Direct Marketing Is a Numbers Game
We also need to talk about a crucial factor related to direct marketing. Direct marketing is the numbers game. I hear some people saying that they reached out to ten or twenty trucking companies, and they didn’t want to work with them.
Well, ten or twenty means absolutely nothing. As a matter of fact, 100 means absolutely nothing. Yes, if you reached out to 100 companies, there is a reasonable chance that a few of them will respond to you, and you may sign up one or two clients, but you also may not.
That means that you need to reach out to 200, 300, even 500 potential clients. The bigger the number, the greater the chance that you’ll land more clients. You need to have a large list of contacts to market to — it’s as simple as that.
Gather Quality data
Where do you get this list? There are many databases out there. Sometimes students say, “I’ve heard that by purchasing this course, they are going to give me a database of 10,000 trucking companies.”
Well, that is fantastic, but it doesn’t mean anything. I am being sarcastic because having data or a database is just half of the solution. Having quality data is the other half.
What do I mean by quality data? Let me give you an example. I can provide you with the link to the FMCSA database of motor carriers, which probably has close to a million entries. That means there is information for a million trucking companies in it.
However, which companies out of this million should you reach out to? Is a company with 50 trucks a good candidate as your client? I don’t think so. Maybe a company that handles some sort of specialty freight is your potential client? Probably not.
What if they’ve been in business for ten years or so? Do you think they will need your help? I personally don’t think so because if they managed staying in business for ten years, I don’t think they need your help finding loads.
However, let me give you an alternate view. I believe that the most likely companies to work with me are the ones that are just starting out in this business, so I want to target companies that just got their motor carrier authority. I also want to target companies that have less than three trucks.
As we have discussed in our post, Who Hires Independent Truck Dispatchers, if they have a lot of trucks, there is no point in paying me a lot of money. They can just hire an employee who will do it for much less money. I also want them to operate with semi-trucks because I don’t want to deal with box trucks or cargo vans — it’s not something that I do.
As you can see, I’m narrowing this big database down to my target audience, which is more likely to respond to what I have to offer. And unfortunately, you will not be able to narrow your target audience with a random database you got from some random place. You will need access to a dynamic database, where you can set up a search with all these criteria to narrow it down to your potential clients.
And no, such databases are not cheap at all. But I believe that by spending money on access to this database, I get a pretty decent return because just picking up one client, again, will probably pay for it in a couple of months.
Yes, again, I hear your objections. “I don’t have the money to spend.” Okay, fine, you can get the free database, but you need to understand that I narrowed mine down to 100 target companies that I would reach out to. You may have to reach out to 1,000 to reach what I did with this 100, which means you will have to work harder and longer if you’re not willing to spend money.
If that’s your situation, that’s totally fine. Just be prepared to put more effort into it. If your conversion rate is just 1%, you can pick up many potential clients.
Master Your Sales Pitch
But don’t forget that regardless of how many people respond to your campaign, online or direct marketing, you still must have a prepared sales pitch. This must include the message of what you offer, and you must convince these potential clients to sign up with you and use your service.
Once you launch your campaigns, be prepared. Know what you’re going to say to the people who will call or email you. When you are ready, you are more likely to convert your potential prospects into clients. And that is the whole purpose of doing any kind of marketing campaign.
Any time you get discouraged, I want you to remember that one client with one truck is worth $12,000 to $16,000 of annual revenue for you. So, I know it’s hard to make phone calls and manage email campaigns, and I know it’s hard to build a website or run online advertising, but it is necessary if you want to build a successful business.
© By Roman Shmundyak May 2022