Convenience Store Decisions Community » Ask the Experts

1. admin
   Key Master

   The high cost of gasoline is starting to impact my in-store sales, not just because customers are spending less, but because they are angry and want to vent their frustration on someone and the clerk is the only one they can find. Can you offer tips for how to defuse this?

   ----

   Do you ever purchase a prescription at the corner drug store? Do you blame your pharmacist when a tiny bottle of pills costs almost $100? Of course not.

   Then why should you blame your local station for the high price of gas in Virginia. What customers need to understand is that 94% of the price of gas is predetermined before it is delivered to the dealer. In fact, the only difference between us and our customers is that we have bigger tanks and pay directly to the major oil companies

   For more information, visit the "Understanding Gasoline Prices" section on our Web site, www.vpcga.com.

   Posted 2 years ago #

2. admin
   Key Master

   I think the analogy that Michael present about getting mad at the druggist is a great one. But the only problem is that the customer is not rational when it comes to gasoline. If they were they would realize that they pay more for bottled water then they do for gasoline yet they keep paying.

   If we can get the customer to go to the www.vpcga website that would be great but I don’t think that is going to happen. So now we have a couple of choices.

   1. Create an informational sheet that you can give to your customer that explains the fact that you have very little control over what you charge for gasoline and give them the number of the oil company customer relations department. Redirect their frustration off of you.

   2. Train you employees to handle the frustration. There is a very simple method called Feel, Felt, and Found

   First agree with the customer by saying I can understand why you feel the way you do.
   And in fact in this case I felt exactly the same way you do because I have to pay the same thing for gas that you do. But what I found out the best way to handle this is…..

   Last comment lets also see how we can turn this negative into a positive since many customers are buying less gas they are coming by more often so we now have a chance to sell them more.

   Mel Kleiman CSP
   President of Humetrics
   www.melkleiman.com
   www.humetrics.com
   mkleiman@humetrics.com

   Posted 2 years ago #

3. admin
   Key Master

   Dear Mr. Connor:

   I am the owner of a Gas Station and C-Store in one corner of Pompano Beach, Fl.. and I have heard exactly the same complaint all the time. and I ‘ve learned that People do not want an answer. They want us to have the same price that “category killers’ like Costco, Murphy and Racetrac have posted at their stations.

   Remember Mr Connor that generic pills are sold at every pharmacy and C-Store and Supermarket in this country. All of them have prices regulated by “Category killers”. People compare fuel to generic pills. No value added counts. Period

   My humble experience comes from real life and I think the rigth advise for small independent owners is “Sell your C-Store while is possible. May be tomorrow will be too late”

   Posted 2 years ago #

4. admin
   Key Master

   It is understnadable to be frustrated about fuel prices, and customers do need a vent at times. Sometimes you just have to grin and bear it, but I have never been afraid to point out to a customer, especially one who doesn’t seem to want to quit, and who may be buying soda or, God forbid, bottled water, if he might think about sometime what he is paying for that. It usually at least makes them think in a different perspective.

   Posted 2 years ago #

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