Container lines have long dreamed of disintermediating freight forwarders from the value chain and dealing directly with customers. As digital booking platforms, automated freight management, and direct customer acquisition strategies take hold, they’re making their biggest bets yet. Many forwarders view this as a formidable threat – and it is. But the truth is, container lines have been trying this for decades, yet freight forwarders still exist. Why? Because logistics isn’t just about booking space on a vessel – it’s about service, problem-solving, and trust. The freight forwarders who understand their unique value, adapt to the changing landscape, and invest in their sales & marketing strategies will continue to thrive. The ones who don’t? They risk being left behind.
This article will share what forwarders need to know – and how to stay indispensable in an evolving industry.
Why Shippers Still Need Freight Forwarders
Yes, this is correct — shippers can now book space directly with carriers using digital platforms. Automated shipping tools are revolutionizing the way businesses are competing by removing intermediaries. Logistics, however, is more than space booking, and that’s where freight forwarders still have an advantage.
Here’s what container lines can’t replace:
Multimodal flexibility – Container lines only move containers (with some exceptions). But many shippers need integrated ocean, air, rail, and trucking solutions – something freight forwarders excel at.
Personalized customer service – Carriers operate on fixed routes and rigid schedules, while forwarders find the best solutions when things go wrong.
Problem-solving and risk management – When delays, port congestion, or customs issues arise, shippers don’t want to deal with large corporations with slow response times – they want a trusted partner who gets things done.
End-to-end supply chain support – Freight forwarders help businesses optimize their logistics, not just move containers from A to B.
Carriers cannot provide this level of flexibility, problem-solving, and caring for your needs. But here’s the catch: Customers will still go direct – they don’t see the difference – if forwarders don’t establish themselves as indispensable partners.
The Freight Forwarder’s Survival Kit: Marketing, Sales & Customer Care
Many freight forwarders don’t actively market their business – they rely on referrals, existing relationships, networks, and word of mouth. However, those strategies will not be enough in the future.
As carriers become better at marketing and selling themselves to shippers, forwarders must actively showcase their value before it’s too late.
The companies that will thrive will invest in: Marketing – So customers know why they need you. Sales – So you’re not just waiting for business to come. Customer Care – So shippers choose you over automated platforms.
Below, we will share some points of caution and basic improvement methods.
1️⃣Marketing – Build a Brand, Not Just a Service
If shippers don’t know your value, how can they choose you?
Many freight forwarders have weak online visibility:
❌ They don’t post on LinkedIn.
❌ Their website is outdated and lacks clear messaging.
❌ They only show up when it’s time to sell.
Meanwhile, container lines invest in branding, digital content, and outreach to steal customers.
How to Fix This:
✅ Post consistently on LinkedIn– Share industry insights, success stories, and customer pain points. Don’t just talk about “we offer great rates.”
✅ Start an email newsletter– Stay top-of-mind by sending valuable insights, market updates, and case studies.
✅ Use content to differentiate – Highlight real-world problems you solve that container lines can’t.
2️⃣ Sales – Stop Relying on Referrals Alone
Many freight forwarders wait for business to come in. They wait for referrals, inquiries, and leads from their networks. Many do not have an active sales process.
Shippers have more choices than ever, and if you’re not actively building relationships before they need you, they’ll go somewhere else.
How to Fix This:
✅ Train your sales team – Teach them how to build relationships and eventually become an irresistible partner.
✅ Implement a structured sales system – Have a sales process that brings in new customers monthly.
✅ Have a long-term plan – Don’t just send one email, have a long-term strategy to stay on their radar.
Cold calling isn’t dead – but without digital sales strategies, it’s not enough.
3️⃣ Customer Care – Your Biggest Advantage Over Container Lines
Shippers don’t just want a logistics provider – they want a partner who understands their business, anticipates challenges, and goes the extra mile. Usually, big multinational companies, including container lines, can‘t provide extraordinary service levels. This is where freight forwarders can stand out and win.
How to Fix This:
✅ Proactively communicate– Stay ahead of issues before customers even ask.
✅ Offer value-added services– customs assistance, supply chain consulting, alternative transport solutions, these make you irreplaceable.
✅ Turn customers into advocates – Do something out of the box to create an unforgettable customer service experience.
Final Thought
The logistics industry is evolving. Waiting for things to go back to normal or hoping customers will always need you isn’t a strategy.
Survival comes down to this: The forwarders who invest in marketing, sales, and customer relationships will thrive. The ones who don’t will struggle as container lines continue to pull customers away. The good news? It’s not too late. If you want to learn how LinkedIn, newsletters, and dedicated sales training can help you stand out, win customers, and scale, let’s talk.
About the Author:
Thomas Ananjevas is a seasoned supply chain professional with 15 years of experience in purchasing and selling logistics services and building supply chains from the ground up. He founded a consulting, training, and marketing services company dedicated to the logistics industry. Thomas specializes in helping logistics companies implement necessary changes to ensure business growth and continuity.
If you want to speed up new business development, stand out from the competition, and implement the latest sales and marketing strategies and technologies to support them, click here to schedule a discovery call with Thomas.
