Moving Words – In the Dust

Timothy Brady

“You either make dust or eat dust” – . H. Jackson Brown, Jr.

If there weren’t other moving companies, van lines and relocation companies competing for their share of the shippers for which you haul their household goods, would there be any money to be made in that market? Therefore, 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 doesn’t eliminate those sleepless nights during which you’re concerned about finding next week’s revenue.

What’s a strategy to leave your competition in the dust, whereby sleepless nights are a thing of the past?

You must discover what your competition’s weaknesses are. And what are your own company’s strengths? Every moving operation has specific weak spots; your competition isn’t any different. The easiest means to find your competitors’ weaknesses is to ask your mutual shippers the following question: “What aren’t your current moving and storage companies doing that you would either like them or need them to do?” That will help you identify their weaknesses. Then take those wants and needs and turn them into your organization’s strengths, thus giving you the advantage.

Next on the list to leave your competitors in your rearview mirrors 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 that your market is ‘too saturated.’ Think of restaurants, auto mechanics and plumbing services – those are all markets, and all are highly competitive. No matter how heavy the competition is in any market, all you have to do is provide one notch higher in customer service than those vying for the same customers. You only need to be slightly better than your competition to have an edge.

That’s the real trick, to be slightly better than your competition. To accomplish this, you need to keep abreast of what changes in your customers’ needs and wants. In other words, don’t focus on your competitors; keep your concentration and energy pointed toward your customers. First, have an open and honest line of communication with each shipper, and not only when you have one of their shipments 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 shipper’s needs, constantly checking and verifying all the details.

During the time the shipment’s assigned and is in the process of being dispatched; picked up, hauled and delivered, be sure your customer knows what, where, when and why about the details of that shipment.

Here’s the one area where most movers let down their guard: After the shipment has been delivered, follow up on the quality of service. Was it handled on time? Without damage? And the most important question to ask after every load is delivered, “Was there anything we could have done better?”

Before, during, after. It’s always better to have your competition chasing you and having to clean off the dust, than having that grit in your eyes.

“An idea can turn to dust or magic, depending on the talent that rubs against it.” – William Bernbach