TruckTalk:
LESSON 5
Make Yourself Impossible to Say No To
By Kevin Rutherford
If you’ve been following along, you know business isn’t about luck. It’s about value. But let’s take it deeper: How do you make sure people say yes to you, over and over again?
Because just being good isn’t good enough anymore. Not in this market.
Here’s the hard truth: You’re either a commodity—or a problem solver. If you're just another name on the list, you're replaceable. But if you're the one they count on when the job gets tough, you’re in a league of your own. This month, we’re talking about how to make yourself impossible to ignore—and even harder to turn down.
Want vs. Need: Know the Difference
Most people don’t sell well because they don’t understand what their customer actually wants. Worse, they don’t take the time to find out. Here’s the thing: Your customer may need a load covered—but what they want is peace of mind.
They want a driver who:
- Shows up early
- Solves problems before they happen
- Communicates clearly
- And makes their job easier
Be that person, and the load won’t be a negotiation—it’ll be a handoff.
Ask for the Hard Job
Want to really stand out? Ask for the toughest load they’ve got.
That one no one else wants—the one with bad timing, an awkward route, or an unusual destination. Say, “Let me take care of that one.”
Do that once, and you’ve built more trust than a dozen routine loads. You’ve gone from carrier to partner—and partners are hard to replace.
Build Real Connections
Relationships are the shortcut to trust—and trust leads to better opportunities.
This month, make it a point to connect beyond the app or load board. Call your brokers. Visit them if you’re nearby. Introduce yourself. Ask what they need. Listen more than you talk.
No piece of technology can replace a solid handshake or a conversation that shows you care about doing the job right. When people know you, they remember you—and they’ll call you first when it matters.
Action Plan
- Visit a local broker in person. Make a connection. It doesn’t need to be long—just sincere.
- Ask for the load no one wants. Show you’re a problem solver, not just a carrier.
- Review your last 3 loads. Where did you create value? Where can you improve? Be honest.
- Practice your pitch. In one clear sentence, explain why someone should work with you.
- Follow up. Don’t wait for the phone to ring. Take initiative and reach out.
- Tune in to the AudioRoad Network. We’re talking business every day—real strategies, real numbers, real results. Call in. Ask the hard questions. Challenge what’s not working. Growth starts when you stop playing it safe.
Ask Yourself
- What do I consistently do that makes someone’s job easier?
- When was the last time I truly impressed a customer or broker?
- Am I showing up as a trusted professional—or just another option?
Closing Thought
The best opportunities don’t go to the cheapest or the most experienced. They go to the ones who consistently solve problems, build relationships, and earn trust.
It's time to stop blending in—and start standing out.
Go prove you're the one they can’t afford to overlook.
