What shippers want from 3PLs

"How could logistics service providers more effectively engage with you when trying to build a relationship and gain new business?" That was the question posed to 200 buyers of third-party logistics (3PL) services who responded to a recent survey conducted by Logistics Marketing Advisors, a firm that counsels 3PLs on marketing and communication strategies. As you might expect, the responses reflected a desire to hear about cost, capabilities, and measurable results. But they also emphasized the importance of the personal aspects of business relationships.

The most interesting part of the survey asked respondents to offer advice for 3PLs that "would like to build a relationship with you in the hope of gaining future business." The research identified four prominent themes among the hundreds of comments:

• Know my business. "Bring an understanding of our products and how similar companies benefited from the engagement with your firm."
• Give me a better price. "The providers I work with are very similar. Show me a cost differentiator."
• Be honest. "Don't tell me what you think I want to hear. ... Don't oversell with 'pie-in-the-sky' solutions."
• Bring innovative solutions. "We've pretty much heard all the ideas out there. Show me how you can solve a problem in a unique way."

Logistics Marketing Advisors President Jim Bierfeldt summed up how potential customers want to be treated by 3PLs: Respect me, respect my time, respect your competition, and don't just tell me what you can do—show me ideas in action and the results others like me have achieved.