If there weren’t other trucking companies and freight brokers competing for their share of the shippers for which you haul freight, would there be any money to be made in that market? So, a medium to high amount of competition is a good thing because it shows active shippers looking for haulers to move their freight. However, that reassurance does not eliminate the sleepless nights spent worrying about finding revenue for the following week.
Is there a strategy to leave your competition in the dust? To make sleepless nights a thing of the past?
First, does your competition have any weaknesses? And what are your carrier’s strengths? Every trucking operation has specific weak spots—and your competition is no different.
Talk to your mutual shippers. What are your current carriers not doing that you would either like them to do or need them to do? This information will help you identify their weaknesses. Take those wants and needs and turn them into your carrier’s strengths, giving you the advantage.
Next on the list is innovation. Master new techniques and technologies and use them to give you a leg up on providing what your customers need and want. Never accept the fact that your freight market is “too saturated.” Restaurants, auto mechanics and plumbing services are highly competitive markets. And no matter how heavy the competition is in any market, provide better customer service than those vying for the same customers. You only need to be slightly better than your competition to have an edge.
To accomplish this, you need to stay abreast of changes in your customers’ needs and wants. Don’t focus on the competition; keep your concentration and energy pointed toward your shippers. First of all, have an open and honest line of communication with each shipper—and not only when you have a shipment on one of your trucks. Think before, during and after.
Before a load is assigned, make sure you’re ready with the right equipment and personnel by anticipating the needs of the shipper. Constantly check and verify all details of a shipment.
During the time the shipment is assigned and is in the process of being dispatched, picked up, hauled and delivered, be sure your customer knows the what, where, when and why of the details of that load.
There’s one area where most carriers let down their guard—and that is after the shipment has been delivered. Be sure to follow up on the quality of service. Was the shipment handled on time? Was it handled without damage? More important, was there anything that could have been done better?
Before, during, after. It’s always better to have your competition chasing you than kicking up dirt in your eyes.
Contact Tim Brady at 731-749-8567 or at www.timothybrady.com
