Hello content rewarded,
You are right, the payment processing industry is highly competitive, and standing out is often the difference between a great success and a total failure.
Processors that end up doing the best usually have:
1. Effective marketing and branding (SEO, social, word of mouth)
2. A niche in which they excel (think: the industries that a processor handles particularly well)
3. Secure executives, or at least a superior person who can instill confidence in a trader quickly by simply talking to them.
If it lacks any of them, it is much more difficult to differentiate. If you have all three, you are in good shape.