Financial Institution (FI) Relationships - United Bank Card
Financial Institution (FI) Relationships - United Bank Card
Financial Institution (FI) Relationships - United Bank Card
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
HARBORTOUCH<br />
<strong>FI</strong>NANCIAL INSTITUTIONS DIVISION<br />
How to Obtain<br />
<strong>Financial</strong> <strong>Institution</strong> (<strong>FI</strong>)<br />
<strong>Relationships</strong><br />
(An Overview)<br />
HT1131_02032012<br />
H A R B O R T O U C H
HOW TO OBTAIN <strong>FI</strong>NANCIAL INSTITUTION (<strong>FI</strong>) RELATIONSHIPS<br />
Table of Contents<br />
Introduction page 1<br />
The Benefits of <strong>Financial</strong> <strong>Institution</strong> <strong>Relationships</strong> page 1<br />
Benefits for the <strong>Financial</strong> <strong>Institution</strong> page 1<br />
Benefits to Our Sales Partners page 2<br />
Approaching <strong>FI</strong>s page 2<br />
We're Here to Help page 3<br />
Get the Most Out of Your <strong>FI</strong> Partners page 3<br />
Procedures for Boarding a <strong>Financial</strong> <strong>Institution</strong> page 4
HOW TO OBTAIN <strong>FI</strong>NANCIAL INSTITUTION (<strong>FI</strong>) RELATIONSHIPS<br />
Introduction<br />
A strong relationship with a financial institution (<strong>FI</strong>) is a priceless resource for an independent sales agent. A<br />
properly nurtured <strong>FI</strong> relationship can provide a constant source of new business and an effective way to quickly<br />
build a lucrative merchant portfolio. In a successful partnership with a financial institution, you should be given<br />
a consistent supply of leads from your bank partner. When you first meet with a merchant that has been referred<br />
by a financial institution, you already have two feet in the door, making the sales process much easier. Not only is<br />
the sales process easier, but merchants signed through a financial institution tend to provide higher margins and<br />
significantly lower attrition. There are countless benefits of an <strong>FI</strong> relationship for both yourself and for the<br />
financial institution. However, financial institutions also require special treatment in order to maintain a<br />
successful partnership. This document will outline everything involved with an <strong>FI</strong> relationship from how to<br />
approach the bank, how to close the sale and how to nurture the relationship to make it successful.<br />
The Benefits of <strong>Financial</strong> <strong>Institution</strong> <strong>Relationships</strong><br />
Lower Attrition<br />
Merchants tend to have a strong allegiance to the financial institution with which they conduct their business<br />
banking. This loyalty translates to all products and services that their financial institution recommends or<br />
provides. As a financial institution processing partner, you can benefit from this customer loyalty.<br />
Higher Margins<br />
As a result of this strong customer loyalty, better margins can generally be attained. You are not selling on<br />
rate; you are providing a service that their trusted financial institution has recommended. Therefore, under<br />
almost all circumstances you will be able to charge higher rates, higher transaction fees, a minimum of<br />
$10.00 monthly service fee and a batch fee of up to $0.35.<br />
Two Feet in the Door<br />
Although all deals take some effort, the referrals you receive from your financial institution partner will be<br />
warmer leads than those you receive from any other source. This is another result of the merchant's strong<br />
loyalty to their financial institution; you already have two feet in the door before you even meet with the<br />
merchant. An increase in referrals translates to less time cold calling and pitching merchants and more time<br />
signing deals.<br />
Benefits for the <strong>Financial</strong> <strong>Institution</strong><br />
<strong>Financial</strong> institutions are always striving to better serve their customers. Harbortouch offers many value-added<br />
services to the <strong>FI</strong>'s customers that other processors may not.<br />
Local Service — Most merchant service providers do not have local representatives. The fact that you are in<br />
the <strong>FI</strong>'s geographic territory and are available for face-to-face meetings and appointments is a strong selling<br />
point.<br />
Reciprocal <strong>Relationships</strong> — As the <strong>FI</strong> gives you credit card processing leads, you will reciprocate by<br />
recommending the <strong>FI</strong>'s services to all your local customers.<br />
Value-added Products and Services — Harbortouch offers a wide range of value added services including:<br />
Check guarantee/conversion product with a free check reader or imager if necessary<br />
Free payments integrated electronic cash register<br />
Free state-of-the-art credit card terminals<br />
Free high-end POS systems<br />
50 free gift/loyalty cards<br />
Prepaid POS products<br />
PAGE 1
