Why ‘Not Showing Your Hand’ is Costing Your Business Money
I had a phone call yesterday that perfectly illustrates why so many business owners are inadvertently overpaying for their merchant services.
A potential client phoned me to discuss rates. He was keen to see what I could do for him, but when I asked for a copy of his current merchant statement, he hesitated. He suggested he didn’t want to “show his hand” at this stage.
In his mind, he was being a savvy negotiator. He wanted to see my "best price" without revealing what he was currently paying. In reality, that decision was actually preventing me from helping him at all.
This approach: treating card machine rates like a game of poker: is a common mistake. It’s a strategy that often results in businesses staying on expensive, outdated contracts simply because they are chasing a headline rate that doesn’t exist for them.
Why I Won’t Quote Until I See Your Statement
If you ask me for a quote without providing a statement, I will politely decline. This isn't because I'm being difficult; it’s because I refuse to waste your time or mine with a "guess" that might be wrong.
Without your statement, I cannot secure the best rates for your specific business. If I provide a quote based on incomplete information, I cannot be sure I can actually offer those rates when it comes to the final application.
Providing your statement is not about "showing your hand": it is about providing the data needed to build a bespoke solution.
The Hidden Fees You Are Probably Ignoring
A lot of business owners understandably focus on the headline transaction rate. They see "1.2%" or "0.3%" and think that is the only figure that matters.
The problem with focusing solely on the rate is that you are ignoring the hidden fees. Someone might quote you a lower transaction rate but then pile on other charges that make the overall service more expensive than a higher-rate deal with no hidden costs.
Common Fees Hiding in the Small Print
When I analyse a statement, I am looking for more than just the percentage. I am looking for the "stealth" costs that drain your cash flow every month:
✔ PCI Compliance & Non-Compliance Fees: You might be paying £10–£50 a month just for the "privilege" of being compliant: or worse, being penalised because you haven't filled out a form.
✔ Authorisation Fees: A few pence added to every single transaction. If you process hundreds of small transactions, this can cost more than the headline rate itself.
✔ Dashboard & Reporting Fees: Some providers charge you just to access your own data and view your settlements online.
✔ Secure Processing Fees: Extra "security" charges that are often just a way to pad out the bill.
✔ CNP (Card-Not-Present) Premiums: Higher rates for taking payments over the phone that weren't clearly explained upfront.
If your current provider is charging you several of these, even a "low" headline rate could be a bad deal.
Why I Don't Advertise "Fixed" Rates Publicly
I often get asked why my fees aren't simply listed on the website. The reason is straightforward: there is no such thing as a "one-size-fits-all" price in merchant services.
Costs depend on the specific structure of your business. To give you an accurate, honest figure, I need to understand:
Your Card Turnover: High-volume businesses qualify for different pricing tiers than smaller boutiques.
Your Transaction Type: Taking payments in person is treated differently to taking them online or over the phone.
Your Card Mix: Are your customers using standard UK debit cards, or are they using premium business credit cards and international cards?
If I advertised a low rate that you didn't qualify for, it would be misleading. I prefer to provide straightforward advice based on the reality of your business, not a generic marketing figure.
20 Years in the Motor Trade: I’ve Been in Your Shoes
Before I became That Card Machine Guy, I spent 20 years as a car dealer. I only left that world last September.
I understand why business owners are sceptical. I used to ask exactly the same questions. I used to think the same way as the gentleman who phoned me yesterday. I didn't want to show my hand because I didn't want to be "sold" to.
Now that I am on the other side of the industry, I understand that the "poker face" doesn't work here. In the motor trade, if you don't give the registration number, you can't get an accurate price for a part or a valuation. Merchant services are the same. Your statement is your "registration number": it holds all the data needed to get the job done right.
My expertise is specifically in the Motor Trade, where I am known by many, but I work with retailers, hospitality venues, and service providers across the board. I know the pressures of running a local business and I know that you don't have time for a high-pressure sales pitch.
The "No-Nonsense" Audit: How It Works
If you are frustrated by slow, unreliable, or expensive card machines, the solution is simple. I offer a no-obligation, no-pressure audit of your current costs.
The Process is Simple:
Send your statement: Email it to me or take a photo and send it via WhatsApp.
Wait for the analysis: I will review your transaction rates, hidden fees, and contract terms.
Get an honest answer: If you are already on a great deal, I will tell you. I won't try to move you for the sake of it.
See the savings: If there is a better setup or a significant saving available (potentially thousands of pounds a year for some businesses), I will explain exactly how it works.
Useful for:
✔ Local retailers who haven't reviewed their fees in over two years.
✔ Car dealerships and garages looking for specialists who understand their sector.
✔ Hospitality venues that need faster settlements to manage cash flow.
✔ Any business owner who feels their current merchant service provider is too impersonal.
Don't Let Skepticism Cost You Money
Being cautious is a good trait for any business owner. But when that caution prevents you from accessing a better, cheaper, and faster service, it becomes an expense.
I am self-employed. My reputation is built on transparency and helping local businesses save money. I’m not a corporate salesperson chasing a monthly quota; I’m a local specialist providing Dojo product provisioning and honest advice.
If your current equipment is slow or your fees feel high, let’s take a look.
Stop playing poker with your overheads. Send me a statement today, and let’s find out if you’re actually on the deal you think you are.