We’ve heard you! Several of our new ATM business entrepreneurs say that one of the most difficult parts of starting an ATM machine business is finding locations and closing deals with location owners (proprietors). If you want to avoid spending hundreds of dollars a month renting space for your ATM, you’ll want to find business owners who can benefit from having an ATM on-site. This creates a win-win-win scenario for you, the location owner, and the customers!
Once you locate a gap in the market—areas that might be in need of ATM service—you will need to find and then approach the owner of that location. This is the person you’ll need to strike a deal with. Here’s how to find and close deals with location owners (merchant proprietors) when starting an ATM business.
Finding Location Owners
There are many factors to consider when it comes to finding successful locations for ATM service. So after you have a list of leads—say, businesses with cash needs that are not too close to competing ATMs and are close enough to your home or work—you’ll need to get in touch with the owner or another “decision-maker.”
Whether you call ahead or stop by in person, speaking with an employee or even, sometimes, a manager isn’t enough. They can, however, help get you in contact with the owner/proprietor or decision-maker. This is the only person who really has the final say regarding adding an ATM to the location. So don’t waste your time pitching to anyone else, and don’t stop until you’ve spoken to the person in charge.
But how do you reach him or her, and what do you say when you do? ATMDepot sees so much value in cold calling as a strategy to close ATM placement deals with business owners that we’ve created a five-step process. Use these steps to guide you from researching your prospects to making the calls.
Our “ATM Cold Calling PDF Guide: How to Close Deals with Cold Calls in 5 Steps” in the Member’s Area of ATMDepot.com explains each step in detail, providing tips and advice along the way. It also includes complete scripts you can swipe so that you know exactly what to say on your calls and how to answer typical responses.
These scripts also strategically help you transition to further correspondence and eventually seal the deal. We want you to be successful in starting an ATM business. To give you an idea, here are some lines to get you started:
Scripts To Start
Introductory Pitch (Cold Approach)
This script is useful when you’re approaching a business owner for the first time when starting an ATM machine business.
Script:
“Hi [Owner’s Name], my name is [Your Name], and I run an ATM placement business. I noticed that your business has a lot of foot traffic. I wanted to offer you a way to increase revenue and customer satisfaction with no upfront costs or responsibilities. Would you be open to discussing how placing an ATM in your location could benefit your business?”
Follow-Up (If Interested):
“Great! Our ATMs can help increase foot traffic by giving customers easy access to cash, which typically encourages them to spend more money in your store. We handle everything—installation, maintenance, cash loading, and security. Plus, you can earn a portion of the fee from every transaction, so it’s an additional income stream for your business without any hassle.”
Benefits-Focused Script
Here, you emphasize how the ATM will directly benefit the business owner.
Script:
“Did you know that businesses with ATMs often see a 10–20% increase in sales? Customers with easy access to cash are more likely to spend it on high-margin items like snacks, drinks, and impulse buys. Plus, with an ATM, you’re offering an additional service that can set your business apart from competitors. We’ll take care of everything—installation, maintenance, and cash management—so you can focus on running your business. You will also experience a 10-20% decrease in credit card transaction fees since customers that prefer to pay in cash don’t like going into debt by paying with credit cards.”
Overcoming Objections
If the business owner hesitates or brings up common objections, here’s how you can respond.
Objection 1: “I don’t think I have the space for an ATM.”
“I completely understand. ATMs don’t take up much room, and we have different models that are compact and can fit into small spaces like a corner or next to the entrance. We even have wall-mounted units that don’t take up any floor space. I’d be happy to visit your store to assess the best placement so it doesn’t interfere with your current layout.”
Objection 2: “I’m concerned about security.”
“Security is our top priority. Our ATMs are equipped with advanced security features like tamper-proof locks, cameras, and alarms. Additionally, we monitor the machine remotely 24/7 and handle all cash replenishment and servicing, so there’s minimal risk to you.”
Objection 3: “What’s in it for me?”
“Great question. First, you’ll notice a reduction in credit card fees. If you’re getting $40 or $50 thousand in monthly credit card payments and paying 2 or 3 percent, you can potentially save a few hundred dollars a month. And, depending on the ATM usage, you can receive a portion of the surcharge fee from every transaction. An ATM can also increase foot traffic as customers become used to getting cash in a nearby secure environment versus an outdoor ATM. Customers with cash typically spend more, too, which means more revenue for your business. It’s a win-win situation.”
Closing Script (When the Owner Is Interested but Hesitant)
If they seem interested but aren’t ready to commit, you can use this script to close the deal.
