Joe Wilkins

What are the biggest challenges or opportunities in your field right now?

I believe we’re entering one of the most exciting periods of opportunity I’ve seen in my 11 years in the merchant services industry, and much of that opportunity extends far beyond traditional payment processing.

Technology is changing rapidly, particularly in the areas of business management software, payment acceptance, automation, artificial intelligence, and regulatory compliance. While keeping up with these developments can be challenging, I believe they present tremendous opportunities for professionals who are willing to learn, adapt, and connect themselves with the right technology partners.

One of the biggest opportunities I see is helping small and midsized businesses modernize their operations.

There are countless independent businesses, including automotive repair shops, auto detailers, contractors, restaurants, and other service providers, still operating with legacy invoicing systems, outdated payment technology, and disconnected software platforms. Many business owners simply don’t realize how much technology has evolved or how their existing systems may be limiting their efficiency, profitability, and growth.

In some cases, outdated processes or improperly configured payment programs can also create compliance concerns. Whether it’s payment security, surcharging practices, dual pricing, customer data protection, or financial recordkeeping, business owners increasingly need knowledgeable professionals who can help them understand their responsibilities and implement appropriate solutions.

That’s where I see an extraordinary opportunity.

The future of merchant services isn’t just about helping a business accept a credit card. It’s about understanding how technology can improve the entire operation. That might mean implementing modern invoicing software, integrating payments with accounting systems, automating administrative tasks, improving customer management, or helping a business transition away from outdated systems.

And I believe this creates tremendous opportunity for the next generation of professionals entering our industry.

If you’re motivated, willing to work hard, eager to educate yourself, and prepared to build relationships with the right technology companies, there’s an enormous market of businesses that could benefit from your knowledge and services.

You don’t necessarily have to invent the technology. You have to understand what’s available, recognize the problems businesses are experiencing, and learn how to connect those businesses with solutions that genuinely improve their operations.

This philosophy is a major driving force behind Business Eye and our Merchant Services PhD educational initiative. We’re working to bridge the knowledge gap between rapidly evolving financial technology and the business owners who depend on it.

I also believe artificial intelligence will accelerate this transformation, creating new opportunities to streamline operations, analyze business performance, and make sophisticated tools more accessible to smaller companies.

Ultimately, I see the greatest opportunity in our industry as the evolution from traditional payment processing sales into comprehensive business technology consulting.

For someone who’s hungry, curious, willing to learn, and committed to doing right by their customers, I believe there has never been a more exciting time to enter this industry.

The opportunities are out there. The question is whether you’re willing to invest the time to understand them, build the right relationships, and go after them.

What values are most important to you in your work and personal life?

The values that matter most to me, both professionally and personally, are faith, honesty, integrity, accountability, and keeping my word.

I’ve always believed that one of the most important things you can do in life is be honest with people from the beginning. Don’t make promises simply to win someone’s business, gain their approval, or create an opportunity for yourself. Be realistic about what you can deliver, communicate openly, and then follow through on your commitments.

To me, integrity means doing what’s right even when it’s inconvenient, difficult, or financially disadvantageous. Throughout my career, I’ve learned that there will be times when the right decision isn’t necessarily the most profitable one. But I’ve also learned that your reputation, your relationships, and your ability to sleep peacefully at night are worth far more than any individual transaction.

My faith in God plays an important role in how I approach these decisions. I believe we’ve all been given certain gifts, abilities, and opportunities, and with those blessings comes a responsibility to use them wisely and in service to others. I don’t believe success should come at the expense of someone else’s well-being.

In business, I believe in treating customers as people, not transactions. That means listening before recommending, educating rather than pressuring, and being willing to tell someone when a particular product or service isn’t right for them. Sometimes the best advice you can give a customer is advice that doesn’t result in a sale.

These same principles carry into my personal life, particularly as a father and someone who enjoys coaching and mentoring young people. I recognize that the example I set through my actions will often have a greater impact than anything I say. I want my children and the young people I work with to understand the importance of character, perseverance, humility, and treating others with respect.

I’ve also learned the importance of accountability. None of us gets everything right. I’ve made mistakes, experienced setbacks, and had to learn difficult lessons along the way. What matters is being willing to acknowledge those mistakes, take responsibility, make things right when possible, and continue growing.

Ultimately, I believe that trust is one of the most valuable things a person can earn, and one of the easiest things to lose.

My philosophy is simple: Tell the truth, keep your word, treat people right, and let your actions speak louder than your promises.

Those are the values I strive to live by, whether I’m building a business, raising my children, coaching a team, or simply interacting with someone in my community.