Use this checklist to guide strategic discussions on identifying the ideal customer for your freight forwarding business. Align operations, sales, and service models to maximize profitability, efficiency, and long-term relationships.
1️⃣ Industry & Vertical Fit
✔ Does the customer operate in an industry we specialize in (e.g., Pharma, Automotive, Furniture, Electronics, Fashion, etc.)?
✔ Does their cargo type align with our expertise (e.g., general cargo, perishables, hazardous, oversized, temperature-controlled, high-value goods)?
✔ Do they require specialized logistics solutions (e.g., temperature control, white-glove service, customs brokerage, warehousing, consolidation services)?
💡 Anecdote: The best customers are those whose shipments naturally align with what we already do well. If you specialize in furniture, a pharmaceutical client might not be a great fit.
2️⃣ Trade Lane & Network Alignment
✔ Do they regularly ship along our key trade lanes?
✔ Can their shipments contribute to our existing LCL (Less than Container Load) or air cargo consolidations?
✔ Do they require intermodal or multimodal solutions that match our service offering?
💡 Anecdote: A customer who regularly ships from Germany to the U.S. is a perfect fit if we have established weekly consolidations on that route. Conversely, a company shipping once a year from a remote location might not justify the operational lift.
3️⃣ Long-Term Value vs. One-Off Transactions
✔ Does this customer have the potential for repeat business, or are they a one-time shipper?
✔ Are they willing to build a long-term relationship instead of just shopping for the lowest rate?
✔ Do they show a pattern of jumping from forwarder to forwarder?
💡 Anecdote: On average, it costs $400 to onboard a new customer. Between setting up credit, vetting compliance, and establishing operational workflows, the first few shipments often yield little to no profit. If they aren’t committed to a long-term relationship, they could end up costing more than they bring in.
💡 Red Flag: Customers who “date” forwarders—jumping around looking for the lowest price—are risky. You want to be the marrying kind and play the long game with committed partners.
4️⃣ Financial & Operational Readiness
✔ Can they meet our standard payment terms?
✔ Do they have a reliable track record of paying invoices on time?
✔ Are their Incoterms aligned with our risk tolerance and financial policies?
✔ Does their operational complexity match our capacity and expertise?
💡 Anecdote: It’s tough to turn down revenue, but a bad-fit customer creates more headaches than profits. A customer with tight cash flow or a history of disputed invoices is a finance nightmare. Sales teams may land the deal, but finance and operations have to live with the fallout.
5️⃣ Customer Expectations & Service Model Fit
✔ Do they require a high-touch service model (hands-on customer support, dedicated account management)?
✔ Are they comfortable with our existing technology solutions (track-and-trace, CargoWise integration, digital quoting)?
✔ Do they expect service levels that we can realistically deliver?
💡 Anecdote: A customer expecting 24/7 support, hyper-fast transit times, and VIP treatment—but only shipping once a quarter—may drain resources disproportionately. Aligning expectations with service reality prevents frustration on both sides.
6️⃣ Growth Potential & Strategic Alignment
✔ Is this customer positioned for growth that could increase their shipping volume over time?
✔ Can we offer additional services (warehousing, customs brokerage, distribution, supply chain consulting)?
✔ Are they in a sector we want to expand into?
💡 Anecdote: The right customers grow with you. A small business today could become a major shipper tomorrow. But not every lead is worth the chase—if they’re too small, too irregular, or too outside our core competency, they can drain resources instead of driving profits.
7️⃣ Sales & Lead Qualification
✔ Does our sales team know exactly who to target?
✔ Are we guiding sales toward high-value customers instead of just volume?
✔ Do we have a clear customer profile to qualify leads before investing time and resources?
💡 Anecdote: Don’t send your hunters out to bring home rabbits when you want caribou. Sales should be laser-focused on customers that fit the strategic model. Chasing unqualified leads creates friction between sales, operations, and finance. The wrong customers cost more than they’re worth.
Key Takeaways & Action Plan
✅ Does this customer align with our expertise, trade lanes, and service model?
✅ Are they a long-term relationship or just a short-term transaction?
✅ Are they financially and operationally viable?
✅ Can we scale with them, or will they drain resources?
✅ Does our sales team have clear guidelines on who to pursue?
This checklist helps ensure freight forwarders invest in the right customers, build profitable relationships, and avoid costly misalignments.
ALL2S CONSULTING LLC 