Moving Words – New Market

Timothy Brady

“The role of culture is that it’s the form through which we as a society reflect on who we are, where we’ve been, where we hope to be.” – Wendell Pierce

The marketing approach that works in one location isn’t necessarily the method that will work in another. This statement is true whether you’re establishing a bricks-and-mortar retail business, a service provider, or a moving company. Learning the uniqueness and similarities of one market to another is crucial to the success of any expansion into a new area.

There’s the obvious aspect of truck-to-load ratios that affect both the moving rates coming into a location and rates shippers are willing to pay in that locality. And understanding this facet is extremely important. However, there are the little things you either know or don’t know that determine the level of profitability for a particular location. In other words, knowing the price shippers are willing to pay is just one piece of the expansion into a market ‘puzzle.’ Let’s take a closer look.

1. What’s the culture of the area? Think of the differences between New York, New Orleans or El Paso, Texas. We’ve all heard of getting it done ‘in a New York minute,’ which is far less than a standard sixty seconds. In New Orleans, it’s more about who you know and if you belong, than how fast you get the job done. In El Paso, it’s a bit slower pace, very family-oriented, and the establishment of long-term ‘family’ relationships even while doing business. This isn’t to say that anyone that you do business within each of these cities isn’t expecting top-notch customer service, because they are indeed. But to establish a business relationship, you need to understand the culture.
2. What shippers require and want can differ from location to location. Some areas might be more conducive to a truck with a different configuration than what’s considered a ‘normal’ highway truck. A good example is something being picked up or delivered within the Chicago Loop, where a 53′, 13’6” trailer is unable to function, due to bridge heights.
3. Look to see what the needs of a particular area’s shippers are by looking at what current moving and storage competitors aren’t doing. It might be as simple as consolidating several shipper’s belongings from a particular location; perhaps a downtown condominium complex into a single loading or delivery day per week to reduce the inconvenience to other residents.

To set up a successful new market for your trucking company requires some research to understand the different cultures, requirements and needs of each market you’re looking to enter. While consistency in how you operate is important, having the ability to adjust to each market is important. The better you understand each customer’s mindset in regard to their local culture, the more prepared you’ll be to fulfill their every moving need and desire. And that will bring consistent prosperity to your operation.

“When you learn something from people, or from a culture, you accept it as a gift, and it is your lifelong commitment to preserve it and build on it.” – Yo-Yo Ma