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. So the question for any reseller becomes, “What can be done to stand out from this crowded field?”
The answer boils down to the ability to sell not only POS platforms and card readers themselves, but also the services resellers provide that others may not. There are six key areas where this can be achieved, and each is critical to highlighting why merchants are making the right choice for themselves, not only for the immediate future, but long term as well.
- Offer Expertise
Among the biggest issues for many smaller businesses, in particular – those that are most likely to be a little behind the curve when it comes to modern POS adoption – is that there are now so many options, each offering unique features and payment processing capabilities, that the options can be confusing, according to CC Sales Pro. The ability of a reseller to step in and explain every function of the various POS devices they offer is therefore not only good salesmanship, it’s vital to helping merchants understand what they’re getting into, and what such a choice entails.
- Build a Relationship
It is first important to establish that initial level of understanding – “This reseller really knows what we need.” Once that has been established, it becomes easier to have an ongoing conversation about the importance of modern POS, and what it can provide above and beyond what merchants’ legacy systems have, according to Street Fight Magazine. The ability to become a trusted advisor in this regard is what takes a sales relationship beyond the sales themselves, and it’s especially important for resellers. This is because resellers are, indeed, working toward a long-term relationship in which they provide significant support to their merchant clients over what could be a series of years, rather than just selling them a POS system and never really having much contact until the merchant needs a new device way down the line.
- Consider What Merchants Need
Also important for merchants is finding the POS device that fits their exact needs based on both what they need today and what they anticipate their business will be like some time down the road, according to PointofSale.com. After all, merchants want to work with resellers when something regarding their older card reader or POS system is not meeting their needs. As such, resellers must come to the table with the ability to quickly and easily recommend solutions that will help them tackle their emerging challenges, whether those relate to accepting mobile or EMV, or simply the need to get a better handle on inventory management.
- Highlight Versatility
Above and beyond those immediate needs, though, is the fact that modern POS is extremely useful on a number of fronts, according to Campaign Monitor. Not only can they handle multiple transaction types and help merchants get a better handle on their overall inventory management, but they can also provide critical – and previously untapped – insights into their customer or client base. They can also seamlessly allow for both real-world and online purchases. Merchants may be wowed by the pure variety of options next-generation POS software provides and allows for interaction with similarly next-gen hardware whenever they may need to upgrade. That includes mobile-based card readers that empower greater payment processing capabilities throughout a brick-and-mortar store.
- Include Service and Security
Another potential hurdle that merchants typically rely on resellers to help them navigate is the increasingly complicated world of payment security. Everything from PCI compliance to being able to accept the newest and most secure transaction types – including EMV, which has become common for many shoppers – is now on the table, and merchants might not have the time or expertise in dealing with these issues to do so properly. That’s where a reseller comes in, providing plenty of support on an ongoing basis to ensure industry-standard security of customer data, business information, and individual transactions.
- Meeting Customer Expectations
At the end of the day, it’s also worth considering that merchants are not only trying to meet their own internal needs, but also those of their customers. To that end, the fact that EMV and mobile have really gained a foothold in the market, and are only likely to keep gathering momentum in this regard, makes a reseller crucial to just about any merchant, according to BRP Consulting. Merchants of all sizes now recognize that they have to confront the future head-on and deliver as much personalized, direct attention to each customer as possible. As such, recent data suggests that the majority of merchants will try to achieve those goals over the next two years or so.
To that end, modern POS is there to support those efforts in multiple ways, and resellers play a role insofar as they can provide crucial insights and help merchants follow a roadmap that will provide them with near- and long-term success.