{"id":104458,"date":"2026-03-06T14:39:52","date_gmt":"2026-03-06T20:39:52","guid":{"rendered":"https:\/\/www.point-of-rental.com\/?p=104458"},"modified":"2026-03-31T11:47:11","modified_gmt":"2026-03-31T16:47:11","slug":"webinar-pricing-fees-cancellations","status":"publish","type":"post","link":"https:\/\/www.point-of-rental.com\/gb\/webinar-pricing-fees-cancellations\/","title":{"rendered":"Webinar Recap: Our Experts Weigh in on Pricing, Fees, Cancellations, and Online Booking"},"content":{"rendered":"<style>\n.article-paragraph {\n  margin: 0 0 1em;\n}<\/p>\n<p>\/* Extra space below unordered lists *\/\n.entry-content ul,\n.wp-block-post-content ul,\n#content ul,\n.post-content ul,\n.single-post ul {\n  margin: 0 0 1em !important;\n}\n<\/style>\n<div class=\"por-toc\" style=\"border:1px solid #e5e7eb;background:#f9fafb;padding:16px;margin:0 0 1.75em;\">\n<h2 style=\"margin:0 0 0.75em;\">Table of Contents<\/h2>\n<ol style=\"margin:0;padding-left:1.25em;\">\n<li><a href=\"#rental-policy-decisions\">Rental Policy Decisions Shape Margin, Customer Experience and Operational Stability<\/a><\/li>\n<li><a href=\"#pricing-transparency\">Should Rental Companies Show Pricing on Their Website?<\/a><\/li>\n<li><a href=\"#credit-card-fees\">Should Rental Businesses Charge Credit Card Fees?<\/a><\/li>\n<li><a href=\"#cancellation-policies\">How Strict Should Rental Cancellation Policies Be?<\/a><\/li>\n<li><a href=\"#damage-waivers\">Are Damage Waivers Worth It?<\/a><\/li>\n<li><a href=\"#online-booking\">Should Rental Equipment Be Fully Bookable Online?<\/a><\/li>\n<li><a href=\"#strategic-takeaway\">The Strategic Takeaway for Rental Operators<\/a><\/li>\n<li><a href=\"#policy-comparison-table\">Summary Rental Policy Comparison<\/a><\/li>\n<li><a href=\"#watch-recording\">Watch the Webinar Recording<\/a><\/li>\n<\/ol>\n<\/div>\n<h2 id=\"rental-policy-decisions\">Rental Policy Decisions Shape Margin, Customer Experience and Operational Stability Every Day<\/h2>\n<div class=\"article-paragraph\">\nRental policy decisions shape margin, customer experience, and operational stability every day.\n<\/div>\n<div class=\"article-paragraph\">\nPricing visibility influences trust. Payment structure affects checkout friction. Cancellation rules determine how disruption spreads across your schedule. Damage waivers shape risk management. And online booking changes the pace of revenue.\n<\/div>\n<div class=\"article-paragraph\">\nEach decision carries tradeoffs. The impact depends on how well the policy aligns with your business model, your market conditions, and your operational capacity.\n<\/div>\n<div class=\"article-paragraph\">\nIn a recent webinar, Point of Rental brought together leaders from across the organization to examine five of the rental industry\u2019s most debated policy questions: pricing transparency, credit card fees, cancellation policies, damage waivers, and fully online booking.\n<\/div>\n<div class=\"article-paragraph\">\nThe session followed a structured debate format. In several cases, presenters were assigned sides to fully explore opposing perspectives, even when their real-world views may be more nuanced.\n<\/div>\n<div class=\"article-paragraph\">\nThe panel included:\n<\/div>\n<ul style=\"margin:0 0 1em;\">\n<li>Judy Fort, Global Director of Solutions Engineering<\/li>\n<li>Jeremy Mackey, Software Consultant<\/li>\n<li>Frances Ellison, US Software Support Director<\/li>\n<li>Mike Lopez, Account Manager<\/li>\n<li>Teddy Taylor, Head of New Logo &amp; Migrations Sales, AMER<\/li>\n<li>Matt Gaffin, Head of AI<\/li>\n<\/ul>\n<div class=\"article-paragraph\">\nThroughout the discussion, one theme surfaced consistently. Strong policies reflect deliberate choices. But you must communicate them clearly, apply them consistently, and design them to support both customer expectations and operational realities.\n<\/div>\n<h2 id=\"pricing-transparency\">Should Rental Companies Show Pricing on Their Website?<\/h2>\n<div class=\"article-paragraph\">\nPricing transparency remains one of the most debated issues in rental.\n<\/div>\n<div class=\"article-paragraph\">\nMackey argued that visibility strengthens long-term relationships by building trust. He explained that customers who encounter unexpected pricing after the fact often leave with \u201ca sour taste in their mouth.