one merchant at a time

Homespun Merchant
Services Company
Puts New Image on Industry...
One merchant at a time.
If your business offers customers the
convenience of paying with credit and
debit cards, you already know how
overwhelming – and often frustrating –
it is to set up a merchant account with a
service provider.
Are there really any providers who rise above the fray?
Enter John Eliason, founder and CEO of First Financial
USA, (FFUSA).
“Our goal is to be the kind of company that banks want to
partner with, merchants want to deal with, and sales people
want to work for,” says Eliason. “That can only happen if we
continually find ways to make it easy to do business with us
so everyone wins.”

In an industry whose typical providers often leave their customers more confused than
clear and more perturbed than pleased, one unique company has broken away from that
image by doing things differently – one merchant at a time.
Banish the Bait & Switch!
INNOVATION AND INITIATIVE PAY OFF
Eliason is a born entrepreneur. While other neighborhood kids happily sat curbside
on hot summer days manning makeshift lemonade stands in the hopes that someone
passing by would buy a cup, eight-year-old ‘Johnny’ loaded his lemonade into his little
red wagon and pulled it to nearby construction sites. The workers were glad to see
him and he quickly sold every last drop. He learned at an early age that if you take the
initiative to make it easier and better for customers to do business with you, everyone THINKING OF GETTING – OR CHANGING –
wins. YOUR MERCHANT ACCOUNT SERVICE
Today, that dedication to customer service is at the very core of the FFUSA business PROVIDER? HERE ARE THREE TIPS
philosophy. “I know that saying ‘we go the extra mile’ sounds cliché,” says Eliason, “so TO HELP ALLEVIATE SOME OF THE
we’ve spent more than thirteen years proving it to our customers.” CONFUSION:
For example, about a decade ago the AVS (Address Verification System) was introduced 1) READ THE FINE PRINT. Promotions that
as a way to protect a credit card holder’s account from fraud on transactions where the promise a rock-bottom rate may get your
card is not present, such as online or phone orders. When this new change in process- attention, but be sure to read the fine print.
ing was implemented merchants either had to pay a higher fee for these transactions or Phrases like “for qualified transactions” or “not
purchase new equipment. applicable with rewards programs” are small
words that can add up to larger fees than
Eliason hired a programmer to develop software that would automatically upgrade his
advertised.
customers’ existing equipment and, instead of selling it to them he simply had it installed
on his customers’ equipment – for free. 2) ASK QUESTIONS. Even if you read the
fine print, it’s unlikely you’ll find any details to
THE BIG GIVE help you make an informed decision. Make a
list of questions and call the company. If it
Perhaps the most innovative – and impressive – initiative Eliason has introduced
turns into a frustrating process to get answers
is FFUSA’s GiveBack Program. For every transaction processed by his customers,
before you sign on the dotted line, it’s a safe
10 percent of profits from fees paid are donated to each merchant’s chosen charity bet that it will be even more frustrating after.
or nonprofit organization. The merchant doesn’t pay a higher rate or have to learn a new
way to process transactions. Everything is handled seamlessly through FFUSA’s 3) DO THE MATH. When you receive your
“it’s a win-win-win”
custom systems. account statement, do the math! Your
statement may have 1.21% stated in the
header to coincide with the promotion you
signed up for, but do the fees you actually pay
reflect that rate?
“The challenge is getting people to believe us when we tell them about our goal to give
back,” says Chuck Fowler, VP of Sales. “They think there’s a catch or hidden agenda that
will ultimately cost them more.”
There isn’t. The only agenda is to give merchants an opportunity to support their favorite
organizations without having to reach deeper into their pockets. Testimonials are rapidly
building from customers who recognize that this program is a win-win-win – for the sales
person, the merchant, and the nonprofit.

THE MONEY IS IN THE RELATIONSHIP
prosperity through growth “Some players in the industry don’t seem to mind high attrition and the churn em’ and burn em’
frenzy their sales force generates. We have no interest in that practice, it’s very short sighted,”
said Eliason. “The way FFUSA thrives is by developing long-term relationships with our
customers. Our sales people are paid up front and “vendor jumping” away from FFUSA would
be bad for our business. Our entire business relies on maintaining a reputation for offering
good, old-fashioned customer service.” And FFUSA’s low attrition rate is proof that the company
is delivering.
FFUSA has also established a niche working with banks nationwide to service their customer
requests for merchant accounts. Building strong relationships with these banks is critical.
“Proving the ability to accept cards isn’t a bank’s primary business, but we know it inside and
FFUSA has been on the cutting edge of
out so we add value to that partnership.” An application for a merchant account can typically
the Visa MasterCard acceptance business take a bank two or three weeks to review and process – the same application takes FFUSA
about three days.
for 13 years and we are more excited
Maybe Eliason and FFUSA can’t change the image of an entire industry, but by building a
every day with all the new opportunities
business on integrity and innovation, they are assuredly shaping their own.
in this industry. According to Visa, there
are more than 25 million businesses in
the US today and only about 6 million of
them accept credit cards. Eliason says,
testimonials
“Because we take the time to understand
what our customers need and provide
service as if each customer’s business
“I just wanted to thank you and FFUSA for the ongoing contribution you make to our foundation.”
were our own, we believe we are the best - FFUSA GiveBack Fundraising Chair
choice for all merchants.”
“It’s nice that nobody has to reach into their own pockets to contribute, the money already exists.
. The revenue adds to our income and the only effort it requires on our part is depositing the check”
- FFUSA GiveBack Program Receiver
“It’s an easy way to give”
- Dr. Douglass B., Merchant on the GiveBack for 4 years
“I pay the same fee and an organization I care about benefits. Great Idea!”
- GiveBack Merchants across the USA
805 MEANDER COURT, MEDINA, MN 55340 PHONE 800.678.7610 FAX 763.231.8129 WWW.FFUSA.NET