Start Here: Who You Really Are

• Which best describes your role and the set of sites we're discussing today? Options: Gas station owner/operator, Chain gas station manager, Fleet manager (trucking/logistics), Facilities manager (hospital/data center), Procurement or operations manager, Other
• Roughly how many locations or separate tanks are in scope for this conversation? Options: Single site, 2–5 sites/tanks, 6–20 sites/tanks, 21–100 sites/tanks, 100+ sites/tanks
• Which fuel grades and fuel types do you receive at these sites? Options: Regular gasoline, Midgrade gasoline, Premium gasoline, Diesel #2, Heating oil, Biodiesel / renewable diesel, Other
• Who currently handles supplier relationships, route coordination, and dispatch on your side? Options: Owner/operator, Operations manager, Maintenance/Facilities team, Third-party logistics, Procurement team, Other
• Tell me briefly about the last time a scheduled delivery failed—what happened and how did you respond?
• Who are the decision-makers for switching or adding a fuel supplier, and what is your timeline to decide? Options: Single owner/operator (decides alone), Ops + Finance (co-decide), Regional manager + procurement, Requires board/owner approval, Timeline: Immediate (0–2 weeks), Timeline: 2–8 weeks, Timeline: 2–6 months

So, what's secretly stressing you most?

• How long have you been tolerating missed deliveries or surprise emergency buys as 'part of the job'? Options: Under 3 months, 3–12 months, 1–3 years, 3+ years
• When a scheduled truck doesn't show up, which immediate operational issues hit you first? Options: Lost sales / customers, Idle trucks or crews, Emergency sourcing at higher price, Safety or compliance risk, Staff overtime / scrambling, Other
• How often do runouts or critical low-level alarms occur across your sites in a typical 90-day window? Options: None, 1–2 times, 3–5 times, 6–10 times, More than 10 times
• Give a concrete example of the financial impact when you had to emergency-source fuel (per-gallon delta, added fees, or lost revenue).
• Beyond dollars, how do these failures affect your team's morale, customer trust, or brand reputation?

Where the numbers don’t match the story

• If I asked your accounting team for the true delivered price per gallon last quarter, would you trust the number reflects emergency costs, access fees, and reconciliation adjustments? Options: Yes — confident, Somewhat confident, Not confident, We don't track that level of detail
• Approximately what is your current average delivered price per gallon for your busiest grade (ballpark)? Options: Under $1.50, $1.50–$1.99, $2.00–$2.49, $2.50–$2.99, $3.00 or higher, We don't know
• Who are your primary suppliers and which terminals do they source from? Please list primary and any backups.
• Over the last 90 days, what percentage of deliveries met your on-time expectations? Options: 98–100%, 95–97%, 90–94%, 75–89%, Below 75%, Don't know
• What is the largest tank capacity (gallons) at your highest-volume site? Options: Under 2,000 gallons, 2,000–5,000 gallons, 5,001–20,000 gallons, 20,001–50,000 gallons, Over 50,000 gallons
• How are tank levels and delivery triggers currently monitored? Options: Manual dip-stick / site checks, Automated telemetry with alerts, Driver or route reports, Dispatch monitors proactively, Other

What would actually feel like breathing room?

• If you could guarantee one operational outcome tomorrow, which would change your business most—reliable deliveries, predictable price, or faster emergency response? Options: Reliable deliveries (fewer/no runouts), More predictable delivered price, Faster emergency response, Better quality and QA documentation, Improved communication from account team
• What minimum on-time delivery percentage would make you comfortable with a long-term relationship? Options: 98–100%, 95–97%, 90–94%, Below 90%
• Across a 90-day trial, how many runouts would be acceptable before you'd consider the trial unsuccessful? Options: Zero runouts, 1–2 runouts, 3–5 runouts, More than 5, Unsure—need recommendation
• What delivered price delta (cents per gallon) versus your current supplier would justify switching?
• Which KPIs should we prioritize and report during a trial for you to feel confident (select top 3)? Options: On-time percentage, Runout incidents, Delivered price reconciliation, Emergency response time, Safety incidents, Customer satisfaction / site feedback

What would you risk to get there?

