I was talking recently to my colleague Joe Lynch, who produces the Logistics of Logistics podcast. We got on the subject of marketing being a logistics company’s best sales person and Joe suggested “Let’s do a podcast on that.” So we did. Check out this recent episode of the Logistics of Logistics podcast.
Marketing is viewed by executives at logistics business as an expense, not an investment. To change this perception, marketing measurement must focus on sales results, not activities.
This week’s logistics sales tip: change your approach from “selling” to pure, selfless, ask-nothing-in-return “helping.” You’ll build stronger, longer-lasting relationships with prospects, get more referrals and, ultimately, close more business.
The biggest obstacle to winning logistics sales opportunities is not your 3PL competitor, it’s your prospect’s fear of change. The dreaded status quo.
“These leads suck!”
Let me tell you about two meetings with two separate logistics companies.
If you want to know how to sell logistics services, the best people to ask are your potential customers.
Have you seen the 2007 film, Michael Clayton?
The symbol of the funnel has been used for years to represent the custom acquisition process. Lots of stuff comes in the top, and a small percentage falls to the bottom as new customers.
What if we showed up at an initial meeting with a company and spent 100% of the time understanding what they care about? No power point slides. No stories about the industry award you just won. No selling, period.
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