--- title: "Marketing Logistics: what buyers of logistics services say about getting, and keeping, their attention" description: "Marketing Logistics: what buyers of logistics services say about getting, and keeping, their attention" --- - [ABOUT US](https://www.logisticsmarketing.com/marketing-communication-strategy) - [ARTICLES](https://www.logisticsmarketing.com/download-logistics-marketing-papers) - [BLOG](https://www.logisticsmarketing.com/blog) - [CONTACT US](https://www.logisticsmarketing.com/contact-us-to-make-3pl-marketing-process-better) - [860-866-6523](callto:8608666523) [![Logistics Marketing Advisors](https://www.logisticsmarketing.com/hubfs/Logistics_Marketing_Advisors%20-%20December%202019%20Folder/Images/lma-logo-472x80.png)](https://www.logisticsmarketing.com/) - [HOME](https://www.logisticsmarketing.com) - [Strategy + Brand](https://www.logisticsmarketing.com/marketing-communications-strategy-3pl-brands) - [Market Research](https://www.logisticsmarketing.com/target-marketing-research) - [Positioning and Messaging](https://www.logisticsmarketing.com/market-positioning) - [Marketing Planning](https://www.logisticsmarketing.com/marketing-plan-logistics-marketing) - [Branding](https://www.logisticsmarketing.com/branding-for-logistics) - [Advertising and Collateral](https://www.logisticsmarketing.com/marketing-communications-strategy-3pl-brands/advertising-collateral-sell-sheets) - [Inbound Marketing](https://www.logisticsmarketing.com/go-to-market-strategy-logistics) - [Content Creation](https://www.logisticsmarketing.com/go-to-market-strategy-logistics/content-marketing-mix-for-supply-chain) - [Lead Nurturing](https://www.logisticsmarketing.com/go-to-market-strategy-logistics/better-prospecting-with-lead-nurturing) - [Content Marketing Packages](https://www.logisticsmarketing.com/go-to-market-strategy-logistics/strategic-marketing-plan-packages) - [Digital Marketing](https://www.logisticsmarketing.com/increase-sales-with-digital-marketing) - [Website Development](https://www.logisticsmarketing.com/website-development-logistics-marketing-objectives) - [Online Marketing](https://www.logisticsmarketing.com/online-marketing-strategy) - [Website Audit](https://www.logisticsmarketing.com/logistics-website-review) - [Public Relations](https://www.logisticsmarketing.com/pr-plan-and-public-relations-services) - [Publicity](https://www.logisticsmarketing.com/pr-plan-and-public-relations-services/publicity) - [Thought Leadership](https://www.logisticsmarketing.com/thought-leadership-logistics-marketing) This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. # LOGISTICS MARKETING BLOG May 23, 2014 ## [Marketing Logistics: what buyers of logistics services say about getting, and keeping, their attention](https://www.logisticsmarketing.com/blog/marketing-logistics-buyers-logistics-services-say-getting-keeping-attention) by [Jim Bierfeldt](https://www.logisticsmarketing.com/blog/author/jim-bierfeldt) / [No Comments](https://www.logisticsmarketing.com/blog/marketing-logistics-buyers-logistics-services-say-getting-keeping-attention#comments-listing) / Posted in [Selling Logistics Services](https://www.logisticsmarketing.com/blog/topic/selling-logistics-services), [Marketing Logistics](https://www.logisticsmarketing.com/blog/topic/marketing-logistics) ![Jim Bierfeldt](https://www.logisticsmarketing.com/hubfs/Logistics_Marketing_Advisors%20-%20December%202019%20Folder/Images/Jim_Bierfeldt-150x150.jpg) Jim Bierfeldt is the founder and chief strategist at Logistics Marketing Advisors, a marketing firm that helps logistics businesses define and communicate their value, and then translate that value into revenue. - - - - - [mailto:?body=https://www.logisticsmarketing.com/blog/marketing-logistics-buyers-logistics-services-say-getting-keeping-attention&text=Marketing%20Logistics:%20what%20buyers%20of%20logistics%20services%20say%20about%20getting,%20and%20keeping,%20their%20attention](mailto:?body=https://www.logisticsmarketing.com/blog/marketing-logistics-buyers-logistics-services-say-getting-keeping-attention&text=Marketing%20Logistics:%20what%20buyers%20of%20logistics%20services%20say%20about%20getting,%20and%20keeping,%20their%20attention) There is stiff competition for the attention of buyers of logistics services and products.  These folks get a steady stream of emails, phone calls, in-mails, and direct mailers, all vying to occupy a little bit of their brains, even if it’s just for a few seconds. Ever wonder what it’s like to be on the other end of these sales advances? Me too.  