By Ricardo Rodriguez Long
I know many of you are worried. You’re hearing about AI and technology taking jobs. You see competitors cutting back, freezing hiring, and sitting on their cash. Every day, the news talks about economic uncertainty — and you might find yourself wondering, “Is my company or job safe?”
I want to be honest with you. Yes, times are uncertain. Yes, the market is slower than we’d like. But uncertainty isn’t our enemy: inaction is.
Right now, I see competitors making critical mistakes. They’re waiting. They believe that by freezing, cutting back, and playing it safe, they’ll survive until things improve.
But here’s the truth about the trucking industry: goods still need to move. Trucks still break down. CPAs are still advising companies to replace aging equipment. The freight market hasn’t come to a halt — thousands of loads are being moved every single day. The population hasn’t decreased, and demand hasn’t disappeared.
Eventually, things will rebound. And when they do, who do you think will win — the dealers who stayed silent, or the ones who showed up when their customers needed them most?
While they wait, you move.
I see sales professionals who know how to build relationships. I see finance managers who know how to structure deals that work. I see service technicians who keep trucks on the road. These are skills no computer can replace.
Yes, technology will change how we work — but it will never replace the human connection built through respect, trust, and genuine care. It can’t replicate the confidence a customer feels when you solve their problem. It can’t replace your experience, your knowledge, or your commitment to showing up when it matters most.
Here’s the strategy, and it’s simple: Invest in you while others are cutting back.
Start a comprehensive training program.
Not because you fear technology will replace you — but because you want to use it to become even better at what you do.
Invest in learning new skills: digital marketing, customer relationship management, and creative financing solutions. Strengthen the talents that set you apart.
When the market fully recovers, and it will, you’ll be more valuable, more capable, and more confident than ever before.
Why are you doing this?
Well, two things.
First, tough times don’t last — but tough people do. The dealers who survive recessions aren’t the ones who hide. They’re the ones who adapt, learn, and keep moving forward. Every economic downturn in history has created opportunities for those willing to see them.
Second, people are the greatest asset. While competitors treat their teams like expenses to cut, you must treat yours like investments to grow. This isn’t about merely surviving until things get better — it’s about preparing to dominate when they do.
Here’s what that means in practice:
When a customer calls and our competitor doesn’t answer — or says, “We’re not buying trucks right now” — you’ll be there.
When someone needs financing and other dealers have given up, you’ll find a solution. When a customer’s truck breaks down and they need it back on the road, your service department will be ready.
Every customer we help now is a customer for life.
This is also your opportunity for growth. As we invest in training, promotions will come from within. The people who seize this moment — who learn new skills, stay focused on customers, and keep pushing forward — will become the leaders of this dealership for the next decade.
I’m not saying everything is perfect. But I am saying we have a plan.
We’re positioning ourselves strategically for the future.
• While others freeze hiring, we’re developing the team we already have.
• While others wait, we’re building relationships that will pay off for years to come.
The freight market is in a transition period. Industry experts predict growth will begin again in 2026. And when that happens, customers will remember who stood by them during the tough times.
They’ll remember the dealers who answered the phone, worked with them to find solutions, and kept their trucks on the road.
This is not the time to panic. This is the time to prepare.
You have a choice to make. You can let fear and uncertainty control you — or you can recognize this moment for what it truly is: an opportunity.
• An opportunity to gain market share.
• An opportunity to learn new skills.
• A chance to prove that your team is tougher and smarter than any economic challenge.
So keep doing the work. Make the calls. Follow up with customers. Learn the new systems. Take advantage of the free training tools at your fingertips. And trust that when you take care of your customers, they will not forget you.
The dealers who win aren’t the ones who wait for perfect conditions — they’re the ones who create opportunity in imperfect ones.
We’re not standing still. We’re moving forward.
The question is: are you?
