Outbound sales for chargeback and fraud prevention companies

Cormac Repman
1 day ago
5 min read

Reaching Chargeback and Fraud Prevention Companies: Why Cold Outreach Fails (and How to Fix It)

Chargeback and fraud prevention companies sit at the intersection of two worlds. They're technical enough to demand engineering rigor. They're sales-focused enough to understand revenue impact. And they're almost impossible to reach through inbound channels.

We spend a lot of time helping fintech and insurtech companies fill their pipelines. What we've learned about chargeback and fraud prevention shops specifically is this: they get buried under vendor spam. Alerts, analytics tools, compliance software, payment gateways, KYC solutions. Everyone wants in. Almost nobody gets a real conversation.

That's where outbound works. But not the way most teams run it.

The Chargeback and Fraud Prevention Buying Landscape

These companies are growing. Chargeback disputes cost US merchants $117 billion annually, according to recent Nilson Report data. Fraud losses keep climbing. Which means fraud prevention platforms are hiring, deploying, and looking for solutions that directly impact their P&L.

Here's the complication: the buying committee is fragmented. You've got VP of Product worried about integration complexity. Head of Sales or Business Development thinking about go-to-market and partnership value. Operations concerned with scalability. Finance asking about ROI and implementation cost.

Most outbound campaigns treat this like a single-persona sale. They're not. That's why your response rates are stuck at 2-3%.

Why Generic Outreach Bounces Off This Vertical

The standard cold call script doesn't work here. "We help fraud prevention companies reduce chargeback losses" is true for maybe 50 different vendors. Your prospect has heard it all.

What actually gets meetings:

Specificity to their exact problem. Not fraud prevention broadly. Not chargebacks broadly. Something narrowly true about their business. "I noticed you're processing high-velocity low-value transactions in APAC. Our platform caught a pattern there that your current system is missing because..." That's worth a conversation.

Proof they know your industry. If you're calling VP of Product at a chargeback prevention company, you should know whether they're more worried about false positives (which hurt customer experience) or false negatives (which hurt revenue). Your opening changes based on that answer.

A reason to talk now, not someday. "Q3 is when merchants push hardest on fraud prevention budgets" or "You're about to hit a scale inflection where your current systems max out." Not "we should connect sometime."

How to Structure an Outbound Campaign That Gets Response

Segment by role, not just company. Chargeback and fraud prevention leadership splits priorities hard.

For VP of Product: Lead with technical differentiation, integration speed, and false positive rates.

For Head of Sales/Partnerships: Lead with what the feature means for their customers, or which verticals they can now sell into.

For Finance/Operations: Lead with implementation timeline and TCO, not vision.

Most teams use the same script for all three. You won't get traction that way.

Find the recent signal. Has the company just raised funding? Hired a VP of Sales? Announced a new vertical or use case? Started shipping adjacent features? These are real reasons to call.

We run campaigns that specifically target companies 90 days post-Series A or B. Timing matters. They're hiring. They're setting up new partnerships. They're thinking about product expansion. That's when they're most open to vendor conversations.

Test multiple angles. Your first message shouldn't assume you know what keeps their CEO up at night.

Angle 1: Technical integration and speed-to-value.

Angle 2: Market expansion into a new vertical (healthcare, fintech).

Angle 3: Operational efficiency and false positive reduction.

Angle 4: Compliance and reporting capabilities.

Run each angle against 50-100 contacts at the company. See which one drives higher response. Then build out that leg of the campaign.

Build a 5-touch sequence, not a 3-touch slam. Fraud prevention companies are busy. They're not ignoring you on purpose. They're deployed fighting fires.

Touch 1: Phone call with specific insight. Voice message. 30 seconds. (No spam.)

Touch 2: Email with case study or data relevant to their vertical. 2 days later.

Touch 3: Another phone call. Different approach or angle. 4 days later.

Touch 4: Personalized video showing how your solution works with their use case. 6 days later.

Touch 5: Final email with a specific meeting time offer. Tie it to a real event or deadline.

Space them out. Respect their time. Most teams compress all contact into 48 hours and wonder why they get no response.

The Numbers That Matter for These Companies

When you're talking to chargeback and fraud prevention leadership, here's what they actually care about:

Connect rates. What percentage of their legitimate transactions are flagged and reviewed? Under 2% is standard for mature platforms. Over 5% and you're creating customer friction.

Dispute resolution time. How long from detection to final decision? For chargebacks, this is 45-180 days depending on card network. For merchant fraud, you want detection within hours.

Cost per dispute. Merchants often pay $20-100 per dispute to process. Fraud prevention companies get value by reducing dispute volume or accelerating resolution.

False positive rate. Mentioned earlier, but it's critical. Flagging legitimate transactions as fraud kills customer trust and conversion. This is often the number one objection from merchants using their platform.

Reference these metrics in your outreach. It shows you understand their business, not just the general fraud prevention category.

Why Cold Calling Works for This Space

Email alone doesn't cut it. These companies operate in a noisy space. Email inboxes are full. Generic outreach gets deleted.

But phone calls? When they're personalized and specific? We see 18-25% initial connect rates on chargeback and fraud prevention companies when the call is based on real research.

Why? Because taking a phone call is low friction for them. They're already thinking about vendor conversations. A real voice on the other end who knows their business is a breath of fresh air compared to the spam.

The key is training your dialer. They need to do research. They need to know what the company does. They need to have a reason for the call that's specific to that business. That takes time to build into a team. But it works.

What Not to Do

Don't claim expertise you don't have. If you've never sold to a chargeback company before, say so. But explain why you're calling anyway. "We just closed a platform that manages dispute workflows. I thought there might be a fit here. Does that sound interesting?"

Don't lead with pricing or a product demo. You don't have context yet.

Don't assume their current vendor is bad. They might be happy. You're not displacing, you're exploring whether something complementary or adjacent makes sense.

Don't use the same messaging for warm and cold contacts. Warm intros are different animals. People who know people at the company respond to different messaging.

Reaching chargeback and fraud prevention companies is possible. It just takes specificity, timing, and the willingness to do research before picking up the phone.

At Nurturance, we run cold calling teams for fintech and insurtech companies. We know this vertical inside and out. We can help you schedule conversations with VP of Product, Head of Sales, and Ops leadership at the fraud prevention platforms you're targeting. We handle the research, the calling, and the meeting setup. You get qualified meetings with decision makers.

If you're selling into this space and want to explore how we could help, book a time at our calendar. We'll walk through what a focused campaign looks like for your specific product.