When I was a small boy my father talked briefly about his experience as an infantryman during the Battle of the Bulge in World War II. He said that the German offensive created such shock and confusion among the young American soldiers in his unit that many panicked. When it looked like all was lost, an order to stand and fight was issued. That simple order helped turned what might have been a total disaster into a victory.
The same order is needed for the American trucker today: “stand and fight.” The reasons to throw in the towel are many: high fuel prices, predatory pricing, a complete lack of effective government policy for our industry. There are a ton of legitimate reasons to accept defeat, but I am encouraging you to “stand and fight.” Our country needs you to haul its goods to market. Without you, people don’t eat. Medicine doesn’t get delivered. People don’t get the mail. Commerce grinds to a halt.
Capitalism is cyclical. The economy expands and then it contracts. Unfortunately we are going through a contraction today that makes it very difficult to survive as a business. Surviving won’t be easy but times like this teach can us a number of valuable lessons:
- Be honest with your people. Let them know that they are important. Break down your employees into teams. Teams will give them direction and create goodwill.
- Watch out for waste. Every penny needs to be tracked. Office supplies, the cost of fuel, fuel efficiency.
- Develop service-oriented relationships with all of your customers. Regardless of the economy, customers are willing to pay for service. Be up front with your customers. Let them know that you will help make them money because your people will do a good job.
- Communicate with your drivers. Thank them for their hard work and service. Let them know that they are a valuable part of the team. Turn them into salesmen. Every pick-up and delivery point is a potential customer.
- Create recognition programs. When people do a good job make sure they are recognized. Create a company newsletter. Give out awards. And yes, talk to your people in groups. Remember, praise in public, reprimand in private.
Keep in mind that it takes a lot of guts to operate a truck line. The fact that you are here is a pretty good sign you have what it takes. Make it happen. Stand and fight!
Marc Andreoli
Marc is the operations director of RTS Financial Service. His background in banking, transportation and his knowledge of history give him a unique perspective on many of the challenges facing our industry.
Posted by rtscredit 
