In this discussion, we will explore the direct marketing concept and its relevance to independent truck dispatchers contacting trucking companies.
In our previous post, “Finding Clients as a Truck Dispatcher,” we emphasized the significance of marketing, with a specific focus on online marketing. Now, let’s delve into direct marketing and its relevance to truck dispatchers.
Direct marketing entails reaching potential clients and presenting your services or products. It involves proactive engagement and direct communication with your target audience, allowing you to establish connections, deliver personalized messages, and cultivate relationships.
What is Direct Marketing?
Direct marketing involves actively reaching out to potential clients rather than waiting for them to initiate contact. It entails a proactive approach to pursuing potential clients with your offer.
Furthermore, direct marketing can be an effective strategy if your objective is to acquire a large number of clients promptly. Proactively engaging with your target audience increases your chances of securing clients and achieving your goals.
Before implementing direct marketing strategies, it is crucial to identify your target clients. As previously discussed in the post titled “Who Hires Independent Truck Dispatchers,” your primary clients are typically smaller trucking companies.
Reviewing this post will provide a comprehensive understanding of the things you should focus on when developing your direct marketing approach.
Assemble a Compilation of Prospective Clients
To initiate your direct marketing campaign, compiling a list or database of potential clients is crucial. Let’s assume you have a list comprising 100 trucking companies. This will serve as the foundation for executing your direct marketing strategies effectively. You can contact Trucking Companies:
1. By Phone
When making phone calls, only some feel comfortable with the process. For instance, some individuals, like myself, may have an aversion to cold calling. Despite extensive marketing and sales experience, contacting unfamiliar individuals over the phone can take time and effort.
Feeling uncomfortable making phone calls doesn’t necessarily prevent you from contacting potential clients. When you’re stuck in a situation like this, you can always delegate the task to someone else. But then you might wonder where to find someone who can make calls on your behalf. Fortunately, the process is quite straightforward.
You can explore platforms like Fiverr, where you can find services that are related to cold calling specifically. This way, you can get the job done with ease.. By typing in “cold calling,” you’ll come across numerous individuals who are willing to handle phone calls on your behalf. This allows you to outsource the task to experienced professionals and focus on other aspects of your business.
2. By Voicemail
If you’re uncomfortable making phone calls, sending voicemails is an alternative strategy. This involves recording a message similar to what you would say on someone’s voicemail.
Moreover, this method allows you to effectively convey your message without engaging in live conversations.
This approach will enable you to leverage your communication skills while bypassing the discomfort of direct phone interactions.
Once you have compiled your list of phone numbers, you can proceed to upload them into a “voicemail drop” provider. This service lets you send your pre-recorded voice message to everyone on your list without their phones ringing.
By utilizing this method, recipients receive your voicemail without interrupting their activities. This approach minimizes potential annoyance and allows them to hear you out at their convenience.
In your voicemail, introduce yourself and mention your dispatch services, specifying your target audience and services. Include your contact details for interested parties or those needing assistance with freight.
This concise voicemail enables potential clients to learn about your offer and contact you if interested while allowing others to delete the message if they are not interested. It’s a simple, non-intrusive way to generate leads and initiate client interactions.
3. By Email
Following the voicemail outreach, sending a brief and informative follow-up email is advisable. This ensures that potential clients have convenient access to your contact details and can explore further information about your services at their convenience.
In your follow-up email, refer to the voicemail you left previously and mention your dispatch service. Include a hyperlink to your website to offer additional information.
By sending this email, you allow recipients to learn more and initiate further communication. If interested, they can reply; if not, they can delete the email. This approach respects the recipient’s choice while facilitating potential engagement.
Direct marketing involves:
- Proactively reaching out to potential clients.
- Sharing information about your services.
- Inviting them to do business with you.
Implementing effective strategies such as voicemails and follow-up emails creates opportunities for potential clients to respond and engage with your offer.
Here’s a guide on How to Find Clients as a Truck Dispatcher.
The Numbers Game in Direct Marketing
Another critical aspect to address in direct marketing is the numbers game. It is common to hear individuals express their disappointment after contacting several trucking companies and receiving negative responses.
The significance of reaching out to a limited number of companies, such as ten, twenty, or even a hundred, should be balanced. While there is a possibility of receiving positive responses and securing a few clients from a larger pool, the outcome may also yield no immediate results.
To increase the likelihood of acquiring more clients, expanding your outreach efforts to a larger pool of potential contacts is advisable. This may entail reaching 200, 300, or even 500 prospects.
The size of your contact list plays a crucial role in direct marketing, as a larger pool of potential clients enhances the opportunities for securing more business engagements.
Acquire High-Quality Data
Determining the source of a reliable and high-quality contact list is crucial in direct marketing. While various databases are available, it’s important to note that simply possessing an extensive database does not guarantee success. Quality data is equally important.
To illustrate this, consider the FMCSA database of motor carriers, which contains approximately a million entries representing numerous trucking companies. Although having a lot of data seems promising, it doesn’t necessarily translate into useful leads.
Ensuring that the database has quality data means it should be reliable, accurate, and relevant to your potential customers. To be effective in your direct marketing endeavors, it is crucial to narrow down your target audience as you work with an extensive trucking company database.
Merely reaching out to any company within the database without considering their specific characteristics may not yield favorable results.
For instance, companies with a small fleet size, such as those with 50 trucks, may be better candidates for your services. Similarly, a company that specializes in handling niche or specialty freight may not require assistance finding loads.
Furthermore, considering the longevity of a company can be a valuable factor. Suppose a company has successfully operated for ten years or more. In that case, it indicates its ability to navigate the industry and find loads independently, reducing the likelihood of them needing your services.
By carefully selecting and targeting companies based on relevant criteria, such as fleet size, specialization, and the potential need for assistance, you can maximize the effectiveness of your direct marketing efforts.
To effectively target your potential clients as truck dispatchers, narrowing down your audience based on specific criteria is essential. Relying on a random database may not yield satisfactory results.
Instead, utilize a dynamic and customizable database to filter prospects based on fleet size and vehicle type. This focused approach increases the chances of finding clients more likely to respond positively to your services.
Crafting an Effective Sales Pitch
Regardless of the response rate from your marketing campaign, it’s crucial to have a well-prepared sales pitch to communicate the value of your services effectively. Your pitch should convey what you offer and persuade potential clients to choose your service. It’s essential to be persuasive and compelling in your messaging to encourage sign-ups and client engagement.
Once your marketing campaigns are launched, you must be prepared for the responses you receive. Have a clear plan for handling phone calls or emails from potential clients. Being prepared will increase your chances of successfully converting prospects into clients. Remember, the ultimate goal of your marketing efforts is to acquire clients for your business.
During challenging moments, remember that even a single client with one truck can generate substantial annual revenue ranging from $12,000 to $16,000. This realization can help you overcome the difficulties of making phone calls, managing email campaigns, building a website, or running online advertising. These efforts are necessary for building a thriving business in the long run.
If you’re new to truck dispatching, you can gain expertise through online dispatcher training offered at Boss Dispatch Academy.
