Apples to Apples

It is extremely helpful and potentially humbling when you get to hear feedback from your customers and those who are in positions or roles to support your customers. One recent such experience created an opportunity for our business to better educate our sales representatives on how to ask questions about our customers results given the nature of our product verses that of the competition.

In the vertical space of transportation recruitment, most publishers (both print and online) typically only offer a national presence. One unique factor of our product, Careers in Gear the magazine and CareerinGear.com, is that it is published regionally as to give national, regional and local recruiters a better means by which to target their message based on geographical needs. We do not force a national buy. A lot of our customers do not recruit for drivers on a national scale. In fact, we have customers that recruit on a national scale, but may only be using us in one regional zone. This is where we have to be very careful in how we educate our customers to view our results and their ROI when using our product compared to the competition. It is our responsibility to work close enough with our clients to have a better understanding of how they are measuring their results. In the end, meeting our customers needs is ultimately our goal as to earn their business in the future. That means we have to accurately know how our customers define their goals and expectations as far as our ability to live up to their expectations. Just as important is our ability to have the knowledge of what other products and services our clients are utilizing to meet the same need and how they will be comparing results. With regards to our Careers in Gear the magazine and CareersinGear.com, we have learned of examples where customers have been comparing our results within one region to those of other products that only offer a national presence. While we outperform these competitors within a region, they might have delivered a greater response, just not within the specific area of need. ROI within the area of need was better using our products. It is our job to point this out to our customer and to educate our customer on looking at our products and services on an "apples-to-apples" basis.

The transportation industry is a terrific industry in which to be conducting business. While attending the 2007 American Trucking Association's Management Conference and Exposition, I had the opportunity to speak with many leaders within the industry. I appreciate the time and feedback that everyone gave me and others within our business. We look forward to working closely with our current customers and those that we will be serving in the future. We will continue to invest in the ongoing research and development of our current suite of products and products that are future-focused in nature to meet the dynamic needs of the driver recruitment industry.