In my 30-plus years in logistics sales, I’ve found that experience isn’t just about knowing what to do; it’s also about knowing what not to do. There’s a story I often think back to when I consider the essence of what my brand stands for and why that matters more than mere numbers on a contract.
I was sitting across from a potential client, a large account worth about £2 million in annual revenue. All they wanted to talk about were the numbers, the costs, the bottom line.
Now, I get it. The financials matter. But I’ve always believed that a logistics operation is like a well-orchestrated symphony—every element, from speed to reliability to the brand’s ethos, plays a role.
When I realised they weren’t open to discussing the larger picture, the value beyond the numbers, I made a decision. I stood up, ready to walk away from a £2 million opportunity.
Just as I was about to exit, they stopped me. “Wait,” they said, “Let’s hear your pitch.”
And so, I shared not just the cost-effectiveness of our services, but also the reliability, the quality, and the essence of our brand—factors that you can’t easily quantify but have a profound impact on the customer experience.
We landed the contract, and over the years, that client became one of our strongest advocates, often stating that it wasn’t just the competitive prices but the overall brand experience that made us their preferred choice.
So, here’s my two cents for those navigating the complex waters of logistics sales: Don’t underestimate the value of your brand’s essence. Sometimes, you’ve got to be willing to take a step back to ultimately move miles forward.
Jerrad Hampson
Managing Director, Liberty Jai