HINTS FOR HAULIERS.
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An Occasional Chat on Subjects and Problems of Interest to Those Who are Engaged, or About to Become Engaged, in Running Commercial -Vehicles for a Living.
Q'CITE a number of my readers want me to tell them how to get business. They have apparently bought their lorries, fixed their scale of charges and so on, and now want to get hold of someone anxious to enjoy the very excellent facilities which they have gone to so much trouble to provide. In other words, they want orders, or contracts. Now, as a matter offactr there are so manydifferent ways of setting about this part of lire work that I am at a loss to know which to describe first, but one thing is at least apparent, before I begin. The one-man haulage contractor has not to be 'a, trade Unionist. He has to fill a good many parts if he is to succeed. We have already, in the course of these articles, found the -necessity for his knowing ..a little, or really perhaps I should say, more than a little, 'abont metor engineering. He has to know how to keep accounts, must be a, good organizer, and be able to read a map, to say nothing of having a certain acquaintance with the law concerning motor vehicles. Well, I am now going to load on him the work of a combined commercial traveller and advertisement tnanager.
I think I will take the methods of acquiring business in the order in which the new, hand will naturally and most economically take them :himself. It is quite likely that, in the first place, he will wish to do a, little canvassing amongst possible customers, i and as he will be certain at first'to have mores `.han a little time en hi.i hands, it may well be devoted to getting to know his ground in that respect. I think the best thing to do will be to make a book of his prospective clients. Any small notebook will do, and each shopkeeper or tradesman with whom there is any chance whatever of doing business should have a page in that book. His name should be written at the top of the page, followed by the date of the: first visit, and a note of the prospects which that visit showed. .
If the reader of these-notes is a newcomer to the business, and is not afraid or anyone knowing the
circumstance, he should pay the preliminary round of visits with his vehicle. It will naturally be property furbished up for the occasion, and will bear his name and style for everyone to see, which brings are to the second method of getting business. A motor lorry forms a most excellent, efficient, and economical means of advertising. The haulage contractor should make the best use of it that he can. The sides of the lorry should bear, in letters of such a size that "he may read who sees the lorry run," the name, style and business address of the owner. If there is a place on the 'lorry which is more important for this purpose than the sides, it is the back, and if there is a place which is equally as important as the back it is the front. There may be a little difference of opinion as to the wording to use. I would strongly recommend that it be as concise as possible, for two reasons. The passer-by may the more quickly read-it, and, by using few words, the lettering may be made large.. Get a. first-class signwriter to do the work..
After all, when once artistically done, it will last the lorry. out, as it only needs to be repainted at small cost from time to time, not re-designed.. The same rem,ark applies, although with perhaps not quite so much force, to the colouring employed. Artistio merit is, after all, a matter of opinion, and it is just possible, by leaving too much to the artist, to overlook the real object of the scheme, which is, above all, to attract and hold attention. What I mean is, that his ideaS ma Y incline too much towards the quiet and subdued, which are all very well, lo long as they are not taken tof..extreme,s. A good bright colour, and lettering that stands out boldly are essentials. Spend a little time and thought on the matter, and uso your powers of observation ; see what others do, and note which strikes you as best. Try to find out why it seems to you to be good, and copy its style. I" am asking the Editor to illustrate this article by a little sketch showing one style of lettering which I believe to be good. You will note that on the sides of
the lorry I have giVen greater prominence to the words "Haulage Contractor," and on the ends, to the name and address of the owner. My reason is, that I anticipate that anyone who is in need of help
with his haulage, noticing the lo passing in the street, will first read the wordin on the side, will then turn to look at-the loray as it passes him, and will have a good opportunity to read the address on the back as the vehicle passes en. On the other hand, if the lorry is standing ad loth en he sees it, he l
will have time enough to re name and -ad
l
will have time enough to re name and -ad
dress either on the back or the front. ...
One thing more before I leave this matter. Keep the lorry bodywork always spruce and neat. It will be worth a pound a week at least to you as an advertisement if you do.. And remember that it is, read always by the people who are potential customers. You are always taking it amongst them, and, regrettable though it is, it is nevertheless a fact that a well-kept lorry is rare enough to excite comment ; so that, af yoer machine has that almost unique charaoteristic, you will benefit accordingly. Never let circumstances get the better of you Even if some of your contracts are such as to coVer the lorry with 'dust, grime, or even mud, you must nevertheless send it out each day clean and bright.. The more adverse the circumstances the greater will be the wonder and the keener the favourable criticisSin which you will merit and receive.
I have a last word yet. If your business prospers, as it should do if it is well managed, and your one lorry is added to until you possess a fleet, keep the .decoration scheme of your lorries the same through out. Let the colours become your colours and the lettering practically, if not legally, your trade mark. Get your drivers to wear uniform, even if it is only a great coat and cap in winter and a dust coat and cap in summer. Have your distinctive colours, in some fashion, on the uniform. For example, if your vans are crimson with gold or yellow lettering, have the uniform and hat trimmed in those colours. The' hat might have a band of crimson viith your name in yellow letters. Encourage your drivers, by the award of some kind. of bonus, if thought fit, to keep themselves smart, and, like your loery, to rise superior to circumstances. It pays, far more than you -would, perhaps, think. There is a tremendous amount of notice taken of appearances in every branch of hiusiness.
'Next week I propose to deal with other methods of publicity, such as letter writing, newspaper advertising, the use of posters, and of circulars. THE SKOTCH.