by Lina Martinez
As the holidays begin their inevitable approach, many businesses involved in deliveries and logistics grit their teeth in preparation for the coming storm. With Christmas drawing near many logistics companies prepare for a major influx. Last year the postal service delivered an estimated 850 million packages while Fedex alone handled over 400 million. If your enterprise will lead you deliver anything to anyone over Christmas it’s likely that the world’s eyes are on you. They are not only on your brand but they’re on your drivers. On the road, your drivers are the face of your brand and everything that they say and do on the road is a reflection of your operation.
As the winter brings with it its own set of challenges it’s vital that your drivers are well trained, well vetted and well remunerated for their efforts. If not, the best case scenario is packages delivered late to their intended recipients and at worst they could find themselves answering some uncomfortable questions courtesy of Alpert Schreyer Trial Lawyers. They say that a driver’s personality is reflected in their driving style. Unless you ensure that your drivers are trained in the correct procedures, what could their driving be saying about you?
We have no pride in our brand
Needless to say, your drivers’ behavior on the road must be impeccable, but the way in which they look after their rig can also speak volumes. If their rig is as clean as possible and the cabin is kept clean and free of clutter, your driver is an excellent ambassador for your brand. If they bring it back to you looking like a bomb’s hit it, they probably don’t communicate a great deal of pride in your brand while on the road.
We don’t care about our prospective customers
When we drive aggressively or inconsiderately it doesn’t speak much to our attitudes about those around us. While this is egregious enough when it comes to a driver in their own personal car, it’s a whole lot worse when it’s one of your drivers driving in your company property. Everyone who sets eyes on the logo on the side of your rigs is a prospective customer. Your driver’s behavior must show them how much you care about them.
This is why you need to have lenient and realistic lead times which challenge your drivers while also ensuring that they can hit their targets while driving with due care, attention and consideration. If your unrealistic targets force them to exceed speed limits, run red lights and endanger themselves, their cargo and other road users you are every bit as culpable as they are.
My employers are cheap
Every business’ financial health requires them to walk a fine line. The line between keeping overhead costs manageable and investing enough in their business for sustainable growth and as healthy public image. If your drivers are wrangling rigs that look old, shabby or the worse for wear this reflects poorly not on them but on you.
Investing sufficiently in the care of your vehicles is absolutely necessary, especially in the challenging winter climate.
