The California Gold Rush may have ended over 160 years ago, but there is still gold to be found among your own customers. Every time I give a seminar or consult for a dealership, I’m asked, “What’s the fastest way to grow my business?” My answer is always the same: “Through your best clients.” Just like gold that has been wisely invested, our top customers maintain and increase in value over time, providing both retained … More Striking Gold: Cultivating Your Top Customers for Continued Success
Being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5A of our Scrappy Marketing on a Budget series, we’re discussing the Benefits of Crafting Dynamic Email Campaigns. … More Scrappy Marketing on a Budget: Benefits of Dynamic Email Campaigns
Being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 3 of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Create Referral Programs!! … More Scrappy Marketing on a Budget: Create Referral Programs
The pool of potential workers is shrinking just as an aging driver population is retiring, federal regulations are restricting hours of service, and younger generations are increasingly associating trucking with low pay, poor working conditions, and an isolated and unhealthy lifestyle. In short, it has become harder and harder for … More Let’s Drive, Kids: Millennial Recruitment During the Driver Shortage
Wow. It seems like just yesterday that we were wrapping up 2016, and now here we are marking the end of 2017!! It’s been a big year here on the Commercial Truck Trader blog — actually it’s been far-and-away our biggest year ever!! We went from writing just a few posts in 2016, to this year publishing a post every single week … More Commercial Truck Trader’s Top 5 Articles of 2017
Personable relationships and attention-grabbing campaigns are certainly effective and lead to a great deal of sales. However, these are only two parts of a strategic, connection-generating trifecta. What is this third, final piece of the puzzle? We’re glad you asked, because today we’re talking about … More Generating Leads Through Content Development
It’s so easy for a team to lose points if there isn’t someone keeping an eye on the ball. And it’s easy for a dealership to lose leads and sales if there isn’t a manager position dedicated to growing absorption rates and expanding fixed ops. Okay, that moved from baseball analogy to technical jargon pretty quickly, so … More Keeping Your Eye on the Ball: Retention & Fixed Ops
Talk to almost anyone in the trucking industry and you’re likely to hear concerns about so many drivers leaving their companies and even quitting the industry altogether! In fact, the ongoing driver shortage is the number one reported issue for carriers, according to the American Transportation Research Institute. That makes finding drivers a bigger concern … More 4 Ways to Retain Truck Drivers
It’s perhaps one of the biggest tensions that marketing professionals have to grapple with: How far is too far? Dealers selling anything from dozers and big-rigs to toothpaste and toys have to figure out ways to be relevant, edgy, and interesting, while still keeping their target demographics in mind. … More How Far is Too Far?
How does a million dollars sound in exchange for driving a truck? Pretty dang good, right? That’s how much Swift Transportation was awarding select winners in a driver retention campaign in the mid-2000s!! While that specific program seems to have ended, trucking companies continue to look for ways to combat the ongoing driver shortage. Drivers with good records can sometimes win money, prizes, and even new cars. … More Driver Retention: More Money, Less Fried-Chicken?