Just being there to shake a hand and talk to them goes a long way in establishing a customer. It's the personal touch that QuikTrip is built upon, and we try to project this through our fleet program as well. QuikTrip also has used direct mail alone to promote its stations, blanketing a market area with 5,000 pieces. The continuing campaign has achieved the company's goals. It's a different approach, but it has worked very well.
Some companies follow up on their mailings and station demonstrations with calls by salespeople.
Others rely on their station managers and in-store posters to call attention to their commercial fleet program and distribute and collect applications. When a company opens a new station, a display of information about its fleet program can be effective. Whatever the approach, familiarity with the market, contact with key people and communication about the benefits of a fleet card are basic to its success. Combine this with a card processor that understands how to bring your card to the end customer, and you can target your share of this growing and profitable market. Steve Fowler is vice president, private label and international line of business, for Wright Express LLC, South Portland, Maine.