Table
of Contents
Thanks to Darrin Ginsberg
of Free
Credit Card Processing.com
for sharing his knowledge
and information. It is a great resource
for Merchants
More Info
1. What if I
already have a terminal? Can have it programmed
to work with the new processor?
2. Tell me about
Government, Corporate credit cards, and
Foreign Issued Credit Cards. Can I take
them?
3. What about
debit or check cards? I hear this is a good
idea if I have a retail store?
4. I keep hearing
about electronic terminals, software and
real time processing software on the Internet.
Can you explain these things?
5. What is a
virtual terminal?
6. Can
I use a virtual terminal to accept checks?
1. Are there other fees or expenses involved?
Don’t think of your merchant account
as an expense. Rather, it is an investment
in the success of your business, so remember
this DOES NOT cost money but makes you money.
Your sales should increase significantly
if you begin accepting credit cards.
Application fee - This should be under $100.
ISO’s charge a fee to process your
paperwork with the processor. ISO's will
usually waive this fee.
Discount rate
- A discount rate is the fee that a credit
card processor charges a merchant who wants
to process credit card sales. There are
two types of discount rates.
Card present - The
first type of discount rate is a card present
discount rate. Banks identify card present
with retail businesses because the credit
card is present at the time of sale and
swiping the credit card through the terminal
processes the card. The range for this type
of discount rate is usually from 1.59% to
1.89%.
Card not present
- The second type is card not present. Banks
identify card not present with mail/telephone
order businesses, service or Internet businesses.
The credit card is not present at the time
of sale and must be manually keyed or entered
into a credit card terminal or software
program. This type of transaction is slightly
riskier and therefore you can expect to
pay slightly more than for a Retail Card
Swiped Transaction. The range for this type
of rate is usually from 2.25% to 2.49%.
Transaction fee -
A transaction fee is a fee that the processor
charges a merchant’s to dial into
the network and verify that a credit card
is valid and has available credit. This
fee covers the cost of the terminal dialing
out through a phone line or through the
Internet. There is no charge from your phone
carrier for this call as the terminals usually
dial local or Toll Free Numbers. For retail
accounts, the transaction rate generally
falls between .25 and .40 cents. So, to
continue the discount rate example above,
if you are quoted a discount rate of 1.79%
and a transaction rate of .25 and receive
a credit card payment of $100, $2.04 (equivalent
of 1.79% times $100 + .25 will now be deducted
from your bank account for that transaction.
Please note that some merchant service providers
“bundle” their rates, and include
the discount and transaction rates as one
charge. For example, instead of quoting
a discount rate of 1.79% and a transaction
rate of .25, a merchant service provider
may just give you one rate, such as 2.10%
bundled. In this scenario, if your average
ticket were $100, you would owe $2.10 (equivalent
of 2.10% times $100) for each transaction.
Batch fee - This is a small daily fee charged
to batch or close out all your transactions.
Batch fees are typically the same as your
transaction fee. This fee ranges from 25
cents to one dollar.
Statement fee - This
monthly fee typically ranges from $5 to
$20. This fee pays for you to receive a
Monthly Statement which breaks down all
of your credit card transactions. A Monthly
Statement summarizes all activity for the
merchant. The statements are sent automatically
at the end of each month. This Statement
should be used to balance your checkbook.
Some processors have on-line transaction
reporting available, providing up to the
minute, detailed information merchants can
use to confirm payments, identify processing
problems, and other issues. Reading your
statement can sometimes be difficult but
it is important you understand what it says.
Once you receive your statement and you
have questions call customer service or
your sales representative to explain how
your statement.
Customer Service
Fee - Some companies charge a modest monthly
fee for the merchant assistance they provide.
This charge should not be more than $10
a month and is rare if the processor is
charging you a statement fee.
Monthly minimum -
A monthly minimum is not a fee unless you
do little or no sales each month. It is
calculated by multiplying your total sales
times your discount rate and then adding
your transaction fees.
