Seminar: Crisis and Opportunity

Description: Crisis and Opportunity
Winter of 2017-2018

“The Chinese use two brush strokes to write the word 'crisis.' One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger--but recognize the opportunity.” – President John F. Kennedy

The winter of 2017-2018 presented some real challenges for many heating fuel marketers, especially at the turn of the new year. Due to the descent of a prolonged arctic air mass from the north pole, consumer consumption spiked. Commercial gas interruptible accounts switched to diesel fuel, soaking up millions of gallons of fuel. There were intermittent supply disruptions, especially on the propane side. In many cases, consumers panicked and called for refueling even when they didn’t need it, flooding the call centers of marketers. Some marketers were unable to keep pace with the demand. Their customers turned to other dealers, who in turn often were not able to take in this new found business since they themselves were swamped by their existing customers.

Looking back, this crisis was ultimately caused by marketers not having in place the technology or the operating systems to handle the huge spike in demand. Some marketers did, however, and this session will explore what they did right. Not only did these successful marketers satisfy their existing accounts with timely deliveries, they were able to pick up new accounts from customers unable to get deliveries from their own dealers. These marketers brilliantly turned a crisis into an opportunity.

In this seminar you will learn:

- How ta market to these new potential customers and retain them for years to come
- How to use technology to teach these “non-loyal” customers and develop their trust in your company
- How to use technology available to avoid run-outs in the futures while developing optimum efficiency for your present and future customers
- How the right mix of technology tools can greatly increase your capacity
- How emerging customer engagement tools can take pressure off your internal operations
- Why smart companies (starting with Google) seek to reduce friction in the fulfillment process
- Why a growing group of fuel customers is ok with a “low end relationship”
- Why heating degree days didn’t work well during the arctic blast in identifying critical deliveries, and how an alternative method may help you

Presenters: Danny Silverman, Angus Energy; Mark Stillman, Energy Edge; Gary Sippin, Sippin Energy.

To register online, please visit:

Date: Thursday, March 15, 2018
Time: 8:30am-12:00pm
Duration: 210 minutes
Priority: Medium
Created by: ICPA Public Calendar
Updated: Tuesday, January 30, 2018 8:50am

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