How to increase sales at gas stations?

Increase the sales volume of gas stations:

Actively develop customers and gradually promote sales: Gas stations are a traditional and stable industry with a long life cycle, and its success requires long-term development. The same is true for customer development. We must create conditions to steadily develop customers, not give up any opportunities that come to us, and not be too blind. We must use a responsible attitude towards customers to develop our sales.

“Quality over weight”, moderate discounts: Discounts are a means to develop customers. Some discounts given to customers should be moderate. Decisions must be made after comprehensive consideration of all aspects of benefits. They cannot simply rely on this method to boost sales. The maintenance of this relationship is very unstable. When the supply of oil products is tight, this relationship will also become tense. At special times, from the perspective of developing long-term customers, the company can and is allowed to sacrifice temporary interests in exchange for long-term interests. This is also the right entrusted to us by the company and its trust in us, but this is only a policy of interests. , rather than fundamental policy. A qualified manager must not only do a good job in selling oil products, but also pay attention to the profits behind the sales.

Strengthen the testing of oil quality and maintain good relationships with customers: Customers come to our station mainly to refuel, which is their fundamental purpose. The quality of our oil products is guaranteed, so we will naturally win the hearts of our customers and have a steady stream of customers. On the contrary, if the quality of the oil is not good, no matter how good the promotion method is, it will be useless. A good promotion method only improves customers' recognition of us in gas stations of the same level. The first stage of making a choice eliminates us. Therefore, gas station managers must do a good job in testing the quality of oil products. Due to the limitations of gas station inspection conditions, we must pay attention to maintaining good contact with customers, discovering problems in a timely manner and reporting them to relevant departments for timely resolution. We maintain good contact with our customers and actively handle their opinions. They feel our respect for them through our actions, their self-esteem is satisfied, and they will naturally trust us more.

Actively promote the convenience store business: At present, although the development of convenience stores in the entire gas station industry in my country is not smooth, some people have tasted the benefits. The convenience store contract operation currently carried out in our network has indeed stimulated the enthusiasm of employees on the one hand and also guaranteed the company's interests to a certain extent, but this is not the fundamental purpose after all. Because of its long-term and effective implementation, the interests of both the company and the employees must be guaranteed, and no party can suffer unconditional losses! The problem can only be solved when the gas station managers and front-line employees really work hard and proactively explore sales methods suitable for the station, so that the surrounding residents can experience the convenience and the three parties can achieve benefits through cooperation. fundamental.

Pay attention to employees’ service awareness and continuously improve employees’ service levels: The current competition in gas stations, excluding the gas station’s own geography, scale, and oil quality, the most important thing is service, and the level of service , which can reflect the level of a gas station from one side. Any successful gas station will have advantages that differentiate it from its surrounding competitors in terms of service.

Methods to increase single-station sales of gas stations: Network development of gas stations and the commissioning of new stations can only promote the growth of retail sales from an external perspective. In the context of increasingly fierce market competition and the increasingly difficult construction of new outlets, Under this situation, to improve the overall sales of the enterprise, we must insist on focusing on connotation expansion and increasing single-station sales. The ways to increase the sales volume of a single station of a gas station mainly include the following aspects:

High-efficiency management mechanism and management model are the prerequisites for increasing the daily sales of a single station:

Establish the "management is The management concept of "promoting the important basic work of gas stations to cope with market competition and improve operating results". Improve and optimize the gas station management organization, strengthen the operation and management functions of the gas station management department and gas station managers, optimize the job structure and simplify the management level, break geographical boundaries, regional companies gradually implement flat management, streamline management processes, research and Develop reasonable oil product distribution routes, prevent conflicts in work procedures, and standardize marketing behaviors.

Cultivate professional talents, select and hire people with strong ambition, good work style, understanding of management, and good business operations as station managers, improve the management level of gas stations, distinguish responsibilities, rights, and interests, and form an orderly and efficient The gas station management system establishes a new marketing mechanism with flexible operations, standardized management, a combination of macro and micro, and adapts to the needs of market competition.

