The fastest way to win more ISO and agent deals isn’t adding more vendors; it’s sharpening the story. We sit down with John Barrett and Andie Hill from Payroc to unpack how a focused core product strategy transformed recruiting conversations, accelerated close rates, and unlocked real wins in the SMB space. This is the third and final episode in our three-part series titled: Focus. Build. Win.

John breaks down the four-part recruiting pitch that sets expectations and gets to fit fast: who Payroc is as a full-service acquirer, what the core solutions do, how infrastructure and culture support partners as customer number one, and where international expansion opens future lanes. Andie takes us into the field results: near sellouts of their terminal twice in a year, a step-change in win rates, and tangible gains when SMBs finally get pay by text, lightweight invoicing, and a polished countertop experience without enterprise POS cost or complexity. Service verticals like auto repair and landscaping benefit from simple scheduling, mobile-friendly payments, and fewer keyed transactions -practical improvements that agents can demo and merchants adopt quickly.

We also walk through a vertical ISO case study that shifted to sending 95 percent of its business to Payroc after repeatable onboarding, underwriting alignment, and responsive support outperformed legacy processors. Throughout the conversation, feedback loops drive the roadmap: trade show questions, CRM win-loss data, and partner demos surfaced the need for features like scheduling, which moved from request to release. The core message is clear; focus doesn’t mean fixed. The stack evolves, but the promise stays consistent: fewer products, better execution, stronger support, and a go-to-market that respects the time of the people closest to the merchant.