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Choosing a Payments Coach

Learn from top sales representative and coach, Rich Norton, about navigating the complexities of the payments industry. Gain insights on training, deal-closing strategies, and achieving the perfect balance of accountability and flexibility.

Starting a career in credit card processing can be an exciting yet challenging journey. For newcomers, understanding the landscape of merchant services without guidance can often lead to confusion. Recognizing this, industry experts like Rich Norton stress the importance of coaching for those new to the field. Here’s a brief look into how effective coaching can help you thrive in this competitive industry.

Why Coaching Matters

When you enter the world of credit card processing sales, the amount of knowledge required can be overwhelming. This is where a coach's role becomes crucial. A coach provides the essential training and support needed to understand the market, identify potential clients, and learn effective sales techniques. Rich Norton emphasizes that working with a coach can significantly ease the transition into this field by offering real-world experience and guidance.

Hands-On Training

One of the most effective training methods Norton advocates is in-field learning, which he describes using the term "caddy." New agents accompany experienced representatives to observe and participate in live sales situations. This approach allows newcomers to see firsthand how to handle various sales scenarios, which is invaluable for building confidence and competence.

Structured Learning and Support

Besides on-the-job training, Norton's program includes structured elements like weekly Zoom calls and advanced training classes. Notably, Norton organizes quarterly sales blitzes, where groups of new agents are immersed in intensive week-long training sessions in different locations. These sessions are designed not only to teach but also to foster team spirit and camaraderie among participants.

Balancing Independence and Coaching

While the allure of independence and flexible schedules draws many to the credit card processing industry, Norton points out the importance of balancing these with structured coaching, especially in the early stages. New agents are paired with field leaders and given access to comprehensive resources to ensure they are well-prepared to succeed on their own.

Accountability and Community

Norton also highlights the significance of having a supportive community and accountability. It's common for new agents to face rejection, and having access to mentors and a network of peers can provide the necessary motivation to persevere. Regular interactions with other agents help maintain a sense of community and shared learning.


For newcomers to the credit card processing industry, embracing a coaching program can be a game-changer. The combination of hands-on field training, structured learning, and a supportive community equips new agents with the tools needed for success. As Norton's approach shows, starting with the right support can set you on a path to achieving your professional goals in this dynamic industry. 

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