It comes down to Culture and Relationships

There isn't much that differentiates most 3PLs.

Some brokers will boast they have some sort of technology that gives them an edge. Almost all of them will say they don't buy trucks off DAT when that is a blatant lie. And finally, most of them will promise the best service in the industry with nearly 100% OTP and OTD.

I recently read a Linkedin post from Thomas Carr, the former transportation manager of Mapei. A 65,000 Truckloads per year Shipper (You're welcome for the lead sellers).

Tom said, "The truth that I have come to believe is that all 3PLs can offer the same product and service, more or less, but the differentiator is trust and authenticity. The people I could count on got more opportunities and those who were persistent and genuine, who lived their authenticity, were those who caught my attention most. I was more likely to do business with someone I felt comfortable with, someone who truly listened to what I was saying vs. simply waiting for their turn to talk."

I've been thinking about this a lot since I've seen it.

I don't think Tom could of said better. At the end of the day, there really isn't much that differentiates brokerages other than people. Cultivating those personalities comes with having a stellar culture stand out to customers and carriers.

There are two parts to the equation of selling to a shipper. One of which is cultivating a genuine relationship with the decision-maker. That could be finding common interests unrelated to freight (As I have done many times with sports and travel).

The second part is the execution. And this doesn't need much explaining. You'll need to execute on all shipments and honor your rates. Pick up and deliver on time and when problems arise they are dealt with quickly.

My advice to sellers out there, try to find out more about your prospect and connect with them. Likely, your company isn't much different from the next and you'll have to sell them on WHY they should be working with YOU.

Note: All opinions are my own