Sales never is an easy job. Effectively selling logistics services is hard in today’s highly competitive and transparent environment, with many providers, low barriers for market entry and often simple and commoditized base services. It is essential to truly understand what the client is looking for, and why. Will they select you for the superiority of your service, because you provide the cheapest option, or because you are crucial to their success?
The CLIENT-centric Logistics Selling approach was developed jointly with commercial leaders from the industry.
I have successfully trained logistics sales professionals for many years. Whether you want to focus on the basics for new hires, or you wish to sharpen and share the existing skills between your seasoned sales professionals. My support can range from a short booster session on one topic, to end-to-end programs. Both online, face-to-face or blended, and always tailored to your specific development needs. Participants typically rate my trainings as high quality, engaging, pragmatic and rooted in profound logistics industry and commercial knowledge and experience.
Are you looking for a pragmatic method for effectively selling logistics services?
The CLIENT-centric Logistics Selling approach is the result of combining hands-on commercial experience, in-depth knowledge of the logistics industry, and leading academic research. The approach consists of 6 logical steps, firmly putting the client at the heart of every step. Key elements include preparation, understanding communication techniques and objection handling. It provides pragmatic tools that can immediately be applied to increase your chances of success.
Step 1 - Complete Preparation
The first step prior to any sales call is about doing your homework to make sure you arrive
well prepared at the client:
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Plan your territory – Efficient use of time and space
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Qualify and understand – Know your client
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Set objective and game plan – Why are you there
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Make appointment – How to get in
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Prepare notes taking – Effective reminding and recording
Arriving well prepared means you have done internal and external research about your client and you know as much about your client as you can. You understand their business and financial situation. You are aware of potential issues and aspirations. You also know who you will be meeting at your client, what are their likely concerns and (personal) objectives, and how these people fit into the larger stakeholder community. You are certain that meeting your prospect now makes perfect sense.
You have a game plan. You know what you want to get out of the sales call, and how it fits into your strategy for winning business. You meet the right people who will help you achieve your objectives. These objectives are clear, and ideally aligned with the client in advance. You bring additional pursuit team members if necessary.
You organize smartly. You know your territory, and what it takes to meet and exceed your targets. The call fits nicely into your schedule and you don’t lose time travelling or waiting. You look sharp, know where to go and how to get there on time. You prepare your notes taking for effective reminding and recording.
Step 2 - Lead Conversation
In this step you establish the solid ground for an efficient and mutually effective sales call:
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Propose agenda – What will we do
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State mutual value – Why will we do this
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Check acceptance – Does the client agree
You ensure you and your client are on the same wavelength so that the call is pleasant and effective for both. You adapt your style of communication to your client and stimulate a positive, sharing mindset. Whilst you remain in control, the engagement feels like a friendly conversation.
You jointly agree on the agenda and confirm the value of meeting. You listen actively and transition carefuly from one topic to another. You acknowledge needs and concerns, and resolve any indifferences you sense. You frequently check for the client’s acceptance.
Step 3 - Indentify Needs
During this step you collaborate with the client to discover their needs and areas of pain:
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Investigate situation – Discover needs
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Clarify impact – What, Why, When, How much
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Confirm understanding – Correctness and completeness
You are there to help the client. You know that assumptions are dangerous. You follow a structured needs evolution process and apply effective probing techniques. The client tells you about their issues, needs and drivers for change.
You jointly identify all areas for improvement. You detect root causes and understand the financial and business impact. You learn the importance and urgency to change. Along the way you continously verify correctness and completeness of your understanding.
Step 4 - Enable Satisfaction
This step forms a continous loop with the previous step. Jointly with the client you define smart services or solutions that bring relief and resolve root causes:
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Acknowledge need – Show you understand the problem
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Offer solution – Describe how you will solve the problem
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Check acceptance – Does the client agree?
You show your understanding by summarizing the problems, the business impact and root causes. You clearly describe how your company’s service or solution will address the problems. And because you know how logistics impacts the broader business of your client, you clearly explain your benefits and (quantified) value to the client.
You neutralize client skepticism and clear any misunderstandings. You resolve indifferences and mitigate objections to your suggestions. You effectively navigate price concerns. And most importantly, you keep keep the client connected and in agreement at all times.
Step 5 - Next Steps
Once you have verified all needs are on the table, you mutually agree on the way forward:
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Summarize needs – Show you understand what the client wants
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Reconfirm accepted benefits – Check your added value
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Propose next steps – Set actions, timelines and responsibilities
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Check acceptance – Does the client agree?
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Sweep the floor – Is there anything else?
You keep to the agreed timelines and know when to end the meeting. You clearly summarize the client needs shared with you. You verify the client’s appreciation of the benefits and value of your service or solution. You then agree on SMART-defined actions to move forward to an agreed future state.
You verify the client’s acceptance and you effectively handle any hesitation, stalling or refusal. Before ending the call you always provide the client an opportunity to add anything you might have missed.
Step 6 - Trigger Actions
Directly after meeting the client you wrap-up the call:
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Share summary – Thank client and confirm commitment
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Assess readiness for change – Update win chance or stop pursuit
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Update CRM – Record key findings
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Initiate actions – Ensure effective follow-up
You thank the client for their time and engagement. You summarize the conversation, list all actions and reconfirm your commitment.
You reflect on the information you obtained, observed buying behaviour and decision making characteristics. You assess the readiness for change and your chances of winning the business. You update information on the client and lead qualification. You assign internal actions and mitigate any obstructions or delays. You adjust your pursuit plan where necessary, and plan your next actions.
