SALES & MARKETING: ANTHONY LICATA – Page 3
As we move through peak season, I wanted to share a few observations about where we are and where we’re headed.
For many of us, it feels like this peak season has hit harder than any in recent years. While that perception is understandable, the numbers actually tell a different story. Year-to-date, we are down 166 shipments compared to the same point last year. So why does it feel so much busier?
A big part of that is the timing of the organizational changes we had to make just as peak season was getting underway. Those last-minute adjustments required everyone to adapt quickly while continuing to meet our customers’ expectations. One of the trickiest parts of this industry is keeping a happy medium between being overstaffed or understaffed. Our industry is so seasonal that summer feels like we don’t have enough help, and winter we are bored with nothing to do. And just when we think we have our roster set for the summer, we are forced to adjust. While it may be annoying to address just as peak season begins, I believe it was a blessing in disguise as it provided us the opportunity to bring in a highly touted prospect in Bill Popelka, and it also allowed TJ Scatchell the opportunity to expand his knowledge of our business. Two reliable individuals who have shown their dedication to our company. That said, I once again want to welcome TJ and Bill to our team.
Although many of us have felt stretched thin, I’m already beginning to see some softness in the market, which is earlier than we would typically expect this time of year. My hope is that what we’re experiencing is simply the normal July slowdown ahead of the holiday and that activity will rebound once business returns to full speed afterward. This serves as a good reminder that peak season is not permanent. Things will inevitably slow down and we will go back to the days of boredom. This is why it is crucial to make the most of what we have while we can.
One of the positive takeaways from this peak season is that it has reinforced the need to continue improving how we work. We finally have several exciting technology initiatives in development that leverage AI to support every area of our business, including sales, coordination, dispatch, and accounting. Adopting new technology won’t always be easy and I’m finding that we at Reebie don’t like change. We’ve relied on many of the same processes for years, and change can be uncomfortable. However, this season has made it clear that we need better systems to help streamline our work, reduce repetitive tasks, and ease some of the daily stress and responsibilities our teams carry.
Thank you to everyone for your hard work, resilience, and dedication. The effort you’ve put in during these past several weeks has not gone unnoticed. While change may bring challenges, I’m confident it will also create opportunities for us to work smarter, better support one another, and continue delivering the level of service our customers expect.