\u201d He also highlighted shifting buyer behavior: \u201cWe\u2019re coming into the digital age. They want to see all their pricing ahead of time before they make a purchase.\u201d\n<\/div>\n<div class=\"article-paragraph\">\nEllison presented the counterargument, emphasizing sales effectiveness and operational flexibility. When pricing is fully published, \u201cyou\u2019re not allowing your salespeople to sell, and you end up just having order takers,\u201d she said. She pointed to delivery-heavy markets such as New York City, where complexity can quietly erode margins without room to adjust. Businesses need flexibility \u201cto make sure that you\u2019re not losing money on that rental.\u201d\n<\/div>\n<div class=\"article-paragraph\">\nBoth perspectives ultimately centered on expectation management. Customers can accept pricing variables when those variables are explained clearly in advance.\n<\/div>\n<h3>Practical Approach<\/h3>\n<ul style=\"margin:0 0 1em;\">\n<li>Publish base or \u201cstarting at\u201d rates<\/li>\n<li>Clearly communicate pricing variables such as delivery, labor, and urgency<\/li>\n<li>Avoid surprise fees at checkout<\/li>\n<li>Ensure your team understands when flexibility is necessary<\/li>\n<\/ul>\n<h2 id=\"credit-card-fees\">Should Rental Businesses Charge Credit Card Fees?<\/h2>\n<div class=\"article-paragraph\">\nCredit card surcharges generated one of the most energetic exchanges of the webinar.\n<\/div>\n<div class=\"article-paragraph\">\nGaffin\u2019s position was direct. Surcharges are \u201ca friction strategy disguised as a pricing strategy,\u201d he said. Rental businesses win on relationships and convenience, and a visible fee at checkout can introduce hesitation. \u201cDon\u2019t outsource your margin problem to the checkout counter. Just fix your pricing instead.\u201d\n<\/div>\n<div class=\"article-paragraph\">\nLopez approached the issue from a different angle: \u201cA credit card is a convenience, and that fee should go back to that customer.\u201d The rental business does not create the processing fee, and when it is disclosed clearly in the quote, customers can evaluate their options before committing.\n<\/div>\n<div class=\"article-paragraph\">\nGaffin pushed back on the psychology of the checkout moment. Even when the surcharge is disclosed, \u201cyou\u2019re causing people to blink\u201d and hesitate when they spot an added line item, he noted.\n<\/div>\n<h3>If You Charge Credit Card Fees<\/h3>\n<ul style=\"margin:0 0 1em;\">\n<li>Disclose them clearly in quotes and confirmations<\/li>\n<li>Introduce them early, not only at checkout<\/li>\n<li>Offer alternative payment methods<\/li>\n<\/ul>\n<h3>If You Choose to Absorb Fees<\/h3>\n<ul style=\"margin:0 0 1em;\">\n<li>Incorporate processing costs into base pricing<\/li>\n<li>Maintain a simple, frictionless checkout experience<\/li>\n<li>Keep pricing communication consistent across channels<\/li>\n<\/ul>\n<h2 id=\"cancellation-policies\">How Strict Should Rental Cancellation Policies Be?<\/h2>\n<div class=\"article-paragraph\">\nLast-minute bookings and cancellations create operational pressure for any rental business.\n<\/div>\n<div class=\"article-paragraph\">\nEllison emphasized the downstream impact of late changes. When adjustments occur after loading trucks and prepping, \u201cyou\u2019re throwing every other order for that day out of whack,\u201d she said. Clear policies protect scheduling accuracy and fulfillment performance.\n<\/div>\n<div class=\"article-paragraph\">\nTaylor viewed flexibility as a competitive advantage. \u201cIf you allow it, you win,\u201d he said. Contractors managing shifting job sites and changing timelines remember which rental company said yes when others declined.\n<\/div>\n<div class=\"article-paragraph\">\nEllison added she stresses having strict policies in place, not being inflexible. Guardrails prevent disruption from cascading across the day\u2019s operations.\n<\/div>\n<div class=\"article-paragraph\">\nOn cancellations specifically, Ellison suggested a middle ground: crediting the account, which allows businesses to recover revenue without damaging the customer relationship.\n<\/div>\n<div class=\"article-paragraph\">\nTaylor acknowledged operational realities while noting that \u201cpenalizing them for things that they can\u2019t control\u201d can be difficult to sustain long-term.