TPP Retention Project

Program Overview

To address the industry-wide problem of recruitment and driver turnover, the Truckload Carriers Association has partnered with Retention Coach, Ray Haight, to offer its membership a valuable training program designed to help carriers reduce their turnover up to 50% in the first year.  The program, called the Truckload Carriers Association Profitability Program Retention Project (TPP Retention Project), will provide carrier leadership teams with a video-based lesson plan, on-site training, and monthly check-in calls.

The program expands upon the five concepts put forth by Maslow’s Hierarchy of Needs and offers additional sections on “Building the Foundation of Change” and “The Circle of Success.”  With Seven Sections broken out across 46 videos and a manual detailing the expectations of all participants, your team will be empowered to take the challenge of driver turnover personally and effect change in their operations.

Helping your company navigate through the program at every step is Ray Haight, a second-generation professional truck driver who logged more than one million accident free miles and went on to win multiple management, safety and retention awards as COO and President of a 275-truck fleet.  Prior to beginning the program, Ray will conduct a strategy session and workshop, on-site at your company, with those participating in the program.  Once the program has started, Ray will conduct monthly follow-up calls with your staff.

If you are interested in getting more information and starting your journey to reduced driver turnover, please contact Ray Haight at

Watch the video below for a detailed look at the program from Retention Coach Ray Haight

Mr. Ray Haight is second-generation trucker; his parents ran a small four truck fleet operation, which worked for a local shipper into the U.S. market. Ray Haight was a driver and Owner Operator for 10 years logging over one million accident free miles prior to starting his own company, which serviced long haul lanes with both dry van and refrigerated equipment.

In 1984 he started Southwestern Express Inc. based in London Ontario, which grew into a successful dry van and refrigerated 50-truck fleet. In 1990 MacKinnon Transport Ltd. was brought in as a partner and Southwestern Express moved from London to Guelph Ontario; in January of 2000 MacKinnon Transport Ltd. and Southwestern Express Inc. were amalgamated. Ray held the Position of President and COO until May of 2005; at that time MacKinnon Transport Inc. was a 275-truck fleet, warehousing and Logistics Company.

Currently, he resides in Lambeth, Ontario where in addition to being Retention Coach at Truckload Carriers Association and co-founder of  TCA inGauge carrier benchmarking platform he also finds time to lend his energies to many transportation industries related associations.

Personal, Professional and Corporate Accolades:

  • Past Chairman of the Truckload Carriers Association
  • Past Chairman of the PTDI Professional Truck Drivers Institute
  • Past Chairman of NATMI North American Training and Management Institute
  • Past Chairman of the Industry Committee for Apprenticeship; Commercial Tractor Trailer Driver appointed by The Ontario Ministry of Training Colleges and Universities
  • Past Chairman of the Recruitment and Retention Human Relations Committee of the Truckload Carriers Association
  • Alumni of the UWO’s Ivey School of Business’s Quantum Shift Program
  • Winning team member of the Top 50 Best Managed companies of Canada for 2002, 2003, 2004, 2005, 2006, and 2007.
  • Winning team member of the Shipper’s Choice award for 2003, 2004, 2005, 2006 and 2007
  • Winning team member of the Truckload Carriers Associations National Fleet Safety Award for 1999, 2001, and 2003.
  • Winning team member of the Over the Road Retention Award for 2003
  • Winner of the Lee Crittenden Award for service and dedication to the Professional Truck Drivers Institute
  • Co-Founder StakUp Inc, an online transportation benchmarking service and the operating platform for the Truckload Carriers Association’s Profitability Program operating as TCAinGauge.
  • Creator of the Driver Retention Project Plan, a focused educational series that has resulted in reduced driver turnover in many fleets in the trucking industry.
  • Currently holds the position of Carrier Retention Coach an integral part of Truckload Carriers Association’s Profitability Program

Section 1: The Groundwork   

  1. Ray Haight Personal Introduction
  2. Driver Retention Course Manual
  3. Dynamics of the Current Driver Population
  4. Commitment
  5. Retention & Measuring
  6. Entry Level Driver Training
  7. Our Rallying Cry – the Value Statement
  8. SWOT Analysis – What is it?
  9. SWOT Analysis Actions

Section 2: Physical Needs – Maslow’s 1st Level

  1. Impact on the Health of the Company and Drivers
  2. ROI and the Cost of Recruitment
  3. Setting Targets
  4. Driver Marketplace
  5. Safety & Sales Department Efficiency Improvements
  6. Orientation Program for New Drivers

Section 3: Safety Needs – Maslow’s 2nd Level   

  1. The Future for Entry Level Drivers
  2. SOPs and JDIs
  3. The Improvement Bell Curve
  4. Setting and Aligning Expectations
  5. Hiring Policy Review
  6. Driver Files – Old vs. New
  7. Performance Management & Review
  8. Equipment Maintenance & Safety
  9. Disciplinary Policy – What Happens When…..

Section 4: Social Needs – Maslow’s 3rd Level   

  1. Establish a Communications Action Team
  2. Communication, Communication, Communication
  3. How to Communicate with Stakeholders
  4. Create a Recruitment & Retention Action Team
  5. Driver Survey
  6. Measuring Turnover in Greater Detail
  7. Driver Survey: Results & Actions

Section 5: Esteem Needs – Maslow’s 4th Level   

  1. Recognition of Accomplishments
  2. Celebrations
  3. Driver Recruiting – by drivers
  4. Strategic Planning Review – Where the Dollars Fall Out
  5. Maintenance & Admin Department Efficiency Improvements
  6. Operations Department Efficiency Improvements
  7. The Perfect Driver
  8. Mentoring
  9. What does a Solid Mentoring Process Look Like?
  10. Counseling Support

 Section 6: Self-Actualization – Maslow’s 5th Level   

  1. Career Path for Drivers
  2. Training for Drivers

Section 7: The Circle of Success   

  1. A Winning Culture
  2. The Circle of Success
  3. The Secret of it All: Building a Sense of Community