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In trucking, just like in life, how you start matters. Whether it’s a cold call to a shipper, a voicemail to a prospect, a handshake at a meet-and-greet, or the way you answer your phone—your first impression is your opening shot. And in most cases, you only get one.
First impressions exist throughout the lifetime of your customer relationship, whether it is at the initial contact as a prospect, during the actual providing of service, when handling a conflict resolution, or asking for more business. It is like an ongoing interview with opportunities to strengthen the relationship.
In this edition of the FMI Newsletter, we’re building on what we’ve been covering over the past few weeks: mindset, comfort zone, and now—sales process. Together, these build the foundation for how you show up, grow, and succeed.
Let’s start with a basic truth: we are all in sales, including as a child, parent, spouse, friend, customer, co-worker, employer, etc. And, of course, as a carrier talking to a broker, a dispatcher speaking to a driver, or a shipper explaining logistics to a customer—you are selling an idea, a solution, a reason to be trusted. That’s where the FR8Connect O.I.P.C. sales call process comes in: Opening, Interview, Presentation, and Close. And it all begins with the Opening, which is where we will focus.
MINDSET COMFORT ZONE SALES PROCESS FIRST IMPRESSIONS OPENING
🚛 The Power of the Opening
The Opening is where the magic—or the mistake—happens. This is where the first impression takes root. On a cold call, it’s your voice, your tone, your energy.
Your competition? At that point, it’s not other salespeople—it’s their time, stress, and overloaded to-do list. You’re interrupting someone’s day, they weren’t expecting your call, and you’ve got less than 30 seconds to earn their attention.
But don’t stress. They are people too, just like you and I. They wake up to deal with the day, go to work to earn a living, they provide and set goals for their families, and sleep to rest.
📞 First Impressions in Practice
Your voicemail greeting matters. Your tone on the phone matters. Your ability to be yourself while staying professional—that matters. Keep it simple:
- Say who you are.
- Say who you’re with.
- Tell why you are calling. (Approach/reason can vary)
- This will help capture their ear/attention/focus.
- It creates zero guess work on their part why you are calling.
- Your competition is not others who call unexpectedly, but it’s all that is on their plate, things they have to do. Address the elephant in the room – the value of their time and why you are calling.
- Small talk, light humor. – Mirror response. Keep it moving.
- Smile
Don’t try to be fancy or vague. Be direct, clear, and confident. Mix in light humor or small talk if it fits the moment, but don’t linger—keep it moving. A smile—even on the phone—can be felt.
And remember, the goal isn’t to “close” on the first call. The goal is to earn permission to continue the conversation – to get to the next phase of the call process: to the interview.
First Impressions: Still a vital part in conducting business across all industries, including trucking (Click ‘Cancel Preloader’ at the top left of page to instantly view)
🚛 The FR8Connect C.H.E.C.K. Call Formula
To help evaluate how you handled each sales call, I emphasize the C.H.E.C.K. Call Formula. After every sales interaction, ask yourself:
- C – Confidence: Did I speak like I believe in what I offer?
- H – High/Good Energy: Did I lift the mood or drain it?
- E – Emotional Control: Did I stay steady, even if they weren’t interested?
- C – Control the Call: Did I guide the conversation?
- K – Knowledge: Did I bring value? Did I listen and learn?
If you can answer “yes” to all five, you had a solid call. If not, you have identified opportunities for improvement.
🛠️ Real World. Real Results.
One of our clients back in late 2021 considered shutting their doors. She said she was not a “people person,” had little sales experience, and was struggling. After getting trained on how to use mindset, combat comfort zone, and the O.I.P.C. process, everything changed.
By April 2024, that same client had secured a government contract, signed on with two direct shippers, and grew their fleet to four trucks—with a fifth in the works.
They didn’t become someone else. They became more of themselves—just equipped with the tools, mindset, and practice to deliver that first impression with clarity and confidence.
🧠 Bringing It All Together
Everything we’ve talked about in the last few weeks—mindset, stepping out of your comfort zone, and now making powerful first impressions—builds toward one goal: confidence in your conversations and actions. That confidence can’t be faked, and it doesn’t come overnight. It comes from practice, reflection, and learning how to connect with people—not as a transaction, but as a relationship.
When you embrace this process, you begin to notice how every conversation, every voicemail, every introduction becomes an opportunity. Not every one of those will turn into a deal, but each one is a step forward in your growth as a communicator and business professional. That’s the real value of the Opening—it’s the moment you make someone feel like they want to hear more, and that’s when trust begins.
