BEATING THE COMPETITION
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On the face of it, petroleum distribution is not a market for minnows: with major players such as OHL, Wincanton and Hoyer pitching for multi-year deals with major customers, there's little room for a rival of much smaller size.
Suckling is, of course, one exception.
Lamer explains: -If we're going to succeed, we have to differentiate ourselves [from the competition]; it's got to be the core of what we do."
He adds: "The perception of us comp with our rivals is that we can't be cheaper.
"So, we have to differentiate ourselves i number of different ways, so customers come to us. There are customers out there don't like being a small fish in a big pond..."
Lamer tells of one customer (who'll havo remain anonymous to spare everyone's blusr who told him what makes Suckling differ "You keep your promises."