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Success Through Faith and Perseverance

Rosalinda Tan’s Binangonan Phoenix Station was named the 2017 Mega Manila DODO Station and Lubes Generator of the Year. A mother of three, Rosalinda embodies the Phoenix qualities of passion, perseverance, inspiring work ethic, and business success. In this edition of RUSH, she shared her story with readers so they, too, can find lessons and inspiration from her experiences.

Running two Phoenix gas stations—the first being in Binangonan in Rizal, and the other in Camarin, Caloocan—has kept Rosalinda busy since 2014—the year she became a proud member of the Phoenix dealer family.

“We decided to become a Phoenix dealer because we believe that there is a big future for the brand and we share the values of the company,” Rosalinda said.

She admits that her step was not without challenges, but as soon as she felt fulfilment in operating the first Phoenix station, those challenges became opportunities for her “to think and aim bigger and brighter,” as she puts it.

Not long after, she opened the second station, helped by her confidence in Phoenix’s sustainable operations and strong business fundamentals.

“Phoenix has helped me grow to expand beyond my comfort zone. Being in the gasoline station business was very new to us. Getting another station may not be comfortable at first, but Phoenix helped me a lot to take calculated risks. When studying a trade area, which includes getting to know local customers and businesses, we found that there will always be a market for Phoenix,” she said.

Her business model is to make Phoenix the brand of choice in her areas. This, of course, only works when one has confidence in the brand and is able to convey to customers that they get the best value for their money in terms of products and services—that customers should feel that their effort to intentionally visit Phoenix stations is worth it.

“I always think of our customers first in order to be consistent in giving them the best product and the best customer service.

That way, we always strive to be one step ahead and build relationships with them so that I can directly show my support and care to them,” she said, adding that she only considers her stations as successful when both customers and employees are happy.

She also keeps in mind that as employees are key to the success of a station, they should also benefit as the stations prosper.

“We give challenging but rewarding financial incentives to them for significant fuel volume increases. Recognition for group and individual crew like the ‘Lubes Best Seller’ were also initiated,” Rosalinda said.

She praised Phoenix’s support on business partners as “most valuable,” pointing out that the success of a station cannot be attributed only to the dealer, the brand, or the company alone, but is instead, a team effort.

“Everyone must work hand in hand to prosper in this very competitive industry. Trust between Phoenix and the dealer is also very important. At the end of the day, we just have one vision, that is to be an indispensable partner of the people whose lives we touch,” Rosalinda said.

I always think of our customers first in order to be consistent in giving them the best product and the best customer service. That way, we always strive to be one step ahead of our competitors.” Rosalinda said.

This takes dedicated effort for everyone involved.

“The success of the stations would not be possible if not for the hard work of our forecourt crew, cashiers, and the office team. I personally meet them quarterly and build relationships with them so that I can directly show my support and care to them,” she said, adding that she only considers her stations as successful when both customers and employees are happy.

She also keeps in mind that as employees are key to the success of a station, they should also benefit as the stations prosper.

“We give challenging but rewarding financial incentives to them for significant fuel volume increases. Recognition for group and individual crew like the ‘Lubes Best Seller’ were also initiated,” Rosalinda said.

She praised Phoenix’s support on business partners as “most valuable,” pointing out that the success of a station cannot be attributed only to the dealer, the brand, or the company alone, but is instead, a team effort.

“Everyone must work hand in hand to prosper in this very competitive industry. Trust between Phoenix and the dealer is also very important. At the end of the day, we just have one vision, that is to be an indispensable partner of the people whose lives we touch,” Rosalinda said.

Proud of her award, Rosalinda emphasized that the values she and her team share with Phoenix—namely, passion and integrity—are key for her success.

“I believe these are the values that will carry the business on a long-term basis,” she said.

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