\n<\/div>\n<h3>Balanced Framework<\/h3>\n<ul style=\"margin:0 0 1em;\">\n<li>Free changes before pick and load<\/li>\n<li>Fees or management approval after pick and load<\/li>\n<li>Tiered cancellation windows<\/li>\n<li>Converting cancellation fees into account credits when appropriate<\/li>\n<\/ul>\n<h2 id=\"damage-waivers\">Are Damage Waivers Worth It?<\/h2>\n<div class=\"article-paragraph\">\nDamage waivers produced one of the sharpest exchanges.\n<\/div>\n<div class=\"article-paragraph\">\n\u201cDamage waivers are a junk fee disguised as protection,\u201d Gaffin said, emphasizing that they are not insurance and often contain exclusions customers do not fully understand. \u201cYou\u2019re selling protection that has more holes than a colander.\u201d\n<\/div>\n<div class=\"article-paragraph\">\nMackey defended their operational purpose. For businesses absorbing minor damage, such as broken fixtures or small repairs, waivers provide a structured way to cover service costs without billing customers individually after each incident.\n<\/div>\n<div class=\"article-paragraph\">\nThe central issue was clarity. When customers understand what a waiver covers and what it does not, disputes decrease. When expectations and exclusions diverge, trust erodes.\n<\/div>\n<h3>Best Practices for Damage Waivers<\/h3>\n<ul style=\"margin:0 0 1em;\">\n<li>Clearly state that they are not insurance<\/li>\n<li>Summarize coverage in plain language<\/li>\n<li>Keep exclusions understandable<\/li>\n<li>Allow opt-outs for customers who provide proof of coverage<\/li>\n<\/ul>\n<h2 id=\"online-booking\">Should Rental Equipment Be Fully Bookable Online?<\/h2>\n<div class=\"article-paragraph\">\nOnline booking continues to expand across equipment and event rental segments.\n<\/div>\n<div class=\"article-paragraph\">\nTaylor advocated strongly for automation because \u201ccustomers can book when their intent is the highest.\u201d Removing callback requirements reduces friction. \u201cAt the point when you allow them to book online, they become a customer,\u201d he said.\n<\/div>\n<div class=\"article-paragraph\">\nLopez cautioned against ignoring order accuracy. When customers select the wrong equipment or overlook delivery constraints, \u201cmost customers are gonna take it out on you.\u201d Staff involvement can prevent avoidable problems.\n<\/div>\n<div class=\"article-paragraph\">\nFort offered a strategic lens for decision-making: \u201cAre you selling a product or are you selling a service?\u201d The answer influences how much staff involvement enhances value.\n<\/div>\n<h3>Hybrid Model<\/h3>\n<ul style=\"margin:0 0 1em;\">\n<li>Allow online booking for standardized rentals<\/li>\n<li>Flag complex or high-risk rentals for staff review<\/li>\n<li>Follow up after booking to confirm logistics and add-ons<\/li>\n<\/ul>\n<h2 id=\"strategic-takeaway\">The Strategic Takeaway for Rental Operators<\/h2>\n<div class=\"article-paragraph\">\nAcross every debate, a clear pattern emerged.\n<\/div>\n<div class=\"article-paragraph\">\nThe issue was alignment.\n<\/div>\n<div class=\"article-paragraph\">\nPolicies succeed when they match your business model, your customer expectations, and your operational capacity. They require consistency in execution and clarity in communication.\n<\/div>\n<div class=\"article-paragraph\">\nDuring the Q&amp;A, Ellison emphasized that it ultimately comes down to \u201ccommunication and transparency.\u201d Customers can accept firm policies and structured rules. What creates friction is surprise.\n<\/div>\n<div class=\"article-paragraph\">\nThe strongest rental businesses are defined by intentional decisions that are explained clearly before they are enforced.