Moving Words – Focus
Timothy Brady
“The difference between the greats and the legends is their ability to focus for longer periods of time.” – Jordan Burroughs
Focus on the customer’s money, not your rate! Have your rate range indelibly ingrained on your brain, yes. But remember, a shipper, relocation company, or corporate relocation department isn’t going to focus on what you need to earn; their focus is on how much it will cost them to utilize your services. If you want the highest possible rate for the shipments you’ll be hauling, you need to know a few things about your potential customer. The best way to do this is to look at the world from the customer’s perspective.- What’s important to them? On time pick-up and delivery is obvious; so is no damage to their freight, and of course at the lowest cost possible.
- Does this mean you have to cut your rate to the lowest amount possible? No, not if you know something about this customer.
- If you’re dealing with a COD shipper, look at why they are moving: is it a relocation to a better job, or a personal nature like moving to care for an elderly parent, or to be closer to the grandkids? Also, who is ultimately paying for the move: a company reimbursement, out of their retirement funds, savings, or are they financing it through a credit card? In other words, know why they’re moving and from where the funds to pay for the move are being routed.
- If it is a corporate relocation or a relocation company, where can you gather information about them? First, their local Chamber of Commerce. Next, if their city has its own issue of the Business Journal (www.bizjournal.com), go to the website and search for the business’ name. It’ll pull up any articles in which that business has been mentioned. Note if they’ve faced any challenges and if they were resolved, or maybe a recent expansion. As you assemble facts and information, a clearer picture of who they are and ideas on how you can be of better service to them will form.
- Ask the most important question you can ask when you first contact the customer: What are three services or things you really wish the previous movers had done for you but didn’t? If a first-time COD move, ask what their three biggest concerns are? Most importantly, once you have the answers, go to work figuring out how to fulfill those wants.
- Be observant. Take note where you can be more efficient in handling their household goods. This could be as simple as having needed pads, dollies and floor protection ready when the trailer doors are opened, so the crew can grab them as the loading progresses. That first impression a shipper receives when the pack crew and van operator start the move is the one that sets the tone of the entire move.
- Make sure you and your drivers ask for details concerning special needs or services they require. Example: Before loading the shipment, call the receiver and ask, “Is there anything I can do to make the delivery go smoother?” In one instance, the shipper told me they were in desperate need of a particular carton and it would sure be great if it was the last item on the truck so it would be the first off at delivery. And that’s the way my trailer was loaded for them.
- I’m sure everyone reading this can add other bits of information that are extremely helpful in understanding the needs of your customers. Just think – if you were in the shipper’s position, what would be important to you? Then follow through to fulfill those wants. Don’t hesitate to ask questions, as the answers will enable you to be of better service to your customers.
In other words, the more you think like your shippers and customers, the more you anticipate their wants and needs. This ensures you’ll receive the best hauling rate possible, because you’re far more valuable to them than the mover who doesn’t pay attention.
“Greatness for me is the ability to focus under pressure.” – Anthony Martial
