Why the Program You Pick Matters More Than the Deals You Close

Anyone can make a sale, but choosing the right program determines the value of a sale. Residual value — the income you keep earning after the sale — and merchant retention are what the program determines. If you choose a less-than-optimal program as your partner, you will end up replacing relationships that you should be retaining. This page includes the questions agents should ask any program, and how HMS answers them.
HMS agent portal dashboard with merchant account growth analytics and a business professional holding a laptop

One Boarding Partner Is Never Enough

The question to ask

Can this program actually place every merchant you find? Or are there some that it can’t place?

HMS’s answer

The agent program provides access to a variety of boarding partners including major processors TSYS and First Data. With those partners, an agent can successfully place more niche or complex merchants. Also, an agent has more options for integrations, terminals, and gateways. A merchant may initially be denied by one processor due to that processor’s risk appetite; however, with other partners that may not be the case.

High-Risk Merchants Shouldn’t Mean Lost Deals

The question to ask

How do you handle prospects in the vape shop, CBD, or firearms dealer industries? Does the program provide a path for these prospects or do you move on without a deal?

HMS’s answer

HMS provides cash discount and surcharge programs for merchants in high risk industries. HMS has established banking relationships for high risk industries. The site clearly lists a range of verticals which include: firearms, CBD, electronic cigarettes, online gaming and gambling, adult content, and many more. These listed verticals all have a clearly defined path and are not dead ends.

Sell the Pricing Model the Merchant Wants

The question to ask

Does the program require participants to pitch a pricing plan even if it doesn’t fit the merchant presented?

HMS’s answer

Agents have flexible pricing options, including Interchange Plus, Cash Discount, Compliant Surcharging, Tiered, and more. We align our pricing to the merchant instead of the other way around.

Software and Integrations That Open Doors

The question to ask

Can you sell to a merchant with a preference for a product that includes a software solution to their need for a booking system, SaaS platform, or even an existing shopping cart, rather than just a terminal?

HMS’s answer

HMS Pay supports ISVs, SaaS platforms, and common shopping carts. The Cloud POS/Virtual Terminal offers merchants payment links, the ability to invoice, and recurring payment solutions, all without additional hardware.

A Support Team Built to Keep Your Merchants

The question to ask

Who will take the merchant’s calls at 11 PM? Your churn rate is not just HMS’s problem.

HMS’s answer

The support team is much bigger than sales, and HMS directs that team to focus on merchant care. Support is available 24/7/365 and is U.S. based. HMS has great ratings on the Better Business Bureau, ConsumerAffairs, and Card Payment Options to back up its support, and you can use those ratings when you present, instead of just taking our word for it.

Ten Questions to Ask Any Agent Program

Check these answers against HMS or anyone else who makes you a program offer.

1

How Many Boarding Partners Do You Have? What Happens to Merchants Who Don’t Fit the First One?

— One Boarding Partner Is Never Enough

2

What Are Your High-Risk Verticals of Interest?

— High-Risk Merchants Shouldn’t Mean Lost Deals

3

Am I Bound to a Pricing Model? Can I Charge What the Merchant Needs Charged?

— Sell the Pricing Model the Merchant Wants

4

Can You Show Me My Residuals by Merchant for the Month and as a Total for the Month, Please?

— Please see Residual Reporting

5

Do I Have My Own Portfolio or Does the Program?

— You own it; see FAQ below

6

What Are Your Functional Support Hours, and What Country Is Your Support Team Located In?

— A Support Team Built to Keep Your Merchants (24/7/365, U.S.-based)

7

Am I Able to See Batch and Settlement Activity as It Happens, or Do I Learn of It After the Fact?

— The Agent & ISO Portal Page

8

What Training and Marketing Support Do I Get After I Sign?

— See FAQ below

9

Is This Program Exclusive?

— Please see FAQ below

10

What Does a Contract for a Merchant Look Like? Will My Merchants Be Signing Something They Will Resent?

— answered on /independent-sales/, no long-term lock-in

Frequently Asked Questions About Partnering with HMS

What makes HMS unique from a single-processor agent program?
HMS boards through multiple partners. This opens more opportunities for merchants to be placed, and greater flexibility for integrations, terminals and gateways, as compared to a single processor program.
Yes, subject to merchant portability terms, as provided for in agent’s pre-existing agreement(s).
Yes. The agent owns their merchant relationships and portfolio.
You can target a full range of verticals, including high-risk categories — firearms, CBD, vape and e-cigarettes, gambling, adult content, and more — backed by established banking relationships for those categories.
You get co-branded resources such as pitch decks and vertical one-pagers, along with product, positioning, and training support.
No — HMS does not require exclusivity from its agents.
Low-risk merchants are generally approved within 24 hours, and high-risk merchant approvals usually happen within 24 to 48 hours. Setup typically takes 2 to 3 days from approval, though this can be expedited in some cases, depending on the complexity of the merchant’s tech stack.