From Price Wars to Value Wins: How a Freight Leader Broke Free from the Rate Trap
- Muppudadhi
- 29 minutes ago
- 1 min read
Every day, the sales floor buzzed with rate requests, urgent follow-ups, and last-minute negotiations.
By sunset, dozens of quotes had gone out and yet, another promising client had chosen a cheaper competitor.
A leading global logistics company, despite its unmatched reliability and worldwide network, found itself stuck in a familiar struggle: great service, but shrinking margins.
The Sales Head captured the challenge perfectly:
“We weren’t losing because we were expensive. We were losing because we weren’t selling our value.”
Their sales team reported three recurring behavioral challenges that were hurting conversions:
Sales reps focused more on quoting than on understanding client needs or logistics pain points.
Teams found it hard to defend service value when faced with cheaper competitors.
Experienced sellers relied on old-school methods and resisted consultative, structured approaches.
That’s when Dishah Consultants stepped in with a Consultative Freight Sales Transformation Program, a freight-specific, real-world training intervention focused on value-based selling, negotiation confidence, and unlearning outdated behaviors.
Here’s how the client summed it up:
Voices from freight leaders
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