From Delivery to Discovery: How Drivers Can Fuel Growth
In the propane industry, your delivery drivers often have the most face-to-face time with your customers. They’re in the field daily, pulling up to farms, homes, job sites, and commercial locations. They see things that others on your team don’t – like new construction, a business expanding its footprint, or a competitor’s tank sitting on a property that hasn’t been serviced in months.
If no one says anything, these are all missed chances. So the question is: should you pay drivers a commission for flagging these kinds of sales opportunities? The short answer is maybe. But it depends on how you set it up and how serious you are about turning field awareness into new revenue.
Drivers Are Already in Position to Spot Leads
Drivers already know their delivery routes better than anyone else on your team. They pass the same roads and lots every week and notice changes before your sales department does. If someone starts building a pole barn and it looks like it’ll need heat, your driver could be the first to know. If a propane competitor’s tank is pulled out, the driver may be the one to see it before the new provider steps in. That kind of insight has value – if you’re set up to act on it.
What You’re Paying For
You’re not paying drivers to sell. You’re paying them to observe and report. A solid system rewards the behavior you want to encourage – attention to surroundings and a willingness to speak up. The commission doesn’t have to be big, but it needs to be clear. For example, if a driver spots a lead and your team closes the sale, the driver could earn a flat amount or a small percentage of the profit.
This works better when there’s a clean handoff to someone who can follow through, like a salesperson or office rep. You don’t want the driver to feel like they must close the deal to raise their hand.
How to Track and Pay for It
If you go this route, keep the tracking simple. Create a basic form or digital log where the driver can record what they saw, when they saw it, and why it might be a good lead. Have someone review the entries weekly and check to see if any of them turn into sales. When they do, reevaluate and pay out the reward. Make sure the process is quick and doesn’t feel like paperwork punishment. If you make it too complicated, drivers will stop participating.
The Culture Factor
You should also ask yourself if your company culture supports this incentive. If your drivers are used to clocking in and out with no extra responsibility, it may take time to build trust. But if your team is already invested in the company’s success, this reward system can serve to build morale.
Be aware that this isn’t meant to replace a sales team but to fill a gap. It’s a way to turn everyday routes into scouting missions, where your business benefits from a wider view of what’s happening in the local community.
Why This Strategy Can Work
Adding a sales bonus for drivers might seem small, but it can be a smart move when done right. Your drivers can become your eyes and ears in the field, helping your company catch more leads without hiring extra staff.
This can help grow route density, improve tank placement, and create new accounts in areas where you already operate. If you create a system that’s simple, fair, and built on teamwork, this idea can support growth while rewarding the people who help make it happen.
Turning Observations Into Opportunities
When you reward drivers for spotting sales leads, you’re creating a more alert and proactive workforce. That mindset can easily spread throughout your company, helping you work smarter with the team you already have. Over time, it can lead to stronger service routes, more efficient expansion, and increased sales – all from the people who already know your customers best.
