3 sure-fire ways to get foot draggers to order your ELD system today.

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March 9, 2017
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Fleet managers who are dragging their feet about transitioning to ELDs are going to end up behind the eight ball. They are clinging to the irrational hope that the ELD Compliance date of December 18 is going to change. Despite posturing by politicians and pundits, the likelihood of it changing is remote.

You and I know the time to buy is now; how do you convince the “wait & see” prospect? Here are three techniques that can help you clinch the deal.

1. Offer an irresistible incentive to sign now.

Come up with a offer they can’t refuse. If you have a good relationship with the prospect, simply ask them, what would it take to get you to sign up now?

Consider attaching a time line to offer: Buy by December 1, and we will extend a 15% discount.

2. Explain real world consequences of not getting on ELD bus

These are not scare tactics; these are real world consequences of waiting to invest in an ELD system. Here are a few:

  • Shippers and brokers will increasingly demand ELD compliance from their carriers.
  • As the December 18 implementation date nears, there is a very real concern that there will not be enough devices to meet demand. Get yours now while they are available.
  • Insurance rates are likely to go up.  Carriers that do not e-log up will likely have a hard time buying insurance. And if they can get it, it’s going to be a nosebleed rate.

How do you leverage these consequences? Here’s one effective method: allow fleet managers to commit to your system now, and pay for it when it is delivered.

3. Increase in productivity = More revenue

The biggest problem late adopters are going to face is “the reality of the shortfall of revenue,” said a fleet manager.

“We’ve been on e-logs for five years now, and I can tell you that late adapters are going to lose 4-7% in productivity,” he said. “Paper-log folks do not log properly. That gap in productivity is going to be huge.”

In the end, you need to build trust by listening to a foot draggers objections, addressing them directly, then giving them an incentive to buy now.

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