Example: Keyed Business – Discount
Rate is 2.49% + .30 cents per transaction.
Visa/MC Sales $1,000.00 in 10 transactions
of $100 each.
$1,000 x 2.49% = $24.99.
Total = $24.99.
You missed the minimum by .01 cent of $25
and therefore you pay .01 cent. If you had
come up with $23.00 in total fees, you would
pay the $2.00 difference to hit your monthly
minimum.
Example: Swiped Business - Discount Rate
is 1.79% + .25 per transaction
Visa/MC Sales $1,000.00 in 60 transactions
of $25 each
$2,000 x 1.79% = $17.99
Total = $35.80
You hit the minimum of $25 and therefore
you pay nothing else. Most businesses should
easily surpass the monthly minimum, and
owe nothing for this.
Back
to Questions
2. Those fees are less expensive than I
thought it would be but there must be some
other hidden fees?
Yes, there other incidental costs you must
be aware of associated with your merchant
account. Be sure your processor discloses
all fees before you sign any contracts,
and you will not have any hidden fees.
Here is a list of other fees. Some may or
may not apply to your specific business
type.
Void Transaction - A voided transaction
occurs when a customer wants to return
merchandise before the merchant has closed
his/her batch containing that transaction.
Voiding a transaction before the batch
is closed saves the merchant fees and
only costs the transaction. Voiding a
sale is similar to deleting a sales draft
before taking it to the bank for deposit.
Voiding a transaction before the batch
is closed saves the merchant fees and
only costs the transaction. The merchant
does not pay the discount rate on that
transaction because the batch has not
settled and the sale is not “official”.
If possible, void transactions before
the closing the batch.
Annual fee - This
once a year for maintenance and system upgrades
is an automatic deduction from your checking
account. An Annual Fee should not be more
than $99 per year. Some processors are starting
to charge this fee. Make sure to ask your
ISO if there is an Annual fee.
Debit Card fees -
It is much less expensive to accept a customer's
debit card rather than a credit card. Most
merchant service providers charge a flat
fee, generally ranging from .35 to .75 for
each debit card transaction. The credit
card discount and transaction rates do not
apply when you accept a debit card. Debit
fees only apply to merchants who have this
service. Please note that you will need
an encrypted pin pad to process customers'
debit cards so that they may key in their
private four digit number into the pin pad.
This will be an additional charge, and should
be less than $200. It may be worth the expense
as debit cards cost you much less to process
than credit cards, as previously stated.
While you may decide to allow your customers
to pay with debit cards, it remains imperative
to also allow for credit card use.
Over limit fee -
When you apply for your merchant account,
you indicate how much monthly volume you
expect to process. Your account, approved
to process that amount, will subject to
an over limit fee. You can avoid the over
limit fee in any given month if you believe
your sales will be over the top by calling
customer service and letting them know in
advance. If your sales will continue to
be over the limit for the following months,
you can simply ask them to bump you up to
the next level.
Reserve account -
Processors will often identify certain merchant
accounts as a higher risk. These accounts
pose a high risk to a processor in terms
of charge backs. In other words, the processor
expects that a high risk account will have
more charge backs. Processors will accept
higher risk accounts but often ask the merchant
to place a reserve with them to protect
the processor against loss.
There
are four ways that a processor will ask
a merchant to start a reserve.
Place a dollar amount in a reserve account
equal to one month processing limit. The
processor holds this amount for the life
of the account. This money is released to
the merchant only after his merchant account
is closed and 210 days have passed.
Allow the processor to hold in reserves
the first month’s credit card sales
done by the merchant The processor holds
this amount for the life of the account.
This money is released to the merchant only
after his merchant account is closed and
210 days have passed.
The
processor will hold a percentage of gross
sales each month until the reserve amount
equals one month processing volume. This
percentage is usually anywhere from 5% to
25% of monthly gross credit card sales.
