Independent Sales Organizations (ISOs) are evolving from traditional sales roles to becoming trusted advisers in the payments industry. This shift responds to merchants’ growing expectations for processors to act as strategic partners, offering tailored solutions that align with their business needs. As competition intensifies, ISOs must adapt their sales strategies and operations to maintain relevance in a rapidly changing landscape.
Merchants today are increasingly willing to explore new partners if they encounter cumbersome onboarding processes or insufficient support for their growth. Jonathan Aguilar, associate vice president of partner experience at Maverick Payments, highlighted that the key to success lies in treating payments not merely as a commodity but as a platform for delivering comprehensive services. “The modern ISO is solution-oriented, tech-enabled, and focused on delivering value beyond price,” he explained.
This transformation requires ISOs to move away from a hardware-first sales approach. They must embrace integrated solutions that foster growth and add real value for clients. Aguilar pointed out that many sales agents still rely on paper applications, despite merchants becoming accustomed to digital onboarding in other areas of their operations. Maverick Payments addresses this gap with a digital dashboard for partners, although some agents still prefer traditional methods. Transitioning to digital applications, including e-signature capabilities, can significantly streamline the onboarding process, making it more efficient for all parties involved.
Modern Operations Demand Modern Selling
The broader concept of “modern selling” closely mirrors advancements in operational practices. ISOs are expected to digitize their prospecting, qualification, onboarding, and account support processes. In the past, offering slightly better rates or terminals could secure a merchant’s business. Today, merchants can easily compare offers online and switch providers with minimal effort.
Aguilar emphasized that the nature of the in-person relationship has evolved. ISOs are now viewed as growth partners, providing crucial advisory services to help merchants select solutions that enhance their workflow. “The business relationship they have with a merchant is more important than ever,” he said. Successful ISOs will cultivate trusted relationships rather than focus solely on transactions.
In this context, an ISO’s offerings resemble a toolbox rather than a simple array of terminals. Aguilar identified several essential products that ISOs need to understand and communicate clearly, including integrations, point-of-sale (POS) systems, gateways, and smart terminals. He noted that the competitive advantage lies in connecting these tools to tangible business outcomes for merchants.
Leveraging Technology for Competitive Advantage
Technology plays a pivotal role in transforming ISOs into scalable sales entities. Aguilar explained that payment technology simplifies the sales pitch, alleviates friction during onboarding, and equips agents with the necessary tools to close deals effectively. He pointed to the importance of customer relationship management (CRM) systems in aiding sales teams.
When utilized correctly, technology not only accelerates processes but also fosters “stickiness”—a term that refers to the reasons merchants choose to stay with an ISO. Regular check-ins and milestone tracking through dashboards keep relationships proactive rather than reactive. This increased visibility becomes even more critical when ISOs adopt white-labeled payments platforms, an area where Maverick Payments has made significant strides.
Aguilar described white labeling as a strategic advantage that extends beyond branding. It enhances how ISOs identify and manage opportunities by creating a unified system of record. This integration allows ISOs to build their sales teams internally, assigning different permissions and ensuring seamless communication among team members.
By connecting existing CRMs with modern payment platforms, ISOs can streamline their operations. Aguilar emphasized that such connectivity enables teams to focus on identifying high-value opportunities, rather than chasing every potential lead. This targeted approach allows for deeper relationships and integrated solutions that benefit both the ISO and the merchant.
The essential components of this tech-driven strategy include a unified payments platform accessible to all stakeholders. Aguilar highlighted Maverick’s dashboard as an example of a shared environment that supports digital applications, e-signatures, and ongoing servicing. His background in customer service has reinforced the importance of transparency in merchant interactions. A shared platform minimizes confusion, accelerates problem resolution, and strengthens the bond between merchants and sales teams.
For ISOs, the message is clear: providing value-added services is no longer optional but rather essential for differentiation in a marketplace where pricing is transparent and switching costs are lower than in the past. By modernizing their sales processes to incorporate digital onboarding, integrated platforms, analytics, and collaborative dashboards, ISOs can position themselves to secure new accounts and retain existing merchants in an increasingly competitive environment.