• Which parts of your procurement or operations would you be unwilling to change—even if it cost you improvements elsewhere? Options: Pricing terms and visibility, Contract length / termination rights, Credit and payment terms, Control over terminal access / scheduling, Operational control of deliveries, Nothing is off-limits
• How much pricing transparency do you require before you're willing to try a new supplier? Options: Full line-item transparency (rack, fees, margins), Rack + markup visibility, High-level pricing comparison only, I rely on net savings demonstrated, Unsure
• What contract clauses are deal-makers or deal-breakers for you (e.g., allocations, termination, minimum volumes)?
• How quickly can your organization approve a 90-day trial if terms look reasonable? Options: Immediately, Within 2 weeks, 2–8 weeks, More than 8 weeks, Requires board/owner sign-off
• Who else must sign off and what concerns will they raise (finance, legal, operations)?

Walk me through a real runout—tell the story

• Describe the most recent runout event in detail: who noticed it, what sequence of calls were made, and who ultimately arranged fuel?
• How long did the site remain out of fuel before a delivery arrived? Options: Under 1 hour, 1–4 hours, 4–12 hours, 12–24 hours, Over 24 hours
• How many cents per gallon above contract or rack did emergency fuel cost in that event? Options: Under 5¢, 5–15¢, 16–30¢, Over 30¢, Don't know / not tracked
• Who provided the emergency fuel and how did that relationship affect your trust in your usual supplier? Options: Regular supplier stepped in, Third-party spot purchase, Local reseller/merchant, Internal resources, Other
• What downstream consequences followed (lost sales, cancelled routes, regulatory reporting, staff overtime)?
• After that event, what immediate change did you expect from your supplier that you didn't receive?

If we ran a short, low-risk trial, what would make it win?

• What specific outcomes or guarantees would make you sign up for a 90-day trial today — and conversely, what would make you walk away at the end?
• Which trial elements are non-negotiable for acceptance? Options: On-time delivery threshold, Zero critical runouts, Delivered price reconciliation, Emergency response SLA, Telemetry & real-time reporting, QA/fuel quality testing
• How many scheduled deliveries or what percentage of your routes during the trial would you need to see to be convinced of reliability? Options: All scheduled deliveries, A representative sample (50–70%), Majority (70–90%), Key high-volume sites only, Unsure—recommendation needed
• How would you like trial reporting and communication handled (pick all that apply)? Options: Automated real-time dashboard, Weekly executive summary, Daily operational check-ins, On-call local account manager, Ad-hoc site visits and QA reports
• What credit, billing, or payment terms would you need to participate in the trial? Options: Standard net terms (30/45), Prepaid for trial, COD for trial deliveries, Flexible short-term credit, Other
• If we agree next steps now, who will be the day-to-day coordinator on your side and what is the best window to schedule a kickoff?

Starting Snapshot: How Do You Actually Run Fuel Here?

• Which of these best describes how you currently source and schedule fuel deliveries for this site? Options: Single national/distributor program, Regional independent distributor, Direct terminal purchases + owner-arranged transport, Multiple suppliers split by grade/location, Self-managed terminal inventory, Other (please describe)
• Which fuel grades do you actively sell or manage at this site? (check all that apply) Options: Regular gasoline, Midgrade gasoline, Premium gasoline, Diesel #2 (on-road), Diesel #1 / Winter diesel, Heating oil, Renewable diesel / biodiesel, Aviation/other
• How many physical tanks and what approximate usable capacity (gallons) does each hold? Please list tank count and sizes (example: 3 tanks — 10k/10k/5k).
• What is your regular delivery cadence today for high-turn grades (e.g., gasoline/diesel)? Options: Daily, Multiple times per week, Weekly, Bi-weekly, Monthly, On-demand / as-needed, Combination (different grades have different cadences)
• Who currently manages the delivery schedule and tank monitoring for this site? Options: Site owner/operator, Local station manager, Corporate fleet operations, Third-party logistics/dispatcher, Supplier/Distributor dispatch team, Shared responsibility
• What systems or tools do you rely on to know tank levels and predicted runout dates? (select all that apply) Options: On-site manual dipstick, Local telemetry (OEM vendor), Centralized fleet/OPS dashboard, Supplier/dispatch monitoring, No systematic monitoring — reactive only, Other (please name)

