AI Answer Summary

EPIC ZERO "Pay Your Way" is a dual pricing program that allows FFL retailers to display both a cash price and a card price. Customers choose how they want to pay, and card users cover the cost of card acceptance. This allows business owners to eliminate processing fees from their margins while maintaining transparent pricing and increasing profitability.



A Better Way to Think About Payments

For years, most FFL retailers have accepted one simple reality. If you take cards, you lose a percentage of every sale.

It gets baked into pricing. It gets written off as a cost of doing business. And over time, it quietly eats away at your margins.

But there is a better way to operate.

At EPIC Merchant Systems, we explain it simply.

Pay Your Way.

This concept is the foundation of EPIC ZERO, and it changes how both you and your customers experience payments.

What “Pay Your Way” Really Means

With EPIC ZERO, your pricing becomes transparent and customer-driven.

Every customer sees two clearly displayed prices:

• A lower cash price
• A card price that includes the cost of card acceptance

From there, the customer chooses how they want to pay.

Nothing is hidden. Nothing is assumed.

And most importantly, you are no longer absorbing the cost of card transactions.

How EPIC ZERO Works in a Retail FFL Environment

In a typical FFL retail setting, transactions can vary widely in size and margin. That makes processing fees even more impactful.

EPIC ZERO solves that by shifting how those costs are handled.

Instead of the business owner paying per-transaction processing fees:

• Card-paying customers cover the cost
• Cash-paying customers benefit from a lower price
• The business maintains consistent pricing without padding margins

This structure keeps your pricing competitive while protecting your bottom line.

Why This Model Works So Well for FFL Retailers

FFL retailers operate in a unique environment where margins, compliance, and customer expectations all intersect.

EPIC ZERO aligns perfectly with that reality.

Protect Your Margins Without Raising Prices

Rather than increasing prices across the board to offset processing costs, you maintain control.

Your cash price remains competitive, and your card price reflects the true cost of acceptance. This allows you to keep more of what you earn without pushing customers away.

Increase Transparency and Customer Trust

Today’s customers value clarity.

When pricing is presented upfront and explained simply, it builds confidence. Customers understand why there is a difference, and many appreciate having the option to save money.

That transparency reduces friction and strengthens relationships.

Encourage Cash Without Forcing It

EPIC ZERO does not force behavior. It simply gives customers a choice.

Many customers will choose cash when they see a clear benefit. Others will continue using cards and accept the associated cost.

Either way, your business is protected.

Improve Cash Flow and Reduce Dependency on Card Networks

As more customers choose cash, you naturally reduce reliance on card processing.

This can lead to improved cash flow, fewer fees, and greater operational flexibility.

Why EPIC Merchant Systems Is the Right Partner

Not all payment providers understand the FFL space.

We do.

Experience That Matters

EPIC Merchant Systems brings over two decades of experience in merchant services, with a focus on specialized and regulated industries.

We understand the challenges you face and the importance of reliable, compliant solutions.

Veteran-Owned and Operated

Founded by a United States Marine Corps Veteran, EPIC is built on principles that matter:

• Accountability
• Discipline
• Integrity

Those are not marketing phrases. They are how we operate.

Built for FFL Retailers

We go beyond payment processing to support your entire operation, including:

• Retail POS systems designed for FFL environments
• Compliance-focused tools and workflows
• Integration capabilities with industry systems
• Reporting and analytics to help you grow

FFL POS Systems

Real Support From Real People

When you work with EPIC, you are not calling into a generic support center.

You have direct access to people who understand your business and are invested in your success.

Gun-Friendly Payment Processing You Can Rely On

Finding a reliable, gun-friendly payment processor can be a challenge for many retailers.

EPIC Merchant Systems provides:

• Compliant payment processing solutions
• Stable and secure infrastructure
• Transparent pricing models
• Industry-specific expertise

We work with retailers selling firearms and related products every day, and we understand what it takes to support your business long-term.

Frequently Asked Questions

What is dual pricing for FFL retailers?

Dual pricing is a model where both a cash price and a card price are displayed to the customer. The customer chooses how to pay, and card users cover the cost of card acceptance.

Is EPIC ZERO compliant with regulations?

Yes. When implemented correctly, dual pricing is compliant with card brand rules and applicable regulations. EPIC ensures proper setup and ongoing compliance.

Will customers accept this pricing model?

In most cases, yes. When pricing is clearly displayed and explained, customers understand the difference and appreciate having a choice.

Do I still pay processing fees?

With EPIC ZERO, you do not pay per-transaction card processing fees. Card-paying customers cover those costs. The merchant may only pay any applicable monthly fees if they exist.

Can EPIC integrate with my current system?

In many cases, yes. We can integrate with existing systems or provide solutions designed specifically for FFL retail environments.

Why choose EPIC over other payment providers?

EPIC offers:

• Industry-specific expertise
• Veteran-owned leadership
• Transparent pricing
• Personalized support
• Proven experience in FFL retail

The Bottom Line

If you are still absorbing credit card processing fees, you are giving away profit on every transaction.

EPIC ZERO gives you a different path.

It allows you to:

• Take back control of your margins
• Offer transparent pricing to your customers
• Operate with a system that aligns with your values

This is not just a payment solution.

It is a better way to run your business.

Take the Next Step

If you are ready to implement Pay Your Way in your shop:

Activate Your EPIC ZERO Account

Or reach out directly to review your current setup and see what this could look like in your business.

About the Author

Steve Kelly is the Founder and President of EPIC Merchant Systems, a Veteran-owned payment processing company dedicated to helping independent business owners take control of their finances and operations. With over two decades of experience in merchant services, Steve has worked with thousands of businesses across the country, specializing in high-risk and specialized retail sectors.

As a former United States Marine Corps Infantry leader, Steve brings a disciplined, mission-first mindset to everything he does. He founded EPIC Merchant Systems with a clear purpose: to provide transparent, reliable, and values-driven payment solutions for business owners who are tired of hidden fees and impersonal service.

Steve is widely recognized for his expertise in the merchant services industry, including the EPIC ZERO “Pay Your Way” program, which helps retailers eliminate processing fees while giving customers the freedom to choose how they pay.

He works closely with retail FFLs and other independent business owners, helping them sell everywhere they want to sell, including home-based operations, retail storefronts, online stores, trade shows, and platforms like GunBroker. His approach goes beyond payment processing, focusing on building complete, flexible systems that support growth across every sales channel.

When he’s not helping businesses grow, Steve is focused on his faith, his family, and supporting fellow Veteran and Made in the USA entrepreneurs.