Fleet Management News & Business Info | Commercial Carrier Journal
Issue link: http://read.dmtmag.com/i/620616
Relationships in the Trucking Industry PAT DICKARD KNOWS BY PAT DICKARD, CORPORATE TRAINER M any of you have been in the transportation business for a good number of years and have built up a substantial list of clients. However, in this last year, many manufacturers have outsourced to other companies in other countries, reduced production because of decreased demand, or perhaps have simply gone out of business. In none of these situations would the shipper most likely give you advance notication of the impending changes. Now you nd that you must get back to the basics, where you were when you rst started. You must go on the attack and look for new customers and build new relationships. One of the greatest challenges facing owner- operators, small eet owners and brokers is nding new shipper clients with loads, convincing them to trust you, and then build a strong relationship that will last for years. Whether you recognize it or not, relationships are the fuel that feeds the success of your business. Remember that potential new leads are usually complete strangers. ey represent the unknown. is task of gaining new clients represents one of the most common reasons why many small trucking companies and brokers go out of business. You can be "busy" all day talking to people, but you won't turn those leads into clients unless you concentrate only on qualied prospects. Time wasted attempting to build a relationship with unqualied leads is the No.1 factor that can negatively aect your sales success, because not everyone is a prime prospect for your services. e most important questions to answer when you're starting out are this: Where's the value of my services? Who is it valuable for? And why is it valuable for them? To convert successfully from a potential lead to a true client, you must rst get to the essence of your customer's problem or needs. You must understand all of your customer's concerns, desires, fears, and limits. You cannot prescribe a solution until you diagnose their need. You cannot turn your customer's need into a want until you know how to put value on your customer's desired state. Diagnosing their needs is like being an investigative reporter, detective, psychiatrist, doctor, and archaeologist. You ask, probe, dig, diagnose, and listen to understand … then prescribe the solution and win the trust of a new client! Developing a loyal client program is a way to increase business from your current customers. It is one thing for you to say "thank you" at the bottom of every invoice, but a more sincere feeling will be communicated if you state that feeling verbally. Make people feel special for doing business with you. Nurturing the relationships with your customers is a crucial part of growing a successful business. Take the time to get to know your client. Keep up with your client's company as well as their industry. You don't have to be an expert, but this will help you speak the same language as the client, understand what keeps them up at night, and cater your interaction and oerings accordingly. Provide all clients with your best service, regardless of whether they are a Fortune 500 company or a small business. Treat every customer as a V.I.P. – Very Individual Person. Do not lose personalization to robotic procedures or technological advancements. View each client as a unique individual with specic needs. e biggest dierence between successful people and unsuccessful people isn't intelligence or opportunity or resources. It's the ability to create mutual respect and develop a trusting relationship with your clients. Before your client decides to buy your service, they must trust that you can solve their problems. Your attitude must go beyond the one-time load and provide value to these clients on a consistent, ongoing basis. LEARN MORE. MAKE MORE. ITS BUSINESS DEVELOPMENT WEBINAR SERIES REGISTER FOR OUR FREE WEBINARS TRUCKSTOP.COM/ WEBINARS