For decades, logistics service providers have followed the same playbook: offer competitive rates, respond to customers quickly, and ensure shipments arrive on time. But today, simply executing the basics isn’t enough to win. The industry has become increasingly commoditized, and shippers are demanding more than just transportation—they want strategic partners who help optimize their entire supply chain.
To explore what it takes to stand out in this new reality, we spoke with Billy Thomas, Head of Account Management at Logixboard. With over a decade of experience in logistics sales and customer success, Billy has worked closely with top LSPs to help them transform from transactional vendors into indispensable, tech-enabled partners. His expertise in sales strategy and technology adoption gives him a unique perspective on what it takes to win in today’s evolving logistics landscape.
The Old Playbook No Longer Works
Winning in logistics today means going beyond rates and service. As Billy Thomas put it, “The shippers who will bring you the most revenue don’t just want a service—they want a partner who can help them see the bigger picture.”
Billy emphasized that forward-thinking logistics providers must embrace technology that streamlines operations and enhances customer experiences. “Logistics companies that invest in technology are not just improving efficiency; they’re redefining the customer relationship,” he said.
Beyond Transactions: Modernizing Your Sales Strategy
1. Nail Your Differentiation
To stand out, you must define what makes your business unique. What specific shipper needs do you serve best? How can you provide more value—beyond moving goods from point A to point B?
Shippers are looking for partners who bring more than just transportation—they want visibility, automation, and strategic insights. Customer platforms like Logixboard enable LSPs to reduce back-and-forth emails, enhance key processes, and provide customers with real-time data to optimize their supply chain operations.
2. Define Your Ideal Customer Profile (ICP)
Not all shippers will yield the same value for your business—some will be far more profitable and strategic to your growth than others. Focus on:
- Mid-market and enterprise shippers – They have more resources, complex needs, and a higher demand for efficiency.
- Forward-thinking companies – Younger decision-makers are often more open to adopting new technology to gain a competitive edge.
- Value-conscious, not just price-focused customers – Avoid shippers who nickel-and-dime over every rate. Instead, target companies that see the long-term value of improved efficiency and visibility.
3. Align Your People
Technology is a powerful differentiator, but it won’t sell itself. Success requires alignment at the leadership level and a team that embraces change. Billy highlighted that logistics companies need to hire and develop talent that:
- Understands the value of technology in sales.
- Is willing to learn and sell with digital tools.
- Can effectively communicate the strategic benefits of visibility and data insights.
“Some talent can plug into your sales engine immediately, while others require time and mentorship,” Billy said. “The key is ensuring your customer-facing team isn’t resistant to technology.”
4. Sell Smarter
To sell successfully, you need to be proactive and data-driven. Use a CRM like ZoomInfo to identify and target your ICP, and develop a consistent outreach strategy.
Then, master your technology demo and integrate it into your sales pitch. “If technology is one of your key differentiators, it should be ingrained in your sales DNA,” Billy emphasized. “This confidence enables you to knock on any shipper’s door knowing you’re offering something truly valuable.”
And don’t forget about the low-hanging fruit that’s right in front of you. It’s much easier to expand within existing accounts than to win brand new ones. Billy highlighted that LSPs should:
- Leverage data insights to identify upsell opportunities.
- Position new offerings as efficiency boosters, not just additional services.
- Strengthen relationships by continually demonstrating value beyond freight movement.
Final Thoughts
In five years, the LSPs that dominate the industry will be the ones already investing in technology, data, and visibility today. As Billy put it, “The best logistics providers aren’t just moving freight—they’re moving their customers’ businesses forward.”
At Logixboard, we’re not just a platform—we’re your partner in transformation. Our dedicated account managers work alongside you to implement these strategies and drive organizational change. The logistics landscape is evolving fast, and the time to act is now.
