| Record oil prices wake up your sleeping customers. They cause people to pay more attention to offers they receive, and to search for better deals. Right now, there may be a calm before the storm. Homeowners are reluctant to change oil dealers in the middle of winter, and many of them have bought into some sort of pricing program. But barring a collapse in the price of oil and the outlook for the next year, expect more pressure this off season than ever before. And this makes it critical to get started now with your customer retention/communications strategy. |