In the bigger scheme of things, a freight forwarding firm plays a very important role in the economy because of its obvious function in the movement of goods and services along the supply chain. But this doesn’t mean that its marketing work is cut out for it. The following are key points to take note of in order for your freight forwarding company to effectively convert business leads into sales orders.
- Understand what you’re selling. You’d be surprised at how misconceptions about the freight forwarding business model commonly occur among its marketers. A freight forwarding company isn’t itself a carrier, yet this is unfortunately how a lot of forwarding agents market themselves. Actually, as a freight forwarder, you and your prospects should see your business as a service provider to organize and facilitate the transport of shipments or cargo.
- Link the lead generation and sales process. One way to think about the link between lead generation and the sales process is to look at the connection between the buying cycle and the sales cycle. Your lead generation and B2B appointment setting campaigns must take into account the shifts in your prospects’ focus at different levels of the buying and sales process.
- Know when prospects change from “price” to “risk” mode. In relation to the above, a freight forwarder’s marketing efforts must know the “price” and “risk” modes of their prospects and how they correspond to the actual selling process. The types of information you present in your lead generation drive should depend on whether your customers are in exploration (price) phase or in the decision (risk) phase to really capture their attention when they’re most receptive.
Stay within your specialization. Perhaps a very important footnote to the both the lead generation and conversion processes for a freight forwarding company is the concept of the “Circle of Competence.” Specialization is an absolute requirement not only for marketing or sales reasons but for overall business growth as well. A forwarding firm should find its segment, stay there, and expand only when it has developed enough expertise in another area.