Now when it comes to running a business and sourcing for
customers, I want to state clearly that there is no magical spell and no short
cut to success. You have to start from the scratch and learn fast, or your
business will die. Secondly, I want you to understand that there is no laid
down rule for finding customers or selling your products. You just have to try
a lot of tactics and strategies; then you choose the ones that worked best and
replicate it.
Before I go any further, there’s a very important question
you must answer. In fact, finding an answer to this question may be the
beginning of your breakthrough in the oil and gas marketing business. And the
question is this:
Why should the petroleum product retailers or consumers
boycott their existing supplier to buy from you?
Yes, this is a very critical question you must answer. It is
a known fact that petroleum products are commodities that can hardly be branded
and the price is strictly regulated. So why should the filling stations and
telecom companies buy from you? What is your competitive advantage? What
separates you from the other marketers? Can you compete with faster delivery?
That’s left for you to find out but the truth is that you need a key point on
which to convince the gas stations and companies to patronize you.
A. SEND BUSINESS
PROPOSALS
This might work for hotels and telecom companies because these
companies often require formal applications and protocols, but it may not work
for filling stations because most fuel stations in Nigeria are run informally
by low skilled workers. You can write proposals to these companies highlight
why they should consider you as their petroleum products supplier. But bear in
mind that the chances of failure is higher when applying this tactics because
you will almost never get a reply.
B. TALK TO THOSE THAT
MATTER
This is the most difficult but effective way to look for
customers for your petroleum products. Walk to filling stations or your target
customers and speak with them face to face but make sure you are speaking with
the owner, manager or decision maker, so that you won’t be wasting your time
and effort.
C. CONCENTRATE ON
FINDING JUST ONE CUSTOMER
Sometimes in life, you just need one customer to grow
speedily. So concentrate your effort on pursuing just one customer, provided
you have established the fact you have a good chance of winning a deal. If you
are lucky to get the deal, go all out to impress this one customer by
delivering on your promises; then politely ask your customer to recommend you
to his/her friends and associates in the industry.
D. LOOK WITHIN YOUR
NEIGHBORHOOD
Don’t despise the days of little beginning, so look within
your neighborhood. Consider the roadside or street retailers of Kerosine (DPK);
I mean those that have mini storage tanks. These retailers are often a source
of supply to majority of populace that fall within the poor and middle class
range; so they are constantly in demand for supplies. You can talk to them face
to face and see if you can cut a deal.
E. ADVERTISE ON MASS
MEDIA
If you have got some money to spare, you can choose to
advertise your services on newspapers, magazines, or any other media that will
connect you to your targeted customers.
And lastly, I want to encourage you not to give up. You have
come this far, therefore, it’s too late to quit. Always remember that all it
takes is just one customer to set the ball rolling. Secondly, you must never
forget that integrity is the most important business asset. Call it honesty and
you won’t be wrong. Even if you lose everything, provided you uphold your
principle of integrity; you will surely bounce back. I sincerely wish you all
the best and I look forward to seeing you a success
