So, you just started a drayage trucking company and are excited to haul loads yourself or tell all the drivers you know about the high-paying local driving jobs you’ll soon have available—as long as they can get their TWIC card!
A few months in, you might start thinking, “Oh shoot, it’s a lot harder to find customers than I thought.” Hopefully, that wasn’t your experience, but it was for me. I wanted to share some ideas I’ve implemented that have proven effective if you’re willing to put in the effort and stay consistent.
To me, the biggest factor that helped me stay consistent in prospecting for customers was building a substantial and accurate list to work with. I’ve found that all mediums—cold calling, email marketing, network events, and LinkedIn outreach—are effective, but it all starts with having a solid list.
You should be able to locate a Port Directory online that lists customs brokers, brokers, 3PL warehouse providers, freight forwarding companies, and shipping companies. All of these types of logistics companies have customers who may need drayage services.
Importer/Exporter Companies
As a trucking company, the goal is often times to work directly with customers. Many tools provide data on the companies that import/export through the ports you’re targeting. I personally use Datamyne, but other options include Import Genius and Trade Mining.
By implementing these strategies, you can effectively build a solid customer base for your drayage trucking company. Stay persistent, and don’t hesitate to adapt as you learn what works best for your business.
Calling Local Port Directory
You should be able to find a Port Directory online that lists customs brokers, brokers, 3PL warehouse providers, freight forwarding companies, and shipping companies. These logistics firms often have customers that need drayage services. They may be busy and respond with a request to email your services, but it’s a start. From there, if you follow up and don’t hear back, try calling again to see if they’re open to an in-person meeting. Ask to speak with someone in the business development team. Ports often have a business development team that’s entire goal is to be a match maker between importers and local service providers that can help them!
Cold Calling Shippers
Yes, I know—it’s not always the most enjoyable task, and it can feel a lot like a cold shower. However, this old-school method still works today! What I appreciate about cold calling is that you can quickly eliminate companies from your list. I’ve found many companies that import into my local port, Port Everglades, FL, have no need for our drayage services. This helps you focus on the ones that do. They might say things like, “Our customers handle which trucking companies we use; our contracts are door-to-door,” but that’s a good thing—it allows you to narrow your list and concentrate on other methods of outreach.
Email Marketing
While some people view it as spammy, with the right target audience and a genuine approach, email marketing can be highly effective. I’ve personally had great success with it and have gained multiple customers through this channel. Once you find a winning campaign and have an accurate list, it can run in the background, freeing you up to focus on other prospecting methods.
There are various tools you can use to streamline this process. I use Lemlist to run my email campaigns and track leads. To find logistics personnel at each company, you can utilize software like Seamless AI, Hunter.io, or CU Finder. Email marketing requires sending bulk lists and maintaining consistency, and these tools can assist with that. Don’t hesitate to include numerous companies and reach out to multiple contacts within those organizations. I typically build lists of at least 1,000 to 5,000 companies each month and include 1 to 10 people from each company to email.
I will note that building an email list of thousands of contacts can still be a time-consuming task. If you are pressed for time and need to lean your budget, consider leveraging an individual on Fiverr who specializes in building email lists. They will already have the AI tools, allowing you to avoid monthly payments. Just let them know the companies you are targeting and provide them with the job titles you seek.
LinkedIn Outreach
LinkedIn can be an excellent tool when used for networking, not solicitation. I strategically connect with individuals in key logistics roles—such as freight forwarders, traffic control managers, and supply chain heads. I get to know them and inquire about their goals; often, they reciprocate by asking about my business. I use LinkedIn Sales Navigator to find the right people and then employ LINKED ELF software for outreach. My only automated message is the initial one. Once they accept my friend request, LINKED ELF automatically sends a connecting message: “Hey {Name}, thanks for accepting my friend request! I saw you’re also in logistics, so I thought I’d reach out. You never know when we might collaborate or refer business to one another. Are there any particular goals you’re focused on right now?” This is my sole auto-response; I believe that automated drip campaigns can come off as too transactional. I prefer to connect genuinely.
Google Sponsored Ads
Google Ads can quickly generate leads and get your phone ringing. Your budget will play a significant role here, as you may need to work with a marketing agency. Keep in mind that you’ll incur a management fee plus an ad budget. Sometimes, Google offers a $500 ad credit after you’ve spent $500 on ads. An established website will help with this; if you don’t have one, consider collaborating with an agency that can create a quality lead-generation site for your ads. If you’re on a tight budget but want to give this a try, platforms like Fiverr have experts who can create Google sponsored ads and help you monitor them.
I started with an ad budget of $500 to $650 for my first Google sponsored ads.
B2B Networking Events
Look online for upcoming supply chain conferences in your area. In my experience, the Florida Supply Chain Summit was a phenomenal event that allowed me to meet not only like-minded people in the industry but also to build relationships with individuals representing the organizations I mentioned above, including freight forwarders, customs brokers, and business development teams from local ports. Attending this was how we were able to meet business development reps at the nearby ports and talk business.
About the Author:
Derick McQuaide is a Business Development Executive for Accurate Trailers, a South Florida-based drayage carrier.