\n<\/div>\n<h2 id=\"policy-comparison-table\">Summary Rental Policy Comparison: Flexibility, Structure and the Hybrid Approach<\/h2>\n<table style=\"width:100%;border-collapse:collapse;margin-bottom:1.75em;\">\n<thead>\n<tr>\n<th style=\"border:1px solid #000;padding:12px;text-align:left;background-color:#80bd40;color:#ffffff;font-weight:bold;\">Topic<\/th>\n<th style=\"border:1px solid #000;padding:12px;text-align:left;background-color:#80bd40;color:#ffffff;font-weight:bold;\">Flexible \/ Customer-First View<\/th>\n<th style=\"border:1px solid #000;padding:12px;text-align:left;background-color:#80bd40;color:#ffffff;font-weight:bold;\">Structured \/ Margin-First View<\/th>\n<th style=\"border:1px solid #000;padding:12px;text-align:left;background-color:#80bd40;color:#ffffff;font-weight:bold;\">Hybrid Approach<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Pricing Transparency<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Showing pricing builds trust and reduces back-and-forth communication<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Limiting published pricing preserves flexibility and protects margin in complex scenarios<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Publish base rates while clearly explaining variables and adjust final pricing through structured workflows<\/td>\n<\/tr>\n<tr>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Credit Card Fees<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Passing fees reflects payment convenience and protects base pricing<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Absorbing fees avoids checkout friction and simplifies customer experience<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Disclose fees early and offer multiple payment options while maintaining consistent pricing strategy<\/td>\n<\/tr>\n<tr>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Cancellations &amp; Last-Minute Changes<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Flexibility wins loyalty and captures urgent revenue opportunities<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Structured policies protect operations, scheduling accuracy and allocated resources<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Tiered change windows with account credits or manager approvals for exceptions<\/td>\n<\/tr>\n<tr>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Damage Waivers<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Helps cover small repair costs and streamline minor damage disputes<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Can erode trust if exclusions are unclear or misunderstood<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#f3f4f6;\">Clearly defined waiver language with opt-outs for insured customers<\/td>\n<\/tr>\n<tr>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Online Booking<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Fully bookable online captures high-intent demand and shortens sales cycle<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Staff review ensures accuracy, safety and higher-touch service<\/td>\n<td style=\"border:1px solid #000;padding:12px;background-color:#ffffff;\">Enable online booking with automated flags and post-booking confirmation workflows<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"watch-recording\">Watch the Full Webinar<\/h2>\n<p><iframe title=\"Rental Industry Showdown: Navigating Challenges with Our Expertise\" src=\"https:\/\/player.vimeo.com\/video\/1164056467?h=2baae76e79&amp;dnt=1&amp;app_id=122963\" width=\"800\" height=\"416\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leaders from across Point of Rental examine five of the rental industry\u2019s most debated policy questions: pricing transparency, credit card fees, cancellation policies, damage waivers, and fully online booking.<\/p>\n","protected":false},"author":41,"featured_media":104459,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,55],"tags":[],"class_list":["post-104458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","category-rental-industry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Point of Rental experts debate pricing transparency, credit card fees, cancellation policies, damage waivers, and online booking strategy.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Michael Peck\"\/>\n\t<meta name=\"google-site-verification\" content=\"1Cn-sgF7ANKsYJMiqx6OAyEFBNDVT9PIH0q1IrlLtJw\" \/>\n\t<meta name=\"msvalidate.01\" content=\"5D8BB6893DD36192F342744721A2D3DC\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/www.point-of-rental.com\/gb\/webinar-pricing-fees-cancellations\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.8\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_GB\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Point of Rental Software UK | Hire &amp; 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