How clear and convincing is the value proposition of your logistics company? If you were a prospective customer, would your “special offer” compel even you to part with your hard-earned cash? Tactics to Develop a Compelling Logistics Value Proposition
If stated compellingly, a company’s logistics value proposition – its promise to customers – should persuade a prospect that a particular offering will better resolve a problem or give them more value than those of the competition.
In this article, I’ll breakdown 6 effective tactics you need to create a compelling logistics value proposition.
#1 Be Clear In Your Service Offer
The first step when crafting your irresistible proposition is to be really clear about what you are selling. A confused person will be wary of making a purchase.
Do you sell to consumers, or are you mainly a B2B business? Do you deliver only within certain regions, or are you a global operator? In what ways do you transport your goods? What type of tracking services do you offer?
These are crucial questions that should be easily understood and clearly defined in your offer, so you don’t over promise during negotiations and under-deliver later on.
#2 Determine Your Target Market
Now that you know exactly what type of service you’re rendering, it’s time to identify those who are in the market for such services.
If you’re a new company, your target market will be determined by your capacity and capability in handling production, inventory, packaging, warehousing, transportation, and security.
Even if your business is established, you still need to reassess who your potential customers are since market dynamics shift every year.
Identifying your actual customers helps you better adjust your goal, which in turn boosts your ROI.
#3 Identify Your Competitors
Who are your competitors? Which of them do you consider your niche’s best practice reference? What does that leading rival provide that you don’t?
Is there something vital they do better or differently that separates them from others? Do they use a commercial carrier or their own ships – and also what are the pros and cons of each
Take the time to painstakingly analyze any rival and use the information to refine the focus and vision of your logistics company.
#4 State Your Value Proposition
Once you’re done evaluating the competition, pinpoint what makes your business stand out and state that in a way your customers will clearly understand.
Is it newer technology, lower prices, guarantees, or operational efficiencies? What are your most satisfied clients raving about concerning your services? Use these to create your value proposition.
If you’re already advertising your unique proposition but still can’t attract qualified leads, check how respected and valued your brand is in the market.
If the answer is not so great, then you’ve got to make the necessary adjustments to raise the bar.
#5 Require an Immediate Response
Always let your logistics value proposition have a time-limited offer or whatever benefits that can compel a potential customer to buy now rather than later.
Show that the time frame for a special offering is limited or maybe show how that the offering is one that is hotly sought after by most customers.
#6 Offer a Bulletproof Guarantee
One surefire way to make your logistics value proposition attract a potential customer is to include a strong guarantee. You need to remove all risks from the customer and bear it yourself.
Customers are more likely to take action if they believe there won’t be any risk to them. Guarantee also tells customers you’re confident you can deliver what you promised.