When the Truck Doesn't Show: Tell Me the Worst One

• Tell me about the most recent time you ran out or came within 24 hours of running out—what exactly happened and who scrambled to fix it?
• How many runouts or near-runouts has this site experienced in the last 12 months? Options: 0, 1, 2–3, 4–6, 7 or more, Unsure / not tracked
• When a runout occurred, how did you source replacement fuel and how much extra did you pay (per gallon) compared to contract/rack price? Options: We used local spot supplier (+$0.00–$0.05/gal), We paid regional emergency premium (+$0.06–$0.10/gal), We paid large premium (+$0.11–$0.20/gal), We had to buy retail at pump prices, Other (please explain)
• What was the operational or financial impact of that incident (lost transactions, trucks idled, emergency labor costs)? Please quantify where possible.
• How long has this pattern of runouts or close calls been happening at this location? Options: This was a one-off, Occasional over the past year, Recurring for 1–3 years, Recurring for more than 3 years, Unsure
• Were there any safety, regulatory, or customer-complaint consequences tied to the incident? If yes, briefly describe. Options: No, Small customer complaints / lost sales, Documented safety/regulatory action, Operational disruption but no regulatory action, Other (please describe)

Who’s Actually in Charge of Keeping You Full?

• If I asked your team right now who is accountable for preventing a runout, would you get a single clear answer—or a list of people who think it's someone else's job? Options: Single clear owner, Two people share responsibility, Many people assume others own it, No defined owner / reactive only
• Who is the primary contact we should coordinate with for delivery scheduling, exceptions, and emergency response (name/role)?
• Who signs off on switching suppliers, trialing a new distributor, or changing delivery terms? Options: Site owner/operator, Regional operations manager, Procurement / purchasing, Corporate supply manager, Finance / credit team, Other (please specify)
• When issues arise (late delivery, pricing dispute), who handles resolution and what is the usual response time?
• Are there local site constraints (security gates, limited unloading hours, tank access protocols) we should be aware of when planning deliveries? Options: Standard business hours only, 24/7 access with prior notice, Requires site escort/supervision, Weight/turn restrictions for trucks, Other (please describe)

What Would No-Runout Look and Feel Like?

• Imagine a 90-day period with zero runouts and predictable pricing—what’s the first tangible difference you’d notice in your day-to-day operations?
• What on-time delivery percentage would make you comfortable (select target range)? Options: 95%+, 90–95%, 85–90%, Below 85% not acceptable
• What is an acceptable number of runout incidents for a 90-day trial (0, 1, 2, other)? Options: 0, 1, 2, 3+, Depends on severity/impact
• What delivered price delta versus your current supplier or vs. rack would meaningfully motivate you to change (cents per gallon)? Options: No premium — must be equal or cheaper, 1–3¢/gal cheaper, 4–7¢/gal cheaper, 8¢+/gal cheaper, Price is secondary to reliability
• Which KPIs matter most for you to accept a trial as successful? (select top 3) Options: On-time % (deliveries), Runouts per period, Average emergency premium avoided, Delivered price reconciliation accuracy, Response time to exceptions, Safety/incidents, Customer satisfaction/feedback

Are Your Tanks and Data Telling the Truth?

• How often have telemetry or manual tank readings been wrong at the moment you needed them most? Options: Never, Rarely, Occasionally, Often, Unsure
• Do you currently use live telemetry on any tanks at this site? Options: Yes — all fuel tanks, Yes — some tanks, No telemetry, but have plans, No telemetry and no plans
• If you have telemetry, who is the vendor and when was it last validated/calibrated?
• When was the last physical tank calibration or stick chart verified (month/year)?
• Do you have meter calibration, contamination checks, or QA processes after every delivery or only periodically? Options: After every delivery, Daily checks, Weekly/monthly spot checks, Only when an issue arises, No formal QA process
• Are there physical constraints that limit when or how trucks can unload (height, access, pump restraints, customer hours)? Please describe.

The Real Cost: What You're Paying Beyond the Gallons

• When you add emergency premiums, overtime, lost sales, and admin to your delivered fuel cost, do you have an estimate of the true 'all-in' cost per gallon or per incident? Options: Yes — we calculate an all-in cost, We have rough estimates, No, we don't track all-in costs, Unsure
• On average, what is the out-of-pocket premium you pay when emergency-sourcing fuel (per incident)? Options: <$0.05/gal, $0.05–$0.10/gal, $0.11–$0.20/gal, >$0.20/gal, We don't track this
• Do runouts trigger additional internal costs (overtime, lost labor productivity, truck idle time)? If yes, please estimate monthly/annual impact.
• How often do you dispute delivered gallons, invoices, or reconciliation issues with your current supplier? Options: Never, Rarely, Occasionally (a few times/year), Regularly (monthly or more), Ongoing unresolved disputes
• Are there recurring fees or terminal access charges you currently pay that are hard to reconcile or opaque? Options: No, Yes — small/occasional, Yes — significant/confusing, Unsure

What Would It Take to Try Something Different?

