Quoted rate or qualified rates are not the same as the effective rate. Example for a retail store with swipe transactions. By calculating your effective rate you have a basis for conversation with a credit card processing consultant. An experienced consultant will know roughly what range your effective rate should be with certain information about your business. This helps open or close the door on whether it's worth exploring changing your credit card processor.
http://www.youtube.com/watch?v=k7nvxOO6N5A&hl=en
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