So I did some research to find out.  About 200 logistics professionals who purchase or influence the purchase of logistics products and services took the time to answer a series of questions about how to best get, and keep, their attention when trying to build a relationship and gain new business.  To see a summary of the research, [read the eBook](https://www.logisticsmarketing.com/marketing-logistics-services-ebook). Some highlights from the research: - **Do your homework first.**  This was the dominant theme in the responses.  Buyers are turned off by suppliers that want to sell them a service without knowing anything about their industry and business.  Representative comments: - “If you are not doing business with customers like me, I don’t want to be your training ground.” - You would be amazed at how many 3PL representatives just walk in the door and brag about what their teams can do.” - “Generic sales pitches from rookies are a turn-off.” Respondents want to feel they are more than just a name on a call list and that the salesperson or marketer has taken the time to research the company in order to propose an idea that makes sense for their company. - **Be honest.**  Feedback clearly indicated a penchant, among some logistics suppliers, to overstate capabilities when selling logistics services.  This does not sit well with buyers.  Representative comments: - “Don’t tell me what you think I want to hear.” - “The ‘all things to all people’ sales approach is poison to me.” - “Don’t show me vaporware.  I need to see the real thing.” Historically, 3PL and other LSPs have tended to “lean forward” a bit on marketing and sales claims.  In fact, it’s one of the things that helped the logistics outsourcing industry grow – a willingness to take on challenging projects and figure it out.  But the market has changed and shippers indicate a strong preference for proven solutions.  If you can’t do it or have not yet implemented the proposed solution, they want to know. - **Offer a better price.**  The corporate pressure to reduce costs rolls right down to suppliers.  Representative comments: - “The providers I work with are very similar.   Show me a cost differentiator.” - Want to get my attention?  Do it cheaper than the other guy.”   --- ### Free eBook: Marketing Logistics Services **[![survey_ebook_cover](https://www.logisticsmarketing.com/hs-fs/hubfs/Imported_Blog_Media/survey_ebook_cover-259x300.png?width=155&height=180&name=survey_ebook_cover-259x300.png)](https://www.logisticsmarketing.com/hubfs/Imported_Blog_Media/survey_ebook_cover.png)200 buyers of logistics services weigh in on how to get - and keep - their attention.** [Download the eBook](https://www.logisticsmarketing.com/marketing-logistics-services-ebook)     ---   ### Related posts [Logistics Marketing has Become a Game of Hide-and-Seek – in Reverse](https://www.logisticsmarketing.com/blog/logistics-marketing-hide-and-seek-in-reverse) May 23, 2014   /   No Comments [Empathy is Key With Marketing Logistics Services](https://www.logisticsmarketing.com/blog/empathy-key-marketing-logistics-service) May 23, 2014   /   No Comments [Which Content Gating Strategy is Right for Your Logistics Business?](https://www.logisticsmarketing.com/blog/which-content-gating-strategy-is-right-for-you) May 23, 2014   /   No Comments [How to Market Logistics Services: New Research Provides Direct Advice from Buyers](https://www.logisticsmarketing.com/blog/how-to-market-logistics-services) May 23, 2014   /   No Comments ### Recent Posts [![Logistics Marketing has Become a Game of Hide-and-Seek – in Reverse](https://www.logisticsmarketing.com/hubfs/logistics-hide-and-seek-crop.jpg) Logistics Marketing has Become a Game of Hide-and-Seek – in Reverse September 29, 2021](https://www.logisticsmarketing.com/blog/logistics-marketing-hide-and-seek-in-reverse) [![Empathy is Key With Marketing Logistics Services](https://www.logisticsmarketing.com/hubfs/marketing-empathy-rev.jpg) Empathy is Key With Marketing Logistics Services December 8, 2020](https://www.logisticsmarketing.com/blog/empathy-key-marketing-logistics-service) [![Which Content Gating Strategy is Right for Your Logistics Business?](https://www.logisticsmarketing.com/hubfs/content-gating-strategy-382421741-crop.jpg) Which Content Gating Strategy is Right for Your Logistics Business? 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