Dealer Merchant Services An Interview with Amberly Allen, Founder and Managing Partner Recently, Marty Milstead, MADA president, interviewed Amberly Allen, founder and managing partner of Dealer Merchant Services (DMS). DMS is an Endorsed Partner of MADA that focuses on maximizing a dealership’s profitability with the largest, and oftentimes, overlooked expenses and credit card processing fees. DMS uses a unique and proprietary method, backed by a U.S. patent, to help dealers recoup an estimated $5-15k per month, per rooftop, without jeopardizing CSI and is the fastest-growing merchant provider that focuses solely on dealers. The following are excerpts from the conversation. What is the focus of DMS? We help dealers pass along their credit card fees to their customers, but we do that within the confines of compliance and legal regulations. If dealers choose not to pass along those credit card fees, we want to make sure that they aren’t paying too much with their current provider. It’s a complex topic, so we want to always be a resource to dealers to make sure they’re doing it the right way. There is some hesitance from dealers because they might get kickback from their customers. How do you deal with that? DMS has an extensive training process. We train all of our dealers with what we call the “Dealer Merchant Services University.” That’s our training platform to make sure that dealers have the right word tracking and that they’re communicating the right way — upfront and often — with their customers. We do both online and onsite training. That one-two punch has really helped our dealers make sure they don’t have any CSI issues. Why can’t dealers just say, “Okay, use your debit card with no charge or pay cash with no charge. But use your MasterCard, American Express, Visa, whatever, and we’re going to add a 3% charge.” What’s the problem with that? A dealer can’t do that because it’s not legal. They have to use technology that knows the difference between a credit card and a debit card. The technology we use reads the first eight digits of the customer’s card and knows that it’s debit, even if they don’t have their PIN code, and a surcharge won’t be added. 18
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