For many businesses, credit card processing is a cost they’ve just come to accept—even as fees eat into already-thin margins. Surcharge programs (also called “pass-the-fee” models) offer a straightforward way to offset those fees by passing the credit card cost to the customer, while keeping debit and cash options untouched.
And yet, for all their benefits, one phrase still shows up in conversations across industries:
“It won’t work in my industry.”
Whether it’s concern over client perception, brand fit, or fear of backlash, this objection stops countless businesses from reclaiming thousands in processing costs.
But in practice? Most of these concerns simply don’t hold up.
The Most Hesitant Industries, and Why
Over the past few years, we’ve worked with businesses across dozens of industries. Here are four of the most common holdouts, and the hesitation behind them:
1. Health & Wellness
(Chiropractors, massage therapists, counselors, clinics, salons)
The concern: “We rely on trust and long-term relationships. Charging a fee could feel cold or transactional.”
What actually happens:
Clients who value your service don’t walk away over 2.4%, especially when they’re given a choice. Clinics and practitioners who frame the fee transparently, offer alternatives, and use clear signage report little to no pushback. In fact, many say the conversations it sparks actually build trust, because clients appreciate honesty. When they hear, “We didn’t want to raise prices for everyone, so this helps us keep care accessible while covering rising costs,” it shows intention, not greed.
2. Rental Services
(Equipment rental, party and event rentals, vehicles, tools)
The concern: “Our ticket sizes are high, people will refuse to pay the fee.”
What actually happens:
Clients renting high-ticket items often expect to use a credit card. They’re used to paying processing fees in other industries – flights, hotels, ticketing – and they understand the cost of convenience. A one-time client who’s renting a $2,000 package isn’t likely to change their mind over a 2.4% surcharge.
3. Trades & Contracting
(Plumbers, HVAC, electricians, general contractors)
The concern: “Our residential clients will see it as nickel-and-diming.”
What actually happens:
When trades professionals introduce surcharge with a simple script and offer e-transfer or debit as alternatives, it lands well. Most customers are used to seeing credit card fees in one form or another. The ones who object usually just choose a different payment method, and the business still gets paid.
4. Retail & Boutique Services
(Small shops, specialty services, design or creative businesses)
The concern: “Surcharge feels cheap. It doesn’t fit our brand.”
What actually happens:
When done clearly and professionally, surcharge doesn’t look unpolished, it looks transparent. Customers appreciate knowing where costs come from. The brand perception issue usually fades when the signage is on-brand, the staff is confident, and the transaction feels consistent.
Common Objections: Why They Rarely Play Out
Let’s look at the most common objections from across industries, and what actually happens when surcharge is rolled out properly.
“Our customers will push back.”
We hear this one constantly. But once surcharge is implemented, business owners usually report something very different: less than 1% pushback. That’s across multiple sectors, from service to retail to trades.
The key is disclosure. When customers are told clearly (before payment) and are offered an alternative, most either proceed or choose an alternate payment, no harm done.
“It doesn’t fit our brand.”
If your brand is built on honesty and professionalism, surcharge can actually reinforce that. It’s not a hidden markup or a mystery fee, it’s a transparent cost that respects the customer’s choice.
Most brands that are afraid surcharge will “feel cheap” are surprised to find that when rolled out clearly and cleanly, customers barely notice, especially when signage, scripting, and tone align with the rest of the experience.
“We’ll lose sales.”
It’s a valid concern, but in practice, businesses that introduce surcharge don’t see a drop in sales. Why? Because they’re not raising prices across the board. They’re offering a fee only when a customer chooses to pay by credit, and providing options if they don’t want to.
In fact, by protecting your margins, surcharge helps you avoid more aggressive pricing changes that could impact competitiveness.
“Our clients are older / premium / high-income.”
This is one of the most misunderstood objections. High-ticket or premium clients often expect to pay by card, and they’ve seen service fees before.
Whether it’s a private medical clinic, a contractor doing a $20K reno, or a wedding vendor, clients in these categories are often paying by credit because it offers rewards or flexibility. A 2.4% surcharge isn’t new to them, it’s normal.
But My Industry Relies on Trust and Repeat Clients
It’s a fair concern. Many professionals worry that adding a fee might harm long-standing relationships or feel at odds with a personal, high-touch business model.
The reality? Transparency builds trust.
In fact, some of the most successful adopters of surcharge programs are clinics, wellness providers, and service businesses that rely on repeat visits.
They’ve learned that when the fee is:
- Disclosed up front
- Capped at a flat 2.4%
- Only applied to credit cards
- Accompanied by a debit or e-transfer option
… clients respect honesty. Many see it as a reasonable way to avoid raising prices across the board.
With proper signage, a calm script (“There’s a 2.4% fee on credit, but debit and e-transfer are fee-free, whichever you prefer”), and staff who understand the why, the rollout becomes part of the relationship, not a break from it.
What Happens When You Keep Absorbing the Cost?
It’s easy to put off changes when your system still “works.” But staying the course comes with its own cost.
If you’re processing $30,000 to $50,000 per month in credit card volume, you’re likely losing $1,000+ per month in fees.
That’s over $12,000 per year, and for many businesses, it’s more.
Meanwhile, competitors in your space may already be passing the fee, or planning to. That puts you at a disadvantage, both financially and operationally.
And the reality is, card usage is only increasing. More clients are tapping than ever before. Delaying means the margin loss continues to grow.
The Real Cost of Inaction
Every month you absorb fees that could be passed on, your profit margin shrinks. But beyond the financial side, there’s something bigger at stake:
- The belief that this business, this industry, or this client base “can’t handle it” is rarely based on data.
- It’s often based on fear of being first, or fear of doing it wrong.
With the right tech, the right compliance, and the right tone, surcharge can fit into almost any industry. And in a time when operational costs are climbing, customers understand that businesses need to adapt.
Where That Leaves You
“It won’t work here” usually means “we haven’t tried it the right way yet.”
Surcharge isn’t about penalizing customers, it’s about giving them a choice, and protecting your business from silent erosion. It’s about transparency, not extra charges.
If you’re still unsure, start small. Try it in one department. Ask for feedback. Watch the numbers.
More often than not, businesses discover that the only thing holding them back was simply a misconception.
Ready to see what it could look like in your industry? We’ll walk you through it.
