Crisis and Opportunity
Winter of 2017-2018
Thu, Mar. 15; 8:30 am - 12:00 pm
“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.
Presenters: Danny Silverman, Angus Energy; Mark Stillman, Energy Edge; Gary Sippin, Sippin Energy.
CEMA EDUCATION CREDITS: Your marketer dues include new Education Credits. If you apply these credits to this seminar, you don't need to pay anything. To apply credits, just type in "yes" into the Education Credits line on the next page after you enter your name and address.
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