10 Winning 3PL Sales Strategies That Actually Work
Selling 3PL services isn't what it used to be. Gone are the days when simply having warehouse space and a fleet of trucks was enough to win business. Today's eCommerce brands want partners who understand their unique challenges and can deliver real value beyond basic pick-and-pack services.
I've spent years watching what works (and what falls flat) in logistics sales. The strategies below aren't just theory—they're practical approaches that successful 3PL companies use to stand out in a crowded market.
1. Get Crystal Clear on Your Ideal Customer
Most 3PLs try to be everything to everyone. Big mistake.
The most successful logistics providers know exactly which types of businesses they serve best. Maybe you shine with fashion brands that need special packaging. Or perhaps supplement companies with strict regulatory requirements are your sweet spot.
Take a look at your current client roster. Which ones are most profitable? Which ones rave about your service? Look for patterns in:
Order volume (100 orders/day? 10,000?)
Product type (heavy, fragile, temperature-sensitive?)
Sales channels (DTC, Amazon, retail?)
Growth stage (startup or established brand?)
Once you identify these patterns, you can focus your sales efforts on prospects who match this profile. This saves time and dramatically increases your close rate.
A client of mine narrowed their focus to beauty brands doing between $5-20M in annual revenue. Their close rate jumped from 12% to 37% almost overnight.
Advice:
Pick a few verticals where you can offer the most value — like apparel, supplements, or B2B bulk shipping — and craft offers specifically for them. Know their pain points like delayed orders, high return rates, or difficulty managing multi-channel fulfillment.
2. Sell Results, Not Features
"We have 100,000 square feet of warehouse space" means nothing to a brand owner losing sleep over late shipments.
What keeps your prospects up at night? Common pain points include:
Slow fulfillment killing customer satisfaction
Inventory stockouts or overstock issues
Rising shipping costs eating into margins
Poor visibility into operations
Scaling challenges during peak seasons
Frame your pitch around solving these specific problems. Instead of "We have 24/7 customer service," try "Our clients see 42% fewer WISMO tickets because customers can track their orders in real-time."
Back these claims with real data whenever possible. "We helped Brand X cut shipping costs by 23% while reducing delivery times by a full day" is infinitely more compelling than generic promises.
3. Make Your Tech a Selling Point
Every 3PL claims to be "tech-enabled" these days. Show prospects exactly what this means for them.
Offer interactive demos of your systems during sales calls. Let them see how easy it is to:
Check inventory levels in real-time
View order status updates
Access shipping analytics
Manage returns
Highlight your integrations with popular platforms. If you connect seamlessly with Shopify, WooCommerce, Amazon, or other systems they already use, that's a major selling point.
One smart approach: Create a custom dashboard for each prospect showing what their specific operations would look like in your system. This tangible preview helps them envision working with you.
4. Build a Sales Process That Actually Works
Many 3PLs have a haphazard approach to sales. They respond to inbound inquiries, send a proposal, and hope for the best.
A structured sales process makes a huge difference:
Initial qualification: Does this prospect match your ICP? What's their timeline and budget?
Discovery call: Dig deep into their current challenges, growth plans, and requirements.
Solution presentation: Show exactly how your services address their specific needs.
Proposal and pricing: Be transparent about costs and implementation timeline.
Follow-up sequence: Stay top-of-mind with valuable touchpoints.
Use a CRM like HubSpot or Pipedrive to track where each prospect stands. This prevents leads from falling through the cracks and helps you forecast sales more accurately.
5. Be Upfront About Pricing
Nothing kills deals faster than surprise fees. Yet many 3PLs hide costs until the last minute.
Create a clear pricing structure that accounts for:
Storage fees (per pallet, bin, or square foot)
Pick and pack charges
Special handling requirements
Shipping costs
Returns processing
Account management fees
Consider offering an online calculator where prospects can estimate their monthly costs based on their specific needs. This transparency builds trust and weeds out prospects who aren't a good fit financially.
6. Create Content That Educates and Attracts
The best 3PL clients often find you through search, not cold calls. They're actively looking for solutions to their logistics problems.
Create helpful content that addresses common questions:
Guides on when to outsource fulfillment
Calculators to compare in-house vs. 3PL costs
Case studies showing how you've helped similar brands
Checklists for choosing the right 3PL fulfillment partner
Optimize this content for search terms your ideal clients use, like "ecommerce fulfillment for beauty brands" or "3PL for subscription boxes."
Gate some of your most valuable resources behind simple forms to capture leads. A comprehensive guide on "Scaling Your DTC Brand: Fulfillment Strategies That Won't Break the Bank" can generate qualified leads for months.
7. Leverage Strategic Partnerships
Some of your best leads will come through referrals from complementary businesses.
Build relationships with:
eCommerce platform agencies
Marketing firms specializing in your niche
ERP and inventory management software providers
Industry consultants
These partners can send you pre-qualified leads who already trust them. Consider creating formal referral programs with commission structures or mutual referral agreements.
One 3PL I work with gets 40% of their new business through partnerships with Shopify development agencies. They provide these agencies with training on logistics issues so they can spot opportunities to refer clients.
8. Master the Follow-Up
The average 3PL sale takes 6-8 touchpoints before closing. Most sales reps give up after 2-3.
Create a follow-up sequence that provides value at each step:
Day 1: Thank you email with a summary of your conversation
Day 3: Case study relevant to their specific challenges
Day 7: Check-in call to answer any questions
Day 14: Share an article or resource that addresses their pain points
Day 21: "Just checking in" with a new insight or idea
Day 30: "Final" follow-up with incentive to move forward
Tools like Mailshake or HubSpot can automate this sequence while still feeling personal. The key is making each touchpoint valuable, not just asking "Have you made a decision yet?"
9. Make Onboarding Painless
The sales process doesn't end when they sign. A smooth transition is crucial for client satisfaction and retention.
Create a detailed onboarding plan that includes:
Timeline for implementation
Required information and setup steps
Training schedule for their team
Key milestones and checkpoints
Dedicated onboarding specialist
Share this plan during the sales process to ease concerns about switching providers. Many brands stick with subpar 3PLs because they fear the hassle of changing.
One effective tactic: Offer to manage the transition from their current provider, including inventory transfer and system setup. This removes a major barrier to switching.
10. Position Yourself as a Growth Partner
The most successful 3PLs don't just store and ship products—they help brands grow.
Show prospects how you can:
Reduce their operational costs
Improve their customer experience
Enable expansion into new markets
Scale with them during busy seasons
Provide data insights to inform business decisions
Frame your services as an investment in growth, not just an operational expense. "We're not just a vendor—we're your logistics partner" might sound cliché, but it's a powerful positioning when backed by specific examples.
Conclusion
The 3PL market gets more competitive every year. Generic pitches about warehouse locations and shipping carriers won't cut it anymore.
The companies winning in this space focus on specific customer segments, solve real problems, and make the entire process—from sales to implementation—as smooth as possible.
Start by examining your current approach. Which of these strategies are you already using? Where are the gaps? Even implementing just two or three of these ideas can significantly improve your sales results.
Remember: The best 3PL sales strategy isn't about convincing everyone to work with you. It's about finding the right clients who value what you do best—and showing them exactly how you'll help them succeed.
Read Also:
Understanding 3PL Partnerships
How to Choose the Right 3PL Provider
