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One step ahead: Find out how this Shell dealer found success

For Shell dealer Rey Montoya, perseverance and faith were the keys to success.
One step ahead: Find out how this Shell dealer found success

American football coach Vince Lombardi once said, “The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” Lombardi could have easily been talking about Rey Montoya and his success story as a Shell dealer.

The eldest of twelve children, Rey took up the helm as head of the family when his father passed away. He worked his way through university as a bus cleaner, purser and inspector. He eventually landed a job at a bank after graduation. When the bank folded following the assassination of Ninoy Aquino, Rey explored career options abroad only to return home to his wife and son. Amid a troubled economy, he started to operate his own jeepney and buy-and-sell car business.

As fate would have it, he encountered an advertisement for the sale of rights of a Shell gasoline station along Araneta Avenue. He placed a bid for it, to no avail, but was later awarded a dealership and the right to manage a station in Marikina. “I was asked, ‘Mr. Montoya, why do you want a gasoline station business? Why not a restaurant?’ I told them I wanted a business from which I could still make money, even when I’m asleep.”

Through word-of-mouth marketing and quality customer service, Rey slowly built up a loyal customer base. “I would visit Divisoria and buy dalanghita and morning towels which I could give to my customers. I didn’t need to lower my prices, I focused on my own marketing strategies. Ang lahat ng gagawin mong kabutihan, laging susuklian ng kabutihan. Kung ako magiging tapat sa serbisyo ko sa customers ko, I think they will come to me.”

He gained recognition as a high-performing dealer when volumes reached stellar levels and the company entrusted him with more retail stations. Together with his son, Carlo, Rey now manages a total of 11 Shell retail stations and more than 300 employees. “How do I keep my employees? I treat them like family, may malasakit dapat. If you want them to respect you, you have to be able to do what they do. I tell them my story and  I encourage them to prioritize their education.”

Today, Rey is a picture of success, but he keeps his feet planted. “Nakatapak pa rin ako sa lupa. The Lord does not sleep. My siblings and I are devoted to the Nazareno. For 35 years, my wife and I make it a point to attend simbang gabi.”

Carlo Montoya has joined the family business by managing his own set of retail stations. He fondly recalls growing up with Shell and learning from his father. “The station was my playground. I watched the business grow and I learned something new every day. My father guides me in the daily work of managing the stations. He teaches me to focus, not just on managing the business, but also on my own future.”

When asked about the legacy he wants to leave, Rey says, “I want to be remembered na habang may buhay, may pag-asa. Huwag tayong titigil, dahil kapag tayo’y tumigil, that will be the end of it. If you give me a task, I will do it successfully. Tapat na makikipagkapwa-tao. Huwag ka lang titigil sa paghahanap-buhay, then we can have everything.”

This article was created by Summit StoryLabs in partnership with .

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