Merchant Services Sales Strategy for Growth and Retention

Merchant services sales is one of the most competitive yet rewarding fields in the payments industry. The whole thing is about building trust, understanding each merchant’s unique needs, and positioning the right technology, pricing, and support that helps you gain merchant leads.

A strong merchant services sales strategy not only drives new client acquisition but also maximizes long-term portfolio health through retention, expansion, and value-added services. In this blog, we will explore the core strategies that successful sales professionals use to stand out in a crowded market and consistently grow their merchant portfolios.

What is a Merchant Services Sales Strategy?

A merchant services sales strategy is a proactive, customer-focused plan done through understanding industry nuances, identifying ideal client profiles, and building trust through active listening and problem-solving. These services are important for businesses that engage in retail, e-commerce, or any other form of commercial activity where payment transactions are involved, from payment processing to point-of-sale (POS) systems.

The key elements of a merchant services sales strategy include a merchant service sales team perfecting a sales pitch that highlights how your specific merchant services solutions address a business’s unique pain points, using digital marketing for lead generation, and providing ongoing support and flexible payment options to foster long-term customer relationships.

Understanding the Payments Landscape (Fast Primer)

The payments landscape is a complex, dynamic system of financial entities, technologies, and payment methods, including online and in-person transactions, which evolves rapidly due to technological innovation and shifting consumer preferences. A few points to help you understand the fast-evolving payments landscape in merchant sales are described below:

Who’s Involved In Card Acceptance

At first, you need to identify the various parties involved in card acceptance. The key players involved in card acceptance and their functions are described below:

Cardholder: Customers use their credit or debit card to pay for goods or services they purchase. These customers are known as the cardholders.
Merchant: The merchant is the business or seller that accepts the card payment for its products or services being sold.
Merchant Bank: The financial institution that establishes a merchant account for the business, allowing it to accept card payments and deposit funds, is the merchant bank or the acquiring bank.
Issuing Bank: The financial institution that issues the credit or debit card to the cardholder is the issuing bank. This could be a bank or a credit union.
Card Network: A card network is the payment systems that act as an intermediary, such as Visa, Mastercard, and American Express, that sets the rules and processes transactions between banks.
Payment Processor: The company that processes the transaction information from the merchant to the acquiring bank and card network is the payment processor or merchant services provider (MSP). They ensure secure and quick payment processing.
Merchant Services Broker: The independent intermediary who helps businesses find the right merchant services provider or acquiring bank is the merchant services broker.
Independent Sales Organization (ISO): The independent entities that partner with payment processors to provide merchant services, technology, and additional services like fraud prevention are called ISO.

Common Pricing Models You’ll Sell

Pricing models are one of the most important things you’ll explain to prospects. Because they directly affect how much a business pays for payment processing. Here are the common pricing models you’ll sell:

Flat-Rate Pricing: Merchants pay a fixed percentage regardless of card type in flat-rate pricing. It is simple, predictable, easy to understand, but more expensive for businesses with higher sales volumes most of the time. It is best for small businesses, startups, or those with low and inconsistent processing volumes.
Interchange-Plus Pricing: The processor charges the actual interchange fee set by card networks plus a fixed markup in the interchange-plus pricing model. It is Transparent, cost-effective for medium to large businesses, but harder for beginners to understand. It is best for growing businesses that want transparency and lower costs.
Tiered Pricing: Transactions are grouped into tiers like qualified, mid-qualified, and non-qualified, with different rates in the tiered pricing model. It is simple and attractive for smaller merchants. But it lacks transparency, and merchants may overpay without realizing it. It is best for merchants who prefer simplicity over transparency.
Membership/Subscription Pricing: As per the name, merchants pay a monthly fee plus direct interchange rates, with little markup per transaction. It is very transparent, often cheaper for businesses with high volumes, but the monthly fee can be expensive for small businesses. It is the best model for high-volume merchants and established businesses.
Cash Discount/Surcharging Models: Merchants pass processing costs to customers by offering a cash discount or adding a surcharge to card payments in the cash discount model. This model reduces processing costs for the business. It is best for businesses looking to minimize or get rid of processing fees.
Blended Pricing: By combining flat-rate and tiered models, you get the blended pricing model.. It is easier to understand than interchange-plus but more cost-effective than pure flat-rate, but it still lacks full transparency. It is best for mid-sized businesses that want a balance of simplicity and savings.

