Why Your First 10 Deals Matter More Than You Think

When you’re starting out as an ISO in the merchant cash advance space, it’s easy to think that quantity matters more than quality. You want to close deals, show progress, and build momentum. But what many new ISOs overlook is how the first 10 deals they submit and how they handle them set the foundation for long-term success. Funders begin forming impressions immediately. A sloppy first submission, a misrepresented merchant, or a lack of communication can follow you for much longer than you expect. This stage is less about speed and more about establishing a track record that shows professionalism, integrity, and growth potential.

Your Reputation Starts Earlier Than You Think

Every deal you submit creates a digital and emotional footprint. Funders begin tracking how clean your submissions are, how well you know your merchants, and how you respond to feedback. These early signals shape your reputation long before you’ve built a portfolio.

• Response to feedback: Are you coachable and open to improving, or defensive when corrections are made?

• Document accuracy: Are your files consistently missing items, or do you double-check before sending?

• Merchant knowledge: Do you understand your client’s business model and cash flow, or just repeat what they told you?

• Follow-through: Do you disappear after submission or keep the lines of communication open?

• Professionalism: Are your emails and messages clear, polite, and timely, or rushed and inconsistent?

Funders remember the ISOs who listen, learn, and show respect for the process. These are the partners they want to grow with. They are also the ones who are more likely to be offered better terms down the road.

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Common Mistakes That Can Limit Growth Early On

Many new ISOs unknowingly hurt their long-term potential by rushing or misunderstanding the importance of consistency. These mistakes are avoidable, but they require attention and patience during the early stages of your career.

• Submitting merchants without vetting them: Just because someone wants funding doesn’t mean they qualify. Poor matches reflect badly on you.

• Overpromising approvals: Telling merchants they’re guaranteed to get funded builds false hope and damages your credibility when offers fall through.

• Using templates without customization: Recycled submission notes or generic files can look lazy and make your merchant feel like just another number.

• Being unprepared for rejections: Not all deals go through. Learning how to handle declines gracefully is key to building a positive reputation.

• Ignoring underwriting logic: Understanding the basics of how and why deals are approved helps you package stronger submissions and gain trust faster.

These aren’t just technical missteps. They tell funders how seriously you take the job and whether you’re a partner worth mentoring or someone to avoid.

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Building a Foundation That Attracts Better Deals

Your first 10 deals are a chance to do more than close sales. They’re your opportunity to build relationships with both merchants and funders. It’s during this phase that many top-performing ISOs develop their habits, refine their systems, and identify their strengths.

• Track your metrics from day one: Know your approval rate, average deal size, and turnaround time. Data builds confidence.

• Learn what each funder values: Every funder has different underwriting preferences. Pay attention and adjust your submissions accordingly.

• Start building your brand: Your communication style, transparency, and integrity are part of your personal brand. Treat it like an asset.

• Document your lessons: Keep track of what works and what doesn’t. This helps you scale smarter as volume increases.

• Ask for feedback: Early on, funders are often more willing to help you grow. Take advantage of that mentorship while it’s available.

When you approach these first 10 deals with care and intention, they can open doors to bigger opportunities and stronger partnerships that will shape your business for years to come.

In merchant cash advance, the early stages of your career matter more than most realize. Your first 10 deals are more than just transactions. They’re proof points that show how you work, who you are, and what you bring to the table. While speed and volume might feel like the priority, it’s consistency, clarity, and reliability that make funders take notice.

If you’re thoughtful about how you handle these first steps, you won’t just earn commissions. You’ll build a professional identity that funders trust, merchants respect, and future success depends on. Every ISO has to start somewhere. Make your first impression a strong one.