Fuel for Thought

The Road Less Traveled

By Greg Huggins
Posted May 29th 2024 5:03AM

Why are you so special? Do you offer anything different from all of the other truck drivers out there? If you can only provide basic services that any other truck or truck driver can offer, then you should only expect basic, bottom of the barrel rates. If you do have additional valuable skills to offer your customers, are they aware of them? As an owner operator, you're not just the truck driver, but you are also your best salesman to recruit new and better business. If you want to attract better rates for your services, you need to offer something that many others will not or cannot. 

Do you have the customer service skills necessary and are you making those skills known to your potential customers? It is perfectly acceptable to “toot your own horn” as long as you can back up your claims and also not come off as a braggart. You do not have to be pretentious in order to convey your level of experience or your wealth of knowledge to sell your services to your customers or potential customers. Present them with an honest assessment of your abilities to perform the job they have to offer.

Have you ever heard of the concept of “underpromise and overdeliver “? It is much better than the reverse of overpromise and underdeliver. If you can offer your services to the right customers and follow through with your promises, you will generally find that your customers will show you the elevator while your counterparts are fighting for each rung on the ladder.

You can follow the herd or you can lead the pack. Your decision on which one you choose will also determine your success. 

Following the herd is easy, that is why so many will do tt and then complain about their results. When you choose to lead the pack, you will find that you must continually prove and improve your skills to remain in the lead. It is much more difficult to take the lead, which is why so many choose to take the easy road and follow. When you lead, the risks are greater and the work is harder, but the rewards will justify your dedication and perseverance.

Strive to be better than you were yesterday. Do the job others will not and go to the places others fear to tread. You will not want for customers when you do what others will not or can not.

If you think you can do a thing or think you can't do a thing, you're right. 

- Henry Ford

See you down the road,