Your first ATM placement is always going to be the most challenging.
Even with the best ATM business resources, the best guidance, and an incredibly supportive ATM processor, you’re still working from limited experience.
But, you’re also working without any references. You don’t have any other placements, yet. So, you have no track record to showcase. That often makes people nervous about signing contracts.
However, there’s a solution to this problem. And, you can absolutely get your first ATM placement without any references.
Here’s how to do it (and exactly what to say).
How to get credibility without references
People ask for references because they want to check your credibility. It’s normal human behavior to assume that if other people trust you, you must be trustworthy.
But, here’s the thing: you can borrow credibility.
If you think about it, as an ATM operator, you’re essentially selling the ATM processor’s service. The ATM machine is just the computer. But, it’s the connection to the bank that makes the money transfer possible. And, that’s what your ATM processor provides.
So, you can position yourself as a local representative for your ATM processor. That way you can borrow your ATM processor’s reputation to build credibility for yourself.
Obviously, this only works if your ATM processor has a reputation. For example: ATMDepot operates thousands of ATM machines nationwide. We’ve been in business for 15 years. And, our CEO, Noah Wieder, wrote a book about the ATM business. He’s been helping ATM businesses since 1996.
That’s a solid track record. If you work with ATMDepot, you can position yourself as a local representative for ATMDepot to borrow some of the ATMDepot street cred.
Showcase the advantages of being your first ATM placement
Which employees always work the hardest? That’s right. The brand new ones. The new employees are always eager to prove themselves and show that it was a good idea to hire them.
Your first ATM placement is like a new job. And, you’re like that new employee. You’ve got the most to lose. So, you’re going to work the hardest.
Also, since you only have one ATM, that one ATM machine literally gets 100% of your attention. That’s a benefit. So, point that out to the client.
Restate the benefits of working with an ATM operator
Even if you’ve already told them why working with an ATM operator is good for their business, reiterating these benefits will help you close the deal.
Remind the client that your ATM machine will:
- Reduce their credit card transaction fees.
- Encourage customers to spend money in your client’s business.
- Generate ATM transaction fee income (if you give a portion of your transaction fee to the business owner, which is a good idea).
- Take the ATM maintenance responsibilities off the business owner’s plate.
- Add potential ad space to the client’s business.
This is a classic sales formula: tell them, tell them what you told them, then tell them again. When you restate these benefits, you’re doing the “tell them again” step.
It strengthens your position when you remind the business owner that working with you is an investment, not an expense.
And, depending on how your ATM deployment service is structured, they may not even have to invest much money. The investment might be just the floor space for your ATM and the (very slight) increase in their power bill.
What to say to your first ATM business client
So, we’ve covered the principles that you need to apply. But, we’re going to make it easy to apply them with a script.
Our script covers all these fundamental principles, and applies them in the best order to close the deal.
You can modify this script based on your business and your ATM deployment service. But, if you follow it, you’ll have your first ATM placement in no time.
Here it is:
Where else do I have machines?
That’s a great question. And, I understand why you’d be interested in knowing that.
Well, I work with ATMDepot. And, they run thousands of ATMs nationwide.
They’ve been in business for over 15 years. And, the CEO wrote a book about the ATM business. He’s been helping companies like mine since 1996.
I’d be your local operator. So, I’ll be servicing you personally.
This would be my first ATM in the area. So, you know I’ll be diligent.
Rest assured, it’s an investment for me. And, since you’ll be my first location in the area, you’ll get my undivided attention.
I hope to be able to use you as a referral for my next location. And, the only way I know to make sure you give me a good reference is to provide top notch service.
If you give me a shot to run your ATM, I’m positive you won’t regret it one bit.
Within a few months you’ll be telling your friends how you made one of the best vendor decisions of your business life!
I’d like to help you start saving on credit card fees and give your customers more cash to spend in your store as soon as possible.
Now, how about we sit down for 10 minutes. I’ll go over the program, and we can do some paperwork.
That’s it. Very straightforward. Feel free to tailor it to your needs. But, print it out and practice it. That way you never stumble when it comes time to overcome this classic objection.
What to do now
Want to read Noah Wieder’s book about the ATM business? Get your copy.
Need an ATM processor with a reputation that you can use to get your first ATM placement? Get ATM processing through ATMDepot.