International Door & Operator Industry

JUL-AUG 2012

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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SALES&MARKETING;(continued from page 61) location. Others need maximum pay- ment fl exibility for multiple locations. Where will you be accepting payment? Will you need to make sales on line? Are you planning on expanding in the near future? What kind of phone lines does your company use? Do you use devices like smart phones and tablets regularly? These are all questions that will help you make a decision. Let's discuss reasons to choose each kind of terminal. Dial up or IP: Smaller businesses that depend on the additional profi t they earn because they accept credit cards may opt for dial up or IP. These terminals are simple and easy to use. Remember, if you are using these terminals to lower cost of credit card acceptance; be sure to swipe credit cards as often as possible instead of keying them in. This will help you save a little more in processing fees. If you think a dial up or IP terminal is right for you, you are probably wondering how to decide between the two. If you have internet access, you will probably choose an IP terminal. They process transactions faster than dial up. Just be sure that you are aware of what kind of phone lines your business uses. Digital phone lines generally are not compatible with dial up terminals and most processors no longer support this combination. Gateway: The need for this terminal can be obvious, but it has an applica- tion you may not have considered. If 64 you currently accept payments online, or if you plan to in the future, you will need a gateway terminal. This will allow customers and clients to key in their own credit card information on your website. Your processor handles the rest. What you may not have considered is that a gateway can be a great way to accept credit cards for mail orders or telephone orders (MOTO, for short). You can key in these payments anywhere, as long as you have an internet connection. This can really add a level of convenience and versatility to your business. Wireless: Wireless options are great for providing mobility. They are reliable, and they look similar to traditional terminals. However, like traditional terminals, they generate higher fees for keying cards in. They do not provide online reporting or a user interface, and they can be expensive. If you are considering purchasing wire- less terminals, take a step back. By the time you purchase your terminals, you will have spent as much as you would have if you had purchased smart phones or tablets and card readers. Unless you absolutely cannot use smart phones or tablets, choose mobile over wireless. You will have more fl exibility and get more for your investment. Mobile: For extreme payment fl exibil- ity, choose a mobile option that comes with a gateway. Remember, just because you can be mobile does not mean you International Door & Operator Industryâ„¢ must, and just because you can key in transactions through your gateway, does not mean you must. You can still accept payment at your location, you can accept payment on any job site, you can accept payment for MOTO purchases, and you can accept payments on-line. This kind of service is not very expensive and it offers the maximum number of benefi ts. Start up costs should leave you with enough money left over to invest in the devices of your choice. Just imagine yourself with that brand new smart phone you have had your eye on. Once again, only you know what is best for your business, but a comprehensive overview of options is fundamental to making the right choice. Remember that you know best and when you are unsure, always do your homework. Very catchy deals that are unreliable may seem appeal- ing, but you want to invest in credit card processing that is honest, and ultimately benefi cial to the sustainability of your company. A fair price is even fairer when you can trust your service provider. If it means that ever-elusive big client comes back time and time again, then your homework, and your decision to choose reliability, were both well worth it. Erica Baker is the Marketing Coordinator for Electronic Data Payment Systems. She can be reached via email at IDA@edpaymentsystems.com for questions or comments.

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