ATM Service Keeps Cash at Hand

   When ATM Network opened its doors in 1996, the independent company cleared a path for established and burgeoning venues to follow in their venture for more profitable returns. A frontrunner in providing ATM machines, services and support for its clientele, the Minneapolis-based network aims to please with management and on-site assistance.
   “The key really is not the equipment that you buy; it’s the company you partner with,” says General Manager Russ Freeman.


Earning the Revenue
   Many prospective businesses might be hesitant to acquire an ATM for their location based on horror stories from experiences with distributors whose contractual obligations oftentimes leave operators in the red. Hidden costs that surface with other companies are eliminated at ATM Network, where the only expense incurred is a small percentage deducted from each transaction.
    “Primarily,” Freeman says, “(clients) will purchase the machine, load their money in their machine, and they will make the surcharge revenue. We process transactions and service the machine. The average merchant gets a check from us for about $800 each month.”


The Marketing Package 
  With a history rooted in partnerships with nightclubs nationwide, ATM Network is the only one of its kind to be endorsed by the American Beverage Licensees.
   “That’s really critical,” Freeman says. “There are a lot of ATM companies out there that will say one thing and do another. Bar owners can have comfort in dealing with ATM Network because of the association.”
   “The other key thing that sets us apart is our service organization,” he says. “The ATM business is a bit of a commodity business. The real difference in deciding who to partner with is figuring out who is going to take care of you after the sale. And that’s what we do better than anybody –– by far. We really pride ourselves on that.”
   Prospective purchasers can expect a strong partnership with ATM Network. Each customer is assigned a personal account manager who applies the most suitable ATM solution for both beverage retailers and club operators. Their on-site installation and 24-hour service center means that clients won’t be left in the dark if something goes awry.
   A marketing package that features a lighted sign and other promotional materials is included with each machine, giving operators the added bonus of immediate exposure. The company also offers an enticing, valuable 90-day best price guarantee. If a merchant finds a  better price within 90 days of the sale, the company will refund the merchant the difference as well as $100 for their trouble. 


Still Very Viable
   ATM placement is still an extremely viable option for venues that already have credit card terminals. When using separate terminals, businesses can expect to pay anywhere between two and four percent per transaction. With the ATM advantage, clients instead will be making money with each use.
   Most importantly, as Freeman points out, it keeps money within reach of consumers. “You want cash in people’s hand because statistically they spend 25 percent more after they use the ATM than if they pay
by credit.”

 NCB