Gas station management departments should strengthen the coordination of retail work and provide strong support to gas stations. The business, finance, labor and other departments continue to improve the guidance, coordination and services for gas stations, and handle the relationship between retail, distribution, wholesale, sales, profits, expenses and distribution, etc., to prioritize retail increment and profit creation. The premise is to truly establish the primary position of retail in business operations.

Target market research and segmentation is an important part of improving single-station sales of gas stations: refueling managers must clearly understand the target market and competitors in the region, know themselves and the enemy, and be invincible in every battle. They must know the region they are in. economic development status and development plans. To understand the consumption and growth of petroleum products, the competition status of the market and the main competitors, one must know the location type of the gas station, the road and traffic flow in front of the station, the service radius and the competitors within the radius.

Market segmentation. According to the market research and analysis report, distinguish efficient markets from inefficient markets, strong markets from weak markets, and price-sensitive markets from insensitive markets. In efficient markets and strong market areas, the focus of gas stations is to stabilize market order and ensure price coverage and retail profits. In inefficient markets and weak market areas, we adopt active marketing strategies to gradually increase our retail market share. In price-sensitive market areas, we should flexibly use the "volume-price relationship" to grasp the interaction between volume and price, and follow the ideas of "retail to ensure efficiency, wholesale to stabilize prices, and distribution to seize the market" and "strive to ensure market share, implement volume-price interaction, and strengthen terminal control." Based on the principle of "grasping efficiency first", segment the market and users, find the best combination of volume and price interaction, and maximize retail benefits while increasing sales at a single site. Each gas station must conduct regular volume-price balance analysis to determine the normal range of changes in refueling volume based on its geographical location, outlet layout, regional oil demand, etc. When the market changes and the refueling volume changes beyond the normal range, the reasons need to be analyzed in a timely manner and countermeasures formulated. Gas stations should explore experience in practice and establish and improve a single-station volume and price early warning system.

Gas station classification. Study the characteristics of different types of gas stations and formulate differentiated management models. The first type of station is a benefit station, which focuses on maximizing profits. The second type of station is a sales station, and the focus is to maximize sales. The third type of station is a potential station. The focus is to tap potential and increase efficiency, fill the space for sales growth, and gradually transform into a benefit station and a sales station. Category 4 stations are loss-making stations, and the focus is on turning around losses and maintaining balance. For gas stations with long-term losses and low sales volume, mechanisms such as internal contracting, simulated profit assessment, and other mechanisms to activate gas stations should be adopted to cover expenses or sales volume. Gas stations that are inherently deficient and have no hope of turning a profit will be resolutely closed. The gas station standard and star creation activities implemented by PetroChina are also an important way to promote gas stations to continuously increase sales.

Customer segmentation. According to the marketing characteristics of gas stations, customers are divided into mobile customers, fixed customers and institutional customers, and differentiated management is implemented. Gas station managers should do a good job in customer segmentation, understand the current needs of customers while exploring their potential needs, and meet customer needs in a targeted manner. For mobile customers, we mainly improve the website appearance and increase the publicity of the brand image to increase the entry rate and return rate, and convert them into fixed customers through further high-quality services. For institutional customers, it is necessary to formulate customer development plans and take effective measures to reduce their price sensitivity with good services, such as participating in oil procurement by government agencies and oil bidding for large projects.

The scale effect and brand advantage of the terminal sales network are the guarantee for increasing the sales volume of a single station: At present, many gas stations affiliated to regional sales companies have not formulated and formed a unified sales strategy in terms of business strategy, and work piecemeal and work independently. , the company's brand, network, quality, capital and other advantages cannot be fully utilized, and the so-called marketing plans of gas stations are often limited to the circle of price reduction, discounts and profit sharing.

