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You don’t have to tell us how tough it is to win a high-risk merchant account, we hear about it every day from our callers. Luckily, because First Financial specializes in high-risk merchant accounts, every day, we ease minds and get scores of businesses on the path to accepting credit cards. Adult related services, golf club manufacturers, travel agencies and airlines all have one thing in common: relegation to the high-risk merchant account category. Despite a few extra steps, businesses in these industries and 30 or so more niches run profitably. Here at First Financial, we urge applicants to rid the term “high-risk” of its typical, negative meaning and instead consider it just another category that requires a few more steps before credit card money payments start pouring in.
Once a business has proven its reliability and business potential to a merchant services provider, it doesn’t relish the idea of going through the whole process all over again. That’s why it’s key to skillfully manage the high-risk account you win to avoid charge backs and other issues that the processor could see as a red flag. We find that lots of these red flags simply amount to oversights typical of the hard-working, thinly stretched entrepreneur. Still, knowing exactly how to run your merchant account can save you hassle, time and money and hopefully win you a dedicated merchant service provider that stays with you for decades.
Avoid Chargebacks by Providing Helpful, Available Customer Service
We tackle the biggest issue first. A high rate of chargebacks (returns) is the number one reason so many large banks refuse to even speak to the businesses in the 30+ high-risk industries. Airlines and travel agencies get chargebacks when travelers decide last minute that Las Vegas is too just crowded and Yosemite calls to them instead. Golf club manufacturers get chargebacks when their clubs DON’T turn buyers into LGPA tour competitors (imagine that!).
While many put chargebacks in “the price of doing business” category, conscientious customer service reduces them significantly. Giving your ideal clients easy ways to contact you—rather than the merchant service provider—reduces your chargeback rate significantly. Make your business transparent and easy to contact by making the following adjustments to your website and other customer contact points.
• Clearly post email addresses and phone numbers on your website.
• Create Facebook, Twitter and even YouTube channels where customers are free to post their opinions, complaints and even praise. Recognize that every business now has customers posting criticism and praise every day. Most readers can differentiate the crackpots from the reasonable people.
• Consider setting up an email newsletter that keeps your customers in contact with you. Make it clear that the newsletter’s purpose is to support the customer’s optimal use of your products and services.
While this level of transparency can intimidate some business owners, rest assured that research consistently confirms that customer service representatives and others easily turn complaining customers into brand evangelists simply by listening to customer complaints, sympathizing and rectifying any errors.
One of the most respected ways to indicate a business’ transparency is to make sure to include complete descriptor information on the consumer’s monthly credit card statement. Make sure the consumer can read the full company name and complete customer service number. High-risk merchant accounts get cancelled when incomplete phone numbers or business names appear. Ensure your contact information is correct by running a test transaction.
Other ways to limit chargebacks include:
• Manually review transactions where the customer’s authentication request was declined. Consider calling the buyer.
• Create and disclose all return, privacy, refund, return and cancellation policies.
• Review and batch transactions on a daily basis.
• Insist on proof of identification upon delivery for high priced items.
• Cancel orders immediately upon client request.
• Consumers change credit cards frequently. Work with your merchant account provider to set up automatic credit card updates.
Demonstrate Client Service
In the era of digital marketing when businesses have to provide all kinds of value before winning a sale, businesses must go the extra mile to forge lasting relationships with each and every customer. Merchant service providers appreciate signals that a business works to benefit its clients. Express client services take the form of emails to customers to report when an order is shipped that also provides the tracking code. Emails that explain an order is on backorder also indicates to merchant service providers that the high-risk business operates for the benefit of their customer base. Finally, satisfying customers demanding refunds may feel like short-term pain, but long-term reliability and respectability. Even if a business wins a chargeback dispute, that chargeback still remains on their record. Is it worth it?
Fast Response to Merchant Services Inquiries
When the merchant services agency contacts the business to discuss a dispute, a fast response reassures the agency that the business operates in a responsible, efficient manner. Business occurs between people. A merchant services representative that gets a satisfying, friendly answer from a customer service representative or business owner will of course view that case more favorably than the business without this courtesy.
Take the Time to Monitor Accounts and Use Fraud Protection
Increasingly sophisticated Internet criminals attempt fraudulent purchases in hopes for a return that results in cash. Always manually review your monthly statements and consider calling buyers that seem suspicious. Do not ship until you’ve established the buyer’s sincerity.
Most merchant services offer fraud protection that block transactions from countries notorious for high levels of fraud. It also compares each credit card transaction against reliable standards to reduce instances of fraud.
First Financial Merchant Services Welcomes Businesses In High Risk Industries
First Financial has found the merchant service providers who are hungry to get businesses in high-risk industries accepting credit cards. With the majority of American consumers using credit cards more than other payments at a rate of three to one, any business that wants to reach optimal cash flow must accept credit cards. Apply for a high-risk merchant account here. Follow us on Facebook to get smart budgeting and saving tips!
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