Risk, Compliance, and Chargebacks 101

Risk management, compliance, and chargebacks are important factors. Businesses must understand their role in these places to prevent financial losses and maintain a good reputation with payment processors. The risk, compliance, and chargebacks in merchant service sales are described below:

Risks: Risks may include fraud, merchant error, customer service issues, and mitigation. When someone uses a stolen card or information to make a fraudulent purchase, that is fraud. Mistakes like incorrect billing details made during the transaction process can cause chargebacks. Also, if your customer service is poor, deliveries are delayed, and return policies are unclear, it can lead to customers disputing charges.
Compliance: Major card networks establish regulations and guidelines, and merchants must adhere to them. In some cases, larger retailers may impose their own compliance chargebacks on suppliers for failing to meet their specific requirements. Compliance helps you ensure that transactions are processed smoothly and avoid penalties or fees for non-adherence.
Chargebacks: When a customer disputes a credit or debit card charge with their bank or card provider, the reversal of funds can cause chargebacks. It can stem from chargeback fraud, friendly fraud, or merchant error. Merchants should have a chargeback prevention and management strategy in place, work with reputable payment processors, and dispute invalid chargebacks by uploading supporting documents to the dispute case.

Define Your ICPs and Vertical Targets

Defining your ICPs (Ideal Customer Profiles) and vertical targets ensures that you spend your time on merchants who actually need your solutions and can generate long-term revenue. Here’s how you can do it:

High-Fit Verticals

High-fit verticals in merchant service sales are the growing, high-revenue industries with committed business owners, such as fashion, health & wellness, beauty, and consumer electronics. The characteristics are:

High Revenue & Spending Power: Businesses with high revenue and spending power generate significant revenue. This allows them to invest in sales and marketing, which is beneficial for merchant service providers.
Specific Needs: Verticals can often develop unique needs and demand for financing solutions along with it. For example, Buy-Now-Pay-Later in the fashion and accessories industry.
Growing Industries: M,erchant service providers should focus on expanding markets instead of shrinking ones. It makes it easier for them to succeed.
Committed Business Owners: Businesses in these markets often have owners who are committed to growth and professional operation.
Community and Engagement: Verticals with a strong community and professional associations provide opportunities for interaction and engagement with potential clients.

Selection Criteria

When building ICPs (Ideal Customer Profiles) in merchant service sales, you want selection criteria that help you quickly qualify whether a merchant is worth your time and likely to be a profitable, long-term client. They are described below:

Business Size & Processing Volume: This matters because high-volume merchants mean more revenue for you. Merchants with higher processing volumes usually represent more revenue potential for you as a sales rep.
Industry / Vertical Fit: Each vertical has unique payment needs. It could be Retail, restaurants, e-commerce, professional services, healthcare, or high-risk like CBD, travel, etc.
Pain Points & Challenges: The more pain, the easier the sale. Focus on the common pain points and challenges for companies like high fees, chargeback issues, outdated terminals or POS, or compliance struggles (PCI, fraud).
Business Stage: Analyze which statement the business is in. It could be a startup, SMB, mid-market, or enterprise, and can be expanding to multiple locations or moving online. It matters as growing merchants mean long-term processing revenue.
Profitability Potential: Some merchants require more customer service than they’re worth. So, check if their margins justify the time spent on support. High-volume and low-maintenance merchants result in the best ROI.
Risk Level: Although more chargebacks and compliance issues cause more headaches, a higher risk level means a higher fee. Low-risk businesses include local retail shops and restaurants. Medium-risk businesses include subscription services and travel. High-risk businesses include CBD, gaming, adult, and nutraceuticals.
Decision-Making Process: The merchant owner/decision-maker should be accessible and shall value cost savings, better tech, or reliability. If the buyer is motivated, the sales cycle is easier.

