Which Payment Types Should Your Small Business Accept?
Once there were two main payment methods: cash and check.
Today, the options are more varied, and businesses feel pressure to keep up with the latest technology in order to give customers the convenience they desire. While large companies have plenty of staff to help them analyze and implement new payment types, as well as the bottom line to absorb associated costs, it’s not as easy for small businesses.
Whether you’re just starting out or considering a change from a longstanding “cash only” policy, you need to figure out which payment types your small business should accept. The answer will vary for each business, but it comes down to balancing customer satisfaction with overhead costs and the potential for increased profits. In this article, we’ll cover the advantages and disadvantages of different payment types: from familiar options like cash and credit cards to newer payment types like mobile payments.
The Pros and Cons of Cash Transactions
“In God we trust–all others pay cash.” Is this your business motto? Some American small businesses have a “cash only” policy despite shoppers’ increasing preference for paying with plastic. The benefits of cash transactions are obvious: no special equipment or processing fees, no waiting for payments to be transferred to your account, no chargebacks. However, cash-only businesses are still vulnerable to theft and fraud. There is always the risk of accepting a counterfeit bill, plus thieves may be more likely to target businesses that seem to have a lot of cash on the premises. Internal theft has been a problem in our area and can be a problem when the cash register is full.
The bottom line: It wouldn’t make particular sense to stop accepting cash altogether, but there are benefits to providing controls with a variety of payment methods and limiting the amount of cash you keep in your store or office.
Why Customers Love to Pay With Debit Cards
A small piece of plastic has replaced cash and check as the preferred payment method for most consumers. With direct deposit the standard way to receive paychecks for most workers, trips to the bank and ATM are far less common than they used to be. Instead of withdrawing enough cash for the week, people use their debit cards because they offer the convenience of credit cards with the budgetary discipline of paying with cash or check. Some people also like to track their spending through an online budgeting tool connected to their debit card.
Although you’ll certainly please your customers by accepting debit cards, you’ll need to partner with a merchant services provider to implement the Point of Sale (POS) equipment needed to process debit and credit cards. Debit cards also incur processing fees that vary depending on the network and how the card is processed (signature or Personal Identification Number PIN). Talk to a merchant services provider like Union Bank to learn more about the upfront and monthly costs associated with debit card transactions.
The bottom line: Your customers expect to be able to use their debit card everywhere they go, but you’ll need to partner with a merchant services provider to offer this payment option.
What You Should Know About Accepting Credit Cards
As we’ve mentioned, some small businesses adopt a “cash only” policy to simplify their administrative tasks and avoid the cost of credit card processing fees and Point of Sale system maintenance. However, this decision can backfire and end up costing your business more than it saves.
Because shoppers place so much value on convenience, they often end up spending more on credit card transactions than with cash. Some businesses also establish a minimum purchase amount to offset the charges that accompany each signature-based transaction. Increased sales can offset the costs associated with accepting credit cards, which, in addition to processing fees, include monthly expenses for your merchant services POS and associated costs.
Here’s what you need to know about each major credit card brand:
- American Express: Historically, small businesses have been reluctant to accept AmEx cards because the company charges a higher percentage for transaction fees than other credit cards. However, American Express’s new OptBlue program allows merchant service providers to bundle AmEx with other credit cards and gives them the flexibility to set a transaction fee that will work with businesses of all sizes. Ask your merchant services provider if they participate in OptBlue. If so, you may be able to afford to accept AmEx, giving your customers an additional payment option that many enjoy using.
- Discover: As one of the smaller credit card networks, Discover may not be as popular among your customers, but they sometimes offer lower merchant fees to make this a viable option for businesses.
- Visa and Mastercard: If you are going to accept any credit cards, you’ll want to strongly consider accepting these two options which are the biggest credit card networks. Both cards have been around for more than half a century. Visa started as the west coast credit card and Mastercard as the east coast credit card, but those distinctions faded many years ago. Even if you don’t accept other cards, most of your customers will still be able to pay with a Visa or Mastercard.
The bottom line: As with debit cards, customers are likely to expect the convenience of paying with a credit card, and they will often spend more than they would with cash.
Checks With Mobile Deposit
Although debit cards have largely replaced the personal check, some people still prefer this form of payment. Make it easy on your business to accept checks with our Remote Deposit Capture, which enables you to scan and mobile deposit checks from your business.
Collect recurring or one-time customer payments through the Automated Clearing House (ACH). ACH payments are convenient, safe, and easy. For example, Union Bank helps local businesses like fuel dealers, utilities, landlords, municipalities and more with ACH payments.
