As an owner-operator, finding new clients is an essential part of running your trucking business. While you can rely on load boards to find jobs, if you want to land exclusive, high-paying contracts, you'll want to pick up the phone and start making some cold calls. Searching for new clients in this way is known as prospecting, and dedicating some time to it can greatly increase your revenue.
With this post, we'll go over the basics of prospecting: Specifically, we'll take a look at where prospecting differs from navigating load boards, how you can find the right prospects for your business, and some basic do's and don'ts of prospecting.
Moving Beyond Load Boards
When it comes to finding freight fast, load boards are tough to beat. When you browse load boards, you know that the postings are from shippers and brokers that are actively trying to move their goods. As long as you act fast and have some good negotiating habits at the ready, load boards can allow you to turn a healthy profit. However, if you're looking to move beyond short-term revenue and achieve real growth, prospecting is key.
To start prospecting, simply find a shipper in your area (you can use LinkedIn, search Google Maps, or even just ask around to start) and give them a call. Make sure to know what you're going to say: Be prepared to tell a shipping manager what equipment you have (trailer type and length included), where you're located, and when you can come pick up their freight. If a shipper is interested in your services, they'll let you know. If they aren't, politely hang up and move on to another prospect. That's about 90% of what prospecting is. But the key is to be consistent.
Make prospecting a part of your weekly routine, and, soon enough, you'll have a network of reliable clients to move freight for. You may even land some exclusive contracts.
How to Find the Right Clients
In order to speed up the search for shippers, you can use shipper directories. These are essentially a series of lists containing contact info for a vast array of suppliers and other businesses, often sortable by both industry and location. Many of these resources require you to pay for access, but some are either mostly or completely free. Some helpful directories to start with are thomasnet.com, MacRAE's Blue Book, and ChamberofCommerce.com (for small businesses specifically).
Of course, not all clients are equally good fits for your business, so it's important to come up with some filters you can use when searching for shippers. As you're starting out, consider looking for shippers based on the equipment you have, your proximity to the shipper, or your areas of expertise. Here are some questions to consider when finding new prospects:
When looking in terms of equipment: What trailers do I have access to (dry vans, flatbeds, etc.)? What trailers does this customer require? Do I need any special equipment to move loads for this customer? Is the cost of the special equipment worth it for the opportunity to work with this particular shipper?
When looking in terms of availability: How far would I have to travel from my home base to move freight for this customer? How much competition would I face to move loads for this customer? What is the fuel cost in this area? What other shippers/suppliers are in the same area (for the purpose of back-hauls)?
When looking in terms of expertise: Do I have a level of familiarity with this customer's industry that gives me an edge on the competition? What certifications do I have or do my drivers have?
Do's and Don'ts
Let's conclude by going over some basic do's and don'ts of prospecting as an owner-operator. Here are some rules of thumb that will go a long way in helping you turn prospects into customers.
Do:
Research potential clients—having a basic idea about the resources and needs of your prospects is a must
Request referrals from clients who you've worked well with in the past—more often than not, they'll be happy to recommend you if you ask politely
Prepare rates and other information that prospects may have questions about—you want to give the impression that you're 100% ready to meet their transportation needs
Don't:
Be a pushy salesman—clients may not always need your services, so it's better to politely end a call than lose a client's business permanently or, worse yet, damage your reputation
Rely on improvisation—you'll have more success if you stick to a reliable script and make slight adjustments as needed
Get discouraged if your business isn't an overnight success—converting prospects to clients takes time, meaning patience is key
Are you interested in an alternative to the conventional trucking business model? If so, take a look at how Relaymile is reimagining trucking to provide drivers with a healthier, more consistent standard of work.
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