30-min call with RobBook a proof-of-concept call
Job 02 · Billing desk

// Fuel distributors · Pricing and invoicing

Fuel pricing and invoicing, each customer's formula applied and checked before the invoice goes out.

One fleet pays a morning rack price plus a fixed margin. A county pays a benchmark from the day of delivery. A retail site pays a posted price with freight on top. Every invoice also carries the taxes and fees for its product, its buyer and its state. A free AI proof of concept has AI draft those invoices from copies of 20 to 30 your team already sent, and your reviewer, the person on your staff who knows your contracts best, holds each draft against the invoice that actually went out.

Book a proof-of-concept call30 minutes with Rob
Sent invoices
20 to 30
Invoices sent by AI
None
Tax returns figured
None

// The one job

From a contract formula and a delivery to an invoice you can defend

Each delivery gets priced by the contract behind it: which benchmark, at which rack or market, on which day and at what hour, plus or minus the agreed margin, with freight added as its own line or built into the price, then the federal, state and local taxes and fees that apply to that product and that buyer. Your billing clerk pulls the gallons from the ticket, finds the benchmark, builds the invoice and looks it over before it goes.

In the test, AI works from copies of the same paper and drafts each invoice: the benchmark it read and its date, the margin, the freight, every tax or fee line, and the gallons billed and on which basis, with each step shown. Nothing is sent, posted or priced live, and your reviewer sets each draft beside the invoice your office sent.

Delivery and contractClosed delivery
Ticket no.
Customer
Contract terms
Product
GallonsBasisDate
Illustration, not a real delivery
Priced by
the contract
Customer invoiceDraft
Benchmark
Margin
Freight
Taxes and fees
LinePer gallonAmount
Made-up invoice, for illustration

// What makes it hard

Why the same gallons can bill two different ways

The day, the hour and the truck are all in the contract. Garrett County, Maryland, built its fuel contract on the low price at one named rack at 10 a.m. on the day the order is delivered, with one markup for tank wagon deliveries by small truck and another for transport loads by tractor trailer. Butts County, Georgia, in a June 2026 addendum to its fuel bid, set a 10 a.m. contract average for Atlanta on the day of delivery or loading, held each bidder's differential fixed through the term and any renewals, and billed on net gallons delivered while showing gross and net on the invoice. So a draft has to know which day counts, whose number, what hour, what delivery size sets the margin, and which gallons get multiplied.

Not every buyer can see the benchmark. A bidder on the Butts County contract said copyright kept vendors from printing the benchmark line on an invoice, and the county agreed to invoices without it, as long as the vendor keeps the documentation behind each one and hands it over on request. Garrett County went the other way and made rack price documentation part of every invoice. The draft keeps the benchmark figure and its source in a working column for your reviewer, and puts it on the invoice only when that customer's terms call for it.

Taxes and fees stack by product and by buyer. Garrett County's price schedule asked bidders to price dye for off-road diesel and dyed kerosene if the rack price didn't include it, two separate fuel additives, a federal oil spill fee and the federal LUST tax, the state motor fuel tax, a state oil transfer fee and one more industry fee. IRS Publication 510 keeps the LUST tax on dyed diesel unless it is exported, and in one state, Utah, dyed diesel still owes sales tax unless the buyer gives an exemption certificate on form TC-721. Government sales add another layer: a registered ultimate vendor claiming the federal tax on undyed diesel sold to a state or local government must have sold at a tax-excluded price, repaid the tax or have the buyer's written consent, the fuel can't have been bought with a credit card, and the vendor keeps the unit's name and taxpayer number, the gallons, and an unexpired certificate that lapses a year after its date or when a new one arrives. The draft follows your tax table and flags any tax-excluded line with no current certificate behind it.

Gallons and grade have to be stated correctly. NIST Handbook 44 says an invoice built on a temperature-compensating meter's reading must show the volume was adjusted to 60°F, and that fuel sold on that basis stays on it for at least 12 consecutive months unless buyer and seller agree otherwise in writing. The FTC's fuel rating rule has a distributor certify the octane on each transfer to anyone other than a consumer, on an invoice, bill of lading or delivery ticket showing both names, the date and the rating, or by a letter good until a lower-rated fuel is delivered. A distributor that blends gasolines certifies the volume-weighted average or the lowest rating, and may round only down to a whole or half number.

What your reviewer will check. Usually the billing manager or whoever owns pricing, your reviewer will go over the benchmark with its date and hour, the margin for that delivery size, the freight, every tax and fee line and whether it was figured on gross or net, and the fuel rating line, along with any invoice the draft held because a formula, a benchmark or a certificate was missing. Nothing on this page is tax or legal advice; the rules are named so your reviewer can check them against your own.

// What you send

Invoices your billing desk already sent

Copies only
Taxpayer numbers masked
01

20 to 30 sent invoices

Customer invoices your office already issued, with the delivery tickets behind them. Mix fleets, farms, retail sites and any government accounts, and add a rebill or credit your team issued afterward.