• What's the single most important thing a new supplier must prove in a trial to convince you to switch (reliability, price, local presence, responsiveness, other)? Options: Delivery reliability, Lower delivered price, Faster emergency response, Transparent reconciliation and invoicing, Local account team/knowledge, Other (please specify)
• Would you be open to a 90-day pilot at one or more locations to validate reliability and pricing? Options: Yes — ready to pilot, Yes — with conditions (specify below), Maybe — need more info, No
• What minimum KPIs would you require during a 90-day trial (list specific targets or thresholds)?
• Are credit terms, PO requirements, or contractual approvals a blocker for running a pilot? If so, what specifically is needed? Options: No blockers, Credit application required, PO/contract required, Insurance/Safety paperwork required, Other (please explain)
• Which site(s) would you prefer as a pilot and why (high traffic, historically problematic, easiest to onboard, other)?
• What is your internal decision timeline for evaluating a new supplier or approving a trial? Options: Immediate (days), Within 2–4 weeks, 1–3 months, 3+ months, Undetermined

Quick Check-In: Who Are You and What’s Top of Mind?

• What's your role and the best phone/email to reach you about a delivery issue?
• How many sites/locations are you accountable for right now? Options: Single location, 2–5 locations, 6–20 locations, 21–100 locations, 100+ locations
• Which fuel products matter most to your operation? Options: Unleaded 87, Unleaded 89/91, Premium 91+, Diesel #2, Heating oil, Biodiesel/Renewable diesel, Other
• On a scale of urgency, how quickly do you need this supply issue resolved? Options: Immediate (days), Soon (2–4 weeks), Next quarter, Exploratory / no immediate rush
• What's one sentence that would make you say 'finally—that's fixed' about your fuel supply?

When a Delivery Misses, How Fast Does It Become a Crisis?

• If your current supplier missed a scheduled delivery tomorrow, how long before it causes material business harm? Options: Within hours, Same day, Within 48 hours, Within a week, Would not cause material harm
• Who on your team notices first when levels dip—cashier, station owner, fleet dispatcher, or remote telemetry? Options: On-site attendant/cashier, Station owner/operator, Fleet dispatcher/operations, Remote telemetry/alerts, Third-party manager, Other
• How are you tracking tank levels today (pick all that apply)? Options: Manual manual stick-reading, On-site electronic gauge, Remote telemetry with alerts, Estimated by delivery history, We don’t actively track, Other
• List the suppliers or delivery partners currently serving these locations and any overlap (single-supplier vs. multiple).
• What are your typical tank capacities for the primary products at these sites (gallons)?

What’s It Actually Costing You When Deliveries Fail?

• Over the past 12 months, how many runouts or emergency deliveries did you experience? Options: None, 1–2, 3–5, 6–10, 10+
• When you emergency-sourced fuel, what was the typical per-gallon premium you paid versus contract price? Options: <$0.05, $0.05–$0.10, $0.10–$0.20, >$0.20, Not sure / varies
• Beyond the premium per gallon, what other costs or losses followed a missed delivery (choose all that apply)? Options: Lost sales / revenue, Customer churn, Idle vehicles / lost productivity, Expedited fees/dispatching costs, Regulatory or safety penalties, Reputational damage, Other
• Can you share a brief story of a recent delivery failure—what happened, how you found out, and the tangible consequences?
• How do these incidents typically make you feel as an owner/operator or manager? Options: Angry/frustrated, Anxious/uncertain, Resigned/accepting, Motivated to fix, Other

Are You Settling for 'Good Enough' Because Switching Feels Risky?

• What keeps you with your current supplier even when they miss deliveries or charge more in emergencies? Options: Long-standing relationship, Perceived switching complexity, Contract penalties, Belief in better terms elsewhere is uncertain, Local coverage concerns, Other
• Have you ever tried switching distributors before? If so, what made you stop or reverse course?
• Which of the following would be the hardest trade to accept when changing suppliers? Options: Slightly higher posted price, Short-term billing disruption, Different delivery windows, New paperwork/credit setup, Less brand affiliation, Other
• How confident are you that your current pricing reflects true terminal/rack economics (not hidden fees)? Options: Very confident, Somewhat confident, Unsure, Not confident
• What would reduce your perceived risk of switching—more transparency, a guaranteed trial, escrowed funds, or something else? Options: Transparent delivered price breakdown, 90-day trial with KPIs, Dedicated local account manager, Credits/penalties for missed SLAs, Other