Pain Points To Map

To identify pain points, you need to interview customers, analyze online reviews, monitor social media, and gather input from your sales and support teams. You need this to understand the specific challenges your ICP faces with their current payment processing or business operations. Here are the pain points to map:

Financial: Financial pain points directly impact a merchant’s condition and what they need. These may include high merchant processing fees, unexpected or hidden charges, cash flow challenges due to slow settlements, difficulty managing chargebacks and disputes, and a lack of transparent pricing.
Productivity: Issues that cause merchants to waste time or achieve less than they ideally could are productivity pain points. These include slow and manual data entry processes, a lack of integration between different software systems, and excessive time spent on administrative tasks related to payments.
Process: Process pain points are the frustrations with the complexities or flaws in a system’s design or workflow. These include a complex and lengthy onboarding process for new merchant accounts, a lack of a unified, simple system for managing all payment needs, and difficulties in updating business information or handling account changes.
Support: Problems related to the quality and availability of customer assistance are support pain points. Unresponsive or unhelpful customer support teams, long wait times to speak with a representative or resolve an issue, and a lack of readily available resources or self-help tools are considered support pain points.

Offer Strategy: Packaging, Pricing, and Proof

You shall use a three-pronged approach to make your strategy more effective. It should include diversity, value delivered to the client, and proof to demonstrate success and build credibility for your services. Here’s how you can do it:

Build Tiered Offers

You shall build tiered offers to provide customers with flexible pricing options that cater to different needs and budgets. This can bring you higher conversion rates, increased customer loyalty, and greater average transaction values. Here’s how it’s done:

Customer Segmentation: Understand the diverse needs and purchasing power of different businesses you serve. Smaller businesses might need basic and low-cost solutions. On the other hand, larger businesses may require more advanced features or higher transaction volumes.
Tier Structuring: You should offer a noticeably different level of service or features in each tier. This way, customers can easily understand the value. You shall also include promotions or a clear path for customers to move to higher, more valuable tiers as their business grows.
Profitability Analysis: You must determine the cost of providing services and features at each level to ensure your pricing is viable. Verify that the price for each tier is significantly higher than the cost of providing it, maintaining healthy profit margins.
Positioning Offers: It is important for you to keep things transparent. So, clearly articulate the unique benefits and value proposition of each tier to potential customers. Explain how each tier solves a specific problem or meets a particular need for that customer segment.
Track and Optimize: Track customer behavior and gather feedback from them as much as you can. Then, experiment with different pricing structures and features to see what resonates best with your audience. This way, you can find out what works best for your business.

Pricing Guardrails

The rules and boundaries you shall follow when setting rates and fees for different types of merchants are the pricing guardrails. Pricing guardrails help you stay competitive, profitable, and compliant while making sure you don’t undercut your margins or overpromise savings.

Base Interchange Awareness: Always know the true interchange rates set by Visa, Mastercard, AmEx, and Discover. These are the non-negotiable baseline costs. Your pricing should cover interchange, assessments, and your markup.
Vertical-Specific Pricing Rules: Never go so low on your markup that you lose money on the account. Guardrails ensure you set a floor for basis points, per-transaction fees, and monthly account fees.
Value-Added Service Guardrails: These should always be priced to protect margin, even if you discount processing rates. It includes PCI compliance tools, fraud monitoring and chargeback alerts, and payment gateways or software integrations.
Competitive Benchmarking: Stay within a range that’s competitive for your region and vertical. Don’t promise ultra-low flat rates that only giant processors can sustain, and don’t overprice so much that merchants can easily spot they’re being gouged.
Flexibility with Guardrails: Guardrails don’t mean you can’t negotiate. Instead, they give you a safe zone where you can discount strategically and where you hold firm, like no free PCI or no zero-margin deals.

Add Risk & Compliance Value

Demonstrate how robust risk management and compliance measures protect both the merchant and the payment processor from fraud, chargebacks, and regulatory penalties. Here’s how you can add risk and compliance value:

Fraud Prevention: Use advanced tools and recommend solutions that use AI to detect suspicious patterns in transactions, flagging potentially fraudulent activity in real-time. Explain how you can help merchants with chargeback prevention through tools like chargeback alerts and representment services.
Regulatory Compliance: Inform merchants about the importance of adhering to regulations and explain how your services can help with data security using encryption, tokenization, and secure data storage. Also, emphasize regular audits and risk assessments to ensure ongoing adherence to changing regulations.
Financial Benefits: Explain how effective risk management minimizes financial losses from fraud and chargebacks. Explain that by safeguarding customer data and providing a secure transaction environment, you help build lasting customer trust and loyalty.
Monitoring & Support: Offer continuous monitoring to identify and respond to unusual activity quickly. Explain how you conduct regular reviews of merchant accounts to identify and address potential vulnerabilities and advise merchants on clear policies and direct communication channels to reduce misunderstandings and prevent chargebacks.

