The Short Answer:
It’s limiting for a logistics company to think it can be good at handling any kind of freight. Yes, freight is freight on one level, but providers that understand the types of customers they’re best at working with are better off in the long run.
The Nuance:
How in the world can limiting the types of customers you target be a growth strategy? Sure, you are competing for less freight, technically, but you’re also cutting out more of the competition. Attempting to be everything to everyone is a flawed strategy. So, if you are going to niche down, you might as well do it with customers who you are good at serving and who fit in well with what your company does.
This does not mean you need to turn away business with companies that are not in your ‘wheelhouse.’ If you can competitively and competently service a customer in a different market, go for it. But, when it comes to marketing effort and how that time and energy is spent, emphasizing the types of companies that fit better is a smarter and more effective way to go.
