So, I’m a solutions guy.
If you show me a problem, I’ll quickly ascertain the reason it happened and then find a solution so that it doesn’t happen again.
I am not a hand-wringer.
I loathe listening to someone drone on and on about their woes.
Heck with that.
I’m going to look for a solution and fix the problem.
Unfortunately, not all in this industry who purport to be solution-oriented have your best interest in mind.
Take, for example, some of the towing publications.
For the most part, they’ll display the wares of whomever “shows them the money.”
Tow Mags win when you buy bigger trucks and take on more debt.
They win when you sign up with the latest low-paying motor club de jour.
And they win when third-party police dispatching companies get a stranglehold on another city.
You win when I teach you how to steer clear of this nonsense and make more money.
Yeah, it might take a little longer to get involved or to grow – Up in this business! (If you must save money to buy a truck outright or have a bigger down payment.)
But behind the scenes (while you’re saving the money), you’re also developing the discipline you need to be a success in all areas of your life.
If you can save $30,000, $50,000, or more and don’t give into the temptation to blow it on junk along the way…that says alot for your character.
And with well developed discipline and character, you have a much better chance of reaching your goals.
Now, I don’t mean to beat up on the poor old tow mags.
They ain’t all bad.
They’ve got some helpful articles that discuss various aspects of the towing business. Plus neato recoveries and such.
Just be careful you don’t allow their Pomp and Circumstance, along with their 1970s ego-pump marketing mentality, to cloud your judgment.
You only see them as an authority in the towing industry cause they told you they were.
The truth is, they’re in it for the money.
All you gotta do is look at whose ads adorn their pages and whose booths litter the showroom floors.
Not gonna name names, but you know who I’m talking about.
So, here’s something to get you started on the right foot in 2024.
To win in the towing business, you gotta put YOUR ego aside.
Yeah, you want newer trucks, but is it because you NEED them?
Or are you buying new trucks to impress the competition?
Do you really want another $2000 a month truck note so as to (as Dave Ramsey says) impress people you don’t care about?
Instead of getting all blinged out this next year with new chrome, LEDs, and DEBT…invest your money into something that’ll generate income.
Marketing your services to prospective customers.
Both online and off.
Who are your prospective customers?
…Anyone in your local area who drives a vehicle or knows someone who does.
And, I know I’ve told you this stuff before, but to ensure that your phone rings, you gotta be WHERE these people are looking when they need your services.
Where are they looking? You know…Google!
So, do this test with me right now.
Open another browser window in Chrome or Safari and search “Tow Truck [your zip code]” (Make sure it’s the zip code you use for your Google Business Profile.)
If after you’ve done that search, you don’t see your Google Profile in the top 3 of results and you don’t see your website in the top 5 of results, you’re missing out on calls from prospective customers.
What can you do about it?
SEO, for starters.
Get in touch if you’d like to learn how we can help you grow your business in 2024.
Don “Mr Solutions” Archer