Allow
the processor to establish a “sixth
month rolling reserve”. The Processor
will hold 5% of each months sales until
the 7th Month. On Month 7, all reserve dollars
from Month 1 will be released to the Merchant.
On Month 8, all reserve dollars from Month
2 will be released to the Merchant and so
on.
Programming or encryption
fee - The ISO can charge a programming or
encryption fee, reflecting the effort of
your merchant service provider to make your
existing terminal compatible with their
system. Others do not charge this fee directly
but include it in their set-up fee.
Chargeback fee -
the MSP will charge a fee when someone disputes
a credit card sale that originated with
your business. The fee can range from $0
- $40 for each chargeback. It is imperative
for you to reduce the likelihood of chargebacks
through customer service intervention, fraud
prevention, etc. Chargeback’s can
be avoided by setting your account up properly
from the beginning. Having your complete
company name and customer service phone
number printed on Customers statements is
a great way to avoid chargebacks. That way,
when a customer gets his bill and has a
question about the “charge”
on his account, he can immediately call
you and get his questions or problems resolved.
Return - A return
transaction occurs when a customer wants
to return merchandise after the merchant
has closed his/her batch containing that
transaction. Returning a transaction after
the batch is closed costs the merchant the
discount fees and the transaction fees.
A merchant will pay the discount rate for
the initial sale if returned plus two transaction
fees. For example, if a discount rate of
2.75% paid for every sale a $100 sale will
cost the merchant $2.75 for the sale and
$2.75 for the return of the sale for a total
of $5.50. This is why many merchants often
have stiff return policies or a fee for
returned items. AVS fee (address verification
service) – Many credit card processors
offer address verification service. This
service will match shipping information
with the cardholder's billing address. There
are different AVS codes that will indicate
complete or partial match. When addresses
do not match, merchants should discuss the
discrepancies with their customers before
shipping orders. For example, the street
address may match but the zip code does
not. The merchant must then decide to either
ship or contact the customer for verification.
Using AVS lowers fees but is not a requirement
to either ship or not. To reduce confusion
merchants should clarify that billing information
is required regardless of the shipping address.
AVS works with cards issued in the United
States. AVS is a service used by merchants
who take orders over the phone or the Internet
and is an extremely useful tool to reduce
fraud.
Featured
Merchant Account Provider »»
AmeriMerchant
Mid-qualified and
non-qualified fees – Along with the
discount rate, you must know these rates.
The mid-qualified and non-qualified rates
are surcharges (i.e. transactions that do
not meet certain Visa/MasterCard requirements.
For example, even if you manually key in
a transaction with an AVS match, your rate
may go up a little (but not as high as it
would if you do not have an AVS match).
If you do not batch out the transactions
within 24 hours, your rate will increase,
too. Furthermore, if you accept International,
corporate or government cards, you rate
will go up substantially. There are surcharges
based on varying factors.
Termination or cancellation
fee – Clients, seldom informed, may
only discover this expense when they switch
processors. It can be as high as $400 if
you end processing with a particular merchant
service provider, especially if you only
employed their service for a short length
of time. The fee is NOT applicable as long
as you do not switch providers! Ask, or
better yet, read your provider’s termination/cancellation
policy in the contract.
Retrieval Request
- A retrieval request is what happens when
a cardholder cannot remember a credit card
transaction, or the bank wants order information
for some reason. The card issuer initiates
a retrieval request, in which the merchant
has 10 days to respond with the order information
or the retrieval request will turn into
a charge back. There is usually a retrieval
request fee issued against the merchant
also in these cases. Cost varies from $2
to $15 depending on the processor. All fees
and charges are on the merchant agreement.
Be sure to read it carefully.
Back
to Questions
3. I hear American Express and Discover
are not used much and is more expensive
than the discount fees?
Accepting American Express
or Discover is very important for any business.