HOW TO OBTAIN <strong>FI</strong>NANCIAL INSTITUTION (<strong>FI</strong>) RELATIONSHIPS<br />
Additional <strong>FI</strong> Revenue — Harbortouch recommends that you share 10% to 20% of the gross revenue with the <strong>FI</strong><br />
from any accounts you sign in addition to as much as $50 per deal one-time payment.<br />
Direct Contract — The financial institutions can rest assured with the security of a direct agreement with<br />
Harbortouch, one of the largest and most reputable processors in the nation, currently handling the<br />
merchant accounts for over 110,000 business locations and processing in excess of 9 billion dollars annually.<br />
Consistently recognized as a leader in innovation, Harbortouch is a five-time consecutive Inc. 500/5000<br />
honoree and was ranked on Deloitte's 2008 "Fast 50" list of fastest growing technology companies. With 10<br />
years in the business and an "A" rating from the Better Business Bureau, Harbortouch has also garnered awards<br />
for our exceptional customer service and technical support.<br />
Online Reporting — <strong>Financial</strong> institutions will be able to take advantage of detailed online reporting via the<br />
Interactive <strong>Bank</strong>ing System (IBS). Through the IBS, they can view the status of their pending merchant<br />
applications. They can also view detailed residual reports as well as other information providing an overview<br />
of the account. Additionally, the <strong>FI</strong> can access branded marketing materials to help promote our services.<br />
Branding — This is a unique service offered by Harbortouch that none of our competitors offer to <strong>FI</strong>'s. With<br />
proper registration, we can brand the merchant application, merchant statement, brochures, and all<br />
related materials using the <strong>FI</strong>'s logo and your contact information.<br />
Benefits to Our Sales Partners<br />
Higher Margins<br />
Sell More Third Party Products — Check services, gift/loyalty, etc.(you do not pay these out to the <strong>FI</strong>).<br />
Lead Based Sale — Less time spent traveling and more time spent writing deals.<br />
Lower Attrition — Merchants have strong loyalties to their financial institution.<br />
Approaching <strong>FI</strong>s<br />
Your target market for <strong>FI</strong> relationships are small to mid-sized community and regional <strong>FI</strong>s. This is an underserved<br />
market with tremendous potential. As we are sure you already know the largest financial institutions typically<br />
work directly with processors, so <strong>FI</strong>s with 30-40 branches will most likely be the absolute largest that will be<br />
willing to discuss a processing relationship with you. However, you will have the most luck with <strong>FI</strong>s in the 5-25<br />
branch range.<br />
When you select a <strong>FI</strong> to approach, work your way up the ladder to get to the appropriate decision maker. Start<br />
forming a relationship with the branch manager and then inquire who you should talk to about handling the<br />
credit card processing accounts/merchant services for the <strong>FI</strong>.<br />
Once you get an appointment, presentation is key. Your National Sales Manager will handle all the paperwork<br />
with your contact directly including any registrations paperwork that is necessary and the <strong>Financial</strong> <strong>Institution</strong>s<br />
Agreement.<br />
Be prepared, <strong>FI</strong>s move very slowly. Generally all decisions concerning who will represent the <strong>FI</strong> on the merchant<br />
processing side of the business will be something that is decided by the Board of Directors. It may very well take<br />
4-12 months to sign a <strong>FI</strong> relationship, but the time and effort will pay off strongly so be persistent. A strong <strong>FI</strong><br />
relationship is an unparalleled asset. A total of 25 <strong>FI</strong> locations should produce a minimum of 17.5 deals per month<br />
and can be much higher than that if worked properly.<br />
PAGE 2
HOW TO OBTAIN <strong>FI</strong>NANCIAL INSTITUTION (<strong>FI</strong>) RELATIONSHIPS<br />
Harbortouch is Here to Help<br />
Although it is your responsibility to make the initial contacts at the <strong>FI</strong> and get your foot in the door, Harbortouch<br />
is here to assist you along the way. Harbortouch offers an assortment of marketing materials geared towards <strong>FI</strong>s.<br />
These materials are available on the IIS. Additionally, your National Sales Manager may be able to provide<br />
assistance during the closing process and signing of the <strong>FI</strong>. Depending on the size of the financial institution and<br />
the potential opportunity, other senior manager's from Harbortouch may be available to assist in the process.<br />
Get the Most Out of Your <strong>FI</strong> Partners<br />
The biggest mistake that most ISOs make is that once the financial institution has been signed as a partner of<br />
