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Good to talk
Page 46
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Networking can help build your sales, particularly for small and medium-sized haulage companies. CM looks at the best ways to maximise your contacts.
Words: Louise Cote
People buy from people. A cliché, but it's true. When looking for a new supplier, most operators will give great importance as to whether or not they know, like and trust the people they are buying from.
And nothing facilitates a wide range of introductions and recommendations quite like business networking.
Most transport companies network through the Road Haulage Association, the Freight Transport Association, the UK Warehousing Association and sometimes smaller, more focused networks such as the Transport Association.
There are all kinds of benefits to this. not least some subcontracting, backloading or breakdown help when you need it However, we also know that most transport companies would rather fight like cats in a sack than collaborate. And, ultimately, trade associations are designed to allow you to mix with your peers, not your potential customers.
Broader networking can bring you face to face with people from all kinds of industry sectors, and the benefit of telling them about your business and impressing them with your integrity is not just the possibility that they will need your services, but the wide array of contacts that they, in turn, have who may need logistics support. If the number-one seller in transport is word of mouth, then it is time to start recruiting mouths.
CM spoke to several networks, traditional and new (see panels). Some are actual, some online, some expensive, some free. What they all have in common is their ability to raise your profile in your region or your target sectors and give direct contact with decision makers. Check out prices carefully — most have a headline membership price but may still charge you to attend events.
Networking is a state of mind; you can network on trains, in hotels and on courses Free government courses (through Business Link) are a good place to meet other local firms. Pick the over-subscribed courses.
Let them talk about their business — and see if there are possibilities there. It costs you nothing to wish someone well and leave them with your card. •