Your current processor will process these
transactions as a service to you and usually
do not charge any additional fees. Merchants
need to give their customers every possibility
to buy their service or product. Your current
terminal or software program can process all
major credit cards. Funds are deposited directly
to your checking account just like Visa and
MasterCard.
Back
to Questions
4. Great,
so it is not really an added expense to
take American Express or Discover. But there
must be a fee from the credit card companies
themselves
American
Express does not charge a set up fee. Your
ISO can usually set up your account to accept
Discover at the time of your Visa and MasterCard
Application. American Express offers two
pricing plans.
Discount Rate - Using this plan, you only
pay American Express a small percentage
of each transaction your customers make
with the Card. There is no set monthly
fee. This fee is approximately 3% but
varies based on your industry and average
size ticket. American Express does not
differentiate between Card Swipe and Keyed
Transactions like Visa and MasterCard
do.
Flat Fee - Eligible
merchants pay a monthly flat fee of $5,
with no additional charges. Unlike the discount
rate pricing plan, you do not pay an amount
for each American Express sale. Businesses
must have less than $5,000 in annual American
Express sales, and submit, authorize, and
receive payments electronically to be eligible
for this plan.
Statement Fees –
American Express does not charge an extra
Statement fee. These transactions are reported
on your Monthly Merchant Statement from
your MSP. Discover offers a tiered pricing
plan based on one of 3 types of businesses.
Retail, Restaurant, and Internet or Home
Based Businesses: Discover will also charge
a one time set up fee of $25 which is automatically
billed on your first month’s statement.
Your ISO can usually set up your account
to accept Discover at the time of your Visa
and MasterCard Application.
Discount Rate - Retail
Businesses:
Average ticket $00 to $20, your rate is
2.52% + 8 cents
$21 to $30, your rate is 2.22% + 8 cents
$31 to $50, your rate is 1.99% + 8 cents
$51 to $70, your rate is 1.86% + 8 cents
$71 to $90, your rate is 1.80% + 8 cents
$91 to $120, your rate is 1.77% + 8 cents
$121 to $150, your rate is 1.73% + 8 cents
$151 and above, your rate is 1.69% + 8 cents
Internet & Mail Order; Out-of-Home Businesses
Average ticket $00 to $20, your rate is
2.97% + 8 cents
$21 to $30, your rate is 2.67% + 8 cents
$31 to $50, your rate is 2.44% + 8 cents
$51 to $70, your rate is 2.31 % + 8 cents
$71 to $90, your rate is 2.25% + 8 cents
$91 to $120, your rate is 2.22% + 8 cents
$121 to $150, your rate is 2.18% + 8 cents
$151 and above, your rate is 2.14% + 8 cents
Restaurant Businesses
Average ticket $00 to $20, your rate is
2.18% + 8 cents
$21 to $30, your rate is 1.93% + 8 cents
$31 to $50, your rate is 1.73% + 8 cents
$51 to $70, your rate is 1.62% + 8 cents
$71 to $90, your rate is 1.57% + 8 cents
$91 to $120, your rate is 1.55% + 8 cents
$121 to $150, your rate is 1.51 % + 8 cents
$151 and above, your rate is 1.49% + 8 cents
Back
to Questions
5. How much should I pay for
a terminal or software solution?Cost
varies dramatically based on the model, features
required and technology required. There are
many different makes and models available
all with different types of features that
allow merchants to perform any function they
need. I will list the different combinations
that merchant can choose from with a range
in cost per unit I think is reasonable based
on features but remember ISO’s set prices.
One price for a particular unit by one ISO
and a remarkable different price by another
ISO for the same make and model.
Terminal alone (Free to $500)
Terminal with external printer ($200 to $750)
Terminal, internal printer and internal debit
pinpad ($400 to $1,000)
Real time online software (free to $750)
Computer software (free to $500)
Printer ($200 to $350)
Debit pinpad ($50 to $200)
Check reader ($200-$500)
Wireless unit using cellular ($500 to $1,500)
Wireless unit using radio technology ($500
to $1,500)
Equipment technology varies greatly. Just
remember to compare prices, ask about available
refurbished equipment and do not be sold on
equipment you do not really need.
