Tag Archive for auto transport brokers

Disappointed in What You Are Not or Happy With Who You Are?

 
 
Disappointed in What You Are Not or Happy With Who You Are?
 
So, you are not happy
 
This afternoon the phone rang in our auto transport office. Being Saturday I normally would not answer it, yet for some reason I picked up the receiver and took the call.

On the other end of the line was a woman interested in becoming an auto transport broker. We had emailed back and forth a few times yet she had a few more questions. She explained to me that she is not happy at her current place of employment and is interested in becoming an auto transport broker. She wants the freedom to call her own shots, work from home and be with her family. Today was her first step toward taking control of her life and happiness, she took action.
 
Many questions not enough time
 
We have systems of process in place to deal with incoming calls pertaining to questions like this. Settling into the office chair I felt it was time to give my client what she was looking for. “Calling the shots” when you are a business owner, allow me to make changes when time allows. Today I had a few moments to give her.

Addressing her direct questions was an easy task for me to do. With more than six years of experience, it is sometimes hard to withhold information. Why would I do that? Well, it is like feeding a baby…you cannot pour the whole jar of food down their throat or they would gag, choke or throw up, right?

The same goes for providing information to those looking for what you have. We must give them bite-sized chunks then allow them to chew, swallow and digest it before giving them another bite.
 
Business and social media today

One question in particular stayed with me after we ended our call. That question was “how do you set yourself apart from other brokers, what makes a customer do business with me”. Funny, when I got started I had the same question. The only difference was I had to figure the answer out for myself; I had no one to explain or guide me through the process.

Before she called, I had been watching a video on You Tube. It was an interview by Bryan Elliott from “Get Behind the Brand”. He interviewed Gary Vaynerchuk who is a wine connoisseur, marketing expert and successful businessman and author. Thank goodness for FaceBook because I never would have found this valuable information without a friend sharing a post with the link.

Gary said some timely things on the interview. I took copious notes. One key point he brought out was the statement about most people focus on being disappointed in what they are not, instead of being happy with whom they are. His point was this, in America we focus on working on our weaknesses instead of our strengths. His belief is just the opposite. When we focus on building on our strengths, we get good, excel at those qualities, tasks, and can share those with others.

The interview is so good and so relevant to answering my client’s question that I thought I would share it with you here, today. I realize it is lengthy, but save this or come back to it if you must, it is that important to your success.
 
 

Most pressing question answered
 
As we finished the call, I shared how I concluded and answered the questions she had about setting yourself apart from others. People connect with other people. Your prices, products and systems may be the same, higher, different or whatever…it does not matter. The prospect on the other end of the phone, sitting across the table from you or sitting in a chair at a meeting will connect with YOU.

When you take time to show that you care about them, provide them with a higher level of service, when you go beyond you set yourself apart from the other businessperson out there. By accepting what you are good at and working on being the best YOU, you can be your best asset.

How am I different from the hundreds of auto transport brokers out there in the marketplace? I am different because I am ME…there is no pretense, what you see is what you get. Either you connect on a personal level with me or you will not. Will I land every deal that comes across my desk or the phone lines? No, do you think I should? If that happened that means there is no competition or the world ended and someone forgot to tell me about it. ;)

Therefore, to set you apart do what I did. Recognize what you are good at and get better at doing it repeatedly. It will take practice and time. As they say, “Rome was not built in a day”.  You will not build your auto transport business in a day, or a night or a week either. One customer at a time, one relationship at a time you can do it, we can do it together.

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Here to Serve,
Carla J Gardiner
 
Would you like to use this article on your website, blog or ezine? You have my permission to share it in it's entirety with the following attribution and a link back to our home page.
 
Carla J Gardiner is an ex-banker turned entrepreneur who built an auto transport brokerage and dispatch center from the ground up. With half a days training and little else Carla learned the business inside and out the hard way…by doing it. Her passion and purpose lies with the people she works with daily; the client, dispatcher, broker and truck driver. Her frustration within the industry has birthed a new division of her company; one to properly train, encourage and mentor other professionals in healthy auto transport.
 
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How To Understand Auto Transport Lead Generation

 

   

 

Sharing one inside secret, how to understand auto transport lead generation

How to avoid dozens of annoying, high pressure calls

This afternoon as I was meditating on a topic for our next newsletter the phone rang. Like most other calls this one was a prospect that wanted an auto transport quote for his new car purchased cross-country.

He explained to me that he had done a search online using Google. The search was for nationwide auto transport. This being his first experience purchasing a car online he was leery enough. His next challenge was the task of figuring out how to get his car from California to northern Illinois.

The search turned up thousands of sites related to auto transport and he quickly became overwhelmed. Clicking on one of the links toward the top of page one he thought his troubles were over. The page told him to rest assured, completing your personal auto transport information here will save you time and effort, one form, ten competitive quotes and you are finished.

