The Computer Cannot Shake Hands: Why Relationships Are Still King

For the last 10 years, everyone has said the same thing: "Everything is going digital." "Booking a container will be like booking a taxi." "You don't need people, you just need an app."

But if you own a Freight Forwarding company, you know the truth.

Apps are great for tracking a box. But they are terrible for building a business.

Why? Because Shipping is a people business.

The "3 AM" Problem

When the sun is shining and the ship is on time, technology is fine. But when there is a strike at the port? When the customs officer says "No"? When the client is screaming because their factory is empty?

A computer cannot help you. A computer does not care.

This is when the client calls You. They call you because they trust you. They know you will answer the phone. They know you will call your friend at the terminal and fix the problem.

Trust is Your Product

Many new companies try to compete on Price. They offer rates $50 cheaper online. But serious clients know that "Cheap" becomes "Expensive" very quickly when things go wrong.

You don't just sell space on a ship. You sell Peace of Mind. Your clients stay with you because of the relationship. They know that if there is a problem, you will not hide behind a screen. You will fix it.

Hiring the Right People

The danger for the future is hiring young staff who only love screens. You need young people who understand technology, yes. But you also need people who are not afraid to pick up the phone.

You need staff who understand that a handshake (or a coffee) is worth more than an email.

The Verdict

Be proud of your "old school" values. Technology changes every year. But Trust never goes out of style.

Let’s find staff who understand the value of a relationship.