Back
to Questions
6. I do not have much capital
and want to save my money for marketing and
other things I need to do. What do you advise?
I am not a big fan of leasing only because
you will pay two to three times more for a
piece of hardware or software than if you
had purchased it. It can be helpful to conserve
capital as long as you do not end up paying
4 times more for a piece of equipment or software
than if you had paid cash. Personal credit
can really effect the monthly payment, sometimes
doubling the monthly payment if you had good
credit. Most leasing companies include a fair
market buyout at the end of the lease which
really means at the end of the lease a leasing
company has the right to determine the value
of the hardware or software and charge you
that dollar amount for you to actually own
the hardware or software. This amount is usually
10% of the total amount of the payments you
paid throughout your lease term. This can
add $200-$400 to your total cost of hardware
or software. One more important thing to remember
is that at the end of the lease you must contact
the leasing company and request cancellation
of your lease. Otherwise, the contract usually
turns into a Month to Month Rental. If you
are considering a lease option, remember the
above listed prices, read the contract, ask
about buyout cost, be sure the lease contract
expires without notification and keep the
lease term short. Use a calculator and add
up the lease payments along with any monthly
fees a leasing company will charge including
insurance charges.
Back
to Questions
7. What are some things I can do to reduce
chargebacks not related to fraud?
There are a few pointers I can give you to
help prevent chargebacks but the best advice
is to deliver a good product or service and
have excellent customer service.
Credit card statement – Merchant
account providers provide a service that
will place your business name and phone
number on the credit card statement of
your customer. This will reduce confusion
if the customer does not remember buying
from your company. This occurs quite a
bit when a customer purchases products
or service from Internet businesses. If
the customer does not remember the purchase,
he or she can call the number listed on
their statement to verify the purchase.
Contact your MSP to request this service.
Market using your
business name – Place your legal business
name on marketing or web sites. This will
reduce confusion if your legal name is different
from your DBA (doing business as) and helps
to identify your business name with purchases
made by a customer.
Cash advance –
Do not process your own credit card through your merchant account to give yourself a cash advance. This is a violation Visa and MasterCard regulations that does not allow merchants to process their own credit card to receive a cash advance. The fees associated with a cash advance are usually much higher than if a merchant processed his own card to receive a cash advance. This costs the issuing bank money because if the merchant had received a cash advance from their issuing credit card company instead of processing their own card the bank would make much more money. Never process your own credit card. Please note this is completely different then a merchant cash advance. A merchant cash advance is a funding program for small businesses and not in any way related to giving yourself a cash advance.
Do not Factor credit cards. A company will
process credit card transactions through
their own merchant account for a merchant
that does not have their own merchant account
in exchange for a percentage of the transaction.
Heavy fines can occur by factoring credit
cards. Often merchants who have lost there
privilege to process credit cards wills
seek out other merchants to run their credit
card sales. The problem is that the merchant
running the transactions is responsible
for those transactions. When a customer
receives their credit card bill, the name
of the merchants he/she has purchased from
will appear on that statement. If the cardholder
does not recognize a particular merchant,
he/she will dispute it because he/she did
not buy anything from that merchant. The
merchant who factored the transaction will
then lose their ability to have a merchant
account.
Charging a premium to accept a credit card
- Visa and MasterCard want a merchant to
treat credit cards like cash. Charging more
on a credit card purchase is a violation
of Visa/MasterCard regulations. If a merchant
charges more on purchases a customer will
not use their credit card and the issuing
bank will lose interest on that sale. Visa
and MasterCard also allow banks to issue
credit cards and receive money for sales
so it is in their best interest to accept
every possible sale by credit card. Setting
a minimum can result in losing your ability
to accept credit cards.
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