There are many ways for a carrier to create value for their customers. Some are the basic expected services which include: Professionalism, safety, on time and damage free delivery. However, there are additional ways to create added value so that your customer thinks of you “first” when shipping needs arise.
Today, many companies compete on “price” alone. A good example goes back to the early 1900’s when Henry Ford built the model T. Each year he found ways to make his car cost less money. This resulted in the model T becoming one of the most produced vehicles of all time. The same method of price cutting is also used by carriers to lure shippers into using their services.
Many carriers and brokers entice their customers by being their “one phone call solution.” These carriers/brokers are large enough in size to handle an enormous volume of freight from just one phone call from the shipper/customer. Many shippers prefer this as it allows staff reduction in their shipping department and can be viewed as an added convenience.
Value can be added for the shipper by being able to transport more freight per load than your competitor. This can be accomplished for high-cube shipments by having a step deck, double drop, and van or flatbed trailer. However, you can limit your service abilities as this type of freight is low in volume. Also, this type of equipment generally has a higher tare weight which in some situations can limit the amount you can haul. This leads me to my next subject in regards to increased cargo capacity. For example: if your main customer ships canned goods and this is your specialty, a 45ft. 96 wide trailer would be able to haul more of this product than a 53ft. 102 wide trailer. The same can be said for a flatbed operation if your specialty is transporting steel coils. In which case a 42 or 45ft all aluminum flatbed would have the highest cargo weight capacity. This is an area in which to be careful as specialty service can be limited in freight volume and opportunities.
The following subjects on this page cover the areas which I’ve personally exploited in my own business over the years. I needed to find ways to enhance my service in order to make sure that Albert Transport, Inc. was always at the top of the consideration list when it was time to deliver a shipment. A main route for me was delivering to the northeast. Many drivers don’t want to transport in that area. Therefore, I was always chosen when those shipments became available. I made sure my customers knew that going to the northeast was my specialty. This gave me an instant edge over my competition. Also, due to the fact that most of my peers would turn down those shipments, I was able to obtain high rates going to an area that wasn’t popular for carriers to service.
While making my deliveries, I’ve tried to pay attention to the consignee’s product in regards to purchasing and selling quantities. I kept my ears open for information which could benefit my customer. Example: on more than one occasion, the personnel unloading my truck informed me “they would be seeing me less often because the material will be coming from another vendor in the future.” I would ask for more details to find out why they weren’t happy with the current product. I would then take that information back to my customer so that they would have the opportunity to correct and take the necessary action in order to keep their customer’s business. On one occasion, I found out from a consignee that there was a major advantage to them using my customer’s product. When I gave my customer the information, they were not aware of this advantage. They thanked me for sharing the information which gave them the tools to increase their sales even further. This experience gave me more business as the freight needs increased.
Each time I make a delivery to the consignee, I’m aware that I represent my customer at all times. It’s important to act, speak, and dress professionally. Remember: Never speak negatively about the shipper to the consignee. You just may convince them not to do business with your customer. Where does that leave you?
Finally, find ways to be a problem solver. Identify needs for improvement and/or services offered. This is a subject which I’ll cover in my next blog.

 

Comments (4)

Henry Albert

Henry Albert is the owner of Albert Transport, Inc., based in Statesville, NC. Before participating in the "Slice of Life" program, Albert drove a 2001 Freightliner Century Class S/Tâ„¢, and will use his Cascadia for general freight and a dry van trailer. Albert, who has been a trucker since 1983, was recognized by Overdrive as its 2007 Trucker of the Year.

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Henry your right on target with this article. Doing what no one else wants to do and doing it as a true professional is priceless to your customer and you! I ran under my own authority for almost ten years. I found a direct customer in Indianapolis by just being in the right place and time, I was delivering a broker load to this shipper the man in charge of shipping was struggling to cover a load to Brooklyn,NY this was a place their own drivers refused to go to, it was floor loaded and a difficult place to get to. After watching the man for a little wile and asking a few questions on the dock I offered my services. He told me all the ugly details about the load and I still agreed to help him out, I think he was surprised to see my eagerness to move this load for him. All the things he told me about this load were true and a little worse, After delivering the load I was able to find a load going straight back to Indianapolis after making that delivery I went back to him with the signed bills in my hand he cut me a check and told me the customer had called him raving about how I was easy to work with and was a true professional he then placed another order. This led to two loads one week and three loads every other week for almost ten years and the customer in Brooklyn introduced me to other business owners in the area and I was able to load directly from them returning back to the Indianapolis area almost every week . So doing what someone else refuses to do and doing it well in the most difficult situations dose payoff.

November 14, 2012 21:19:38 PM

Another suggestion is turn the radio off when approaching the guardshack of a shipper. It makes it easier to hear and there is less chance of giving someone the wrong impression by something coming over the airwaves while awaiting further instruction.

November 14, 2012 19:25:47 PM

We are leased to a carrier and find many of your comments appropriate for how we treat a customer. We are many times the added value in how we present ourselves starting with our truck, how we handle their freight, and how we communicate to the customer. Nice Blog Henry

November 14, 2012 18:00:02 PM

I've seen some progress with this myself. Being leased to a carrier which utilizes owner-operators for powering their trailers, you see all shapes and sizes, usually matching that particular owners wants. Sacrificing a little horsepower and going with a smaller sleeper area, I was able to have a truck that looks great when pulling into a customer, and able to handle the typical payload our customers request to shipped. You have to have a lot of patience to shift through 13 gears in varying terrains with a 78-79k gross on a daily basis, and that is another key to customer services in my line of work. Drivers sometimes become impatient and forget the most important component of their business, the customer.

November 13, 2012 16:51:33 PM