ATM placement depends on the owner and the decision-maker for the place where you want to make the placement. In a private business, the owner signs the location agreement. For franchises, the decision is made by a central committee and for chains operations or procurement make the approvals. In leased locations, the landlord can give a veto.
Most outreach to find ATM locations fails when they connect to a gatekeeper rather than someone who has authority to agree. Office clerks, secretaries, and front desk executives do not have the decision-making power on such matters.
This guide helps you find who signs, approves and who can veto an ATM placement agreement across private or leased properties, franchises and chains. Eventually, this will help you generate ATM placement leads.
Three Core Roles Behind Every ATM Placement Agreement
For an ATM placement agreement 3 persons: a signer, an approver and an influencer play a vital role. Someone who is negotiating doesn’t necessarily have the access to sign but can have influence on the decision.
- A Signer: A person who has the authority to share the space, split the bills and agree with the contract terms. In most cases, owners, partners, procurement or operation-level managers.
- An Approver: An individual or group who has power to block the agreement. A franchisor’s brand standards, a landlord’s alterations clause, a fuel supplier or an incumbent ATM contract on auto-renewal can block an agreement.
- Influencer: Individuals who work on the place and have higher managerial power. They hear about the cash needs from customers all the time and can influence the owner to have an ATM. They can also block the placement.
While reaching out to prospects, make sure the landlord, franchisor or existing supplier may have consent rights even when the business owner wants the ATM.
Who to Contact for ATM Placement by Venue Type?
The right person to contact for ATM placement depends on the type of venue and ownership structure.
For privately owned businesses or independent business owners, they make the agreement. But if the land is leased, then the landlord may need to get involved. For corporations, the decision may be made by a top manager, COO or an approval committee.
Convenience Stores and Gas Stations
In most cases, these stores are operated by owners and they have the authority to sign ATM placement agreements. However, dealer-operated locations may require approval from a fuel supplier or jobber.
| Factors | Details |
| Who Signs? | The owner-operator. At company-operated stores, an authorized corporate representative. |
| Who Can Block? | A fuel supplier or jobber can restrict ATM placement under existing site agreements. |
| Who to Contact First? | The owner. |
| What to Verify? | Confirm if the store is dealer-operated or if any company operates it. Then check whether existing agreements restrict third-party ATM installations. |
Bars, Nightclubs and Restaurants
If the establishment and the land are owned by an individual or partners, then they have the authority to sign an agreement. If the land is owned by someone else, then an understanding or agreement with them will be needed too.
| Factors | Details |
| Who Signs? | The owner or managing partners. |
| Who Can Block? | A business partner, landlord, or existing ATM agreement. |
| Who to Contact First? | Contact the general manager before service hours to get the owner’s name and best calling time. |
| What to Verify? | An existing ATM contract, owner or partner details to identify signing authority. |
Liquor Stores, Smoke Shops and Vape Shops
Similar to bars and restaurants, owners or business partners have the authority if they own the land as well. Some owners often operate multiple locations. In this case it may require individual or separate agreement given the position and their willingness.
| Factor | Details |
| Who Signs? | Owners and business partners. Separate LLCs may require separate signatures for each location. |
| Who Can Block? | An existing ATM provider’s contract or landlord. |
| Who to Contact First? | Owner or any partner. If unavailable, general managers or operations heads. |
| What to Verify? | Existing contract, land ownership, different operating locations. |
Cannabis Dispensaries
In small cannabis dispensaries, an authorized person from the licensed business usually signs the agreement. But for multi-state operators (MSOs), the operations or finance team may make the final decision. The compliance team may also need to approve the ATM installation.
| Factors | Details |
| Who Signs? | An authorized person from the licensed business. For MSOs, an authorized corporate officer. |
| Who Can Block? | The compliance team or state regulations may prevent the installation. |
| Who to Contact First? | The general manager to find the right person in operations or finance. |
| What to Verify? | Check if the ATM needs any regulatory approval or not, then whether it is a regular cash ATM or a cashless ATM payment system. |
Hotels and Motels
Larger hotels that are part of chains make this decision centrally by management or a committee. The hotel brand may also have rules about placing an ATM in the lobby. Independent hotels and motel owners and partners make the decision.