Picture a Delivery Relationship You’d Truly Trust

• If you could design the delivery experience from start to finish, what three things would be non-negotiable?
• Which metrics would make you say a supplier is reliable (choose up to three)? Options: On-time delivery %, Zero runouts, Average response time for emergency refill, Delivered price vs. rack, Number of safety incidents, Driver familiarity with site
• What acceptable on-time delivery percentage would make you comfortable (pick one)? Options: >= 99%, 97–98%, 95–96%, 90–94%, < 90%
• How important is local terminal redundancy (ability to re-route from another terminal during outages) in your decision? Options: Critical, Important, Nice to have, Not important
• What does an ideal communication style look like from your account manager during an incident? Options: Immediate phone + SMS updates, Daily summary emails, Dashboard with live incidents, Reactive only when I reach out, Other

How Will a 90‑Day Trial Prove You’re Better Off?

• What specific KPIs will make this trial a clear 'win' for you?
• Which of these acceptance criteria feel mandatory for you to expand after a trial? Options: No runouts for 90 days, On-time delivery >= selected threshold, Delivered price within agreed delta of rack, Reconciliation matches invoices, No safety incidents, Positive customer feedback
• How would you like performance reported during the trial—daily alerts, weekly scorecards, or live dashboard? Options: Daily alerts + exception notes, Weekly scorecard + review call, Live dashboard access, Ad-hoc on request, Other
• Who on your side needs to sign off on trial acceptance and what documentation do they require?
• If trial KPIs are missed, what remediation or escalation path would make you willing to continue rather than terminate? Options: Corrective action plan + credits, Replacement trucks/backup service, Shortened trial extension, Termination rights only, Other

Before Our First Truck Shows, What Could Still Stop It?

• Do you have guaranteed tank access (gate codes, hours, security) and are there any access restrictions we should know now? Options: 24/7 open access, Restricted hours (specify), Security escort required, Gate code / keypad, No public access, Other
• Are your meters and probes calibrated and certified? If not, how old are they and who maintains them? Options: Calibrated within last 12 months, Calibrated >12 months ago, Uncertain / need to check, We do not use meters/probes, Maintained by third-party
• Do you have up-to-date insurance, site-specific safety requirements, and any required driver credentials or site orientations? Options: All documentation current, Some documents pending, Major gaps exist, Not sure
• Have you allocated expected daily/weekly delivery windows and preferred time blocks we must respect? Options: Yes—specific windows ready, Flexible within business hours, Prefer off-peak only, No set windows yet
• Are there terminal allocations or priority programs we should confirm before dispatch (e.g., secondary terminal limits)? Options: Yes—specific allocations required, No allocations required, Unsure / need to check with procurement
• What on-site checks would you like our driver to perform at first delivery (e.g., dip stick, gauge photo, security check)? Options: Dip stick + photo, Electronic gauge reading + photo, Site manager sign-in, Tank soundness/odors check, No checks required, Other

Who Green‑Lights a Change and What Timeline Are They On?

• Who are the decision-makers and approvers we should involve (names & roles)?
• What is your target decision timeline if a trial meets expectations? Options: Within 30 days, 30–60 days, By end of quarter, 6+ months, No set timeline
• What procurement or legal hurdles typically delay supply contracts here? Options: Credit check/terms, Insurance & indemnity review, Allocation language, Price escalation clauses, Union/site approvals, Other
• What credit terms or billing cadence do you require to feel comfortable switching? Options: Net 30, Net 15, Prepay/lockbox, Letter of credit, Immediate payment on delivery, Other
• If we can guarantee the agreed trial KPIs, what would be the minimal commitment you’d sign to extend (locations, volumes, duration)?

Quick Snapshot: Where We’ll Begin Together

• Who are you and what role do you play in fuel decisions for these sites? Options: Owner / Principal, Operations Manager, Fleet Manager, Facilities Manager, Procurement / Buyer, Other
• How many physical locations or tanks would be part of a supplier trial or switch? Options: 1, 2-5, 6-20, 21-50, 51+
• Which fuel grades and product types are critical for day-to-day operations at the locations you manage? Options: Regular Unleaded (87), Midgrade (89), Premium (91+), Diesel #2, Heating Oil, Renewable Diesel / Biodiesel, Other
• Roughly how often do you receive scheduled deliveries today (per site)? Options: Daily, Every other day, 2–3x per week, Weekly, As-needed / ad hoc
• In one sentence, what event led you to consider a new distributor now?