Harbortouch, they neglect the relationship. In many cases, time, money and resources are spent to sign a <strong>FI</strong> only<br />
for the relationship to yield negligible results. An <strong>FI</strong> relationship is an ongoing process. For maximum results, an<br />
agent bank must be worked every single day. It is important to build strong relationships with as many of the <strong>FI</strong><br />
employees as possible and follow up on all leads within 24 hours.<br />
The specific procedure for obtaining referrals is typically established between the ISO and the financial<br />
institution. The <strong>FI</strong> will often carry branded brochures that will include your contact information. Harbortouch<br />
has also designed a referral form to be used by the branch employees or you can simply leave business cards with<br />
the branch managers. Stop in to each branch at least once every month or so with bagels or donuts for the staff.<br />
Relationship building is the key to success with a financial institution. We recommend all of the above.<br />
Set goals and expectations. Try to get a quota from senior management, such as 1-2 merchant accounts referred<br />
per month per branch. This will require upper management to send this message to the branches and mandating<br />
this to the employees. Instruct the <strong>FI</strong> managers on how they can actively sign more accounts. Business owners<br />
come into the branch each day to open new business checking accounts, to apply for SBA loans, or simply to make<br />
a deposit. The branch managers should identify these business customers and refer them to you. Getting the <strong>FI</strong><br />
managers and employees to do this for you takes considerable work and relationship building. Create contests<br />
and promotions to keep them motivated. Other ways to leverage the relationship is by requesting the <strong>FI</strong> to<br />
provide a mailing list of all of their business checking account customers or even by asking a manager if you can<br />
accompany them on visits to their business accounts. The more you nurture your relationship, the more you will<br />
get out of it. Ultimately, having 15 to 25 branches can end your days of cold calling and should produce a<br />
minimum of 11 to as many as 30 accounts or more per month.<br />
PAGE 3
HOW TO OBTAIN <strong>FI</strong>NANCIAL INSTITUTION (<strong>FI</strong>) RELATIONSHIPS<br />
Procedures for Boarding a <strong>Financial</strong> Instituton<br />
EVP of Operations Mike Ward reviews and executes all agreements<br />
STEP ONE - PAPERWORK<br />
Once the financial institution has agreed to a partnership with Harbortouch and your sales office, your National Sales<br />
Manager will handle all paperwork requirements of behalf of Harbortouch. Your NSM will contact the <strong>FI</strong> client to obtain<br />
the following:<br />
<strong>FI</strong> Referral Agreement<br />
Registration form or change of registration form (if already registered with the card associations)<br />
Cash advance paperwork<br />
A high resolution logo (if the <strong>FI</strong> is requesting branded marketing materials)<br />
<strong>Bank</strong> boarding form<br />
Approval of this paperwork by FNBO and Harbortouch takes approximately 5-10 business days. Full registration may<br />
take a bit longer.<br />
STEP TWO<br />
Upon approval, an office code is built for the <strong>FI</strong> for proper tracking of applications and access to residual reporting.<br />
This internal setup process takes about 3-5 business days to complete.<br />
<strong>FI</strong> client will be able to begin signing merchants through their respective program once the office code is built and<br />
provided.<br />
ISO/NSM will contact <strong>FI</strong> client to provide an overview of the features and functionalities of the Interactive <strong>Bank</strong><br />
System (IBS).<br />
Cash advance terminals are then sent to the ISO for installation.<br />
STEP THREE<br />
At this time, you should contact your <strong>FI</strong> client regarding the conversion of their existing business accounts to the<br />
Harbortouch processing platform. Harbortouch will provide a letter to be sent to all existing merchants with the <strong>FI</strong><br />
for conversion purposes.<br />
ISO should begin discussions at the appropriate time regarding the solicitation of current business accounts for<br />
cross-sell opportunities of Harbortouch merchant services. Typically this is done within 30 days of boarding new or<br />
existing conversion merchants.<br />
<strong>Financial</strong> institution relationships can provide a valuable resource for your sales office and can dramatically boost<br />
your bottom line. Whether you're trying to obtain your first <strong>FI</strong> relationship or your tenth, we hope that this<br />
introductory package helps you succeed. If after reading this document you still have questions, remember that we<br />
are always here to help you along the way. Contact your National Sales Manager for more information about <strong>FI</strong><br />
relationships.<br />
PAGE 4