Bitcoin: The New Internet Currency
Ease of use
Like other mobile payment systems, Bitcoin users send and receive money through a mobile app or computer program. You don’t need to set up a merchant account to accept Bitcoin payments. Customers can simply scan your business’s QR-code to swiftly and easily pay for goods or services. And when you send or receive money with Bitcoin, you aren’t bound by time zones, calendars, or borders. While Bitcoin has been slower to become widely adopted by consumers and businesses, it is still a viable payment option for merchants to utilize if it serves their business needs. Bitcoin transactions are processed every day at any time without delay, regardless of your physical location.
The bottom line: You may want to survey your customer base first to see if a majority would take advantage of a Bitcoin payment option before you implement it. In our rural market, it is not likely that you would see enough consumer demand to make it worth your while.
Mobile Payment Methods
Mobile pay refers to a broad category of smartphone-powered payment options. Some require a physical point-of-sale mobile payment system, while others can be processed solely through a mobile app or program on your computer. There are lots of mobile pay options to choose from including:
- PayPal: A familiar name in the funds transfer arena, PayPal is attractive to customers and businesses can use it to receive payments through their website (for online shopping) or via the PayPal app for in-store purchases. PayPal can also be linked to a compatible POS. Fees vary depending on where and how a transaction occurs.
- Apple Pay, Samsung Pay, and Google Pay (formerly Google Wallet): Customers with a smartphone from one of these three companies can make contactless mobile payments in your store with these mobile pay apps. You’ll still need a merchant account, POS, and Near Field Communications (NFC) enabled terminal to process credit cards through the apps, but there are no additional fees on top of the usual credit and debit card bank processing fees.
- LevelUp: Specifically for the restaurant industry, LevelUp allows customers to order ahead and pay for food orders through the LevelUp app.
Pros and Cons of Accepting Mobile Payments
While most observers have noted the relatively slow adoption of mobile payments, particularly in our market, businesses may be able to attract new customers, local or tourist, who appreciate the ease and freedom of paying with their phones instead of carrying cash or credit/debit cards. Existing customers will also appreciate the convenience of mobile pay and may increase the number of transactions they do with their company as a result. Businesses also typically pay lower fees for mobile pay transactions than traditional credit/debit card networks.
On the other hand, you will still need a POS device in order to accept most mobile payments and some companies may charge additional fees on top of credit/debit card processing fees. Ultimately, businesses should weigh the advantages of mobile pay with the number of customers they think would use it.
The bottom line: Mobile payment methods are a great way to expand your digital presence and offer tech-savvy customers more options.
Why You Shouldn’t Overlook Gift Cards
Electronic gift cards the size and shape of credit cards are ubiquitous at the cash registers of major retailers. With their attractive designs and popularity as an alternative to a physical gift, there are many benefits to offering gift cards at your small business. Union Bank can help you set up a gift card program, and generally the extra business gift cards generate will make up for any costs associated with them.
How will my business benefit from selling gift cards?
Whether you own a store or provide a service, gift cards are an attractive and convenient option for your existing customers when they need a gift for a special occasion. And when a current client gives a friend or relative a gift card, that person becomes at the very least a one-time customer and perhaps a recurring one.
It’s not uncommon for gift card recipients to spend more than the amount of the gift card, generating extra revenue for your business. And before they redeem their gift, the plastic card with your logo on it acts as a free marketing tool. Even if the gift card holder never uses it, your business still profits from the initial gift card purchase.
Are there any downsides to selling gift cards?
You’ll need a POS system to sell plastic gift cards that work like credit cards. There is an upfront cost to ordering gift cards through your merchant services provider or an outside vendor, but you may be able to receive a discount on bulk orders. Finally, you’ll have to design your business’s gift cards, either on your own or through the card vendor of your choice.
Overall, the cost and burden of a gift card program may be outweighed by its function as a marketing tool to grow your revenue and customer base. Gift cards also act as a perk for your established customers. Cash is often viewed as too impersonal a gift, but people don’t have the time or inspiration to pick out something original. A gift card is the perfect compromise, and people love to receive them. Even if you think your business isn’t a good fit for gift cards, you may be surprised by the number of people who would love a gift certificate for a product or service that you offer.
The bottom line: Give your customers what they’re looking for with an attractive and easy-to-use gift card. As a bonus, gift cards also provide marketing for your business.
Learn more about the best payment types for your small business
Across northern Vermont and New Hampshire, Union Bank’s Merchant Services department can help your small business create a payment acceptance plan that works for you and your customers. Talk with a local Merchant Services Advisor to learn how your small business can start accepting these payment methods with ease and convenience. Our friendly and knowledgeable Merchant Services advisors are here to help with any questions or problems you encounter. Contact us today!