Regulatory Knowledge

Fuel marketers must stay informed on existing and new regulations for fuel storage systems both existing and new systems.

Regulations create market opportunities for system upgrades and new system installations.

Marketers are at-risk if they fail to understand regulations or deliver improper advice or equipment.

New Information Source for Customers

Fuel marketers are often the most relied-upon source of information for farmers.

Marketers are often the first source of new regulatory information.

Marketers and dealers have an advantageous position with customers as an information source.

Marketer Perceptions

Some marketers believe that if they provide too much information about regulations, their customers will associated them with regulators.

Other marketers recognize their customers' level of trust and build upon that trust by providing reliable regulatory information and services in a non-regulatory setting.

Individual perceptions vary, but the goal is to build long-term trust through reliable service.

Service, Supplies & Equipment

Fuel marketers must compete for business like any other vendor in business or industry.

The factors of competition that dictate a business' success or failure are universal.

Fuel retailers and cooperatives benefit from diversifying available services, supplies and equipment.

Helping customers comply with fuel storage regulations creates a positive opportunity to provide service, supplies and equipment as a trusted marketer.

Leadership Opportunity

Marketers can assume a leadership role for their customers in being the first (or most comprehensive) to deliver goods and services.

Leadership extends to building partnerships with public and private programs, organizations and services to better serve customers.

Marketers can enhance their position as a community leader by being recognized for building partnerships to deliver quality services and for caring about customer needs.

Customer Satisfaction

The ultimate goal is to have a fully-satisfied customer.

Satisfied customers talk about their tractors, crops and marketers with the neighbors.

Satisfied customers are a great, no-cost form of advertising.

Customers who find other dealers more satisfying will probably tell their friends.

Address for this site: http://www.wisc.edu/farmasyst/private/petro/tip2.html
Created by: Richard Castelnuovo, rcasteln@students.wisc.edu
Last modified: February 10, 1997