In the world of fuel card sales, we often hear a range of reasons why a business may not be interested. But one particular experience has stayed with me — not because it was a rejection, but because it became a lesson in recognising opportunity where others might not.
I was speaking with a potential customer who, early in the conversation, told me they didn’t use fuel cards because their business was in a CVA. For a moment, that could have been the end of the call. But instead, it turned into a valuable insight — and ultimately, a sale.
Rather than accept the “no,” I picked up on the subtext. The customer still needed fuel cards. They hadn’t ruled it out because of lack of interest — it was a perceived barrier around credit and eligibility.
What is a CVA?
A Company Voluntary Arrangement (CVA) is a formal agreement between a business and its creditors to repay debts over a set period. It’s used by companies that are struggling financially but want to avoid liquidation and continue trading. Managed by a licensed insolvency practitioner, a CVA helps a business manage its debt more sustainably — but it also means they’re under strict financial controls, including credit restrictions.
This was likely the reason the customer assumed they couldn’t use fuel cards — not because they didn’t want to, but because they believed they wouldn’t qualify due to credit issues linked to the CVA.
Listening for Opportunity
I explained that we could offer an alternative solution: by paying a bond upfront, they could begin using fuel cards with us on weekly trading terms. This allowed them to stay within the boundaries of their CVA while still gaining access to the operational benefits of managing fuel costs more effectively.
Why This Matters for Sales Professionals
This experience taught me the importance of listening between the lines. Not every “no” is a hard stop — sometimes, it’s a doorway to a different kind of conversation.
Here’s what this situation highlighted:
- Don’t be put off by financial terms like CVA — understand them so you can respond with solutions.
- If a business is still trading, they still have operational needs — including fuel.
- Offering flexibility, like bonds or alternative payment terms, can turn a “no” into a “yes.”
Final Thought
In fuel card sales, it’s not just about closing the obvious deals. It’s about spotting the hidden opportunities, understanding the real reason behind a customer’s hesitation, and being ready with solutions that work for them.
That day, I didn’t just sell a fuel card — I helped a business continue running during a difficult time. And I learned that knowledge, empathy, and creative thinking are just as important in sales as the product itself.