Maintaining the ‘Human’ Element
“Technology has increased efficiency tremendously in our industry,” observes Covey. “Brokers who have not invested in their people and the latest technologies will find themselves at a serious disadvantage. But the human element, relationships, and communication are just as important as the developing technology. Using both in tandem is what creates a winning formula.”
Rapport & Trust
“The pros have both an outstanding rapport as well as trust from customers and carriers,” stresses Cuevas. There must be clear communication, and yes, care. Customers old and new must be valued. Never just answer calls and do only what is necessary to get by, he contends, take the time to talk, get to know callers, and make them feel comfortable—this will lead to “loyalty, whether it be a customer or a carrier.”
Rubini believes in building both rapport and trust. “Relationships are vital in this business; carriers and clients trust us when establishing rates, the availability of equipment, and understanding trends that may be emerging due to seasonality or outside influences. An expert knows his clients/truckers, their needs and wants, and acts accordingly. We aren’t just order-takers, we’re problem solvers, salespeople, and counselors.”
“Mutual trust and respect are always important in any type of business relationship,” counsels Byrne, and says relationships with carriers are just as important as customers. “Customers are where the business starts, but without the carriers, we can’t do our jobs.”
“Rapport gets you in the door with a customer and gives you the opportunity to build trust and create a long-term relationship,” says Chad O’Shea, director of eastern division produce operations for L&M Transportation Services, Inc. in Raleigh, NC, which marks 40 years in business this year.
Once the rapport is established, O’Shea explains, “Maintaining a high level of service builds trust and allows you to expand your business base. Good communication, problem solving, and reliable and punc-tual updates will let the customer/carrier feel confident in your ability to get the job done.”
Expectations
“If you’ve worked for a long time with carriers or owner-operators, they know what is expected of them and what to expect from you,” Covey states. “If you pay them on time, communicate often during shipments, and show respect and appreciation, you can certainly minimize problems. Above all, taking the time to listen to your key carriers’ concerns and viewpoints for improvement is vital.”