Differentiators That Close

Building trust through empathy and a client-centered approach, demonstrating value with clear, honest pricing, and providing ongoing support are also important. By focusing on becoming a trusted partner with personalized solutions and value-added services, you can significantly increase your closing rates.

Solution and Technology: Instead of just offering a payment processing service, aim to be a one-stop shop for all a business’s payment needs, integrating hardware, software, and gateways into a cohesive offering. Highlight more dependable hardware for a better experience.
Service and Support: Being available, responsive, and genuinely invested in a client’s success builds trust and loyalty. Also, provide extra benefits like free consultations, training, or ongoing support at little or no additional cost to enhance customer satisfaction.
Client-Centred Approach: Understand a merchant’s business and challenges thoroughly, positioning yourself as a partner rather than just a vendor. Present yourself as a professional who understands their business and can offer valuable, trustworthy advice, much like a doctor or mechanic diagnoses a problem before providing a solution.
Simplify Concepts: Use storytelling, metaphors, and analogies to explain technical details in a way that is easy for merchants to understand and relate to. This helps your clients understand your concepts better with active examples you show them.
Building Trust: Consistently demonstrate your core values and align them with a client’s goals to create the long-term partnerships needed for success. Anticipate common objections and turn them into opportunities to highlight your unique advantages and solutions.

Multi-Channel Pipeline: How to Fill The Top of the Funnel

To fill your top of the funnel, you need to understand your target market, create valuable content, use different channels for outreach and landing pages, and track and optimize your performance continuously. Here’s how you can do so:

Outbound

Use a combination of direct outreach methods like personalized emails, phone calls, and LinkedIn messages to generate awareness and interest. Here’s how you can use these channels effectively:

Personalized Email: Email marketing is one of the most widely used outreach channels. Craft compelling first-touch emails that incorporate specific details relevant to the prospect’s business to capture attention.
Direct Phone Calls: Calling your client directly is a great method for engagement. Utilize phone calls for direct, personalized engagement to build rapport and gather more in-depth information.
Social Media: Social media can be used to reach customers of all ages throughout the world. Use professional platforms like LinkedIn or Facebook to connect with prospects and share valuable content to build relationships.
Account-Based Marketing (ABM): Implement targeted ABM campaigns to zero in on key decision-makers within your target accounts. This is also effective for personalization, resulting in a better customer experience.

Inbound

Search Engine Optimization (SEO) and value-driven content like educational blogs, webinars, and free resources to attract prospects who are searching for payment processing solutions. Here’s how you can use them:

SEO-Optimized Content: Publish articles, guides, and blog posts that address common challenges merchants face, such as understanding fees, choosing POS systems, or improving online payment security.
Educational Content: Develop webinars, e-books, or checklists that offer valuable information related to merchant services, helping to educate potential customers and build trust.
Landing Pages: Design simple, focused landing pages with minimal distractions and a strong, clear CTA to maximize conversion rates. This will help you build trust and convince the customer to take the next step.
Lead Magnets: Offer compelling lead magnets and free, valuable resources like a free guide to reducing transaction fees or a webinar on PCI compliance in exchange for contact information.

Partnerships

Identify partners with aligned values and target audiences, create relationships by exploring synergies, integrate sales and marketing efforts, and use partner channels by creating joint content to increase brand awareness and attract new merchants to your pipeline. Here’s how you can do this:

Identify Potential Partners: Choose partners whose values align with your brand and whose customer base is a good fit for your merchant services. Determine how your offerings can complement each other and fill gaps in each other’s portfolios.
Partnership Plan: Collaborate and set clear, measurable goals and KPIs that both parties are accountable for achieving, like lead generation and revenue targets. Formalize the partnership with a written plan that outlines roles, responsibilities, and expectations for both sides.
Create Relationship: Connect your teams to ensure a common language and understanding of the offerings. Establish effective communication strategies to keep both parties informed and the partnership on track. Regularly monitor progress by gathering feedback and measuring key metrics against the established goals.
Joint Content and Events: Develop co-branded content that educates potential merchants about their challenges and your solutions, helping to build awareness. Organize joint webinars or local events to reach a wider audience, introduce your services, and generate leads.
Align Sales and Marketing: Make sure your marketing team is working closely with the sales team to provide high-quality leads, and that both teams use a shared CRM for visibility into customer interactions.

