Roush CleanTech preps propane retailers for the autogas market

Todd Mouw, executive vice president of Roush CleanTech, addresses how propane marketers can get involved in the propane autogas market.

Why are some propane marketers hesitant about autogas?

Mouw: Human nature is resistant to change, and changing the course of your organization to chase a new market segment is not easy. I do think there is a misconception of how “tough” selling autogas is. The reality is that you need a champion who wants to learn and understand the market drivers, who the key players and competitors are, and then develop a strategy on how their company can win.

How does the propane industry get all propane marketers to not only embrace autogas but also pitch it to their local fleets?

Mouw: It starts with training. Marketers likely have a relationship with key decision-makers or influencers in their market, like a school district, commercial fleet or transit agency. They may even sell them propane for other applications. Ultimately, what is their “elevator pitch” to get their contact interested enough to set up a meeting where the OEM (e.g., Blue Bird), the technology provider, can walk the fleet through the financial and operational benefits of the change?

What resources does Roush CleanTech have to aid propane marketers? Are there other industry resources that can make this process easier?

Mouw: We have a significant library of resources available to help marketers take the next step:

• Sales training
• More than 200 customer testimonials
• Use of AI (artificial intelligence) to target customers who are most likely to consider a move from diesel to an alternative
• Technician training
• Customer ride-and-drives

All of these tools are available and free for marketers to take advantage of. We have sold to more than 4,000 unique fleets, and we have a recipe that we know works. We really need more “feet on the street” promoting the message that we and PERC have created, so that will open doors. Once the door is opened, we will be there with the marketer to handle the technical questions on the vehicles and technology while they handle the fuel and infrastructure.

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