TAKING CARE OF BUSINESS Lesson 5

Lesson 5: Make Yourself Impossible to Say No To

By Kevin Rutherford

Lesson Summary

In today’s competitive market, being good isn’t enough—you need to be unforgettable. Kevin challenges drivers to move beyond just covering loads and start solving problems. This lesson is about becoming the go-to person brokers and carriers can count on, especially when the job gets tough. That means understanding what your customer wants (like peace of mind), not just what they need. It means building real relationships, taking initiative, and asking for the hardest loads—the ones no one else wants. When you show up early, communicate clearly, and deliver results without excuses, you become more than a service provider—you become indispensable.

Lesson 5

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

1. Visit a local broker in person. Make a connection. It doesn’t need to be long—just sincere.
2. Ask for the load no one wants. Show you’re a problem solver, not just a carrier.
3. Review your last 3 loads. Where did you create value? Where can you improve? Be honest.
4. Practice your pitch. In one clear sentence, explain why someone should work with you.
5. Follow up. Don’t wait for the phone to ring. Take initiative and reach out.
6. 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.

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