There are some people who have an online business and have heard what a great asset being able to accept credit cards can be. And there are several good reasons to do so, and they will be spelled out briefly later in this post, but the overarching reason for this is for anyone the outside looking in when it comes to online merchant services to have some food for thought as they consider adding an element to their business. First, do not assume that credit card processing is pretty much the same from provider to provider. That is a little like supposing the necktie bought at Target is the equal of the one secured at Brooks Brothers. Yes, both are ties but in the case of the latter product you are buying a measure of craftsmanship not found in the former.
As such it will behoove you to remember this when you are considering a handful of companies before making a choice for your business. One way to discern which ones might be a good fit for your business is to look at their present client list. If you can identify with the companies they already work with, you may have found a good supplier of merchant services.
However, if you feel like the small shoe store owner who suddenly finds themselves seated at a table with the CEOs of Fortune 500 companies you should keep looking for a vendor used to helping businesses like yours on a daily basis.
Now a few words about price - there is no magic formula to determine what a business of a certain size should pay. When you do a search of merchant account online service companies you are going to get bombarded with several claims from those offering "the lowest price" or those willing to "match any price" from the competition. Tread carefully on this step.
Price is a consideration, no doubt. Especially for a small business that may not be generating a great deal of revenue yet. But as we discussed in the necktie analogy above the difference in price usually brings with it differences elsewhere.
Some credit card companies may be able to achieve a low-price offer by offering severely stripped-down service. Another may be able to do so because they have taken care of -- and retained -- their customers for years and are profitable enough to offer a competitive price. Selecting between these two will not require a degree from the Harvard Business School.
Most importantly, look at your business. What do you want it to look like in five years? There are several people who have online businesses that are small and meant to stay that way. For whatever their reason may be they never want to see their modest enterprise grow.
That person will have radically differing needs from the one who is hoping they can nurture their small Internet business into the next Great American Success Story. This will also have a bearing on what one will require in terms of merchant services.
At the end of the day an online business owner will find they can maximize the benefits of credit card processing if they will give it some thought. Because sites that have credit card processing -- studies have shown -- get more traffic, see greater sales and profits and enjoy more repeat business.
Jim Osterman is a Web content developer with CardAccept.com - merchant account services company that helps businesses of all sizes accept credit cards.
