Are Your Dispatchers Secretly Giving Away Business?

The Truth About Conversion Rates

Are your dispatchers secretly giving away business? If you're like most towing company owners, you might be thinking, "No way, my team is solid." But let me share a recent eye-opening experience that might make you think twice.

Last month, I met with a confident dispatch manager who proudly claimed an 80% close rate on COD calls. As someone who's spent over three decades in the towing industry, this number made me raise my eyebrows – it was significantly higher than the industry average.

The company owner, beaming with pride, invited me to his office to listen to some calls. "Let me show you how good we are," he said, eager to demonstrate their impressive performance. What happened next is a scenario I've seen play out countless times in my 12 years of training dispatchers.

The Reality Check

As the first call played through the speakers, I watched the owner's face turn red. His "top dispatcher" started the call strong but ended it by telling the potential customer to "probably call other towers because we're kind of expensive, and there are cheaper towers in the area."

The owner was stunned. Surely this was just one bad call, right? By the third call, we had to stop listening. The reality was too painful to ignore – his dispatch team wasn't just missing opportunities; they were actively directing business to competitors.

The Hard Truth

This story illustrates a crucial point: Many towing companies think they're capturing 80% of potential clients when they're actually turning away more business than they could ever imagine. The disconnect between perception and reality is costing towing companies thousands in lost revenue every month.

How to Know if Your Company Needs Dispatch Training:

1. Listen to Your Calls

   • Set aside time to review at least 10 calls per week

   • Pay attention to how calls end, not just how they begin

   • Track actual conversion rates, not estimated ones

2. Watch for Common Red Flags:

   • Dispatchers suggesting competitors

   • Lack of relationship building with potential customers

   • Focus on price rather than value

   • Missing opportunities to convert cash calls

     
     

The Impact of Proper Training

When dispatchers are properly trained, the results are dramatic. Our STEEP process has helped companies:

• Increase cash call conversions by 20-40%

• Improve customer retention

• Boost driver satisfaction

• Enhance company reputation

• Drive significant bottom-line growth

Take Action

Don't fall into the trap of assuming your dispatch team is performing at their best. Take these steps today:

1. Record and review your calls

2. Calculate your actual conversion rate

3. Invest in professional dispatch training

4. Implement a systematic approach to call handling

Remember, what you don't know CAN hurt your business. But here's the good news: once you identify the problem, it can be fixed with proper training and systems.