The following sales guide is composed of over 26 years worth of industry knowledge and experience selling commercial fleet fueling services. It is intended to provide your sales team with a thorough understanding of the business, the competition, and the unique value of the service you provide.
Selling of commercial fleet fueling is on one hand an easy process, and on the other hand, a very difficult process if done incorrectly. There is a fine line between success and outright failure. We know this to be an indisputable fact! We have worked with, and trained, hundreds of salespeople on this subject matter.
Some have been seasoned pros in the petroleum industry while many others have been greenhorns to the business. For both, the defining moment comes down to whether or not they are able to sell the value of a commercial fleet fueling program over the cheapest price on the street.
Unfortunately, fuel is highly commoditized. Every business owner is reminded of the price of fuel multiple times per day as they drive to and from the office. It’s posted on every corner where there is a service station. It’s at the grocery store, and now even at Costco! You can’t get away from it.
This commodity trap is what dooms the majority of salespeople who pursue this career, simply because they don’t know how to handle this overwhelming focus on the part of their prospective target. One of the primary goals of this sales guide is to help you emerge from the commodity trap.
Our objective is to embed in your psyche the firm belief that your product will provide value that far exceeds any savings provided by “shopping around” for fuel. With that objective in mind, let’s move forward.