Gearing Up for Next Season

by Rich Morahan, Richard Morahan Associates

Control and protect your propane tanks and sales 

Summer is upon us, but it’s not too soon to gear up for the real heat season later in the year. And it’s time to strengthen your links with your customers, your team, your tank network, and your security.

Build Your Connections With Your Team.

You can build and strengthen your delivery system by providing incentives and direction to your drivers. Review each aspect of your delivery system, not just with delivery software, but with input from drivers in the process. If they buy into the system, they win, your customers win with efficient and reliable delivery, and you win, all at no additional cost, and likely even some savings. You have your customers’ business now. Keep it by always fine tuning your service.

At its most basic, modern delivery software is designed to maximize gallons per stop and minimize mileage. Get the most out of it by collecting your drivers’ input now before the delivery season kicks in. Everyone will win.

Secure Your Tank Network.

You want to control the fuel that goes into your tanks, and even if your customers own their tanks, you want them to honor their contracts by buying only your propane. And the best way to do this is with a fill valve lock. Over the cost of a contract, the cost of a lock to keep the other guy out is a small expense. There are pick-resistant locks available that can be keyed alike to your own account. Don’t be fooled by cheap metal clam shells. Choose a lock designed for a propane tank.

And you can remind your customer of the value of the lock. There is an even bigger expense to consider, liability. A genuine lock deters tampering. if someone tampers with your tank, you risk damaged equipment or even worse, liability for an explosion. A lock designed for a propane tank keeps the novices away.

You may want to retain control over the fuel already in your tank as well. While the Fill Valve lock keeps problems out of your tank, a POLock will prevent access to the fuel in a delinquent tank, and equally importantly, deter tampering, which can happen with a flimsy block in place. Disasters don’t happen often, but they can be costly in human and financial terms, and juries often side with plaintiffs, even if the plaintiffs’ actions contributed to events. A genuine lock designed for a propane tank can demonstrate that you performed due diligence to protect against liability.

Like many industries, propane is seasonal, and now is the season to prepare, to strengthen your communications network with your customers, to secure their business and perhaps upsell them to products like barbeque fuel. While deliveries are slow, it may be time to get your drivers involved in fine tuning your delivery systems, and time to create a recruitment bonus program. It’s tough for many operators to recruit drivers. Why not put your current team to work by creating some incentives?

Communicate With Your Customers.

It’s easy to add a Facebook or Twitter account and post casual information. But to build and strengthen your links with customers it may be more effective to utilize the email information you already have on your customers and prospects to deliver useful energy and company information on a regular basis.

Offering them deals, periodic heating and insulation tips, promotions for their retail tank needs, and reminders about your customer referral program can keep you in front of them while creating low-cost ways to enhance your sales.

Occasional email messages maintain the good will any business needs. Don’t count on it being too difficult for them to leave. Your competitors just might have an “easy transition” plan.

And while you’re focusing on your customer base and team, remember to take a look at your tanks and upgrade the locks to increase your control, keep competitors out and protect against tampering. Tis the season to plan.

Rich Morahan writes frequently about security and marketing for a number of industries, including information management, petroleum and propane distribution and self-storage. You can contact him at 617-240-0372 or rmwriteg@gmail.com, or visit www.rmorahan.com.

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