Are you tired of competing on a few basis points? The sales conversation in the payments industry is becoming a race to the bottom, focused solely on price. It’s time to change the conversation. Real-Time Payments (RTP) offer a rare opportunity to shift your pitch from cost-saving to value-creation, transforming your role from a processor to an indispensable financial technology consultant.
This guide is your sales playbook. It will arm you with the strategy, talking points, and objection-handling techniques needed to effectively sell real-time payments for merchants, differentiate your services, and increase the stickiness of your portfolio.
From Cost-Plus to Cash Flow: The RTP Value Proposition
You already know the technical details of payment processing. Real-Time Payments aren’t just a faster version of ACH; they are a fundamentally different product. While an ACH takes 1-3 business days to settle, an RTP transaction clears and settles within seconds—24/7/365. The payment is final and irrevocable.
Your sales pitch, therefore, shouldn’t be about the technology; it should be about the problem it solves. Don’t sell the feature (speed); sell the outcome (immediate cash flow).
The core RTP value proposition for merchants is this: you can help them eliminate the costly gap between making a sale and having usable funds. This single benefit is often more valuable than any savings on processing fees. It’s the difference between a merchant being able to pay a supplier on time, make emergency payroll, or seize a sudden inventory opportunity.
Identifying the Ideal Merchant for RTP
To sell effectively, you need to target merchants who will benefit most. While nearly any business can use RTP, focus your initial efforts on those where cash flow is a constant, critical concern.
Look for these ideal client profiles:
- Businesses with Tight Margins: Restaurants, small retailers, and convenience stores where daily sales are needed to cover daily expenses.
- Service-Based Businesses: Auto repair shops, plumbers, and contractors who often need to purchase parts and supplies for a job before they’ve been fully paid.
- Gig Economy & Payout Models: Businesses that need to pay contractors, freelancers, or vendors instantly to remain competitive and attract talent.
- High-Volume E-commerce: Online retailers who can build immense customer loyalty by offering instant refunds the moment a return is processed.
The Sales Playbook: How to Pitch Instant Payments
Move beyond a simple feature list. Frame the benefits as direct solutions to your merchants’ biggest headaches. Here are your core talking points.
The Cash Flow Advantage
This is your lead-in. Ask your prospect a simple but powerful question: “What could you do for your business if today’s sales were in your bank account tonight?” This opens the door to discuss how they can cover inventory, pay vendors faster, and reduce their reliance on expensive lines of credit.
The Operational Efficiency Angle
Pitch this to the back-office manager or owner who is bogged down with administrative tasks. Explain that RTP transactions carry rich data, making reconciliation effortless. The pitch: “You can stop wasting hours matching batch deposits to sales reports. With RTP, every payment is a single, data-rich line item, simplifying your bookkeeping.“
The Customer Experience Play
For businesses focused on building their brand, pitch RTP as a tool for creating loyalty. The pitch: “Imagine a customer returns an item, and the refund hits their bank account before they’ve even left the store. That’s the kind of experience that creates customers for life and generates 5-star reviews.“
The Security & Certainty Close
This is your counter to the risks associated with other payment types. Unlike ACH, RTP transactions are irrevocable, eliminating the risk of returns for insufficient funds. This is a powerful closing argument for B2B sales or high-ticket service providers. The pitch: “With RTP, a paid invoice means the money is yours, period. You can eliminate the uncertainty and risk of ACH reversals.“
Overcoming Common Merchant Objections
You will face questions. Being prepared with clear, confident answers is key to closing the deal.
- Objection:“It sounds complicated and expensive.”
- Response: “It’s actually simpler than what you’re used to, as it can be integrated directly into your existing software. As for cost, let’s compare the small, flat transaction fee to the value of having your money immediately. How much does it cost you when you have to dip into a line of credit because you’re waiting on funds to clear?”
- Objection:“Is it secure?”
- Response: “Absolutely. It operates on the same secure, bank-level infrastructure that powers all modern financial services, like The Clearing House’s RTP® network. In many ways, its finality makes it even more secure against certain types of fraud than reversible ACH payments.”
- Objection:“My current ACH and card processing works fine.”
- Response: “I understand, but ‘fine’ is no longer a competitive advantage. This isn’t about replacing what works; it’s about adding a powerful tool that prepares your business for the future of commerce and solves the universal business problem of waiting to get paid.”
Differentiate Yourself, Win More Deals
In a commoditized market, real-time payments are your differentiator. By leading with a conversation about improving cash flow, you immediately elevate your value beyond price. You become a strategic partner, not just another vendor.
Stop selling on basis points. Start solving your clients’ biggest financial challenges. Talk to your provider about getting certified to sell RTP and begin the cash flow conversation with your merchants today. In a sea of lookalike services, this is your opportunity to become the indispensable expert your clients can’t afford to lose.
