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Agents for independent sales organizations can sign contracts with merchants more easily when offering free terminals, Matt Nern, president and chief operating officer of U.S. Merchant Systems, a Fremont, Calif.-based ISO, tells CardLine. "In this economy, to go in and say, 'Your up-front cost is zero. Sign the contract, and we give you a new piece of equipment,' it gives the ability to make the sale easier." By offering a free terminal instead of leased equipment, agents have one less objection from the merchant to overcome, he says. "A good portion of agents are trying to sell on value, but it's easier to make the sale if you have the free equipment on you," says Nern. Taking the easy route, however, may cause some agents to lose the "art of salesmanship," he says. ISOs and agents should focus on customer service and selling services and use free-terminal offers as "last-ditch" efforts, Nern recommends.