02

Each customer's pricing terms

The contract, bid award or price letter for each account in the sample: benchmark, rack or market, the day and hour that apply, margin and freight.

03

The benchmark figures you used

The rack or index numbers your team priced from, as your own files recorded them, or the pages themselves if your subscription lets you share them.

04

Tax table and certificates, NDA first

Your tax and fee table by product and state, and the exemption certificates for accounts in the sample, with taxpayer numbers masked. No one from Massmarket logs in to your back-office system, a supplier portal or a tank monitor.

// Before it starts

Settled before an invoice is copied

The owner agrees each of these with us before any customer paper moves.

Terms for the invoicing testOwner signs off
Your reviewer
Chosen by the owner, often the billing manager or pricing lead
Success criteria
In writing: which lines must match exactly, and how rounding is judged
Invoices
Picked by your reviewer: several formulas, products and states
Who decides
Your team: every price, tax line and invoice
Price
A range for running it live, given up front
NDA
Signed before any copy moves

// How the test is judged

The invoice you sent beside each draft

Invoice by invoice
line by line
Across the same 20 to 30 invoicesInvoice your office sentDraft from the test
Benchmark, rack or market, with its date and hourFilled in on your invoicesFilled in on your invoices
Margin for that customer and delivery sizeFilled in on your invoicesFilled in on your invoices
Freight shown or built in as the contract saysFilled in on your invoicesFilled in on your invoices
Gallons billed, and on which basisFilled in on your invoicesFilled in on your invoices
Each tax and fee line for the product, buyer and stateFilled in on your invoicesFilled in on your invoices
Fuel rating certificationFilled in on your invoicesFilled in on your invoices
Invoices held, with the reasonFilled in on your invoicesFilled in on your invoices
Blank until it runs. No cell holds a number before invoices you already sent have gone through.Your reviewer scores each row and gives the verdict.

// After a yes

A month of live deliveries

If your reviewer approves against the success criteria, invoices for the next month or so of deliveries get the same drafting.

Your billing clerk checks every invoice before it goes, and customers receive them the way they do now.

The side-by-side comparison carries on through the month. A second job after that needs its own go-ahead and its own price.

// Possible next jobs

What could follow invoicing

Ideas, ranked
Each priced alone
  1. 01

    Bill of lading reconciliation

    The same loads matched from rack to ticket, so the gallons on each invoice are tied to what was lifted.

    Next
  2. 02

    Exemption certificate files

    Certificates for farm, government and off-road accounts tracked to their expiry dates, so tax-excluded invoices have paper behind them.

    Then
  3. 03

    Contract and price letter summaries

    New or renewed customer pricing terms read into a one-page summary of benchmark, margin and freight for whoever sets up the account.

    After that

// One hard limit

No invoice goes out, and no tax return is touched.

Prices come from your contracts and the benchmark your team uses, and taxes from your own tax table; the draft only shows how they combine. It never sends, posts or changes a live invoice, stays out of your back-office system, every supplier or terminal portal and any tank monitor, contacts no customer, and never files or calculates a tax return. A person checks every invoice.

Priced per job. You get a range before the proof of concept and a fixed price before you sign.

Rob gives the range on the call, once he knows how many invoices you send a month, how many pricing formulas your contracts use, and how many states you deliver into.

// Questions

Pricing and invoicing questions

Does the AI set our prices?
No. Each price comes from the customer's contract and the benchmark figure your team used for that day. The draft applies the formula, shows the arithmetic, and holds any invoice where the contract or the figure is missing.
Our contracts use different benchmarks and times of day. Is that a problem?
Put several in the sample. Each draft names the benchmark, the rack or market, the date and the hour it priced from, so your reviewer can see at a glance whether the right one was used.
We can't share our price service's pages. Can we still test?
Yes. Send the figures as your own records show them, the same numbers your team billed from. The draft only needs the value and its date, not the publication it came from.
Will it work out our fuel taxes?
It places each tax and fee line on the draft the way your tax table and past invoices for that customer show it, and lists any that look missing. It never files or calculates a tax return, and nothing here is tax or legal advice.
Do our customers see anything during the test?
No. Drafts go only to your reviewer while the test runs, and after a yes your billing clerk still sends every invoice. No customer hears from us at any point.
Rob Eason

Rob Eason, founder

// Book a proof of concept call

Bring a month of fuel invoices to the test.

A 30-minute call with Rob covering your customers, your role, the pricing formulas in play and about how many invoices you send a month. Contracts and invoices stay with you until the NDA is signed.

  • Co-owned a 60-employee financial services firm and sold his share to his partner.
  • Ran GOSO Technologies, a Boston solar company rated 5/5 across 24 Google reviews.
  • 5/5 across 83 reviews in HighLevel's Certified Admin Directory.
  • 4.3/5 from 6 Google reviews of Massmarket AI.
  • Every directory and Google review, critical ones included, is shown word for word at massmarket.ai/reviews.
  • Takes every proof-of-concept call himself.