Sales advisers at Esso company-owned service stations can now acquire an addition to their uniform thanks to a new incentive scheme called Passion for Service.

The Passion for Service badges are awarded to sales advisers who go that extra mile to assist customers. Whether nominated by colleagues or commended in letters from customers, it takes one recommendation to receive a silver badge, and on receipt of two or more badges, the sales advisor will receive a gold version.

Richard Leadbetter (pictured with Esso territory manager Ella Misfeldt) of Copthorne Service Station in West Sussex, is the first Esso sales adviser to receive the new award after rescuing a stranded lady motorist whose car had run out of petrol. The customer had arrived at the site on foot to buy a fuel can and a litre of petrol. However as there were two advisers on that evening Richard offered to give her a lift back to her car and didn’t leave her until the car was started and she was safely on her way. Richard said: “To be the first person to get the new badge is great – I’m certainly very chuffed.”

In addition to the badges sales advisers receive a high street voucher to the value of £10.