GRAND JUNCTION, Colo. – Earlier this week, Practical E-Commerce published an article by Phil Hinke cautioning brick-and-mortar retailers about potentially misleading sales tactics surrounding the impending EMV liability shift in October.

According to Hinke, as many retailers change their card processing equipment to comply with the shift to EMV, there has resulted in an increase in misleading sales tactics that can harm the merchants’ businesses.

Hinke, who runs the educational and consulting service MerchantFeeSavers, has several tips for merchants regarding what he calls misleading sales tactics for EMV equipment:

1. Do not sign a new agreement. You should not have to sign a new agreement with your existing provider to upgrade your equipment to process EMV chip cards. If your existing provider tells you to sign a new agreement to process EMV chip cards, something else is likely happening other than simply upgrading your equipment and it’s probably not in your best interest.

2. Do not switch providers. Most providers have very strict rules preventing sales agents from switching merchants for personal gain. If your salesperson changes your provider without you fully understanding it, the original provider would probably like to know so it can deal with the salesperson.

3. Watch for salespeople posing as card-company employees. Beware of telemarketers and salespeople posing as someone from one of the card companies. Numerous merchants have reported receiving phone calls from “Visa” telling them that their terminals are illegal and they must upgrade them. In fact, non-EMV compliant terminals are most certainly not illegal.

4. Never lease equipment. Many salespeople are taking advantage of merchants by leasing terminals and PIN pads for absurd amounts. If a salesperson ever suggests leasing the equipment, you are speaking to the wrong salesperson. Period.