Freight Forwarding Sales: Why understanding people matters more than pitching freight

 

By Gopinath Phargade Regional Logistics Leader | Global Functional Owner – Project Logistics

Introduction

Over the last 2.5 decades, I have worked across both sides of the freight forwarding business. For about 8 years, I was deeply involved in sales and execution of freight forwarding operations, and for the past 19 years I’ve been on the client side—working with large Indian EPC conglomerates as well as global MNCs. This dual experience, combined with extensive travel and interactions across the globe, has given me unique insights into how clients think, how they make decisions, and what truly matters in freight business relationships.

What follows are distilled learnings from these years—covering both the sales and the client perspective in freight forwarding.

In freight forwarding, we often focus too much on rate sheets, service offerings, or the number of meetings. But I’ve come to believe one thing above all:
Business happens between two people before it happens between two organisations.

 

That’s why successful freight forwarding sales isn’t about how many times you visit—it’s about how well you understand the person sitting across from you, and what matters to them.

 

Over the years, I’ve observed not only three types of freight sales approaches, but also multiple client personalities. And aligning these is where real success—and lasting relationships—happen.

Freight sales approaches I’ve observed

*The Strategic Connector

These professionals engage at the senior level just once or twice a year—but with real purpose. It’s not about casual talk or gossip. This approach is about creating meaningful impact.

It’s built on:

*Understanding the client’s mindset and priorities

* Speaking to what matters for their business

* Offering confidence through technical, safety, or execution depth

This style suits technically oriented clients who care deeply about how things are executed. They expect you to understand methodology, compliance, and risk planning—without having to ask.

* The Routine Visitor

This style is about consistency—monthly check-ins, regular updates, maintaining visibility. While it helps keep the relationship warm, it only adds value if you bring something meaningful to the table.

To succeed, you need to offer:

*New insights

* Evolving solutions

*Timely alignment with project milestones

Otherwise, this approach risks becoming redundant and transactional—just another calendar entry.

* The Pushy Closer

This salesperson is relentless—constantly following up, pitching aggressively, and pressing for early commitment. But this often misfires—especially with senior stakeholders.

Leaders are cautious. They:

*Don’t respond well to pressure

* Expect clear, complete proposals

* Value readiness over rhetoric

Being overly aggressive without substance can burn bridges before the first opportunity even matures.

Business happens between people before companies

Matching your sales style to the client’s mindset is what transforms a pitch into a partnership. Below are client mindsets commonly encountered and how to tailor your approach:

*Technical Clients

These clients care about execution quality and risk management. You win their trust by speaking their language:

*Method statements

* Safety plans

* Execution strategy

*Engineering rigour

They prefer partners who prepare thoroughly and demonstrate planning maturity.

*Presentation-driven Clients

These clients assess your offering based on how you present it. Structure, clarity and professionalism matter as much as pricing.

They want:

*Complete, well-organised proposals

* Clear visuals

* Logical and articulate communication

A weak presentation can cost the deal, even if the solution is good.

* Hard-pressure, Commercial Clients

These clients treat freight purely as a cost item. Their mindset: 'Technical is your job—just give the best price.'

They focus on:

* Lowest landed cost

* Payment terms

* Commercial clarity

They don’t want detailed discussions unless something fails. You win by offering clean, competitive commercials quickly.

* Balanced-approach Clients

These are high-calibre clients who expect excellence across all aspects. They value intelligent engagement, and working with them is a matter of pride.
They focus on:

 

*Planning

 

*Technical standards

*Risk mitigation

*Safety

*Balanced commercials

*Transparent communication

* Reasonable profit margins

* Strong reporting discipline

Once awarded, you’re no longer just a contractor—you’re part of their extended team. These relationships are demanding but highly rewarding.

Final reflection

Freight forwarding sales is not about chasing or quoting—it's about:

* Reading the client mindset

* Delivering value in their language

*Respecting timing, preparation and trust

Before you speak, ask yourself: 'Am I saying what matters to them—or just what matters to me?'

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