Fuel for Thought

Value of Success

By Greg Huggins
Posted Jan 28th 2024 5:35AM

If the secret to success is value. What is value? Who defines it? How do you get it?
Value is defined as:
1. the regard that something is held to deserve; the importance, worth, or usefulness of something.
2. a person's principles or standards of behavior; one's judgment of what is important.
Value will be defined differently depending on who is assigning the value. A customer who needs a tanker load hauled will not find value in an owner operator who cannot handle the task. Consequently, any driver will have value to a customer who needs a load of empty pallets hauled. Their value will be less than that of the hazmat driver, but they will be assigned a value all the same. So for truck drivers, value can be defined by your abilities above and beyond the average dock to dock, general freight hauler.
What skills or equipment do you bring to the table that will dictate higher compensation for your efforts?
Specialized equipment will often command higher prices, but if you cannot properly use that specialty equipment, what good is it to anyone? Higher rates and value are not the same. Higher rates do give you value, but value can get you higher revenue.
In order to bring value to a customer, you have to be willing to be the problem solver, not the problem. When customers know they can count on you to do what needs to be done (legally) to get the job done in a safe and timely manner, you will increase your value to that customer. Not all customers will appreciate your value, but if you continue to provide high quality work, you will find the customer(s) who will value your skills and time.
When you invest in your equipment, you increase the probability of increasing your value. A customer who needs more than a basic truck and driver will value your equipment investment. Market your equipment to the right customers and value will follow.
When you invest in yourself, you increase the probability of increasing your value. Equipment alone does nothing. A fully equipped truck that sits in your driveway is of no value to anyone. You, as the business owner, need to increase your knowledge and abilities as much as possible to add value to your customer(s). Market your skills and abilities to the right customers and value will follow. Never stop learning.
When you have the right equipment, or are willing and able to add customer requested equipment and have the knowledge and ability to proficiently use the equipment, you will find that customers will seek you out for the value you hold with them. Add in a healthy dose of good attitude and exceptional customer service and you will surpass value and become invaluable to the right customer(s).
Too many truckers want to do the bare minimum and expect top pay. When you provide bare minimum service you generally get bare minimum pay. There is no reward without risk. Play it safe or play to win. It is your decision to make about the outcome you will receive.
Value is like trust, it is built slowly and not given without cause.
Do more, achieve more. Do less, achieve less.

Strive not to be a success, but rather to be of value.
-  Albert Einstein

See you down the road,