Tell Me About Your Worst Day — what actually happened?

• When a scheduled delivery has failed during peak demand, what immediate impact did you see (revenue, operations, safety, reputation)? Options: Lost sales / foot traffic, Idle trucks / delayed routes, Emergency spot purchases, Customer complaints / reputational damage, Safety or regulatory issues, Other
• How many runouts or missed deliveries have you experienced in the last 12 months? Options: None, 1–2, 3–5, 6–10, 10+
• When a runout occurred, how did you source fuel and what was the approximate premium paid over contract price (cents/gal)?
• Tell me about a specific incident that still bothers you — what sequence of decisions or failures made it worse?
• How did customers, drivers, or internal teams emotionally react during and after that event? Options: Angry / frustrated, Worried / anxious, Blaming supplier, Calm / pragmatic, Mixed reactions

Who Really Decides — and What ‘Good’ Looks Like for Them

• If I asked your station owners, fleet ops, and facilities manager what 'success' looks like after 90 days, would they describe the same thing? Options: Yes — aligned, Partially aligned, No — different priorities, Unsure
• Which stakeholders must sign-off to start a new supply agreement or trial, and what are their top three concerns? Options: Owner / CEO, Operations Manager, CFO / Finance, Procurement, Safety / Compliance, Site Manager, Other
• How quickly does your organization typically expect to complete a commercial decision for a supplier change (timeline in days)? Options: <7 days, 7–14 days, 15–30 days, 31–60 days, >60 days
• What single metric would convince your primary decision-maker to move forward (e.g., X¢ delivered savings, <Y% runouts, Z% on-time)?
• Who internally is most skeptical about switching suppliers, and what is their main worry?

Are You Sure Your Numbers Are Telling the Whole Story?

• How do you currently calculate your 'delivered price per gallon'—what’s included and what’s usually missed? Options: Invoice only, Invoice + delivery fees, Invoice + emergency premiums, Invoice + terminal access / fees, We don’t have a consistent method
• Do you have ready access to historical delivery performance data from your current supplier (on-time %, ETA accuracy, runouts)? Options: Yes — detailed reports, Some high-level data, No — nothing available, We collect it internally
• When you reconcile delivered price vs. rack or competitor offers, what discrepancies have surprised you most?
• How comfortable are you sharing recent invoices, rack confirmations, or delivery logs for a side-by-side analysis during a trial? Options: Very comfortable, Somewhat comfortable, Prefer redacted data, Not comfortable
• If we suggested a simple template for delivered-price reconciliation, who would need to sign off to share those documents? Options: Owner / Principal, CFO / Finance, Operations Manager, Legal, No sign-off needed, Other

What Would Perfect Reliability Actually Feel Like?

• Imagine you never had an unexpected runout again — how would day-to-day operations and stress levels change?
• What are the minimum acceptable KPIs for a 90‑day trial that would make you comfortable expanding volume to a full contract? Options: On-time ≥ 95%, Runouts ≤ 1 per 90 days per site, Delivered price within X¢ of benchmark, Emergency response ≤ 2 hours, Safety incidents = 0
• Which success signals should we include in daily/weekly dashboards for you to feel informed (pick up to 4)? Options: On-time %, Tank level telemetry, Runout incidents, Delivered price reconciliation, Emergency dispatch times, Driver safety events, Customer feedback
• How do you prefer to receive trial performance updates—dashboards, weekly calls, text alerts for exceptions, or another cadence? Options: Real-time dashboard, Daily summary email, Weekly review call, Immediate SMS for exceptions, Ad-hoc meetings
• What would feel like a dealbreaker during the trial that would stop you from converting to a full supply agreement? Options: Repeated runouts, Hidden pricing / reconciliation gaps, Safety violations, Poor communication/local support, Failure to meet SLAs

Contingencies, Safety, and Who’s Watching the Tanks

• If a terminal allocation, refinery outage, or weather event reduced supply, how confident are you that your current supplier would protect your deliveries? Options: Very confident, Somewhat confident, Not confident, Never considered this
• What safety, QA, or regulatory documents do you require before a truck can work on-site (insurance, COI, HAZMAT, fuel quality certificates)? Options: Certificate of Insurance, Driver qualification files, Fuel quality/QA certificate, MSDS/technical data sheets, Meter calibration records, None / site handles
• Have you experienced fuel contamination, meter discrepancies, or safety incidents in the last 3 years? If yes, what happened and what was the cost/impact? Options: No incidents, Contamination, Meter disagreement, Spill / environmental, Other
• What telemetry, meter calibration, or remote-monitoring capabilities do you currently have or want during a trial? Options: Smart tank gauges, Basic level sensors, No telemetry, Third-party monitoring, Driver delivery confirmation photos
• Who on your team handles safety escalations after hours and what’s the fastest way to reach them?

