Independent sales organizations (ISOs) are undergoing a significant transformation as they pivot from traditional sales strategies centered on terminals to a more strategic advisory role. This shift reflects changing merchant expectations, as businesses now seek processors that provide guidance and tailored solutions rather than mere transactional relationships. As merchants become more discerning, they are willing to switch providers if onboarding processes are inefficient or if their growth needs are not adequately supported.
In an interview with PYMNTS, Jonathan Aguilar, associate vice president of partner experience at Maverick Payments, emphasized that the future success of ISOs lies in their ability to view payment solutions as integral to delivering value rather than as mere commodities. “The modern ISO is solution-oriented, tech-enabled, and focused on delivering value beyond price,” Aguilar stated. He noted the challenge for many ISOs is moving away from a hardware-first or price-driven sales model to one that emphasizes integrated solutions capable of driving business growth.
Aguilar highlighted that this transformation begins with updating the sales process itself. He observed that many agents still rely on paper applications, despite the digital onboarding experiences merchants encounter in other areas of their businesses. While some merchants may prefer the traditional approach, Aguilar argued that leveraging digital onboarding can streamline processes and enhance the overall experience. “Moving them towards a digital application using e-signature will really help them get through that sales quickly,” he said.
The Evolution of Selling Practices
The evolution of selling practices within ISOs reflects broader operational changes. Just as merchants have digitized inventory and payroll, ISOs are now expected to enhance how they prospect, qualify, onboard, and support accounts. In the past, securing business often relied on offering slightly better rates or more appealing terminals. Today, merchants can easily compare offers online and switch providers with minimal hassle, making the in-person relationship less about direct sales and more about advisory support.
“The modern ISO is a growth partner,” Aguilar explained. He noted that while merchants can find solutions online or through cold calls, those ISOs that establish trusted relationships are more likely to succeed. As such, an ISO’s portfolio should resemble a toolbox rather than just a collection of terminals. Aguilar mentioned that successful ISOs must clearly understand and communicate various products, including integrations, point-of-sale (POS) systems, payment gateways, and emerging technologies such as QR codes and text-to-pay options. The competitive advantage lies in connecting these tools to tangible business outcomes.
The Role of Technology in Streamlining Operations
Technology plays a crucial role in transforming these toolboxes into scalable sales models. According to Aguilar, payment technology simplifies sales pitches, reduces friction during onboarding, and equips agents with modern tools necessary for closing sales. He noted that effective use of customer relationship management (CRM) software can significantly enhance the efficiency of sales teams.
The benefits extend beyond speed; when deployed correctly, technology fosters “stickiness,” which refers to the reasons for merchants to remain with their ISO. Aguilar pointed out that proactive engagement, such as regular check-ins and dashboards tracking milestones like processing volumes, can maintain a current and dynamic relationship with merchants.
Adopting a white-labeled payments platform can further enhance an ISO’s operational effectiveness. Aguilar described white labeling as a strategic tool that goes beyond branding; when implemented effectively, it can reshape how ISOs identify and prioritize business opportunities. It provides a shared system of record that integrates seamlessly with the sales stack, allowing for improved visibility and collaboration across teams.
Integration is key to targeting high-value opportunities. If an ISO has an existing CRM, a modern payments platform should facilitate communication between the two systems, enhancing efficiency and removing barriers. This connectivity enables teams to focus on identifying which prospects and existing accounts represent the greatest opportunities for integrated solutions and additional services.
Aguilar’s vision for a tech-enabled strategy hinges on creating a unified payments platform accessible to multiple stakeholders. He cited Maverick’s dashboard as an example of a shared environment that supports digital applications, e-signatures, and ongoing servicing. His background in customer service shapes this perspective, as he recognizes the importance of providing clarity to both sales teams and merchants. A unified platform reduces confusion, accelerates issue resolution, and strengthens partnerships.
For ISOs, the imperative is clear: value-added services are no longer optional but essential for differentiation in a market where pricing is transparent and switching costs have decreased. By modernizing sales processes through digital onboarding, integrated platforms, analytics, and shared dashboards, ISOs can distinguish themselves from competitors and position themselves for long-term success.
