HH #27: Is Your Online Booking System Hurting Your Business?

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HAULING SPOTLIGHT: Dylan Gonske

Company: Accelerate Hauling

Established: 2024

Location: Winnipeg, Manitoba

Services: Full Service Junk Removal, Dumpster Rentals, & Demolition Work

Website: www.AccelerateHauling.com

Instagram: @Accelerate_Hauling

Dylan's Story: Since I was young, I knew I wanted to be my own boss. The idea of entrepreneurship was always on my mind—freedom, challenge, and the chance to create something of my own. With years of experience driving trucks and trailers, I saw an opportunity in junk removal.

The potential was clear: if I went all in, I could build something lucrative, something real. At first, it was just me, my pickup truck, and a few small side jobs after my 9-to-5. I was working hard, hustling every spare moment, but the dream was bigger.

I invested in a dump trailer, even though it sat unused for a month because I didn’t have the right jobs lined up yet. It didn’t matter. I believed in the vision. Slowly but surely, the jobs came in, and I found myself getting busier.

Taking the leap from part-time side hustler to full-time entrepreneur was terrifying. Quitting my job meant everything was now riding on me—there was no safety net. But I knew I had the drive and determination to make it work.

Fast forward to today: Accelerate Hauling is no longer just a side gig. We’ve expanded into dumpster rentals, and I’m taking on larger demolition projects. Every day in business is a learning experience. The challenges are constant—cash flow issues, equipment problems, and the pressure of problem-solving with limited resources. But that’s the nature of entrepreneurship.

It forces you to grow, to adapt, and to become better. The future is clear: I want Accelerate Hauling to become a leading demolition company, with dumpsters scattered across the region, helping more clients than ever before. What started as a simple idea has transformed into something I’m deeply passionate about.

I’ve poured my heart into this business, and along the way, I’ve built meaningful connections, partnered with local businesses, and brought smiles to the faces of clients who needed help.

This journey has been humbling, challenging, and incredibly rewarding. The best part? I’m just getting started.

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In this week's newsletter, we’re diving deep into the topic of ease of transaction with your customers—what really works, what doesn't, and where your efforts are best invested. I often get asked whether I use an online order system for my customers, especially since I have 104 twenty-yard dumpsters. Many haulers are obsessed with this feature, thinking it will be the key to winning more business. But after 10 years in the industry, I can tell you that’s simply not the case.

We've reached a point where we’re overcomplicating the transaction process, and it’s starting to backfire. The notion that the customer should be able to do everything online may sound convenient, but it can actually hinder your ability to manage that customer relationship effectively. The strength of our business isn’t just in booking dumpsters; it’s in building relationships, which are crucial for repeat business and referrals.

Let me put it this way: If a customer books a dumpster online for a Wednesday, but you’re not scheduled to be in their area that day, it would be far more efficient for you to deliver on Tuesday or Thursday. However, with an online booking system, you lose the opportunity to have an organic conversation with that customer to find a mutually beneficial time. If you then have to call them to reschedule, it can feel like an inconvenience to them—like you’re letting them down or complicating their plans. This negative perception could have been avoided with a simple phone call, email, or text message where scheduling could be seamlessly integrated into the conversation.

The cost of these online services is growing, and in many cases, it’s becoming downright ridiculous. I have 104 dumpsters, and I don’t use an online booking service. Instead, we have real people answering the phones and responding to emails, booking everything person-to-person. It works flawlessly, with no delays in customer satisfaction. In fact, not a single customer has ever asked us to implement an online ordering system. When they need another dumpster, they just shoot us an email. We already have their credit card on file, and everything is all set. It’s actually easier for them and more efficient for us.

This industry is overthinking online booking services and their perceived value. I tell new haulers all the time—don’t waste your hard-earned money on these systems, especially in the early stages of your business. An online booking service isn’t going to convert more customers for you. It won’t grow your business by itself. You still need to drive customers to your website in the first place. Without effective strategies like pay-per-click (PPC) advertising or other forms of marketing, that online booking system is just a secondary tool. It’s something additional for customers who have already found you. The money you’re thinking of spending on these services would be far better invested in getting customers to your website to begin with.

Customer Service Impact: According to a study by American Express, 86% of customers are willing to pay more for better customer service. In our industry, this means that the personal touch of phone or email booking could be more valuable than the perceived convenience of online systems.

Conversion Rates: Research from McKinsey & Company shows that companies focusing on customer relationships can see up to a 25% increase in profit margins. This aligns with my experience that personalized interactions often lead to repeat business and referrals, which are the backbone of a successful hauling business.

In closing, focus on what truly drives your business forward—building relationships, maintaining excellent customer service, and investing in marketing strategies that bring customers to you.

The ease of transaction isn’t about having the latest technology; it’s about making the process seamless for both you and your customers.

Justin Hubbard

LinkedIn | Instagram

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