Direction January/February 2018 - 8

FROM THE

President

Every Move Is Unique, Every Mover
Should Also Be Unique

JANUARY | FEBRUARY 2018

A

Direction

8

ll movers are not the same.
This is an important
message for AMSA to help
consumers understand, and
one that many of you already use to
drive business to your company. For
years, we have fought against rogue
operators who prey on consumers and
sully our industry's reputation. We
launched the ProMover certification
program to help legitimate professional
movers differentiate themselves from
these rogues, and we'll be talking more
about professionalism this year and
what it means.
But not all ProMovers are the
same either.
This is a positive for consumers,
because not all consumers are the
same. They have different needs and
are focused on different things as they
prepare to move. Therefore, it is good
for them to have a multitude of options
to best provide what they are looking
for in a professional mover.
Some consumers are looking for a
familiar brand name, and they want
to be moved by an agent for a large
van line. Others are looking for an
independent mover who will service
the entire move directly, without
an agency structure. Some want the
personal service of a small company
that will focus on them, while others
want to tap the resources of a larger
company. Decades of experience are
valued by some, while others want a
young and hungry company seeking to
build a good impression.
All of these consumer preferences
are valid, and we have AMSA members and ProMovers who can fill each
of these niches, and more. Many of
you use your advertising and marketing to highlight where you fall in this

mix and to target consumers who are
looking for what you alone can bring
to the table.
Notice that I haven't mentioned
price. If consumers can be convinced
to hire a mover based on these factors
above, and to select someone who is
better for them than the other movers,
you will be better able to charge what
you need to collect for your service.
If a consumer picks you because-for
them-you are the best mover, they
should be willing to pay a premium to
go with the best mover for them.
On the other hand, when consumers make their decisions based
upon the lowest price, companies are
pushed to keep dropping their prices
in order to compete and make more
sales. This vicious cycle would starve
the entire industry of the revenue
it needs to invest in quality and pay
drivers and workers a fair amount for
their hard work.
Consumers pick the lowest price
when they see the options before
them as interchangeable. For example,
I think of pencils as basically all the
same, so I am not willing to pay more
for one pencil versus another.
Companies like Expedia have
applied this principle to booking
airplane flights or car rentals. You can
easily compare the costs of different
transportation options and then decide
what to book. Consumers like the
convenience, but in many cases their
eyes are drawn to the first option on
the list, even though it may only be $1
cheaper than the other choices. This
drives the transportation provider to
sharpen its pencil on its price and leads
to a price war.
A silver lining to the elimination
of the collective tariff is that each

We launched the ProMover
certification program
to help legitimate
professional movers
differentiate themselves.

company has developed its own
pricing structure, which makes it
more complicated for a company like
Expedia to gather prices and put them
on a list. You can't just compare discount percentages when the baselines
are different.
The complicated nature of moving
means that each move is unique.
Movers need to leverage this distinction to sell their service, not just the
lowest price. Only then can you invest
in quality.
Best wishes in the year ahead!

Scott Michael
President and CEO



Table of Contents for the Digital Edition of Direction January/February 2018

FROM THE PRESIDENT
INDUSTRY NEWS
WHAT’S NEW AT AMSA
AMSA PARTNER PROFILES
Generations on the Move
Forecasting the Future
WASHINGTON WATCH
FAST FACTS
ADVERTISERS’ INDEX
Direction January/February 2018 - A
Direction January/February 2018 - B
Direction January/February 2018 - Cover1
Direction January/February 2018 - Cover2
Direction January/February 2018 - 1
Direction January/February 2018 - 2
Direction January/February 2018 - 3
Direction January/February 2018 - 4
Direction January/February 2018 - 5
Direction January/February 2018 - 6
Direction January/February 2018 - 7
Direction January/February 2018 - FROM THE PRESIDENT
Direction January/February 2018 - 9
Direction January/February 2018 - INDUSTRY NEWS
Direction January/February 2018 - 11
Direction January/February 2018 - WHAT’S NEW AT AMSA
Direction January/February 2018 - 13
Direction January/February 2018 - 14
Direction January/February 2018 - 15
Direction January/February 2018 - AMSA PARTNER PROFILES
Direction January/February 2018 - 17
Direction January/February 2018 - 18
Direction January/February 2018 - 19
Direction January/February 2018 - 20
Direction January/February 2018 - 21
Direction January/February 2018 - Generations on the Move
Direction January/February 2018 - 23
Direction January/February 2018 - 24
Direction January/February 2018 - 25
Direction January/February 2018 - 26
Direction January/February 2018 - 27
Direction January/February 2018 - 28
Direction January/February 2018 - 29
Direction January/February 2018 - 30
Direction January/February 2018 - 31
Direction January/February 2018 - Forecasting the Future
Direction January/February 2018 - 33
Direction January/February 2018 - 34
Direction January/February 2018 - 35
Direction January/February 2018 - 36
Direction January/February 2018 - 37
Direction January/February 2018 - WASHINGTON WATCH
Direction January/February 2018 - 39
Direction January/February 2018 - 40
Direction January/February 2018 - 41
Direction January/February 2018 - 42
Direction January/February 2018 - 43
Direction January/February 2018 - 44
Direction January/February 2018 - 45
Direction January/February 2018 - 46
Direction January/February 2018 - 47
Direction January/February 2018 - ADVERTISERS’ INDEX
Direction January/February 2018 - Cover3
Direction January/February 2018 - Cover4
Direction January/February 2018 - C
Direction January/February 2018 - D
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