1. Pick your battles.

    A young man was given a shotgun and shells. "Son, there are 12 rounds in this box," said his father. "Bring home a couple of 'roosters', ok?" The young man was confident; he knew where the big birds hid.

    As he approached the lair of rooster pheasants, a convey of chukars exploded in front of him. Twenty birds, all small, speeding away in all directions, some right under his feet! He pumped 4 shells at the lightning birds, missing all.

    Another 10 feet - more chukars, Bang! - Bang! -- No birds. They were too fast. "I'm not even going to try," he thought.

    As his heart began to beat more slowly, he saw geese flying high over head. "I can hit these", he thoght. Five shells later, he had not a feather for a reward.

    At last, he arrived at the lair of the pheasant. He crouched low and spooked a bird. It streaked low and to his left. Plenty of time. He took aim and pulled the trigger - click - click - no shells. He panicked. The bird was still in range as he scoured his pockets, nothing - not a shell. Another rooster broke cover and another. The moral: keeping the target in mind, not being reckless with resources, makes good sense.

2. Be fearless.

    When there are so many predators about and an abundance or prey, it's easy to back off and become cautious. A person who never took a risk, never failed, never won a prize. Remember these immortal works, "Don't worry, they can't eat ya!" - It should give some comfort!

3. Familiarity breeds efficiency.

    Getting folks to do the same thing every time - all day long, really works. It costs a broker just as much to have one dispatcher move twenty loads, as it does to move one load. If the same carriers are involved and the customer tenders freight to the same destination, electronic tools really enhance this concept. Duplicate shipments are produced with a keystroke. Carriers call expecting familiar freight that they can build a live around. Billing and paying are a snap due to the repeat nature of the transaction.

4. Adopt, adopt, adopt.

Adopt a carrier. Find one with which you can fall in love. Meet, court, marry, and have freight together. Cater to their needs. Listen to their problems, be there for them, be their banker, dispatcher, salesman, and friend. Get personal. They will bust their hump for you. Put your efforts here rather than with someone you just met.

Adopt a customer. Don't replace the traffic managers. Just be the ultimate resource for transportation. Guarantee the service. Get personal, listen - become a drug to them. Be a freight habit they don't want to (or can't) break.

Adopt an employee. Certain individuals have paid the price. They have been through the fire - worked the late, come in early, backed the owner's play - and they deserve whatever it takes to keep them interested. Often these folks are just loyal but most have the fire in the belly over their company. Their needs should always be considered before others.

Dig in! Save them at all costs before making an outstanding play on someone you just met.

5. Sell, sell, sell.

    Never back off in this market. Everyone needs service and price is not so important. Save the day now, and the client will save you, when things slow down. Define what you are looking for, not just freight, but specific kinds of clients that add a certain dimension to your organization. Now is the time to get the right kind of business as every one needs your product.

Conclusion

    Even a blind dog can find a bone if he digs enough holes. We are not blind. We are business owners who have survived every phase of deregulation known to man! We know how to deliver the goods. We are experts at customer service. We employ the best personnel in the country and now is our time.

    Guerill brokering - picking our battles - taking the gloves off, and fighting for our market share will pay off. Don't waste time - the sun's coming up. We'd better get running.