| Factors | Details |
| Who Signs? | Owner, partners, management or a central committee. |
| Who Can Block? | Landowner, existing contract, management body. |
| Who to Contact First? | GM, COO, owner, or partner. |
| What to Verify? | Part of any chains or not. Existing contract and land ownership. |
Casinos and Gaming Venues
For casinos and gaming venues, agreements are quite competitive. In most cases, these establishments have existing cash access agreements. These agreements may cover ATMs, debit cash advances and other cash services.
| Factors | Details |
| Who Signs? | CFO, COO, GMs |
| Who Can Block? | An existing cash access provider or the gaming compliance team. |
| Who to Contact First? | CFO, COO, Finance head |
| What to Verify? | Compliance requirements, legality, existing contracts |
Laundromats, Salons and Barbershops
These establishments are mostly privately owned. But sometimes they do have partners as well. So the authority belongs to the owner or partner.
| Factors | Details |
| Who Signs? | Owner or business partner. |
| Who Can Block? | Compliance issue, existing contract, landlord |
| Who to Contact First? | Owner, manager. |
| What to Verify? | Floor space, need for electrical work, land ownership. |
ATM Placement for Franchise Locations
Usually, a franchisee signs the agreement for ATM placement at their location. But the franchisor could have capacity restrictions. Brands often maintain standards, approved supplier lists or existing ATM programs.
Ask these four questions while reaching out to them and before pitching:
- Does the brand allow third-party ATMs?
- Is there an existing national ATM program?
- How many franchise locations do you own?
- Who handles vendor agreements for these locations?
For a multi-location franchise under one man’s or group’s control, confirm whether they have signing authority for all their stores or need separate agreements.
Multi-Location ATM Placement: Who Signs for All Locations?
It depends on the number of stores and their ownership structure. One owner could approve for several locations, but stores registered under separate LLCs may need individual agreements.
- 2–10 locations: The owner usually signs. Find out if each store operates under a separate LLC.
- 10–50 locations: The director or VP of operations often deals with approval.
- Regional and national chains: Procurement manages all the vendor selection, while an authorized corporate officer or executive signs the documents.
In a similar vending placement campaign, Calling Agency booked 214 qualified appointments in 9 months, which eventually led to 51 installations by following this way. So before signing, check and confirm contract terms, surcharge split, auto-renewal and ATM removal-related terms and conditions.
Signs You Are Pitching to the Wrong Person
It’s more common to pitch to a gatekeeper than an actual decision-maker. Here are signs and reactions that mean you are pitching to the wrong person:
- “I’ll pass it to the owner.”
- “Corporate handles these.”
- They cannot explain the existing ATM contract.
- They ask for an email but won’t identify the decision-maker.
- They don’t know who approves equipment installation.
When you are seeing these signs, first thing to do is to identify the signing authority. Gatekeeper statistics will show you whom to reach, which contacts are important and whom to bypass. A prospect list building service can help you to identify the actual decision makers most effectively.
Questions That Confirm Signing Authority
Before you make the pitch, you have to confirm that you are talking to the right person. Ask these questions for confirmation.
- Are you authorized to sign these agreements?
- Does anyone else, such as a landlord or partner, need to approve the ATM?
- Do you own the property?
- Is there an existing agreement? If so then when will it end?
- How many locations do you operate now? Is there any location under development?
Frequently Asked Questions
Who has the authority to sign an ATM placement agreement?
The business owner, managing partner or an authorized company representative can sign an ATM placement agreement. The person must have legal authority to enter into contracts on behalf of the business.
Who approves ATM placement at a franchise location?
The franchisee usually approves ATM placement, but the franchisor may have rules about third-party equipment. Some brands also have approved suppliers or national ATM programs that restrict individual agreements.
Do I need landlord approval to place an ATM in a leased store?
Landlord approval depends on the lease agreement. If ATM installation requires floor anchoring, electrical changes, or signage, the business owner may need written consent from the landlord.
How do I find the owner of a business for ATM placement?
Check state business records, business websites, or liquor license records where applicable. You can also ask the store manager for the owner’s name and contact details.
