Control the conversation. People that reach out are looking for guidance and advice, not just money. Money grows on trees. Take a class, read, learn about the industry you are going after. Know how they get paid and what common industry specific hurdles are.

Don't try and be all things to all people, you can't. Pick a state and an industry, and be the big fish in your pond. When a merchant asks what you do, don't be the guy who says, "We do everything! And we have 500 loan programs!". That's not what people want to hear. The rep who truly understands a merchants business will win the deal every time, even at a higher factor in many cases.