Trial Commitment: What Would Make You Confident to Move Forward?

• What is the smallest, low-risk scope you’d accept for a 90‑day proof-of-performance (number of sites, volumes, or fuel grades)? Options: Single site pilot, Top 2 high-volume sites, Cluster of nearby sites (3–5), All locations in a region, Other
• Which commercial terms would you need pre-agreed before starting the trial (pricing formula, credit terms, termination rights, allocation clauses)? Options: Pricing formula, Trial pricing guarantee, Credit terms, Trial termination clause, Allocation protection, None required
• What reports or documentation would you require at trial close to sign off (final KPI reconciliation, exception log, safety record, invoice audit)? Options: KPI reconciliation, Exception log, Safety incident report, Invoice audit / price reconciliation, Customer satisfaction survey
• How would you like customer feedback captured during the trial so it’s actionable for both ops and commercial teams? Options: Short post-delivery survey, Weekly voice check-ins, On-site visit and interview, Text/photo incident reporting, Dedicated Slack/WhatsApp channel
• If we deliver against the agreed metrics, who on your side will be empowered to approve a full rollout and what will they need to see?

Start Here — tell us the situation in one short story

• Quickly describe the location(s) you're evaluating for new fuel supply (address, business type: gas station, fleet yard, hospital, marina, etc.).
• Who currently handles your fuel purchasing and day-to-day scheduling? Options: Owner/Operator, Fleet Manager, Facilities Manager, Third-party procurement, Dedicated fuel buyer, Other
• Which fuel grades and approximate average monthly gallons do you consume at each site?
• What is your typical delivery cadence across these sites (if varied, note site-specific cadence)? Options: Daily, Multiple times/week, Weekly, Bi-weekly, Monthly, On-demand
• When did you last experience a missed delivery or runout? Give a brief account of what happened and who had to act.

When Deliveries Fail — what's the real cost?

• You described a missed delivery — beyond the invoice, how much did that event actually cost you (dollars, time, or lost business)? Options: <$500, $500–$1,999, $2,000–$9,999, $10,000+, Prefer not to say
• Which immediate operational impacts did the failure cause? Select everything that applied. Options: Station downtime / lost customers, Idle trucks / delayed routes, Manual reallocation of staff, Customer or patient impact, Regulatory / safety incident, Reputational complaints, Other
• How did your customers, drivers, or end-users react? Describe any feedback, complaints, or behavior changes you observed.
• How long did it take to restore normal operations and what workaround did you use? Options: Same day, 1–2 days, 3–7 days, More than a week, Still unresolved
• Looking back, what early warning signs—technical or human—were present before this failure?

Where the money quietly slips away

• Are you unknowingly overpaying for the most important gallons when you add up rack, transport, and emergency costs? Options: Yes — likely, Possibly — unsure, No — confident in pricing, Prefer not to say
• How do you currently calculate delivered price per gallon — do you include terminal fees, transport, emergency premiums, and taxes? Options: Yes — all included, Partial (some items included), No — we use invoiced line only, Not sure
• Compared to your current supplier, which benchmark matters most when evaluating a new distributor? Options: Nearest terminal rack price, Regional average rack, Delivered price last 90 days, Total cost including emergency buys, Other
• Please describe or paste the main pricing components you see on a typical invoice (rack, fuel cost, transport, fees, taxes, other).
• How transparent has your supplier been about terminal access, allocation risk, and surcharge mechanics during tight markets? Options: Very transparent, Somewhat transparent, Not transparent, Supplier refuses to disclose
• If a new supplier improved delivery reliability but only saved 2–5¢/gal, how likely would you be to switch? Options: Very likely, Somewhat likely, Unlikely without guarantees, Not at all

Who's actually making the call?

