October 15, t998 Volume 1,Issue 2

A Team Boston Newsletter

October 15, 1998 Volume 1, Issue 2
	*The Galaxy*
Inside this issue: Letters 2 Letter Update 2 Galaxy's Balanced 2 Scorecard Introduction to 3 Team Boston Street Fightiung Tips 3 Grand Opening in 4 Somerset	Have you ever dined in an expensive restaurant and found the silverware stained or perhaps you could see dishes stacked at the waiter station? Have you visited a competitive convenience store and dodged boxes in the "showroom" - had your car serviced and the mechanics were not well groomed or in uniform? If you visited a dentist office for the first time and the magazines were out of date and the carpet was dirty, would you trust that dentist to "open wide?" "Everything speaks" from the core basics like hours of operation, competitive price and uniforms to the minor details such as landscaping, clean pumps, courteous, friendly employees. What processes do you have in place to ensure that your customers are "spoken" to as you would want to be "told." The Disney Company has a saying and it is indeed "Everything Speaks."	They understand that boxes delivered to a company store and not put away, speaks poorly to their guests in an otherwise perfectly clean and well maintained park. If you only provide training for your line level Sales Associates	Service with a Smile!
		can you expect superior service delivered to your customers? Probably not Superior service is usually a result of a carefully thought out and executed internal marketing system.
From Oil Express: All refineries involved in the Shell-Texaco companies – Equilon and Motiva – are under review for possible cuts or closure, says Glenn Tilton, head of Texaco’s global business unit.	*Internal Marketing*
	What is Internal Marketing? External marketing is the development of a specific agenda which utilizes reach and frequency to change behavior. For example, lets say you're a Widget Company and you're introducing a new widget to your stores. Your advertising company might suggest that a consumer must see or hear the message 8 times before his/her behavior is changed. That is called "frequency."	The ad company might further suggest that the consumer might see it in the newspaper 3 times, hear it on the radio twice, billboard once and point-of-sale 2 times before they make the purchase. That is called "reach." Internal marketing is no different To change the behavior of your employee, you must develop internal reach and frequency tactics. For example, 3 training sessions, one sales contest, 2 award ceremonies, one newsletter, etc.

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Dealers at the September seminar in Dedham, MA enjoy learning about "Street Fighting"

Letters

Ed Baker, Needham Heights Shell

Dear John Molloy,

Thanks to you and Motiva for a very positive, pro-active seminar on Tuesday. After I left the seminar at noon, I came back to my station and designed a very simple "Fall Special" - "In House" program on my computer. We are presenting these "value cards" to our customers in the inspection bay and at the gasoline islands. Using "Street

Fighter" techniques, I designed and distributed 500 copies for a total cost of only $22.50!!!

It is now 3:30 p.m. on the second day of the program and I have generated over $350.00 of additional sales!

I am in the process of designing our 1st cross-promotion. I can't wait to get started.

Thanks,

Ed Baker

Letter Update

GACTIC QUIZ

Each month, the Team Boston Sun features a trivia question. The first person to fax the correct answer will win a handsome gift.

October’s Question:

What is the best way to complete the Balanced Scorecard?

Ed Baker, Needham Heights Shell

John,

Just a quick update on "Street Fighter Promos," The original "In House" promo has run for 14 shop days and produced $2240.00 in additional sales! Our first major cross promotion with Town Pizza is in production. Solicitation will be during the week of Oct.26, through Halloween. Additionally, we will offer 1500 value cards and GAS

discounts during the month of November

I also have an appointment with the personnel director of Coca-Cola bottling Oct. 21 to present "Coke Employee Value Cards." Coke has 1200 employees at the plant! Should be good.

Have same type of appointment with Roche Bros./Sudbury Farms Supermarket set up for Oct.28!

Galaxy's Balanced Scorecard

Q. What is the Galaxy?
A. Our Motiva Dealer at the center of our universe with added value support (planets) systems.

Q. What are the planets?
A. So far, they are:

* September: Local Store Marketing
* October: Business Planning
* November: Finance
* December: Business Expansion
* January: Capital Expansion
* February: Celebrity Service

Q. What do we mean by capital expansion?
A. On January 13th and 14th our dealer customers will have the opportunity to present to us their capital recommendations. Those recommendations will include the Galaxy Balanced Scorecard.

Q. What is the Galaxy Balanced Scorecard?
A. The scorecard includes having thought

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*Galaxy's Balanced Scorecard* *(Continued)*
out, prepared and executed a comprehensive business plan, Financial plan, local store marketing plan, business expansion plan, and customer and employee satisfaction. Q. If I complete the scorecard, do I definitely get my recommendation approved? A. No. But you definitely will not if the scorecard is not complete. At the worst, by completing the scorecard you will improve your business. Q. How do I begin?	A. Attend all the Team Boston monthly seminars and work intelligently with your Sales Consultant to produce the best Galaxy Balanced Scorecard Plan. Seminars include: * September 15: Local Store Marketing * October 14: Business Plan * November 18: Finance Seminar * December 9: Business Expansion * January 13: Capital Expansion
*Introduction to Team Boston* Story by Heidi Massey
I would like to take this opportunity to introduce myself to you, my name is Heidi Massey. I am originally from the Cincinnati, OH area and have been in New England for the last four years. I graduated in 1994 from Wilmington College in Wilmington, OH with a Bachelor's of Science in Economics. I hired on with the former Shell Oil Products Co. in June of 1994 and was transferred to New England shortly thereafter. I have been a Territory Counselor on the South Shore and was also an ETD Representative. I am currently a Sales Consultant for Motiva Enterprises, LLC in the Cape Cod, Fall River, and New Bedford area. As the markets become more	competitive due to future mergers, a growing number of independents and the emergence of Hyper-Markets, customer service is becoming more important I am committed to helping develop our G2K and will help the retailer support our Mission and Vision Statements. It will be my responsibility to help foster and develop an added-value customer service program that will help the Texaco and Shell brands to be recognized by the motoring public as the leading petroleum retail facilities.	Heidi Massey Motiva Sales Consultant
*Street Fighting Tips*
Tip #1 ** Remember every person you meet is a potential customer whether it's a grocery store checkout person or dry cleaning clerk so... keep business cards with you at all times to hand out to everyone you meet	After you introduce yourself, invite them to come in for a one-time savings at your dealership. Even when you get turned down for a Cross-Promotion, extend an invitation to that person and make him or her a customer.

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Motiva Enterprises, LLC 3 Edgewater Drive Suite 202 Norwood, Massachusetts 02062 Fax: (770) 446-6737 Email: romanpr@starent.com Galaxy – Dealer at the Core
*Grand Opening in Somerset*
On August 19, 1998 Chadi Kawkabani, Dushara, LLC had their under New Management Grand Opening" special event. Chadi's Shell station is located at 1833 Wilbur Ave. in Somerset, MA. There was plenty of excitement for customers of all ages. The location was decorated with Red and Yellow streamers and the life like Shell pectin decorated the canopy top. Chadi helped raise over $175 for the Somerset D.A.R.E. programs through hot dog and soda sales. Customers were given free bags of popcorn and the children left with their hands full of lollipops and Twinkies. But the most exciting part of the day was the gas sales from 10:00 AM to 3:00 PM when over 5,000 gallons were sold for an outrageous .50 a gallon! Local newspaper and television media covered the event. The overall event was a huge success and a fun time was had by all!