The trucking industry operates under strict regulations, making it crucial for those starting a...
The transportation industry is constantly evolving, yet the fundamentals of success often remain the same. I recently discussed these universal rulesfor freight sales, with Chris Jolly on his, The Freight Coach Podcast. We chatted about strategies like building trust, leveraging data, and optimizing sales efforts. Here are five key concepts that can help you transform your business:
Focus on Consistent Service, Not Market Noise
Whether it is a bad market, good market, sideways market, or a post pandemic apocalyptic market, the most important thing a professional can do is control the service they provide to the customer. The customer ultimately doesn't care about anything other than their freight picking up on time and delivering on time. Success in any economic climate hinges on this fundamental consistency. Instead of worrying excessively about market fluctuations, professionals should focus internally on improving "processes, procedures" and finding ways to get better internally to increase those... outputs that you're doing.
Whether it is a bad market, good market, sideways market, or a post pandemic apocalyptic market, the most important thing a professional can do is control the service they provide to the customer. The customer ultimately doesn't care about anything other than their freight picking up on time and delivering on time. Success in any economic climate hinges on this fundamental consistency. Instead of worrying excessively about market fluctuations, professionals should focus internally on improving "processes, procedures" and finding ways to get better internally to increase those... outputs that you're doing.
The Power of Core Carrier Relationships
Industry professionals emphasize the importance of working with a consistent, core group of trucking companies. This practice is highlighted as the only tried and true method that is actually going to curb fraud inside an organization. Repeat business with trusted partners keeps you insulated from fraud. When a company is doing a lot of business with consistent carriers, fraud has a very hard time entering the system. Relying on one and done carriers on a consistent basis opens a business up to fraudulent activity.
Building a Strong Digital Footprint and Online Reputation
In today’s digital world, an online presence is essential for carriers. The first place people search is online. To stand out and secure more consistent business, a carrier should actively build their online reputation, for example, by accumulating good reviews on industry specific platforms like CarrierSource. Carriers are also strongly advised to move away from using free email accounts (like Gmail) toward having their own web domain and G Suite or similar professional accounts. This shift provides a critical extra layer of validity to your operation and professional appearance. Furthermore, free emails are easier to duplicate or forge, contributing to the industry's vulnerability to fraud. The cost for a professional G Suite account and hosting can be as low as $50 a month for some businesses.
Leveraging Shipper Intent Data to Be in the Right Place at the Right Time
One of the most valuable concepts discussed is the use of shipper intent data. This data reveals shippers who are actively searching on platforms like Carrier Source for specific lanes, modes, or capacity. This capability is all about less sales activity to generate a larger pipeline and being in the right place at the right time. When you use intent data, you are no longer making indiscriminate cold calls, but are instead fishing from a stocked pond. Instead of hoping that one of 50 cold calls has an urgent need, you are calling people who have a high probability of having a need right now. This intelligence allows for a hyperfocused approach and highly productive call[s] that dramatically increase your odds of success and allow you to create more opportunities with less effort.
One of the most valuable concepts discussed is the use of shipper intent data. This data reveals shippers who are actively searching on platforms like Carrier Source for specific lanes, modes, or capacity. This capability is all about less sales activity to generate a larger pipeline and being in the right place at the right time. When you use intent data, you are no longer making indiscriminate cold calls, but are instead fishing from a stocked pond. Instead of hoping that one of 50 cold calls has an urgent need, you are calling people who have a high probability of having a need right now. This intelligence allows for a hyperfocused approach and highly productive call[s] that dramatically increase your odds of success and allow you to create more opportunities with less effort.
Prioritizing Pipeline Development Above All Else
The development of a sales pipeline is considered the greatest operational concern, second only to cash flow. The danger for businesses is to become complacent and stop prospecting when times are good, or to halt selling entirely at the first sign of an adverse market. This stop and start approach is unsustainable; professionals must stay constant and stay present with prospecting. If you maintain a large, consistent pipeline, you can survive almost any mistake the business might face, providing a crucial buffer and path for continued growth.
You can watch the full episode here.
