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Independent sales organizations can earn higher margins by concentrating on a few specific market segments instead of spreading their efforts among numerous segments, Ken Musante, president of Eureka, Calif.-based Humboldt Merchant Services, said Wednesday during a speech at the Midwest Acquirers Association Conference in St. Louis. Typically, fewer competitors vie for business in niche markets, such as municipalities and government agencies, Musante said. By specializing, ISOs can become experts in a market segment and thus gain an advantage over competition, he said. "It's impossible to be an expert in everything, but it's easy to be an expert in a niche," Musante said.

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