Script:
“I understand you may want to take your time, but I’d like to reassure you that we make this process as easy and risk-free as possible. We don’t charge any installation fees, and you’ll save money on credit card fees and experience more cash sales as soon as the ATM is up and running. There’s no long-term commitment—if you ever feel it’s not working out, we can always remove the machine. Why not give it a try for a few months and see how it benefits your business?”
Revenue-Focused Script
If the owner is focused on financials, highlight how the ATM can create a passive revenue stream.
Script:
“With each ATM transaction, you can earn a portion of the surcharge. Even with moderate foot traffic, that income can really add up over time. For example, if just 5 people use the ATM a day, that’s 150 potential cash paying customers a month, and I’ll share a portion of the fee they pay with you. Over a year, that can add up to some nice additional income without any work on your part. Studies show that customers who withdraw cash often spend 25% of it on-site, so that’s more sales and less credit card transaction fees you’re paying.”
Trial Period Offer
If the business owner is reluctant to make a long-term commitment, offer a trial period.
Script:
“I totally understand if you’re hesitant to commit long-term without knowing the impact. How about we do a trial run for a few months? We’ll handle the setup, maintenance, and servicing, and you can see firsthand how having an ATM impacts your business. If you feel it’s not the right fit, we can always part ways with no strings attached.”
Offering to Solve Pain Points
Some businesses may have had bad experiences with ATMs or may feel that it’s unnecessary or may have had one in the past.
Script:
“I understand you may have concerns about ATMs (or you had a bad experience with your vendor), but I assure you, I pride myself on being the local ATM operator in our area and want to earn your business as well as others’. We provide top-of-the-line machines with low maintenance and handle all the management aspects like cash replenishment and security. If you’ve had issues with unreliable ATMs in the past, I guarantee I’m local, available, and won’t let you down.”
Urgency Close
If they’re interested but need a push to act quickly, create a sense of urgency.
Script:
“We currently have a few machines available that can be installed quickly. If you’re interested, I’d recommend acting soon since spots in high-traffic areas are limited. I’d hate for you to miss out on the opportunity to start earning extra revenue and benefiting from increased customer spending.”
Now, it’s important to tailor these scripts to your specific situation. For example, don’t offer to remove the machine at any time for any reason and then include a breach of contract clause in your site location agreement. Keep in mind that if you have to suddenly move your machine, you will be out of business until you find and negotiate a new location. Don’t offer it in your script if you aren’t equipped or prepared to do that! On the other hand, if you are open to it, it could make a great negotiation point.
Furthermore, you need to know precisely what ATM features and security measures you have in place. Then, refine your script to give an accurate picture of how you are prepared to handle security.
And you don’t even have to offer a share of the surcharge upfront if you don’t want to. Sometimes, the benefits of increased foot traffic, more sales, and reduced credit card fees are enough incentives.
Essentially, when starting your ATM business, you can effectively build trust and close deals with location owners by using a friendly, consultative, problem-solving approach.
Other Tips and Strategies for Starting an ATM Machine Business
A good script is great for combating any nervousness you might feel about approaching location owners. But you want to make sure you are prepared for however that conversation goes. There are a few things you can do.
First, it’s important to practice active listening when negotiating a deal. Location owners won’t want to work with you if you seem pushy or give them the impression that you’re not listening to their rejection or concerns. Don’t stick so much to a script that you fail to respond meaningfully to the lead.
Second, it’s a good idea to have business cards or fliers ready to leave behind with owners who are hesitant or want more time to think. This can help remind them of your offer so that when they are ready, they know how to contact you. A business flier or pamphlet can also contain an overview of your offer, the process, and the benefits to supplement what you deliver in your script. This way, the owner has both heard and read what you have to say.
Finally, ask for referrals! This is a simple way to turn a “no” into a “yes.” There’s another benefit to leaving something like a business card or flier behind: tell the owner to refer you to anyone who might be looking for ATM service. This can alleviate some of the pressure, too, and give the owner another way to help you out if they aren’t personally interested at the time.
Use Scripts When Starting an ATM Machine Business
If you are starting an ATM machine business and are dreading the negotiation of a location, take our advice:
Use scripts that are proven to work. You can find ATMDepot’s “ATM Cold Calling PDF Guide: How to Close Deals with Cold Calls in 5 Steps” in the Member’s Area of ATMDepot.com. This guide lets you know what to do and how to do it. Don’t let nervousness or not knowing what to say stop you from starting an ATM machine business right now.