Cold calling can be a powerful way to generate leads for your merchant services business. Here’s a simple, effective script to help you get started with confidence. The key is to keep it conversational, focused on the potential client’s needs, and not too pushy.
[Introduction]
You:
“Hi, is this [Prospect’s Name]?”
(If the prospect answers "Yes," continue. If you don't know their name, proceed with a general greeting.)
You:
“Hi, this is [Your Name] with [Your Company]. How are you today?”
[Pause for a response]
You:
“I’m reaching out because we help local businesses like yours save money on credit card processing and improve their payment solutions. Do you have a few minutes to see if we could help you lower your transaction fees or improve the payment experience for your customers?”
[Discovery Questions]
(If they’re open to talking, start by asking discovery questions. These help you learn about their current setup and needs.)
You:
“Just to get a better idea of your needs, may I ask what system you currently use for accepting credit cards and payments?”
You:
“And how are you finding the fees and rates with your current provider? Do you feel like you're getting the best value?”
[Value Proposition]
(After hearing their answers, share how you can add value based on their current pain points or needs.)
You:
“That’s exactly why I’m calling! We specialize in helping businesses like yours reduce transaction fees and provide cutting-edge payment solutions that are simple and secure. For example, our clients often save 20-30% on processing costs, and we offer 24/7 customer support to make sure you’re never left in the dark if there’s an issue.”
You:
“Additionally, we provide solutions like [name specific benefits, like next-day funding, mobile payment options, or robust POS systems], which can streamline your operations and improve your customers’ payment experience.”
[Handle Objections]
(Be ready for common objections like "We’re happy with our current provider" or "We’re too busy right now.")
Common Objection: “We’re happy with our current processor.”
You:
“I completely understand. Many of the businesses I work with were happy with their current processor before they realized how much they could save by switching. Even if you're satisfied, it never hurts to get a comparison — what if you could save an extra [mention typical savings] per month?”
[Ask for the Meeting]
(Your goal is to schedule a follow-up meeting or demo, not to make a sale on the phone.)
You:
“I’d love to show you exactly how much we can save your business. Can we schedule a quick 15-minute meeting where I can walk you through the numbers and show you how our system works?”
You:
“What does your calendar look like later this week — would [suggest day and time] work for you?”
[Close the Call]
(If they agree to a meeting, confirm the details.)
You:
“Great! I have you down for [date and time]. I’ll send over a quick email to confirm, and I’m looking forward to our chat. Thanks again for your time!”
(If they don’t agree, stay positive and leave the door open.)
You:
“No problem. I understand this might not be the best time. If anything changes or you ever feel like comparing options, please don’t hesitate to reach out. I’ll send you my contact details just in case. Thanks for your time!”
Quick Tips:
- Be Friendly and Natural: Cold calls can be intimidating, but staying relaxed and conversational will improve your chances.
- Get to the Point: Business owners are busy, so communicate the value you bring quickly and efficiently.
- Listen More Than You Talk: Pay attention to their responses and tailor your pitch based on their needs and concerns.
- Overcome Objections with Value: If they push back, focus on how switching can save them money or improve their operations.
- Ask for the Meeting: The primary goal is to get a meeting where you can present in more detail, not to close the deal on the call.
Good luck! Keep practicing, and soon cold calling will become second nature!