After PetroChina gradually completed the scale expansion of its retail network, the "one-for-one" sales method at each gas station is only a short-term behavior in the marketization process. In the market competition for homogeneous oil products, brands Strategy is an important means in the marketing process, and the scale effect and brand advantage of "PetroChina" terminal sales will drive the gradual increase in the overall sales of PetroChina gas stations. Establishing and defending the brand image of "PetroChina" will help update refined oil products. For retail business operations, refined oil sales terminal gas stations will realize self-expression and integrate with the spiritual connotation of the enterprise in external contacts, retail environment, user relations, logos, colors, images and other aspects.

From the long-term perspective of cultivating the core competitiveness of enterprises, we fully realize the strong attraction of strong brands to core customer groups, and implement unified marketing strategies in regional markets based on actual conditions to further reduce marketing costs. Standardize marketing behavior and realize marketing network effects.

Cultivating and promoting a brand is a long-term investment. Through scientific analysis, positioning and planning, cultivating customers' loyalty to the brand, and relying on establishing a strong brand to establish competitive advantages.

4. "Friendly and professional service" is the key to increasing the sales of gas stations at a single station: establish the marketing concept that "gas stations are a retail service industry, and service is the best promotional tool."

Be market-oriented, establish customer-centered values, increase the added value of goods with high-quality services, strive to realize the transformation of gas stations from a commodity operation type to a marketing service type, and provide customers with "family friendly" and "professional" services to improve the "four rates", namely:

the vehicle entry rate. Gas stations not only beautify, green and harden the appearance of the station, but also create an atmosphere that arouses people's needs, with pleasing convenience stores, spacious and bright gas islands, clean restrooms, dashing and heroic gas attendants, and smiling faces. The pleasant "welcome", professional, fast and standardized refueling operation, touching warm service scene and modern sales environment can arouse people's desire to buy and attract more refueling vehicles.

Fuel tank filling rate: Appropriately use the "Thirteen Steps" in the refueling service operating procedures to change "Hello, how much do you need?" With enthusiasm and flexibility, we create a beautiful and comfortable consumer atmosphere with professional star-rated services such as thoughtful car washing, water delivery, greetings, and car maintenance consultation.

Customer return rate. Professional and enthusiastic star-level service is an important way to win customer reputation. Through continuous innovation, customers can experience "unexpected" value-for-money services, which is not only a link to retain old customers, but also a sign to attract new customers. Therefore, we continue to study customer psychology and improve marketing thinking from the customer's perspective, so that customers can also become the "carrier" to consciously promote the gas station's good service obligations, which will play a multiplier role in increasing the sales of the gas station.

Customer satisfaction rate. The ultimate goal of gas station star service is to achieve "everything to satisfy you", and the way to achieve "everything to satisfy you" is "let me do everything". For different customers, gas stations can choose and adhere to one-stop, one-stop, one-person personalized services and extended services, whether they are "Mercedes-Benz" or "motorcycles", treating them equally, so that every customer can get a satisfactory and diversified service. Serve.

Changing "sitting business" to "traveling business" is an important marketing method to increase the sales of single station of gas stations

Gas stations should respond to market conditions and mobile customers and fixed customers in their area. needs, in-depth research and innovation. The marketing time and space should be targeted according to the target market and customer positioning of the marketing.

A gas station is a sales representative, and every employee is an oil salesman. Adopt "go out, invite in" and scientific sales promotion steps and retail sales methods, gradually activate and improve customer files and customer visit plans, and expand sales. Qualified gas stations can be equipped with small mobile fuel delivery trucks, and provide services to hotels, Hotels, construction sites, etc. implement door-to-door fuel delivery service by telephone reservation, changing the service of refueling for customers into mobile fuel delivery. Selling services and promoting the brand while selling oil products not only shortens the distance with customers, but also greatly increases the single-station sales of gas stations.

"Good wine is not afraid of deep alleys" has become an ancient saying. In the era of branding, gas station managers must learn to be good at promoting their goods and services to more customers on different occasions.