All of Sharma’s business metrics now point to success. Across the location’s eight pumps, gasoline and diesel sales have increased substantially, with premium gas sales up over 100% and diesel sales showing a marked tick up.
In addition to Sharma’s considerable plus-sales at the forecourts, his in-store sales have shot up an impressive 50%, adding high-margin sales to the top line. A significant part of the in-store sales increases come from the addition of VP’s professional-grade consumer products and promotional products, including Madditive® fuel and oil additives, motor oils, and outdoor equipment fuels and lubricants, plus VP-branded t-shirts and travel mugs.
Sharma attributes a good deal of his sales increases overall to VP’s marketing support and lifestyle identity. He says he has never experienced such support in his career, and he feels that VP’s 45-year racing heritage adds a unique lifestyle appeal to his location that no other brand can match.
Despite being near truck stops and gas stations of the major oil brands, Sharma beams when asked about his past year’s experience. “I researched completely, and I chose wisely,” he remarks, “being part of the VP network across the country has put my business on the map.”