The day that old morning sun rises in the west
And they pass a law in L.A. banning artificial breasts
When cars can run on water, gasoline and oil ain't worth jack
Right then, that's when
I'll take you back

It's like music
To hear you bawling
Waa, waa, waa, waa, waa

                                                                Brad Paisley

Ok, I'll admit it.  I'm a complete friggin' idiot.  I should have bought Kleenex stock 2 years ago (along with, Viagra, Cialis, Cymbalta, and oceanic spill containment systems); and the entire fleet of Tiger Woods "How I Play Golf" DVD's.  Whoda' thunk it.  Hmm.  I should call Bret Michaels and see what he would do.

I'm ticked off.  (Big Surprise)

They're seems (is) to be quite a bit of whining and crying going on today.  I finally figured out why they call it "Baby Boomers". 

One "could" assume that tears are absolutely and relentlessly gushing due to lost revenue, stricter government control, mandates, operating costs, lack of qualified drivers, insurance costs, Hours of Service, EPA regulations, EOBR's, etc.  "I got rid of my Safety Director because I thought I could handle it myself, my daughter is pregnant and my kid needs braces" syndrome is a disease and everyone is looking for a magic pill.  Thank You Viagra!!!

The Instant Excuse Ball: Now Available in Stores Everywhere:

Just shake it and watch a good excuse appear, no straining of your brain required.  Buy em' for your whole "team".

The reality is, the majority (80%) aren't crying anymore over their businesses suffering from their own inequities AND laziness.  They've experienced their own "epiphany", where it's "just OK" that their business sucks, because, well, it sucks for a lot of other people...so it's just OK (Social Proof is an amazing concept).  What are they crying about?  The Biggest Loser.  The Next American Idol Winner.  The Final Episode of Lost.  Crying for the Next Survivor???   I'm lost.

Not much else to say.  A mentor of mine once told me, "Johnny, the only difference between wealthy, successful business owners and those struggling is the size of their TV's.  Successful people build libraries, while the majority buys the biggest and latest TV's."  Take a look around you.  It might be time to find new friends.  Don't worry.  You'll be ok.  Trust me.

I will say this - pretty much any person, young or old, male or female (whether she's been with Tiger Woods or not) gets in life whatever he or she (or You) accepts.  Sit down, this may hurt.  If you run a trucking company today and it sucks, and you're whining about it,  it's your own damn fault.  Get over it, or move the hell out of the way.  You can stand still today and "wait for things to happen".  Surprisingly, there's no regulation against it.  You "could" also, maybe, possibly...DO s.o.m.e.t.h.i.n.g.

Those defying the path of the majority, are (have been) reaping the rewards of "pack separation" and true, gritty, balls-to-the-wall entrepreneurism.  Kick Ass and Take Names (for some this is genetic). They (and I) discourage acceptance by the majority, anything less than "crushing the competition", and of course the almighty "Victim Status" (also available in serum bottles in Stores Everywhere).

Unstoppable companies are surrounded by an "insiders circle" of ruthless and status-defying individuals that truly "get it".  Everyone "get's it".  It's about the Mindset (yep, that's some deep stuff).  Not the company.  Not the titles.  Not even management (most boardrooms are the cause of failure).  They accept nothing sloppy.  Demand the best from everyone.  Do things fast and do them right.  Did I say Fast?

Ignorance is disappointing.  The Biggest, Baddest, Ugliest problems in business faces today are the easiest to fix.  They're completely obvious, which is why most business owners "can't finger em' out".  It only takes one person (that "gets it") to decide if it's OK to fix them.

But WAIT!  Before you run off to shut off Oprah (and apologize to yourself) remember this.  The people in the trucking industry today, the ones that are truly "crushing it" while still enjoying life, on their own terms...are you ready for this?  It's a Secret, so don't tell anyone.  They actually W.O.R.K.  They literally do something that is called "rolling up their sleeves".  Seriously. You should try it.  It's actually pretty fun. 

It takes sweat equity today.  There's no such thing as Easy Money.  Opportunities are plentiful.  The field has been leveled.  Market differentiation is a golden nugget.  CSA 2010 is nothing less than a BIG ASS, Wide Open opportunity to exploit your Strengths.  If you have any...

What Are You Waiting For?  No, Really?

In this blog I'm going to start breaking down some simple ways you can start leveraging the Internet and new media to create some market differentiation between yourself and your competitors. We visit thousands of transportation companies every year, helping them improve their businesses and one of the areas we can help folks out with right away is with their on-line presence; the first being the "website".

The first rule to remember about building out a website (besides the fact that YOU aren't going to do it, someone ELSE is) is that new prospects don't really care WHO you are; they want to know WHAT you will do for them. If you can do it, and do it well, then you might have a long term relationship. As cliché as this may sound, it's more true today than ever. It's not personal, it's business. It's about trust and integrity; and profitability. We have many customers that have been with us for over 20 years with no turnover. They aren't customers just because we "love" and nurture them. They're our customers because we give them what THEY want (quickly) and what they EXPECT from us; better than our competition. You can "talk the talk" all you want in your website, but you better back it up through reputable sources and testimonials from the movers and shakers in the industry. Too many trucking websites exploit the WHO, and not the WHAT. Switch this around, and you'll stand out.