Whether you’re calling a shipper, responding to an email, or meeting someone in person—how you show up sets the tone. And when you consistently show up with preparation, energy, and a clear message, you’re no longer just another carrier, broker, or dispatcher. You’re a solution provider. Someone they’ll remember. Someone they’ll call back.
🎯 Challenge of the Week: Making Uncomfortable, Comfortable
This week, I challenge you to step up and take action—‘one’ intentional, meaningful step outside your comfort zone.
👉 Make one phone call to a shipper you’ve been hesitating to contact.
👉 Update your voicemail greeting to sound more professional and welcoming.
👉 Introduce yourself or compliment someone new at work, a shipper, warehouse, industry event, or the store (anywhere).
👉 Record and practice your opening pitch using the C.H.E.C.K. Call formula.
Don’t aim for perfection. Aim for progress. Your job isn’t to close the deal in one call—it’s to make a solid first impression, build trust, and open the door to conversation. The rest will come.
And when you complete your challenge—celebrate that win.
🎉 Treat yourself to your favorite coffee
🎉 Tell someone in your network or family about the step you took
🎉 Write it down and reflect on what went right
Why celebrate small wins? Because momentum matters. Every little success builds confidence. And confidence builds consistency. Whether you landed a shipper or just finally made that scary call—acknowledge it. That’s how winning habits are formed.
So go ahead—step out, speak up, and take action. Then let me know how it went. I’d love to hear your win—big or small.
📺 Watch the Video
If you haven’t already, I encourage you to watch the full video recording of this session:
🎥 Watch it on YouTube
It ties everything together—from first impressions and real-life strategy, to mindset, sales confidence, and how to make your next call count. It’s straight talk, designed for you—whether you’re a seasoned carrier, new dispatcher, or someone just starting your journey in the freight industry.
📝 Bonus Reading
“First Impressions Still Matter”
Last year, I wrote an article that lays the foundation for what we’re discussing now. It’s called:
“First Impressions: Still a Vital Part in Conducting Business Across All Industries, Including Trucking”
👉 Read the full article here (click ‘Cancel Preloader’ at the top left of page to instantly view)
If you missed it the first time, now is a perfect time to revisit it. The message hasn’t changed. If anything, it’s more relevant than ever.
Trust is built over time—but opportunity starts with a single conversation. Let’s keep making those conversations count.
📊 Bonus Economic News
The Word of the Week: Uncertainty
On March 19th, the Federal Reserve made their latest announcement—and they’re holding interest rates steady at 4.25% to 4.50%. While the Trump administration called for a rate cut, the Fed is staying the course, with a watchful eye on the data.
While the labor market looks solid based on key indicators, with unemployment around 4.1%, inflation easing to 2.7%, and GDP up 2.3% in Q4, there is one constant word that is at play for all: uncertainty.
Due to uncertainty in late 2024 over tariff concerns, business owners, including many importers, rushed to pull forward inventory. Today, as uncertainty continues, many companies are waiting for clear tariff decisions by the new administration before making additional business decisions. The Fed is holding steady and will closely monitor how decisions on tariffs, immigration, fiscal spending, and regulations will ripple through the economy. The result would be a direct impact on shifting global trade alliances and the flow of freight.
- Higher tariffs can increase prices on goods, reducing consumer demand.
- Tighter immigration policies could lead to labor shortages in warehouses, ports, and even in trucking itself.
- Fiscal changes may alter business tax strategies, causing companies to delay investment or hiring.
- Regulatory rollbacks may create short-term cost savings but increase long-term uncertainty leading to confusion around safety, emissions, labor rules, and compliance—causing some shippers, brokers, or insurers to tighten requirements or delay business decisions.
For trucking, this can translate into slower freight volume, rate pressure, or changes in where freight moves and how often.
So, what does this mean for you?
It means staying informed. It means understanding that big-picture economic events trickle down into load availability, rate negotiations, and equipment planning. It means building relationships with shippers now—not when things slow down—so you’re not chasing freight, you’re receiving it.
We are in a market where the smart, strategic, and proactive survive and grow. The ones who wait until they feel the impact may be too late to recover. So stay ready. Follow what’s happening with interest rates, inflation, consumer behavior, and global trade. These are not just headlines—they’re the clues to your next business move.
In times of uncertainty, clarity becomes your advantage. Be the one who reads the signs, adjusts early, and stays visible in the eyes of your clients.
If this newsletter helped you, inspired you, or gave you something to think about—forward it to someone else in the industry who could use it. We grow stronger when we grow together.
Until next week—
Be bold. Be clear. Be consistent.
You’ve got this.
