Digital Transactions Authoritative, insightful and timely information for payments professionals
The Electronic Transactions Association announced today new initiatives intended to appeal to individual merchant-level sales agents. Traditionally a trade organization for larger ISOs and acquirers, the Washington, D.C.-based ETA says it will give merchant-level salespeople access to ETA products, services, and conferences at reduced rates. While association membership is open only to corporations, the ETA says its new “affiliate service provider” classification will allow the trade group to serve the interests of individuals who typically call on merchants to sell transaction services. The association currently claims 430 member companies. The new program is open to all sales agents who are independent contractors engaged in sales and service for ISOs, regardless of whether they are working for an ETA member. Carla Balakgie, who last spring took over as executive director just as the ETA was relocating its headquarters from Kansas City to Washington, adds that “it would help if they were our members' (agents) because we are helping their salespeople.” Merchant-level salespeople will pay a $165 annual fee to access the ASP program. The lowest fee for ETA membership currently is $500. Also, they will get reduced fees for ETA publications and conferences. A new series of regional events aimed at the MLS market, the “ETA Expo Network,” will be available to MLSs for a $75 fee, compared to the usual non-member rate of $100 for ETA events. The regional conferences, which will include vendor exhibits and educational seminars, will kick off in June in San Diego. Future dates and venues haven't yet been determined but Balakgie expects to release them within a few weeks. “We're in the midst of site selection now,” she says. Currently, the ETA sponsors two conferences each year. Word of the Expo Network comes as other organizations have started regional conferences aimed at addressing the interests of small ISOs and merchant-level salespeople. One such show, organized by the Northeast Acquirers Association, begins tomorrow in Mount Snow, Vt., and runs through Thursday.
