At this year’s TMSA ELEVATE conference, one of the most anticipated sessions delivered exactly what attendees hoped for—unfiltered, practical insights from the people who manage freight every day. Moderated by SPI Logistics' Mike Mikulik, the shipper panel featured experienced voices from The Family of Companies, The Musco Family Olive Company, and The Quikrete Companies. The discussion peeled back the curtain on how shippers make decisions, what they value, and how sales teams can cut through the noise.
Here’s what stood out:
Do Your Homework. Before making the first call or sending that email, understand the shipper’s business, industry, and history with your company. A personalized, informed approach shows respect and builds credibility.
It’s Not Just About Price. While cost remains important, it’s not the top decision driver. Shippers prioritize safety, on-time performance, and reliable back-office support that kicks in before the first load even moves.
Be a Partner, Not a Pal. Attempting to bond over mutual contacts or shared interests won’t get you far. Instead, focus on partnership—bring insights, be prepared, and show how you can help solve real challenges.
Technology Counts. From AI-assisted communication tone to pricing alignment and shipment visibility, technology is expected to reduce friction and surprises. Smart tech is table stakes.
Trust is Earned (and Easily Lost). Be proactive, transparent, and consistent. A missed follow-up or a misleading claim can undo months of relationship-building. And always—always—respect the shipper’s time.
Stand Out with Consistency. One rep won favor by sending an email update at the same time each week, mixing lane availability with personal touches. That combination of reliability and relevance made an impression.
In short, if you want to win—and keep—shipper business, think long-term, stay curious, and above all, deliver value with every interaction.
