At TranStrategy Partners, we have worked with hundreds of transportation and logistics companies over the years. Sales, or more precisely, a lack of sales, is why many of these companies come to us for assistance.
Sales for 3PLs and freight brokerage companies don’t come easily. The market is crowded; the competition is intense and most companies haven’t differentiated themselves in their prospect’s eyes.
Many 3PLs use cold calling as their main prospecting tool. Smiling and dialing is not efficient or fun, but it is a necessary evil. The equation is simple, grow your sales by hiring more salespeople and pushing them to make lots of phone calls.
There really isn’t any viable alternative – or is there?
“93% of B2B buyers begin their buying process using Internet search.” According to research conducted by Marketo
There is a better way!
Yep, this crazy internet thing might really be here to stay.
93% seems like a huge number, but it passes the sniff test. Think about your last big purchase (home, car, vacation, college, etc.). I bet you began your research online, well before reaching out to an actual person.
Apparently, your potential customer is doing the same thing. They are conducting online research, getting the expert take and then reaching out to the person or company who can best solve their problem.
What a great way to sell, unless of course you aren’t online.
Selling Online Requires a Different Mindset
Once, you have decided to go after the online sales, you quickly realize that it requires a completely different mindset and different skills.
To be successful online, do the following:
- Specialize. You must decide on a niche or specialization. Getting some love from Google and Bing is even harder than cold calling. To be found by the search engines, companies must specialize – be known for something. Being found for your specialty will be much easier than being found for something generic like “freight broker” or “truckload.”
- Get a great website. Your 10-year old website designed by your niece isn’t going to cut it anymore. To get web traffic, your company is going to need a professional website with good original content. If you are starting from scratch, shoot for at least 30 pages with 300 plus words per page. From there, continue to add pages every month. Size does matter in this case. Google and Bing reward great (big) websites and ignore the rest.
- Content marketing. Content marketing like webinars, email marketing, articles, blog posts, white papers, and case studies puts your expertise on display and drives traffic to your website. Remember, people are searching online for experts – not salespeople. Share great content and develop an online following.
The internet offers a great new way to connect with prospective customers and showcase your company’s expertise – embrace it.
Let Us Help You Build the Company You Want
At TranStrategy Partners, we help business owners build the companies they want. Our proven approach helps freight brokerage and 3PL business owners develop their competitive advantage, hone their message and grow their sales.