Telling prospects about your multi-generation family ownership isn't an effective way of creating new sales leads, nor is an award, education or wall of credentials. The economy has leveled the playing field. It's about RESULTS. You can tell them "who" you are (be brief please), but more importantly, tell them what you have done that has consistently produced quantifiable results. Make it known. Want to stand out in the crowd of Shippers and Underwriters? Here's a tip, let them know you have a SATISFACTORY Safety Rating right up front on your home page. Make it BIG. Put your company stats where they can easily be found. Most of it is public information and they'll get it anyway. Give them the "goods". Make it EASY. Exploit your Safety Record, OOS Rates, Accident Frequency Rates and Turnover. Prove you're not hiding behind anything. Do you know your Operating Ratio? Step up to the plate and challenge your competition. Post testimonials. Avoid start-ups unless they can back it up with facts, figures and testimonials. Would you want to do business with a company just because they've been in business for 100 years and they have 5 generations in the business (with no other references) or would you like to do business with a company who has a 10% driver turnover rate, Out of Service Rates well below the National Average, a zero Accident Frequency Rate and a Satisfactory Safety Rating? If they can't provide testimonials, it's a waste of your invaluable time and if you recall my last blog post, you're not supposed to be working on this new website anyway my friend; you're suppose to delegate it, right?

Here's another tip to get you rolling. Your local web guy is most likely charging you an exorbitant amount for a website with no ROI. Hint, Hint: Outsource it on-line! Places like 99 Designs, can crank out websites that will fit your company and most importantly your budget. We regularly see front to back sites complete for under $200 bucks, and these aren't choppy "template" websites where some other company has the same site as you. These are top shelf Web 2.0 sites (meaning interactive and personal) that grab attention and turn heads. Media today makes it easy for anyone to research a person and/or company. You can't hide. If you're not hiding from anything (or anybody), for Pete's sake, EXPLOIT IT! This is the only way you can truly separate yourself from your competition. The days of "resting on your laurels" are over. Your choices and decisions must be deliberate, intentional and very quick.

In my next blog, I'll be sharing some insider secrets into the new media, specifically blogging, which will drive traffic to your brand spankin' shiny new website and ultimately launch your sales and marketing into a whole new stratosphere.

The economy a year ago was a "sharp pain" for many, and has turned into a "dull ache" for most. According to the media guru's, it's going to get much worse before it gets better. There's said to be a slight "upswing" heading our way, which some feel is already here; followed by a much larger "downturn". Speculation and forecasting; that's what's drilled into our heads by so many media channels. Prepare for THIS and prepare for THAT. This leads to unproductive behaviors and decisions trucking professionals must make every day in their businesses. Bottom line: turn off the TV, work ON your business, not IN your business, and seize a fraction of the opportunities that present themselves in these climates. Work "smarter", rather than "harder". Surviving is now cliché. Some have convinced themselves there is nothing they can do to help their business. They've already tried to minimize expenses and are so focused on cost; they are missing the big picture; growing and diversifying the business. Many companies are so focused on "cutting the fat", they don't realize that these efforts have a negative effect on their overall operating ratio if they neglect the all important element in developing a successful and profitable trucking operation. In fact, many think that because they cut expenses and their gross revenue increased, they are growing (false). Gross revenue can increase while the net profit decreases. Unfortunately, this is only one reason why over 5,300 companies have disappeared from the map, in the last 30 days. You can "float" for only so long. It's sink or swim. Speed is a critical element in business today. Net profit is the undisputed champion. Get back in the driver's seat, delegate your current day to day responsibilities and focus on growing the business.

Here are 7 Keys to Gaining Control and Harnessing New Opportunities

1. Outsource, delegate and focus ON your business. Forget the rest. Don't worry about the things you have no control over. You're already comfortable with all the chaos and noise out there. Get more comfortable, it's here to stay. Step back and look at your productivity level from a week, day, and hourly level. I bet there's something there you can identify that will boost YOUR productivity. Delegate unproductive activities to someone in-house, only if you really have a difficult time letting go. Teach yourself to "let it go". Everything else needs to be outsourced. Everything today CAN be outsourced; including your email. Stop sitting behind the monitor. Shut if off for predetermined periods of time, pull out a pen/pencil and notepad and start "really working" on your business; do you know where you want it to be positioned in the next 12 months, 5 years, 10 years, etc. (specifically)? That "idea" you've had for the last 3 years...it's time to make it happen.


2. New Markets and New Marketing. Stop defending the status quo. Diversification has never been easier to tap into. Want to really stand out in the crowd? Up the ante on your marketing efforts (online and offline). It won't take much because most marketing campaigns have been suspended (the irony is that it's typically the first expense to be choked out, second only behind Safety and Loss Control). HINT: Do Not Sacrifice any Elements of Your Safety Program (the price paid will be exponentially higher when you have a loss and have to rebuild). Those that continually lower rates will be caught in the cold when rates go up. It's a natural cycle and devaluation is tough to overcome for any company. Remain steadfast and strong by diversification and niche marketing. Scarcity is a good thing; welcome it. Without it, there's no need to be innovative.


3. Build a fence around your customer with a bridge letting the bad ones back in. Serve the customers you hate. You'll learn a lot more from them than you will your best customers. It's like a bad relationship. You'll put up with it for awhile just to learn what makes the other one "tick". Now you have something with REAL value. Nurture your existing customers like never before. Touch them often through personal communication (phone and visit). Get to really know them better without being a pest. You have to talk to them more today, to know what changes they are going through, and to be able to adapt quickly. The faster you are, the more dominant you will be to your competitors. Today's success model is very simple. SPEED + ACTION = RESULTS.

Stay tuned for Part 2