• What if the person who must sign off isn't at the table today — who are they and what matters most to them?
• Who must sign the final supply agreement? List names, roles, and decision authority.
• Which stakeholders must be satisfied during a 90‑day trial? Select all that apply. Options: Owner / CEO, Operations Manager, Fleet Manager, Facilities Manager, Procurement, Finance / CFO, Safety / Compliance, Local Site Manager, Other
• What primary concerns will each stakeholder raise (brief mapping by role)?
• What is your internal approval timeline for onboarding a new fuel supplier? Options: Immediate (days), 1–2 weeks, 2–6 weeks, 1–3 months, More than 3 months
• Has someone vetoed a supplier switch before? If so, why and what would have removed that objection?

Imagine zero runouts — what would change?

• Imagine your busiest day and zero risk of running dry — what would that change in how you run the site or routes?
• Which outcomes would you pick as the most meaningful success signals after a trial? (pick up to three) Options: On-time delivery %, Zero runouts, Delivered $/gal improvement vs current, Reduced emergency purchases, Improved safety record, Simpler billing / reconciliation, Faster local response
• What numeric targets would make those outcomes convincing (e.g., on-time %, runouts per 90 days, $/gal saved)?
• If those targets were met, how would you change staffing, routing, pricing, or vendor strategy?
• Which single metric would make you expand beyond the trial without further negotiation? Options: Delivered price per gallon, On-time delivery rate, Number of runouts avoided, Safety/compliance record, Local account management responsiveness, Other

What's an acceptable experiment?

• What would make a 90‑day trial impossible to say no to from your side?
• Are you willing to run a 90‑day trial at one or multiple sites? Options: Single site trial, Multiple site trial, Unsure, Not willing
• Which KPIs do you want reported weekly versus monthly during the trial? Select all that should be tracked. Options: On-time %, Runout incidents, Delivered price reconciliation, Emergency response times, Safety incidents, Telemetry / tank reads, Customer feedback
• What acceptance criteria will you apply at trial end to call it a pass (be specific: numbers, behaviors, and evidence)?
• What internal resources can you commit during the trial (tank access, meter reads, local staff time, payment terms)? Select all you can provide. Options: Provide tank access, Share meter calibration records, Assign local point of contact, Share telemetry data, Allow spot inspections, Other
• If KPIs fall short, what remediation steps would you consider acceptable (operational fixes, price concessions, escalation path)?

Hidden blockers — what are we ignoring?

• What have your teams silently accepted as ‘just how it is’ that could sabotage a supplier change?
• Have you experienced terminal allocation or supply curtailments before? If yes, describe the impact. Options: Yes — significant impact, Yes — minor impact, No, Not sure
• Do you have any contractual obligations to your current supplier (exclusivity, minimum volumes, notice periods)? Options: Yes — exclusivity / min volumes, Yes — notice period only, No contractual obligations, Not sure
• Are there site-specific constraints that could block deliveries (tank size, meter type, restricted access hours, security)? Describe them.
• How complete and accurate are your records for tank capacities, scheduled deliveries, and recent runouts? Options: Complete and digitized, Partial records, Mostly manual / tribal knowledge, We don't track regularly
• How will pricing reconciliation and disputes be handled during the trial operationally? Options: Seller handles reconciliation, Buyer performs and disputes, Shared process with defined SLA, Not decided yet
• What safety, insurance, or compliance items must be confirmed before we make the first delivery? Options: Insurance certificates, Driver safety records, Hazmat training records, Site safety plan, Tank inspection records, Other

Can we operationalize this without pain?

• If we committed today, what's the single simplest thing that could still block the first delivery?
• Do you have remote telemetry or tank sensors we can integrate or monitor? Options: Yes — integrated to a system, Yes — sensor only, not integrated, No — manual readings only, Planning to install soon
• Who will be the day‑of‑delivery contact (name, role, preferred contact method) for handling exceptions?
• Which terminal(s) are nearest or most reasonable for your deliveries and do you currently have access rights at them? Options: Terminal A (closest), Terminal B, Terminal C, Multiple terminals, Don't know / need help identifying
• What delivery windows avoid disrupting your customers or operations? Select all that apply. Options: Night (10pm–6am), Early morning (4am–8am), Daytime (8am–4pm), Evening (4pm–10pm), Flexible / any time
• Are there local dispatch or municipal restrictions (curfews, restricted routes, environmental limits) we should factor in?
• Operationally, what would success look like in the first 30 days (deliveries made, reports shared, issues resolved)?