April 20, 2004
Real Time: Small Firm, Big Ideas, Bigger Results
By Ryan Kane
It has only been eight months since Real Time Freight Services LLC burst onto the scene, yet the company has already built a loyal customer base of shippers, marketers, brokers, carriers and others throughout the produce and trucking industries.
Actually, Real Time Freight would rather not use either of the “c words,” i.e., “customers” or “clients.”
As Vice President of Operations Adam Saffro explained, “We like to use the word ‘partners’ to describe these folks, because that’s how we consider them. We’re a smaller operation than some of the others out there, and I think that’s why we can provide this kind of personal touch.”
In running a ‘smaller operation,’ Chicago, IL-based Real Time – with one sales office and one tech support office – has nonetheless managed to succeed in serving the entire U.S. and parts of Canada.
Currently focused strictly on the movement of fresh produce, Real Time (found at www.realtimefreight.com) has created a software interface that connects shippers and distributors directly to their preferred and pre-approved transportation brokers and carriers. The firm’s software works as an internal load board and management tool, sending out load information in a “real time” environment.
The overall selling point, as Saffro noted, lies in the software’s ability to save time, increase productivity and streamline both internal and external communication channels for those in the industry. In addition, Saffro cited Real Time’s 24-hour customer service, a system in which firms get a live voice on the line every time rather than an automated procedure.
“One of the things companies really seem to like about what we do is that Real Time allows them to connect to their associates nationwide,” said Saffro. “Meaning, if someone has an office, say, in Illinois that posts a load, connected offices in Indiana, Ohio, Michigan or wherever else can all see the same crucial information.”
Another stand out among Real Time’s offerings has been the private and secure nature of the software. Early on, the company knew it wanted to steer away from the concept of a public load board, and rather, build private networks.
“Sure, public load boards work fine and for some users they can be great tools, but they can also pose a number of problems,” Saffro said. “We wanted to avoid this, but also to create software that was simple to use . . . we arrived at something that’s about as easy as it gets.”
However, that’s not to say Real Time Freight has been completely successful and obstacle-free since day one. A former employee of a large business consulting firm in Chicago, Saffro joined with brother Chad, now Real Time’s marketing VP, to get the word out on their new venture.
Saffro noted that it took a solid five months or so before shippers, brokers and others were comfortable enough with the concept to sign on.
“It was hard right off because people didn’t know about us, and while some said it was a good idea ‘on paper,’ they were still unsure about committing,” he said. “What it really came down to was a trust issue, but that started to fade and we have since built some great relationships.”
To date, Real Time has gained the business of hundreds of firms throughout the industry, including such entities as Mountain Valley Produce LLC, Center, CO; Farm Fresh Direct LLC, Monte Vista, CO; L&M Transportation Services Inc., Raleigh, N.C.; Potandon Produce LLC, Idaho Falls, ID; Frenchman Valley Produce Inc., Imperial, NE; Ampco Distribution Services LLC, Riverhead, N.Y.; and Triple T Transport Inc., Columbus, OH.
While it was the time-sensitive and often erratic nature of fresh produce shipping that proved to be an ideal focus for Real Time’s launch, the company has confirmed plans in the works to focus additionally on dry freight, frozen goods, flat beds and other portions of the industry.
In the meantime, Saffro said Real Time would stay busy signing on new partners, and working to change the mindsets of those hesitant to take a leap of faith with the company.
“A lot of it is a change management matter; people want to know why they should change what they’ve always done and go with us instead,” he said. “Often, my first answer is ‘you will save money and see the results almost immediately.’ Sometimes, that’s about all you need to say.”