Independent sales organizations (ISOs) are undergoing a significant transformation as they shift from merely providing payment terminals to becoming trusted advisers for merchants. This change is driven by evolving merchant expectations, with businesses now seeking strategic partnerships that offer tailored solutions rather than just competitive pricing.
Merchants expect processors to act as collaborators, helping them navigate the complexities of payment solutions that align with their operational needs. Due to this shift, ISOs are compelled to modernize their sales strategies, product offerings, and operational approaches. In a recent interview with PYMNTS, Jonathan Aguilar, associate vice president of partner experience at Maverick Payments, emphasized that the future belongs to ISOs that view payments as platforms for delivering services rather than just commodities.
Aguilar stated, “The modern ISO is solution-oriented, tech-enabled, and focused on delivering value beyond price.” He highlighted the challenge for ISOs in transitioning from traditional sales processes, which often prioritize hardware or price, to a model that emphasizes integrated solutions that support merchant growth and add real value.
Modernizing the sales process is crucial for ISOs. Many agents still rely on paper applications, even as merchants have adapted to digital onboarding in other areas of their businesses. Maverick Payments has implemented a dashboard for partners to submit information digitally, yet some agents continue to prefer paper apps. While accommodating traditional preferences is important, Aguilar noted that moving merchants toward digital application processes can significantly reduce friction and enhance the overall experience.
Adapting to Modern Selling Techniques
The concept of “modern selling” reflects a broader trend toward streamlined operations. Just as merchants have digitized their inventory and payroll systems, ISOs are expected to digitize their methods for prospecting, qualifying, onboarding, and supporting accounts. The value proposition for ISOs has evolved; where a competitive rate or attractive terminal once sufficed, today’s merchants can easily compare offers online and switch providers with minimal effort.
The in-person relationship remains important but has shifted towards advisory roles, where ISOs guide businesses in selecting solutions that integrate seamlessly into their workflows. “The modern ISO is a growth partner,” Aguilar remarked, emphasizing that the relationship with merchants is more critical than ever. He explained that while merchants can find solutions independently, those ISOs that cultivate trusted relationships are positioned for success.
This evolution means that the ISO’s portfolio is transforming from a collection of terminals to a comprehensive toolbox of integrated solutions. Aguilar pointed out essential products for ISOs to master, including integrations, point-of-sale (POS) systems, payment gateways, and innovative checkout methods such as QR codes and text-to-pay options. The competitive edge lies in the ability to connect these tools to tangible business outcomes while clearly demonstrating their value.
Leveraging Technology for Enhanced Engagement
In Aguilar’s view, technology is the key to transforming this toolbox into a scalable sales model. He noted that payment technology simplifies the sales pitch, reduces onboarding friction, and equips agents with the necessary tools to close deals effectively. Core components of this tech-enabled strategy include robust customer relationship management (CRM) systems and streamlined communication processes.
This technological integration does more than increase efficiency; it fosters “stickiness,” ensuring merchants remain engaged and satisfied with their ISO. He highlighted the importance of proactive reminders and dashboards that track metrics like processing volumes to keep relationships current and dynamic.
The adoption of white-labeled payments platforms is another area where Maverick Payments is focusing its efforts. Aguilar explained that white labeling should extend beyond mere cosmetic branding. A well-executed white-label solution can fundamentally reshape how ISOs identify and manage opportunities, providing a unified system that enhances visibility and removes operational barriers.
Integration between existing CRMs and modern payment platforms enables ISOs to efficiently target high-value opportunities. By connecting systems, ISOs can more effectively prioritize leads and identify which merchants are ready for integrated solutions or could benefit from additional services.
The tools necessary for executing a tech-driven strategy begin with a unified payments platform accessible to all stakeholders. Aguilar cited Maverick’s dashboard as a model for a shared environment that supports digital applications, e-signatures, and ongoing service interactions. His background in customer service informs his approach, as he recognizes the challenges of ensuring that merchants and sales teams are aligned and well-informed.
For ISOs, the message is clear: value-added services are now essential for differentiation in an increasingly competitive market. As pricing becomes more transparent and switching costs decrease, modernizing sales processes with digital onboarding, integrated platforms, analytics, and collaborative dashboards is crucial for success. Those ISOs that adapt effectively will not only win new accounts but also foster enduring partnerships that drive mutual growth.
