True. You can't sell the merchant on pipe dreams. You need to identify the existing need and work with the merchant to determine a reasonable ROI after paying back his advance. Your job as a funding specialist is to determine if the program is suitable for him. In some cases it's not, and this has to be honestly disclosed to him. If you really want the referral and repeat business, you have to become the merchant's advocate and win his trust by showing that you're looking out for his best interests. The ISOs that use the rape and pillage mentality of 1.40+ factors with 10% junk fees really give this industry a bad name and make it easy for legislators to scrutinize the MCA space.