Now that the Electronic Transactions Association has been administering the Certified Payments Professional credential for a full year, independent sales organizations’ executives and sales agents could start facing more pressure to obtain certification, an acquiring industry veteran says.

2013 “may be the year where if you’re not a CPP, merchants are going to start questioning if you’re the real deal,” says Steve Eazell, director of third-party sales and marketing for San Diego-based payment processor Secure Payments Systems Inc.

The association held its first three month-long testing periods this year. The three-hour exams were offered at sites throughout North America.

Once merchants become familiar with the credential, they can use a registry on the association’s website to find ISOs and agents who have earned the endorsement. The registry is searchable by last name and by state.

The association expects to soon release the results of the third testing period. Several hundred candidates have taken the exam in its initial year.

In other comments during a wide-ranging conversation with PaymentsSource, Eazell, who has served as president of the Western States Acquirers Association, offered ISOs’ and agents’ to-do list for the coming year. It includes notations for innovation, chip-card adoption and finding new ways to set themselves apart.

Competition has been a mainstay of Eazell’s 30-year run in the industry, and 2013 will be no different, he says. Shakeups from the likes of Square Inc. and other emerging players can help ISOs redefine and revolutionize what they bring to the table.

“ISOs have a very strong penetration in this marketplace, and that’s not going to go away,” Eazell says. “Just because the Squares of the world are talking to the Starbucks of the world, they’re still not going to be able to do what we do as well as we do it.”

Financial concerns will continue to drive merchants’ decisions, and merchants are always trying to pinch pennies. Some aspects of the economy will improve in the coming year, but there’s no telling how much, Eazell says.

The good news for ISOs is that merchants are always looking for a better deal. As long as ISOs can, in a professional manner, convince merchants that they can save them money, ISOs will come out ahead, Eazell says.

Still, ISOs never want to lead with price. They’re better off opting for differentiation, uniqueness and a personal relationship with the merchant, Eazell says. “Price is important, but ultimately merchants are looking for value,” he says.

The industry has reached a saturation point with price. ISOs have continually dropped prices over the years, and merchants are getting bombarded three to four times a week with processing offers.

Value-added services will continue to gain importance for ISOs looking to differentiate themselves. As technology continues to flood the payments industry, be on the lookout for new services beyond standards such as gift and loyalty, cash advance and check guaranty, Eazell says.

Subscribe Now

Authoritative analysis and perspective for every segment of the payments industry

14-Day Free Trial

Authoritative analysis and perspective for every segment of the industry