Truck Topics
An inside look at Bolt Express
Expedited carrier Bolt Express sits in a modest suite of offices located on the west side of Toledo, OH. Formed almost three years ago with 5 employees, the company's personnel have over 20 years of emergency freight experience.
General Manager Ben Bauman says, "The expedited industry has changed a lot in the last five years. There's more competition, rates have dropped and logistics companies have acquired more control of our freight."
"However, Bolt Express has found its niche in this market and is experiencing around 40 percent annual growth over the last two years, which is a very positive development for the contractors in our fleet."
Bolt Express transports a wide variety of freight including general commodity and automotive shipments. The automotive freight presently accounts for around 50% of the loads, but the company says that the share of this type of freight is decreasing as they continue to market non-automotive freight.
"We've expanded our areas of operation into Tennessee and the Carolinas. In addition, we've entered some other new geographic areas such as Northern Georgia and Northern Alabama. As an example of our customer diversification, Bolt Express is now also involved in transporting paper product shipments."
Despite its proximity to the US/Canada border, the company estimates that it transports only around 10% Canadian-bound freight. Its main operating area is east of the Mississippi.
Recruiting
Bolt was formed with the concept of remaining focused on expediting, and according to Contractor Development and Recruiting Manager Mark Heiges, Bolt Express has been a successful and profitable company because of that focus.
"A lot of positive things have been happening with our company over the last two years; we've been able to expand our fleet and our operating area."
We presently have 45 trucks in the fleet, split between straight trucks and cargo vans all of which are satellite equipped. Of course, this is a requirement for our automotive accounts, but our non-automotive accounts enjoy the benefits of shipment tracking/tracing.
"Around fifty to sixty percent of our freight is from the automotive sector, so that means we are kept very busy with those shipments."
Heiges says, "Over hiring is not a problem because new owner/operators are recruited based on sales and sales projections. Whereas some carriers will recruit three to four trucks to have available for each load, we will recruit an average of one and a half trucks per load."
Heiges says that Bolt will work hard to find freight for its contractors: "We are allied with other expedited carriers who share truck and load information. It's a great tool for finding backhauls and for keeping our trucks loaded."
"We carefully monitor the revenues of all of our contractors and we try to balance out the revenues. If their are contractors who are not meeting their goals, we try to help them."
"For example, if a contractor has been waiting for 18 hours for a load, we put them on a "Hot List." "Our computer software allows us to discover if a contractor has been sitting too long, the office personnel will become more pro-active in searching out a load for that contractor."
Asked what makes a successful expediting recruiter, Heiges says jokingly, "Possess the gift of gab. Understand the contractors' needs and wants. Tell them the truth."
"I tell prospective contractors upfront that I hope they will come into this business and give it a good three months before they determine whether this is the business for them. At that time, if things haven't worked out for them, I'll shake their hand and tell them thanks and we both can move on."
Heiges states that, "Our retention rate is outstanding in comparison with others in this industry (around 60%), and we're very proud of that fact. Our contractors are happy, and they reward us with their loyalty.
"Our recruiting efforts will remain focused on straight trucks and cargo vans for the time being; we'll look at tractor-trailers at a future date. As far as recruiting, we have field recruiters who explain the opportunities with our company and we have a good word-of-mouth reputation among drivers."
"We've found Expediters Online to be a great recruiting tool; we don't run newspaper ads much any more."
Heiges says that Bolt Express is always looking to expand its market share - he cites Bolt's recent additions to its sales force in Tennessee, Illinois and Ohio as examples.
Marketing
Kendra Grant is the Director of Marketing and Business Development for Bolt Express. She says, "I have a wide variety of duties that include inside sales, handling the literature and web site, customer surveys, etc.
A one year veteran of Bolt Express, Grant says that her company is experiencing a growth period: "We have a great management team with expediting experience and a strong marketing program and we're seeing it's results through growth and the expansion of our operating areas."
"Bolt Express is very service oriented. Every time we complete a new customer's shipment, we do a survey with that customer and see if we met their expectations. We will do whatever it takes to fulfill the customers' needs."
"For Bolt Express and its fleet, it's a team effort. For example, we tell the new contractors and drivers in orientation that if, in their travels, they see potential Bolt Express customers, to let us know, and they are rewarded for their efforts. We help them to be successful, and they in return, help us to be successful."
She continues, "I believe that the keys to success for an owner/operator in this business are commitment and attitude; it sets a good driver apart from the rest. It's the driver's professionalism and the way they deal with customers in the office and on the dock."
Driver Relations
Xavier Mundy is the Manager of Driver Relations for Bolt Express. In addition to those duties he also handles Safety and Compliance issues, Recruiting and conducts Bolt's 2-day Orientation.
"Drug screens and physicals are the contractors' responsibility and are completed before orientation begins. We usually start on a Tuesday and Mark Heiges will talk to them about what we expect from a contractor. We have them fill out the necessary paperwork, show them a safety video and introduce them to the staff. The second day is concerned with Qualcomm installation and other truck equipment issues."
Mundy says that the successful Bolt Express contractor has to: "Understand the expediting business. Expediting is an up and down type of business; the contractor needs to go out and stay out for a period of time when the freight is moving."
"If the contractor knows how to run his business - plan for the busy and slow times - he stands a better chance of being successful. Sometimes the expediting "mindset" says, 'I've got to have those 600-700 mile loads to make the big money.' That's not necessarily true,
a driver can do those shorter runs and if he is doing them every day, he can do quite well in this business."
From his perspective in Driver Relations, Mundy adds that in a larger expediting company it can be difficult to concentrate on the driver versus the problem, but with a more modestly sized operation like Bolt Express, "We try to fix the problem both for the driver and the company."
"We are honest with prospective contractors; we use no sales pitch. We have things to offer at this company, so there's no point in misleading any prospective contractor about Bolt Express."