what is a VAR sheet

What Is A VAR Sheet In Merchant Services – How Are VAR Sheets Used?

A VAR sheet, also known as a value-added reseller sheet, is an important sales tool used by merchant services companies. A VAR sheet allows merchant service providers to record pertinent details about merchant prospects and clients that can be used to generate new business and improve existing accounts.

The details captured in a VAR sheet can range from basic contact and business info to a company’s current processes, pain points, and interests. Armed with this data, sales teams can develop tailored proposals, offer the right equipment and pricing, manage the sales pipeline, and identify opportunities for upsells and cross-sells.

In this article, we will explore what exactly a VAR sheet is, how it is structured and used, and how this simple document can help merchant service providers dramatically grow their businesses. We will cover the key contents of an effective VAR sheet, from capturing business needs and contract end dates to recommended equipment and pricing. Finally, we’ll discuss how details recorded on VAR sheets can improve sales efficiency, qualify leads better, and assist in closing more deals.

What is a VAR sheet?

var sheet

A VAR sheet, short for Value Added Reseller sheet, is a form used by merchant services companies to record key information about prospects and clients. VAR sheets aim to capture all relevant details that can help qualify leads, close more sales, and increase business from existing clients.

The main purpose of a VAR sheet is to organize all pertinent facts about a merchant in a structured, easy-to-reference format. This allows merchant service providers to develop targeted offers, determine the optimal equipment and pricing, and provide tailored solutions that meet a merchant’s specific payment processing needs.

The detailed information collected on VAR sheets may include a merchant’s business name, owner information, processing volume, payment types accepted, contract end date, pain points, and desired features. By filling out a VAR sheet during initial merchant outreach or at the onboarding stage, sales representatives can gain a thorough understanding of what a merchant wants to achieve and how their company may assist.

Armed with the data from a completed VAR sheet, account managers can manage merchant relationships more effectively over time. They can monitor a client’s account for potential upsell and cross-sell opportunities, recommend needed equipment upgrades and additional services, and adjust pricing as a merchant’s needs change.

Why are VAR sheets used?

Why are VAR sheets used?

There are several key reasons why merchant service providers rely on VAR sheets.

First, VAR sheets help sales teams qualify leads and identify the most profitable opportunities. By understanding a merchant’s needs, pain points, and processing volume, representatives can determine which prospects are truly ready to make a switch and where they have the best chance of success.

Second, VAR sheets provide critical information that allows sales teams and account managers to develop customized, merchant-specific proposals and offerings. By reviewing details in a merchant’s VAR sheet, they can recommend the right equipment, pricing plans, and value-added services for that particular business.

Third, properly filled-out VAR sheets assist account managers in identifying upsell and cross-sell opportunities over time. As a merchant’s business scales and changes, details in their VAR sheet–such as projected volume growth or new payment types needed–can signal opportunities for additional equipment, advanced features, and higher-margin services.

Finally, VAR sheets enable merchant service providers to track the performance of their sales and marketing campaigns. By recording which lead sources and marketing channels generate the most qualified prospects, companies can optimize and adjust their outreach efforts for maximum results.

Contents of a typical VAR sheet

A typical VAR sheet collects a range of information that is crucial for merchant service providers to evaluate prospects, create tailored offers and manage client relationships.

At a minimum, a VAR sheet should contain the merchant’s business name, address, website, and primary contact information, including name, title, phone number, and email address. The VAR sheet may also prompt for details like the business structure (corporation, LLC, sole proprietorship, etc.), years in operation, and approximate number of employees.

The bulk of the VAR sheet focuses on gathering payment processing and service needs details. This includes the merchant’s current processor and average monthly credit card volume. Other useful figures are the merchant’s total annual revenue, projected volume growth, and number of credit card terminals.

The VAR sheet also prompts for information like the merchant’s contract end date and any notice period required. This helps sales representatives prepare proposals and transition timelines to snag the client upon contract renewal.

Key needs and pain points are important to document, such as expensive fees, slow settlements, equipment issues, or a lack of modern features. The merchant’s desired services and interests are noted as well, including items like EMV capability, mobile payments, integrated software, and value-added services.

Finally, the VAR sheet records the source of the lead, the next steps, and the name of the assigned sales rep. This allows account managers to track the progress and outcome of each sales opportunity over time.

How do VAR sheets help grow business?

Completing and utilizing VAR sheets effectively can help merchant service providers improve sales efficiency, qualify leads better and ultimately grow their businesses.

First, VAR sheets capture sales opportunities that might otherwise slip through the cracks. By documenting details about merchant prospects and clients, account managers gain a full understanding of an opportunity and can pursue it in a targeted way. This prevents potential deals from falling through the cracks due to a lack of organization or follow-up.

Second, VAR sheets improve sales efficiency by organizing key merchant data in one centralized place. Having all relevant details about prospects and customers at their fingertips allows sales teams to focus their time on activities that generate the most revenue.

Third, VAR sheets provide a single source of truth that the entire sales, account management, and marketing teams can reference. When updates are made to a VAR sheet, every member of the company has access to the most current client or prospect information. This ensures internal alignment and synchronization of efforts.

Fourth, the insight gained from completed VAR sheets enables merchant service providers to develop customized, value-based proposals and solutions. Personalized offers that match a merchant’s specific pain points and goals are more appealing and effective at winning deals.

Finally, information in VAR sheets makes it easier to identify and act on upsell and cross-sell opportunities for existing clients. Details like projected volume growth needed equipment upgrades, and requests for additional services signal where clients want or need more from their provider.


In summary, a VAR sheet is an essential tool that captures key details about merchant prospects and clients, allowing merchant service providers to generate new business, improve existing accounts and ultimately grow their revenue.

From recording basic contact information to documenting needs, pain points, and interests, a properly designed VAR sheet equips sales teams and account managers with the insights they need to qualify leads better, develop customized proposals, manage the sales pipeline, monitor clients for upsell opportunities and maximize the performance of marketing campaigns.

When filled out diligently and referenced regularly, VAR sheets can significantly improve a merchant service company’s sales efficiency, conversion rates, and client lifetime value. Implementing an effective VAR sheet system may seem simple, but it lies at the heart of revenue generation for many successful merchant services businesses.

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