| In this article I'm going to start breaking down some | | | | they'll get it anyway. Give them the "goods". Make it |
| simple ways you can start leveraging the Internet | | | | EASY. Exploit your Safety Record, OOS Rates, |
| and new media to create some market | | | | Accident Frequency Rates and Turnover. Prove |
| differentiation between yourself and your | | | | you're not hiding behind anything. Do you know your |
| competitors. We visit thousands of transportation | | | | Operating Ratio? Step up to the plate and challenge |
| companies every year, helping them improve their | | | | your competition. Post testimonials. Avoid start-ups |
| businesses and one of the areas we can help folks | | | | unless they can back it up with facts, figures and |
| out with right away is with their on-line presence; the | | | | testimonials. Would you want to do business with a |
| first being the "website". | | | | company just because they've been in business for |
| The first rule to remember about building out a | | | | 100 years and they have 5 generations in the |
| website (besides the fact that YOU aren't going to | | | | business (with no other references) or would you like |
| do it, someone ELSE is) is that new prospects don't | | | | to do business with a company who has a 10% |
| really care WHO you are; they want to know WHAT | | | | driver turnover rate, Out of Service Rates well below |
| you will do for them. If you can do it, and do it well, | | | | the National Average, a zero Accident Frequency |
| then you might have a long term relationship. As | | | | Rate and a Satisfactory Safety Rating? If they can't |
| cliche as this may sound, it's more true today than | | | | provide testimonials, it's a waste of your invaluable |
| ever. It's not personal, it's business. It's about trust | | | | time. You're not supposed to be working on this new |
| and integrity; and profitability. We have many | | | | website anyway my friend; you're suppose to |
| customers that have been with us for over 20 years | | | | delegate it, right? |
| with no turnover. They aren't customers just | | | | Here's another tip to get you rolling. Your local web |
| because we "love" and nurture them. They're our | | | | guy is most likely charging you an exorbitant amount |
| customers because we give them what THEY want | | | | for a website with no ROI. Hint, Hint: Outsource it |
| (quickly) and what they EXPECT from us; better | | | | on-line! Places like 99 Designs, can crank out websites |
| than our competition. You can "talk the talk" all you | | | | that will fit your company and most importantly your |
| want in your website, but you better back it up | | | | budget. We regularly see front to back sites |
| through reputable sources and testimonials from the | | | | complete for much less than you paid your local |
| movers and shakers in the industry. Too many | | | | company, and these aren't choppy "template" |
| trucking websites exploit the WHO, and not the | | | | websites where some other company has the same |
| WHAT. Switch this around, and you'll stand out. | | | | site as you. These are top shelf Web 2.0 sites |
| Telling prospects about your multi-generation family | | | | (meaning interactive and personal) that grab attention |
| ownership isn't an effective way of creating new | | | | and turn heads. Media today makes it easy for |
| sales leads, nor is an award, education or wall of | | | | anyone to research a person and/or company. You |
| credentials. The economy has leveled the playing field. | | | | can't hide. If you're not hiding from anything (or |
| It's about RESULTS. You can tell them "who" you are | | | | anybody), for Pete's sake, EXPLOIT IT! This is the |
| (be brief please), but more importantly, tell them | | | | only way you can truly separate yourself from your |
| what you have done that has consistently produced | | | | competition. The days of "resting on your laurels" are |
| quantifiable results. Make it known. Want to stand out | | | | over. Your choices and decisions must be deliberate, |
| in the crowd of Shippers and Underwriters? Here's a | | | | intentional and very quick. |
| tip, let them know you have a SATISFACTORY | | | | Remember, it's not what you want. It's what your |
| Safety Rating right up front on your home page. | | | | customers and prospects want and need from you. |
| Make it BIG. Put your company stats where they can | | | | Ask them and build it...quickly. |
| easily be found. Most of it is public information and | | | | |