The Marketing Package is Ready

Well, it's finally ready for release. Version 1.0 of the GasStations.com Marketing Package is ready for action. In case you haven't heard, we have been busy developing a custom gas station marketing package designed to give gas station sellers another great marketing tool to help sell their business. The package template was designed using input from gas station brokers across the nation and the result is a product that will satisfy even the most demanding buyer. We believe it's the most comprehensive gas station marketing package you'll find anywhere.

"Many times, the reason a business does not sell is because the seller or representative of the business does not give the buyer the information they need to make a good decision," says Terry Monroe of American Business Brokers. "If you really want to sell something you have to have the correct information for the buyer. A lot of the times we [brokers] get in a hurry and don't put a complete package together. We then end up having to give the buyer in the information in pieces...which drags out the deal. And in a deal your biggest enemy is time."

It is this issue that the GasStations.com Marketing Package seeks to address. The goal of our marketing package is to organize the facts and details about the business to be sold in such a way that any potential buyer who receives a marketing package on a business has enough information in his hands to make an informed decision as to whether or not he wants to pursue the purchase of the business. Eliminating the "information dance" between buyer and seller allows the seller or agent to focus on the business end of the deal. In other words, by allowing buyers to make swifter decisions, sellers can more quickly separate the serious buyers from the window shoppers.

The GasStations.com Marketing Package is now available for $99.00. However, as a reader of this newsletter, we are offering you a special price. >From now until the end of May, you can save 25% off the total purchase price when you buy a marketing package(s) from GasStations.com. All you have to do is apply the coupon code: newsletter in the coupon box at the time of checkout. This offer is only good until the end of May.

For more information on the GasStations.com Marketing Package, please visit the Package Page on our website or visit the Special Forum we set up on the community pages.

Introducing: Home Grown NRG

Home Grown NRG is a new company based out of central Iowa. Their focus is on helping clients produce clean, cheap energy while making a positive impact on the world. Founder Kendall Geneser says, "Our mission is to create a network of energy conscious companies and individuals who are interested in making a difference in our communities, our environment, and our economy through green living. We also have a strong commitment toward showing customers that they can “save some green by going green.” By delivering useful energy related information to educate and motivate our customers, we aim to eventually change the planet."

Below is an excerpt from a recent article by Home Grown NRG founder Kendall Geneser:

According to the Convenience Store News 2008 Industry Report, within the top 10 best selling items in a convenience store, roughly 38% of sales volume was comprised of items that require refrigeration. Combined that with the lighting of the facility and normal operation of pumps and registers, and it's easy to see how electricity is the single greatest expense of a convenience store. Reducing it only makes sense.

By putting solar panels on the shade awnings and canopies above gas pumps, owners can generate a portion of their electricity needs by capturing the sun's rays and converting it into usable energy. This can significantly reduce their operating expenses thus generating significant savings. What's more, proper advertisement of this initiative will develop good will among your customers, as companies that are seen as forward-thinking or green, are embraced by many.

While the initial investment can by costly, over time, the concept will more than pay for itself. Besides, current government incentives and tax credits are in place that will help subsidize the cost of installation.

To learn more about Home Grown NRG's gas station solar initiative, visit their website at www.homegrownnrg.com.

A Word From Dann Whittaker: Combat Customer Loss

Customers quit doing business with you for a variety of reasons including price, not feeling appreciated or a lifestyle change. So, how do you combat customer loss? Use these quick, but effective steps.

1. Make the customer feel important. Learn why they like you. Do they shop you because of great prices, excellent service, or your ability to provide products and services in a timely manner? Customers are a fickle bunch! There taste, needs and wants are an ever evolving project. It’s important to keep in touch with them to show appreciation and to let them know you value their patronage.

2. Offer an employee incentive program. As business owners we spend a great deal of money keeping the customer happy. But what about our sales force? Do your employees talk about your business to others? They should. Encourage your employees to invite acquaintances into your store. Have employees canvass area neighborhoods with special offers. The offer card should include a place for the employee to write his name so results can be tracked. Develop a reward system for your employee’s efforts. Incentives can include cash bonuses; gift cards for movies, dinner, etc., or paid days off. Get your employees involved.

3. Keep in touch with your customers. It’s important to communicate with your current and former customers. Feedback is crucial to learning why a customer likes, or dislikes, your store. Communication with those that have quit doing business can provide you with very valuable information. Perhaps you have dropped a favorite brand, prices have gotten out of line with competitors, or your location is no longer convenient. Whatever the reason, you won’t know unless you ask. Offer the former customer an incentive for coming back and trying you again. Using a Customer Relationship Management tool (CRM) helps keep track of customers. You can set these programs up to provide your sales staff with reminders about birthdays, to notify customers about a certain item they have been interested in, etc. Although CRM tools are great, you can simply talk with current and former customers to gauge their feelings. Keeping in contact with your customers pays off!

4. Know the value of your customers. Depending on the product you sell a customer’s value to you over time can vary. But, it’s important to know what that value is. You want to keep a customer for life. Chances are if the customer is happy, he will talk about his experiences at your store to others. Therefore, it is imperative to keep the customer happy and wanting to buy from you over the long-term.

5. Customer service training for your staff. Each new staff member should be trained in “your way of doing business.” Go over important store policies and procedures. Roll play to help the new hire understand how to approach a customer (the role play should include resolving conflict as well). Continually train all staff members teaching them the importance of providing high quality interaction with your customers.

Yes, it’s easy to lose customers and hard to keep them. The reality is that a business spends more to obtain new customers than keep current customers happy. Author Evan Carmichael notes in a recent article that increasing customer retention by as little as 5% can translate into as much as a 100% increase in profitability. It’s generally accepted that it costs five to six times more to get a new customer than it does to keep an existing one. It is important for all employees within your business to understand the lifetime value of their customers. Then they can focus on building relationships with the very people who keep them employed in your business.

Contact the DWC team to learn how their professionals can assist you in gaining and keeping customers. Visit them on the web at: www.dannwhittakercreative.com.