Being new to the ATM business can seem daunting at first, but once you are through the initial stages of setting up your operation, the rest follows. The question from new ATM business owners is consistent: how do I land ATM locations and start earning revenue?
Here are the most effective methods we have seen work for independent ATM deployers and ISOs looking to grow their network.
Cold Calling
In 2026, the idea that cold calling does not work simply is not true. In most industries, especially those that are ideal ATM placement locations, businesses like bars, hotels, and convenience stores are busy with foot traffic and may have little appetite for drop-in vendors. Cold calling lets you reach far more prospects than on-site visits allow.
Reaching the owner or general manager on the initial call may not always happen, but conversations with employees can be just as valuable. Use that opportunity to ask probing questions:
- Do they currently have an ATM in the establishment?
- Do customers request an ATM?
- Would an ATM be beneficial for their business?
This feedback becomes critical when you eventually speak or meet with the decision maker.
Door to Door
Getting out and making the physical effort to meet business owners in person remains one of the most effective methods of closing ATM placement contracts when the timing is right. Understanding business downtimes is important. Avoid visiting hotels during check-in times or restaurants and bars during lunch and dinner service. Catching an owner during a quiet period is the difference between a real conversation and a polite brush-off.
Consistent Referral Requests
It does not hurt to ask. Ask your existing merchants every few months whether they know other business owners who could benefit from an ATM and your service. You can do this when cash loading your locations, calling to follow up on their experience, or sending a short email requesting referrals. Referrals from satisfied merchants close faster and with less friction than cold outreach.
Email Campaigns
A mixed approach to ATM sales is the fastest way to grow. A transparent, attractive, and personable email template can reach business owners who are too busy to answer sales calls. Following the law of attrition and contacting as many relevant businesses as possible within your target industries keeps your pipeline active between in-person visits and calls.
Being Available and Quick to Act
The ATM placement space is competitive, especially for high-traffic, high-value locations. If you get in touch with a merchant who needs an ATM quickly, the faster you can get a contract signed and a terminal installed, the better. Speed and responsiveness are their own competitive advantage in this business.
Sell on Service, Not Just Price
Price matters in the ATM processing business, but making the merchant feel confident in your attentiveness and reliability often matters more. Promising things like a sub-24-hour response time to terminal errors, or ensuring your team receives real-time alerts for any issue, builds trust that outlasts a pricing conversation. Merchants want a partner they can count on, not just the lowest number on a contract.
The conversation is simpler than it might feel. It is a win for you and a win for the merchant: they earn ATM surcharge revenue, reduce credit card processing fees, and add convenience for their customers. Follow these strategies, stay consistent, and your ATM network will grow.
At EFX Financial Services, we support independent ATM deployers and ISOs with reliable ATM processing services, real-time network visibility, and a support team that is there when you need them. Ready to grow your ATM business? Talk to us today.
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