Referrals & Reviews

Referrals and reviews are a highly effective and cost-effective marketing strategy that generates high-quality leads, increases brand awareness, strengthens customer loyalty, and provides valuable customer feedback for business improvement. Here’s how it works:

Referral Program: First, focus your referral program on your most satisfied, ideal customers who are more likely to recommend your services. Then create a structured program that offers clear incentives for referring new businesses, such as discounts, service credits, or other valuable rewards.
Showcasing Referrals: Provide your clients with simple talking points, pre-written emails, or shareable digital assets they can use to introduce you to potential clients. Share success stories and testimonials from your best clients to attract new prospects and build trust.
Request Reviews: Don’t wait for merchants to offer feedback. Ask satisfied clients to leave a review on the industry-specific platforms as a standard part of your customer service process after a positive experience.
Promote Positive Reviews: Showcase positive testimonials and reviews on your website, social media, and in marketing materials to build credibility and attract more attention. This helps you position yourself as a trusted source in the market.
Track and Optimize: Track the sources of your leads to understand which referral and review strategies are most effective. Use performance data to refine your referral program, solicit reviews more effectively, and adjust your marketing messages to continuously improve your top-of-funnel lead generation.

Sales Motions and Scripts That Win

Develop merchant service sales scripts and motions by defining clear objectives, researching and targeting specific merchant pain points, building rapport, asking questions to discover needs, highlighting how your services solve those problems, and presenting a clear call to action.

Discovery Script (2-Minute)

A two-minute discovery script focuses on a quick introduction, identifying a specific challenge or goal for the business, and then proposing a brief, solution-oriented conversation to explore how your services can help, ultimately ending with a clear call to action to schedule a follow-up meeting. The script should highlight a clear benefit, like increased sales or reduced costs, and be tailored to the prospect’s industry to demonstrate an understanding of their needs.

Value Narrative

Create a value narrative by understanding customer pain points, developing a clear and concise script that highlights the benefits of your solution, and incorporating a strong call-to-action. Sales motions are the structured, repeatable steps used in the selling process, and a well-crafted value narrative within these motions helps ensure consistency and effectively communicates the benefits of your merchant services.

Demo Flow

A successful demo flow starts with understanding the prospect’s unique business challenges, setting a clear agenda, and then demonstrating how your specific solutions address those pain points, focusing on tangible benefits like cost savings or increased efficiency. Use a compelling narrative with social proof to build trust, encourage interactive participation, and conclude with a summary and clear next steps to maintain momentum.

Objection Handling

To handle objections, a winning strategy involves actively listening to the prospect attentively, acknowledging their concern with empathy, asking clarifying questions to find the root cause, and then providing a tailored solution that highlights your service’s value and builds trust. Use flexible options, offer evidence through testimonials or data, and suggest trials to let prospects experience the benefits firsthand.

Merchant Onboarding and Time-to-First-Transaction (TTFT)

Merchant onboarding is a security and compliance process that payment service providers (PSPs) use to verify the legitimacy of a business and set it up to accept payments, ensuring a smooth and fraud-free user experience. Time-to-first-transaction (TTFT) is the metric for how quickly a newly onboarded merchant successfully processes their first transaction after approval.

Underwriting & KYC Checklist

The Underwriting & KYC Checklist includes verifying the business’s legal and operational legitimacy, as well as performing Know Your Customer (KYC) and Know Your Business (KYB) checks on the owners. It assesses financial risk through credit and history checks, validates bank account details, and ensures technical integration and PCI DSS compliance. Eventually, it secures the necessary approvals to activate the account and facilitate the merchant’s first transaction.

Implementation Plan (Day 0–7)

Implementation Plan (Day 0–7) focuses on a multi-channel strategy to efficiently set up new merchants and enable their first successful payment, reducing friction and maximizing activation. The phases are:

Day 0-1: Pre-qualification and initial setup
Day 2-4: Documentation and verification
Day 5-6: Configuration and testing
Day 7: Activation and first transaction

These are all supported by clear communication and dedicated support to ensure a smooth and rapid path to revenue.