What the prospect did not know is that was only the beginning of his education in auto transport, lead generation and lead generation sites. Let me explain, using this nationwide auto transport transaction to share with you how this works.

Slick website seems simple enough

What the man experienced is what most people do in auto transport. The thinking behind these websites is to mask over the fact that they are neither auto transport brokers nor carriers. Rather, these websites are in existence for the sole purpose of generating leads to sell to auto transport brokers.

Now, the customer does not know this. With so much information available, out there on the worldwide web, it can be and most often is very overwhelming. No wonder a person chooses the first one they come to and suffer the consequences later.

The lead generation sites owner knows what they are doing using keywords and pay-per-click advertising to draw in the prospects. During peak shipping season one single site can generate anywhere from 10,000 to hundreds of thousands of leads per day.

As many as twenty auto transport brokers purchase each lead. The cost per lead varies. Oftentimes they sell in a package, for as little as $1.00 per lead. I am good at math, but you do not have to be a rocket scientist to figure out how much money these lead generation sites are making for their owners.

The problem is the sheer numbers of auto transport brokers purchasing these leads. It creates several problems one of which is the massive number of brokers calling the prospective customer. There is no time for them to research each company that has provided them a quote.

This customer told me that not ALL of the brokers that called him did not promote what they could do for him. Instead, they insulted, bashed and demoralized their competitors. He was not impressed. No one focused on helping him achieve his goal of getting his new car home.

Auto Transport Reviews

His next step was to visit the auto transport review board. In his research he found some holes in what others had said. Several of the companies appeared to be the same company, located at the same address.

Many of those companies had negative reviews written by their customers. Now, he was starting to panic. How was he ever going to find a reputable company to help him ship his car?

After checking each company and their reputation with their customers on the review board, he decided it was time to return to Google and start his search anew.

Top search not always the best

Continuing his search online, he almost gave up and just closed his eyes, pointed at the page and clicked to place the order. Instead, his instinct told him to push on, read just one more page.

Finally, as the page refreshed something caught his eye. It was a name; a personal name; it was my name mentioning something about customer service in auto transport. Page ten of Google had a link to an article I had written many months ago.

Within the first two paragraphs, he knew that his search was over. He found something in common with me; we both are ex-bankers. Maybe there is a code or something, I do not know. All I know is that we made a connection. His headache was over.

Trashing all of the other quotes he had received he called our office. After introducing himself, he poured out his heart. He shared his plight with me. What he had gone through to get to me was crazy.

He struggled to understand how any business could launch an all out attack on another company just for providing a free quote. Our customer said he felt like a number, not a person. He did not understand why after filling out only one form he received twenty plus phone calls.

Relationships take time, make for life long customers

After listening to our customer's story, I empathized with him. Taking the time to explain how the lead generation sites work helped him to feel better. It was not necessary to go into great detail; a general explanation was all.

We laughed about his frustration, we discussed his nationwide auto transport and gathered some additional information we needed to do our research. His whole demeanor changed in the fifteen minutes we talked on the phone and he felt better, too.

I explained the reason for writing the article was due to my frustration with the industry, too. Expressing my desire to serve my clients, the way I would want someone to serve me gave him a look into the person behind the phone. We connected on so many levels; he was not just a number, not just another auto transport customer.

Asking permission to call him back with exact details and a verified quote, we ended the call with a giggle and goodbye. Immediately calling one of our preferred carriers, I was able to get a firm rate and a pick up date for my customer.

Within ten minutes of our initial call ending, I was able to call him back. Our carrier's rate was below our estimated quote and we were able to pass that savings on to him.

Therefore, from beginning to end, our conversation lasted about thirty minutes, give or take a minute or two. We provided our customer with a fair market rate, a guaranteed pick up date with a delivery date, too.

Not only do we now have a new customer, but a new friend who will return to use our services repeatedly. Our philosophy has always been to build our value up. To highlight how we can serve our clients, not tear anyone else down.

That builds relationships with trust and honor in a world of less than honorable auto transport, lead generation.

Join us won't you? We need your help to spread the word about these lessons. If you have learned anything at all from our story, send a tweet to your Twitter friends; drop a short post to your Facebook friends. You can bet they will enjoy and learn right beside youwink smile Weekend Trip Ends At Beach Access

 

Here to Serve,

Carla J Gardiner

Head shot 3scarf cropped 150x150 Weekend Trip Ends At Beach AccessCarla J Gardiner is an ex-banker turned entrepreneur who built an auto transport brokerage and dispatch center from the ground up. With half a days training and little else Carla learned the business inside and out the hard way…by doing it. Her passion and purpose lies with the people she works with daily; the client, dispatcher, broker and truck driver. Her frustration within the industry has birthed a new division of her company; one to properly train, encourage and mentor other professionals in auto transport.
 
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