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GOT GAS?N. Cvijanovic & G. Renfroe
NPS & Woodforest - NEW
Glossary of Terms
About the Petro niche
Why Sell Petro?
How to Sell Petro?
Sales Cycle
Interchange qualification
Compelling Questions
Conclusion
Intro/Outline
How is this relationship different from the high risk arrangement?
Learning ObjectivesWhat does the term Petroleum encompass?
What Fleet and Private Label cards are supported
What hardware and software is available to the petroleum market
What the target interchange rates are for petroleum and downgrades
What types of chargeback impact the petroleum industry
PetroleumTrends
Credit and debit card transactions accounted for approx. 70% of the c-stores’ total sales in 2006 according to NACS.
In 2010 owners reporting that 90% of c-store sales are paid by credit cards.
83% of gas stations in the U.S. have convenience stores
75% of the petroleum market is integrated; they accept both inside and pay-at-the pump sales.
GlossaryTermsof
5542 MCC assigned for Pay-at-the-Pump
5541 MCC assigned for C-Store Sales
AFD Automated Fueling Dispenser
C-Store
Convenience Store
CAT Card Activated Terminal
CRIND Card Reader in Dispenser
Dealer Doesn't own land or hardware yet receives c-store sales
DCR Dispenser Card Reader (aka card reader device)
DNS Data Network Systems
Fixed Wireless
Wireless communication method that does not require phone line but is not portable (e.g. internet transport, frame relay, VSAT, etc.)
WEX Wright Express
ISP Internet Service Provider
Jobber Multi-site company who owns land and hardware and also receives c-store sales.
Fleet Card
Commercial credit card that target the petroleum industry, which are typically used to purchase fuel, auto services, and supplies.
Fleet Cor
Company that distributes the Fuelman and Gascard fleet cards. Private Label Card: Commercial credit card that targets petro industry.
Private Label Card
Private Label Card - Commercial credit cards that target the petroleum industry, which are typically used to purchase fuel, auto services, and supplies.
P01 Ethanol85P02 DieselP03 Unleaded P04 Super Unleded P05 Other Fuel
Product Code
1-2 digit code that enables the issuer and/or major marketer to identify the good purchased or services performed at a particular site.
P06 Unleaded PlusP07 Gas/alcoholP08 Gas/AlcoholP09 Diesel
Product Code example:
Petroleum Market OwnershipMajor Oil Branded Location Ownership Structure
Corporate Owned <2%
Independent Owned
Dealer Location
BrandedBusinesses with a national footprint
UnbrandedBusinesses with a local or regional presence
Not on a national scale
IndustriesPetroleum and Non-gas
Petroleum• Establishment where fuel
is purchased• Requires prompting of
product codes for the purchase of goods and services
• Convenience stores and gas stations are examples of petroleum marketers
• Marinas• Airport Fuel• Snow Mobile Dealers
Locations where fuel is not purchased
Fleet cards are accepted
Often referred to as service merchants
i.e. Auto repair shops
Non-Gas
Resources
http://www.global-fleet.com/maintenance.asp
Why
Retention Niche Market
Profitability Low Maintenance
Impressive
Oil Company – Visa/MC/Disc –monthly $162,185Profits - $602 - 37 BP
Gas/C Store - Visa/MC/Disc – monthly $192,055Profits - $1128 - 58 BP
Marina - Visa/MC/Disc – monthly $253,878Profits - $837 - 33 BP
Profit
Roughly 8 retail merchants = 1 gas station
Rockin
Lack of competition
Fear of switching
POS compatibility
Cost of changing processors
Current processor termination fees
Retention
Minimal
The biggest hurdle is the setup process
Do your homework beforehand
Communicate the requirements to NPS
Look like an expert
Maintenance
HowSellto
Do your homework
Join trade associations
Establish a relationship with a pump vendor
Locate the Middleman (Jobbers or Petroleum Marketers)
Jobbers Who?Individuals or companies responsible for purchasing products directly from refining companies and reselling them to gas stations or other industry related businesses (i.e. home heating oil to homeowners, Jet fuel FBO, etc.)
Jobbers can be located through local gas station owners or petroleum marketers
associations, for example PMAA.
(Petroleum Marketers Association of America)
at the
Higher wholesale prices
Brand name competition
Fuel efficient cars
Wholesale clubsLower gas
consumptionHigher
interchange fees
SurvivingtheSales Cycle
of your time goes toward short sales cycle
30%of your time to larger accounts
(long term sales cycle)
Authorization Parameters
$1.00 authorization check
Interchange Qualification factors•Settled amount </= to $125 qualifies for best rate•Settled amount =/> $125 downgrades
Chargeback protection – Visa,MC, Disc - $125Amex $100 – suggested $100 cap
MCC 5542
Petro Interchange Rates Examples
42 1260 CPS Automated Fuel Dis DEBIT 0.91%+$0.1725
42 1284 CPS Service Station - DEBIT 0.91%+$0.1725
40 1284 CPS Service Stations 1.26%+$0.2725
52 1284 Petroleum DEBIT 0.81%+$0.1886
50 1284 Petroleum - Consumer Core 2.01%+$0.0186
55 1284 Consumer Rewards Petroleum 2.01%+$0.0186
Petroleum Buy Pass Pricing
Top Chargeback Reason Codes
88% Fraud Transaction
8% Non-receipt of requested item
1% Non-matching account number
2% No-authorization
1% Duplicate Processing
Hardware and SoftwareCC Machines – VX570 IP/dial
Software-Gilbarco, Excentus, Triversity, Datatran,Ruby, Radiant Systems, ETC……
Compellingquestions
What hardware/software do you currently use?
What type of communication method are you currently using?
What type of pumps/dispensers do you currently use?
Do you currently accept debit?
What bankcards are you currently accepting?
What entitlement or fleet cards are you currently accepting?
Why
It’s Intimidating
Less competition
Higher Retention
= =
All summed up
Ching
Thank