In my role at Anderson Trucking Service (ATS), I work with new logistics sales professionals to train and develop them to be successful in their roles. I see a lot of people who are equally excited and nervous. It can be intimidating to build a book of business in an industry you’re new to.
At ATS, we have a slew of tools to help our new team members find success. I’ll let you in on a few of those secrets so you can succeed in your sales role as well — particularly if you’re in a logistics sales role.
In this article, I’ll walk through three key components for national sales representatives (NSR): prospecting, nurturing, and closing sales.
How to Prospect and Generate More Leads
Prospecting, the act of searching for potential new business, is the first step in getting leads and eventually customers.
Successful prospecting begins with knowing your ideal customer profile. For example, at ATS, we look for customers where there is mutual opportunity for long-term success.
This isn’t about casting a wide net to every company shipping freight but rather focusing on those where your company can provide value through your services.
Let’s further break down the process of prospecting.
Know Your Ideal Customer
Before searching for companies to land, start brainstorming about your ideal customer.
Define a clear profile based on the company’s size, shipping needs, regional focus, equipment requirements, and type of commodities. It’s a good idea to start with what you know and expand from there. For example, if you’re familiar with components for furniture manufacturing, use that knowledge to build connections and then expand to related industries.
Utilize Tools for Research
Your company will likely provide you with tools to help you target your ideal customers. For instance, you could partner with your marketing team for lead lists in specific industries.
Social media, Google, and sites like ZoomInfo and industry-specific databases are all valuable for uncovering potential clients and contacts. Even grassroots efforts, such as leveraging connections through friends, clubs, or alumni networks, can open doors in logistics.
Another great trick is to use Google Earth or Google Maps to search different areas across the country for warehouses and distribution centers.
Diversify Your Approach
Some sales reps may naturally gravitate toward certain industries or service types. While it’s fine to start with familiar territory, keep diversifying. Having a broad range of clients across industries ensures stability and resilience in your book of business, especially if one industry experiences a downturn.
The world of transportation is your oyster, so don’t limit the type of freight you can book. Trucking moves virtually everything out there — from finished products to every little piece and component that makes them.
How to Nurture Leads
Logistics sales are rooted in relationships, not transactions. Sales reps aren’t looking to book one load and move on; they’re aiming to build partnerships and move multiple loads over time. You can foster long-term connections by understanding customers’ specific needs and becoming their go-to freight partner.
These tactics will help you build relationships and nurture leads.
Focus on Relationship-Based Selling
To build strong client relationships, dig deep to understand what your prospects value in a transportation partner. Instead of giving them a long spiel about your company’s history and offerings, take the time to learn about them.
Ask questions to uncover their goals, pain points, and expectations. For example, if they value consistent communication or a dependable single point of contact, emphasize how your company can meet those needs.
It also goes one step deeper. When you talk to potential customers, the personal element matters. Simply asking how their day is or taking the time to learn about their interests outside of work can make all the difference. This is a much better strategy than only asking about gaining their business. Again, focus on the relationship, not the transaction.
Adapt to Preferred Communication Styles
Everyone has a preferred communication method, and you should strive to match it. Whether a lead or customer prefers calls, emails, or instant messaging, start by asking and then continue to check in with their preferences.
Nurturing is a process that will continue long after the sale, so adapting to the customer’s communication style is crucial.
Invest in Ongoing Personal Development
Search for robust learning opportunities within your company and community — workshops, peer discussions, self-guided modules, and shadowing programs. Observe and absorb.
Role-playing and having coworkers listen in and provide insight on your calls can make a huge difference too.
Embrace these resources as you grow your relationship management skills. You can’t master everything at once, but by learning from peers, resources, and continuous engagement, you’ll develop a confident, relationship-oriented sales approach.
How to Close a Sale
Closing in logistics is different from traditional sales because we’re selling a service, not a product. The goal isn’t just to win a single shipment; it’s to win consistent, long-term business. Here’s how to approach it:
Showcase Your Value
There are countless brokers and carriers calling shippers every day. What makes your company stand out?
Throughout your prospecting and lead nurturing, you should’ve determined how your company — and no one else — can bring unmatched value to each unique lead. Maybe it’s through your company’s stability, technology, and personalized service. Pitch your value, not the product.
Address objections with education, helpful information, and case studies.
Emphasize Long-Term Partnership Benefits
To help close the sale, emphasize the value your relationship will bring them. Focus on long-term relationships that offer customers efficiency, reliability, and industry insight. When talking with prospects, reinforce that your aim is to become a valued partner in their supply chain, not just a transactional service provider.
Join ATS as an NSR
The logistics sales journey — from prospecting to nurturing leads and closing deals — is all about building relationships that stand the test of time. At ATS, we know that this can feel overwhelming for new sales professionals stepping into the industry. But with the right tools, strategies, and mindset, you can build a thriving book of business and become a trusted partner to your clients.
Remember, your goal isn’t just to book a load; it’s to create lasting partnerships that bring value to both you and your customers. By defining your ideal customer, investing in relationship-building, and closing with a focus on long-term benefits, you set the foundation for success in logistics sales.
The logistics industry is full of opportunities. If you’re looking for a company with resources and support to help you (and your customers) succeed, check out the NSR positions available at ATS across the country.
At ATS, you’ll not only close more sales but also build a career defined by meaningful, profitable connections.
