Project Objective: To offer insight on how to increase the market penetration of our core solutions (Clover) with consumer segments hesitant to adopt new technologies. Process: Gathered data from prospective clients in order to identify reasons behind their hesitations to implement new technology into their business. Surveyed business consultants to see how they overcame objections to technology and worked alongside marketing, product, and data analyst teams to attain a holistic diagnosis of the problem. Recommendations/Results: Presented solutions that would increase call center closing rate, improved marketing material readability, and introduced new methods to aid training with regards to dealing with clients who were hesitant with technology. Made presentation to First Data Head of Global Business Solutions, Executive Vice Presidents, and the Regional Vice President of First Data's Business Solution Center.

1. © 2015 First Data Corporation. All Rights Reserved.
Optimizing Clover
Penetration
BY: ALIDA WILSON, ANTHONY PORCELLI, SHENSEN
GAO, WILLIAM RIVERA

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Who Are We?
THE SALES INTERNS
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Alida Wilson
 From Flint, MI
 Senior at Spelman College
 Political Science Major - Pre Law
 Business Minor
 Enjoys shopping and spending time with
loved ones
Anthony Porcelli
 From Snellville, Georgia
 Sophomore at Georgia Tech
 Finance Major
 Enjoys playing golf with family
Shensen Gao
 From China to Atlanta, GA
 Senior at Kennesaw State
 Sales Major
 Enjoys riding motorcycles
William Rivera
 From El Salvador to Atlanta, GA
 Senior at Emory
 Goizueta Business School
 Marketing, Consulting, History Major
 Enjoys playing Rugby at school

3. © 2015 First Data Corporation. All Rights Reserved.
Objective
The goal of this project is to offer insight on how to
increase market penetration of the Clover family
solutions when dealing with merchants that are
hesitant to adopt new technology.
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4. © 2015 First Data Corporation. All Rights Reserved.
Adaptation
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Project Agenda
Solutions
Business
Consultant
Surveys
Sales IQ
Analysis
Data
Analysis
Visiting
Small
Businesses
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Merchant Responses
Walked into 32 businesses, held extended
conversation with 17
Small Business Owners main concerns:
• Time
• Money
• Employees
• Marketing
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Visiting SMB

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Business Consultant Surveys
27 conversations with Business Consultants
Objections from merchants about Clover:
• Complexity
• Price
• Habit
How BC’s overcome objections to Clover:
• Simplify
• Quantify
• Compare
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Visiting SMB

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Current Status
Plenty of our business consultants do not use
Sales IQ; rather, they ask others for help.
• Questionable source
• What if the trainer is not accessible?
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Analyzing Sales IQ

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Sales IQ
Updated info
Competitive edge
Videos & tutorials for merchants
Product training
Informative flyers & brochures
There are plenty of resources available on Sales IQ, and it
will be beneficial for our BCs to fully utilize them.
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Visiting SMB

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Sales IQ Usage
• It would be beneficial for BCs to incorporate
what is available on Sales IQ with the Clover
website to stay competitive and be able to
engage in intelligent conversation with our
merchants; therefore increasing our closing
ratio.
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Recommendations

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SalesIQ Improvement
• Have specific tab for updated information
• Archive old documents for easier access
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BC Self-improvement
• Become self-sufficient and resourceful
• First Data Way Training
• Use Sales IQ for quick referencing
• Show genuine concern and do what’s best for our
merchants
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Recommendations

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Creating incentives
Create incentives for BCs to visit SalesIQ daily to
familiarize themselves with resources available on
the site.
• Have SD figure out what motivates each
individual BC and then break down a specific
plan for them to see how they can get to where
they want to be. STORM goals.
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Recommendations

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STORM GOALS
Specific: Is the objective specific in that it is results-oriented?
Target Date: Have you included a time frame to accomplish the objective?
Observable: What will you see at the end of the call to tell you whether or not
you achieved your objective?
Reasonable, yet Challenging: Is the objective realistic?
Measurable: What are the metrics to assess results?
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Marketing Strategy
• Our Target Market:
Luddite Merchants
• Make a video that
addresses the obstacles
facing the adoption of
clover by merchants who
are uncomfortable with
technology.
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Recommendations

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Revamped Positioning Strategies
“Sales is an opportunity to change someone’s life”
-Joe Plumeri
Keywords: Simple, Easy, Customizable
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Recommendations

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Painting a Picture of Simplicity
Using Analogies
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Recommendations
To make Clover products easier to explain they can be compared to any
customizable food.
Toppings = Apps

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Cont.
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Recommendations
The evolution of
terminals is similar to
that of cell phones, so
feel free to talk about
that. “Clover is the
latest and greatest and
can help you be
successful!”
“Although you can’t
see the cloud it’s
keeping your systems
up to date. No more
buying the software
separately to update
your POS every time a
new update hits the
market. Also, with the
cloud, you have
access to your
information anywhere,
and it won't be lost in
your POS.”

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“Seeing is Believing”
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Recommendations

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ANY QUESTIONS?
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THANK YOU
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