The fuel market moves fast. How can you optimize your pricing strategies and transact faster?

In the downstream fuels business, speed, market intelligence, and responsiveness matter. Yet, despite constant market and competitor pressures, many downstream sales and marketing teams still rely on manual processes that include spreadsheets, daily emails, and instinct-driven pricing decisions. In today’s fast-moving environment, that approach isn’t just inefficient; it’s a competitive disadvantage.

To stay ahead, more downstream fuel suppliers are embracing automation. But the smartest teams are taking it one step further by combining automation with data from price reporting agencies. PRAs like Argus, DTN, OPIS and Platts deliver daily rack pricing, spot benchmarks, and market intelligence that, when integrated into sales and marketing workflows, enable faster, smarter, and more profitable decisions.

Here’s why every downstream refined fuel sales and marketing team should make these technologies part of their strategy.

 

Saves Time and Reduces Errors by Automating Repetitive Tasks

One of the biggest advantages of automation is the ability to eliminate repetitive, time-consuming tasks. Sales teams often spend hours sending out daily price updates, following up on quotes, and manually building customer proposals. These tasks not only drain valuable time but also increase the likelihood of human error.

Automating these processes through CRM tools and pricing platforms frees up salespeople to focus on building relationships rather than spending their days on busy work.

By modernizing sales processes companies can potentially increase sales volumes by up to 40%.

Teams who can respond faster and avoid costly mistakes that erode customer trust have a competitive advantage. Based on historical analysis and customer interviews by DTN, it is estimated that by modernizing sales processes companies can complete up to 10 times more spot contracts in the same timeframe and potentially increase sales volumes by up to 40%.

 

Smarter Pricing

Pricing, perhaps the most complex part of downstream sales, becomes significantly smarter with automation and the integration of PRA data.

Pricing becomes significantly smarter with automation and the integration of PRA data.

Fuel prices fluctuate constantly, and trying to manage those changes with spreadsheets and gut instincts is not sustainable. But when you integrate data and layer in PRA data — regional rack movements, spot pricing benchmarks, and market commentary — pricing insights become more powerful. Rather than reacting to market changes after the fact, sales teams can adjust pricing proactively, protect margins, and remain competitive in real time. The result is better close rates and more consistent profitability, even in volatile markets.

Traditional daily spot and forward contract fuel purchasing require index-based pricing. The incorporation of these respected benchmarks allows users to relate their pricing directly to industry standards, mirroring common practices in the wider energy market.

 

Customer Interactions at Scale

The old-school sales process of mass emails and generic price sheets no longer resonate with buyers who expect relevance and immediacy in the digital age. Automation improves customer interactions at scale. For example, automating order confirmations and allocation set-up speeds up the process so that customers can quickly receive live prices and modify offers.

Integrating PRA data into those communications could elevate this further. Imagine sending a pricing update that not only includes the customer’s latest price but also explains why prices are moving — positioning your company as an expert and trusted advisor, not just a commodity vendor.

Having integrated data around customer interactions and conversations, returning customer rates and their purchasing habits further positions the sales team to deliver personalized offerings.

This level of interaction at scale is impossible to achieve manually but becomes easy with the right automation tools. Proactive engagement keeps your company top-of-mind and strengthens customer relationships. If a competitor tries to win over your customer, consistent, knowledgeable communication makes it far less likely they’ll leave.

 

Shortening the Sales Cycle

Speed is critical in downstream sales. Customers often make buying decisions quickly, and delays in quoting or pricing responses can cost business. Integrating PRA data into these workflows allows salespeople to optimize their pricing strategies on the front end based on the PRA benchmarks.

With access to market benchmarks, a sales team can quickly generate competitive, data-backed quotes that require less internal deliberation and fewer manual adjustments. This enables faster responses to market changes and eliminates delays caused by pricing uncertainty. Customers, in turn, gain confidence in offers that are clearly linked to trusted industry benchmarks, reducing skepticism and limiting the need for prolonged negotiation.

This not only shortens the sales cycle but also builds trust and accelerates customer decision-making.

 

What Are You Waiting For?

In a business where timing, optimization, and trust are paramount, modernization is no longer optional — it is essential for sustained success.

Automation empowers businesses to achieve scalable growth and operational efficiency by streamlining critical processes across pricing, contract creation, and order fulfillment.

Combining automation with market data and PRAs is the market intelligence that enables faster, smarter, and more profitable decisions that sales and marketing teams need today.

Want to learn more about how automation and integrated PRA data can give you a competitive advantage? Visit DTN Energy Digital Commerce.