First 30/60/90

A 30-60-90 day plan focuses on a new sales rep’s onboarding by outlining learning, strategy, and sales activities for each phase, with the ultimate goal of achieving the merchant’s first transaction and generating revenue for the company. The initial 30 days are for learning, the next 30 for applying strategies and building a pipeline, and the final 30 for closing deals and driving TTFT.

Retention, Expansion, and Portfolio Health

Retention focuses on keeping existing merchants, expansion involves increasing their spending with your services, and portfolio health is the overall measure of your merchant base’s profitability and longevity, driven by strong retention and expansion to build recurring revenue. Healthy portfolios have high merchant satisfaction, increased investment, and a low attrition rate, indicating a successful business model built on long-term relationships and mutual value.

Health Metrics

The health of retention, expansion, and portfolio is determined by using metrics like Retention Rate, Churn Rate, Customer Lifetime Value (CLTV), Average Revenue Per Merchant (ARPM), and Net Promoter Score (NPS). They are described below:

Retention Rate: Retention rate is the percentage of merchants that continue to use a service over a specific period, indicating merchant satisfaction and loyalty.
Churn Rate: Churn rate is the opposite of retention rate. This metric measures the percentage of merchants lost during a given period, signaling issues with service offerings or support.
Customer Lifetime Value (CLTV): CLTV is the total revenue expected from a merchant over their entire relationship with the company, highlighting the importance of long-term loyalty for profitability.
Average Revenue Per Merchant (ARPM): ARPM is the average revenue generated by each merchant, indicating the effectiveness of expansion efforts.
Net Promoter Score (NPS): NPS measures customer willingness to recommend the service, reflecting overall satisfaction and potential for growth.

Expansion Plays

Expansion plays are the strategies you use to grow revenue from your existing portfolio instead of always chasing new deals. The key expansion plays are described below:

Cross-Sell Value-Added Services: Merchants often start with just credit card processing, but you can expand their account by offering gift cards and loyalty programs, fraud prevention and chargeback tools, compliance and data security, and business financing.
Upsell New Payment Channels: This helps merchants expand their payment options through e-commerce gateways, mobile and contactless payments, and recurring billing and invoicing tools.
Technology and POS Upgrades: Merchants often outgrow their POS systems through upgrading to cloud-based POS with analytics, integrating inventory management, staff management, or CRM features, and offering smart terminals and mobile card readers for flexibility.
Expand Financial Products: Merchants often outgrow their POS systems through upgrading to cloud-based POS with analytics, integrating inventory management, staff management, or CRM features, and offering smart terminals and mobile card readers for flexibility.
Build Integration Partnerships: Position yourself as more than just a processor by integrating with accounting software and connecting to e-commerce platforms. Also, provide API access for custom integrations.

Save Plays

Save plays are the strategies you use to keep merchants from leaving when they’re unhappy or being courted by a competitor. A strong save strategy protects your portfolio’s revenue and reduces churn.

Proactive Monitoring: Watch for warning signs like reduced processing volume, delayed PCI compliance, or chargeback spikes. Reach out before they complain or consider leaving.
Competitive Rate Reviews: Merchants often leave because they believe they’re overpaying. Run a quick side-by-side rate analysis to show savings or justify your value. If needed, offer a small pricing adjustment within guardrails to keep them.
Relationship Building: If a merchant had a bad experience, acknowledge it and fix it fast. Make the merchant feel heard and build a strong relationship to outweigh a competitor’s pitch.
Refresh Technology: Merchants sometimes leave because their POS or terminal feels outdated. Offering an upgrade like a smart terminal, mobile payments, or software integration to keep them locked in.
Loyalty and Incentives: Provide incentives for long-term commitment, for example, waived fees for PCI compliance if they renew, loyalty program integrations, and bundled services at a discount. But stay within your pricing guardrails.

Conclusion

Succeeding in merchant services sales requires a strategic approach that combines education, relationship-building, and long-term portfolio management. By clearly defining your ideal customers, creating solutions to each vertical, and balancing acquisition with retention and expansion plays, you can position yourself as a trusted partner rather than just another salesperson.

The right sales strategy not only drives revenue but also creates lasting value for merchants who rely on you to power their growth. With the right mix of persistence, adaptability, and customer focus, your merchant services sales career can deliver both consistent income and long-term success.

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