This article discusses why it's important for small businesses to accept credit cards, and how they can establish a bene

Small businesses may be the backbone of the American economy, by keeping up with high-tech trends can strain even the sturdiest among them. Many small businesses who recognize the value of being able to accept credit cards or have a Web site may feel they aren't able to tap those resources.

"Actually, small businesses who want to compete can't afford to refuse credit cards or lack a Web presence," says Joe Garza, vice president of marketing for Landmark Merchant Solutions. "From increasing sales to bolstering security, accepting credit cards has many advantages for small businesses."

Until now, however, many small businesses have found creating a merchant relationship with credit card companies to be so costly and complicated that it isn't worth their effort. The solution, says Garza, is dealing with a company like Landmark that establishes the relationship with the credit card companies on your behalf. Landmark acts as a very useful middle man, managing merchant relationships with credit card companies at a significantly reduced cost.

Advantages of accepting credit cards include:

* The power to attract more customers. By refusing to accept credit cards, merchants lose a large segment of potential customers - those who don't carry cash.

* Increased sales with minimal efforts. Accepting credit cards is one of the few ways merchants can automatically boost sales without investing in advertising. Many shoppers pay only by credit card, especially when purchasing a high-ticket or luxury item.

* Keep up with the competition. "If your competition sold a product that you knew your customers wanted, wouldn't you sell it also?" asks Garza. "Credit cards are the convenience your customers want to buy. All other things being equal, shoppers enjoy and buy from businesses that offer convenience."

* Improve security. Cash may be king, but it's rarely as secure as a credit card transaction. Credit cards minimize exposure to theft and allow merchants to streamline transactions.

* Grow your credibility. "The ability to process credit cards imparts a certain credibility and prestige in the minds of customers," Garza says. "Everyone feels more comfortable buying from an established business, and by accepting credit cards, you present a more credible face to the public."

Landmark provides merchants with all the materials they need to process credit card transactions, from point of service equipment to custom-designed Web sites that allow consumers to find and buy the merchant's products online.

Some small businesses balk at the percentage credit card companies take from each transaction, in addition to the monthly service fee. Landmark's transaction fee is much less than those charged by the credit card companies, and, says Garza, "The minimal cost involved in processing credit card transactions can easily be offset by increased sales volume and disbursement of fees in less competitive products and services." Garza notes.

To learn more about how credit card processing can help build your business, go to www.landmarkmerchant.com.

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