Driving Commercial Success in Logistics & Transportation

Global supply chains are shifting, and logistics and transportation companies are at the heart of this transformation.

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What’s not working for commercial teams in the Logistics and Transportation sector

Despite the sector’s critical role in global commerce, many sales teams struggle to adapt to today’s complex buying behaviours. Traditional approaches often fail to create differentiation or demonstrate strategic value, leaving companies vulnerable to commoditisation and margin pressure.

Overemphasis on price

Overemphasis on price

When sellers focus on price rather than customer value margins erode and profitability vanishes

Failure to differentiate

Failure to differentiate

In a crowded market where services appear commoditized differentiation is key to success

Reactive selling

Reactive selling

Sellers in the logistics sector need to focus on proactive, consultative engagement with clients

Poor negotiation skills

Poor negotiation skills

Sales success often depends on retaining profitability throughout the negotiation process.

These approaches not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

Ready to improve your commercial skills?


Logistics - a transforming industry

Discover key insights every sales professional needs to know. Learn why the articulation of value is key to successfully selling complex services.

How Huthwaite solutions address these challenges

Success now depends on more than moving goods—it requires strategic thinking, value-driven solutions, and the ability to adapt quickly to changing conditions. Those who master these dynamics will lead the next era of supply chain excellence.

Shift from price to value

We teach consultative selling techniques that uncover client needs and position your services as strategic solutions.

Shift from price to value

Build differentiation

Equip your teams to articulate unique value propositions that resonate with decision-makers.

Build differentiation

Strengthen negotiation capability

Reduce unnecessary concessions and protect margins through structured negotiation strategies.

Strengthen negotiation capability

Drive measurable outcomes

Our programs are designed to deliver sustainable behavioural change, ensuring long-term impact on revenue and profitability.

Drive measurable outcomes

Solutions for the Logistics industry

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

In a very competitive and price focused market, investment in a core sales training methodology is key to our business growth. For Dachser Nordic, truly understanding value selling produces more effective sales cycles, committed and loyal customers and a more positive, focused and motivated sales team.

René Sidor, Managing Director, Dachser Nordic A/S

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behaviour change experts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.