How do you Compete...
Winning with What You Have: How to Sell Commercial Card Programs When Functionality Falls Short
Introduction
Let’s be real—not every commercial card platform on the market is a tech powerhouse. If you’re selling a program that doesn’t have all the latest bells and whistles, you’re not alone. And more importantly, you’re not out of the running. You just need to know how to play to your strengths. It’s about positioning, building real relationships, and zeroing in on what actually matters to your buyer.
A Quick Reality Check
First, don’t pretend the gaps don’t exist. Be honest about where your platform stands. You might be facing:
Limited spend control options (think basic velocity or MCC settings)
Basic reporting capabilities
Minimal ERP integrations
Lower rebate tiers
Fewer alerts and automations
That’s okay. The point isn’t to ignore it—it’s to understand it so well that you’re ready to talk about it head-on.
1. Service Is Your Superpower
When features are thin, service has to be top-tier. That’s your edge.
Same-Day Response Times: While others lean on tech, you lean into people. Be the rep who actually calls back the same day.
Dedicated Support: Make sure your clients know exactly who their go-to person is. No bouncing around call centers.
Proactive Outreach: Don’t wait for a problem—reach out before they even know they have one.
White-Glove Onboarding: Tech-forward platforms sometimes skimp here. You don’t.
2. Pick the Right Fights
Your platform might not be right for everyone—and that’s fine. Focus on clients where you can win:
Smaller Companies: Less volume, less complexity. They often prefer ease over depth.
Industries That Value Stability: Some sectors care more about reliability than having the newest tool.
Budget-First Clients: Not everyone wants to pay for functionality they won’t use.
Relationship-Oriented Teams: Some buyers value support over software. Those are your people.
3. Reframe the Conversation
Don’t let the demo be the whole story. Guide the conversation back to what really counts:
“Simple Is Smart”: Complexity causes problems. Position your platform as the easy-to-use, low-maintenance option.
“Proven Over Flashy”: Emphasize reliability and uptime. “It works every time” beats “it works... when it works.”
“Lower Total Cost of Ownership”: Fewer features often means faster training, less support time, and lower risk.
“Speed to Value”: Less setup time. Fewer moving parts. Get them live and using the card quickly.
4. Bundle in Real Value
If features are limited, bring value in other ways:
Quarterly Ops Reviews: Help them improve their process, even if it’s manual.
Hands-On Reconciliation Help: Be there where the automation isn’t.
Custom Reports: Build the reports they can’t pull on their own.
Training + Best Practices: Make sure they’re getting the most out of what they do have.
5. Own the Conversation
Being transparent can actually build trust. Seriously.
“Here’s What We Don’t Do”: Lead with it. It’s disarming—and it lets you control the narrative.
“Here’s What We Crush”: Make it crystal clear where you shine.
“Here’s Where We’re Headed”: If there’s a roadmap, share it. It shows momentum and long-term vision.
6. Build Smart Partnerships
Sometimes the best play is knowing when to bring in backup.
Third-Party Tools: Find solid integration partners that can help patch gaps.
Operational Consultants: If your client needs more than you can give, bring in someone who can help.
Complementary Tech: Stack your program with tools that enhance the offer, not complicate it.
Handling Objections: The Feature Question
When the buyer brings up a feature you don’t have:
Acknowledge and Redirect: “You’re right—they’ve got more controls. Let’s talk about whether that actually matters to your day-to-day.”
Use Case Stories: Share real client wins—especially ones where simplicity beat complexity.
Cost/Benefit Talk: Help them think beyond the feature and look at the bigger picture.
The Long Game: Relationships > Features
If you can’t win on the tech, win on trust.
Be the Expert: Know their business. Speak their language.
Stay Connected: Regular check-ins show you care about their success, not just their spend.
Share Insights: If you see something in the market they should know, tell them.
Be Flexible: Terms, pricing, service levels—meet them where they are.
Define Success Differently
Track the things that reflect your value:
Retention
Response times
Time to go live
Satisfaction scores
Referrals
Final Thought
Selling a card platform that’s light on features doesn’t mean you're outmatched—it means you have to sell differently. Focus on service, relationships, and the right prospects. The truth is, most businesses don’t need the most advanced solution. They need a partner they can count on. That’s where you come in.
Be transparent. Be confident. Be exceptional at what you do best—and don’t apologize for what you’re not.