their old system, they would have lost hundreds of dollars in sales. But because this system stores transactions even when the internet is down, they kept the line moving and didn't lose a dime. That peace of mind is huge."
Stories are memorable. Specs are forgettable.
The "No-Pressure" Close
Closing deals in fintech doesn't have to be a high-pressure showdown. If you’ve done your job correctly—asked questions, identified pain points, and offered value—the close should feel like the natural next step.
Avoid aggressive tactics like "This offer expires at midnight!" Instead, use a collaborative close.
The Collaborative Close Script:
"Based on what you told me about the slow checkout times and the issues with your current statements, I really think our Dual Pricing program could solve both of those headaches for you. It would speed up the line and eliminate that end-of-month bill entirely. Does that sound like the kind of solution that would help your business right now?"
You’re asking them to confirm that the solution fits their problem. If they say yes, the sale is practically done.
Selling is Helping
At the end of the day, selling payment processing without sounding salesy comes down to intent. If your intent is truly to help the business owner succeed, it will come through in your voice, your questions, and your attitude.
You have access to tools that help businesses save money, operate more efficiently, and grow. That’s a noble thing. When you believe in what you’re offering, you don’t need to use "sales tricks." You just need to share the solution.
Ready to refine your approach even further? At AFS, we don’t just give our partners products; we give them the training and resources to succeed. From deep-dive guides to one-on-one coaching, we help you master the art of the authentic sale.
Explore AFS resources today and start closing more deals—the right way.