WIIFM: What's In It For Me?

WIIFM: What's In It For Me?

I use this phrase often. As a salesperson, my north star is always: How can I help my customer?

If I were in your shoes, running your  business, I’d be asking one question, constantly:

"What’s in it for me?"

It’s not selfish. It’s smart.

Too often, businesses make supply chain decisions that sound good on paper but end up costing them more in the long run: time, money, customers, and credibility. The truth is: loyalty to your customers starts with loyalty to your own operations. If you’re cutting corners, chasing the cheapest rate, or running your supply chain on a wing and a prayer, it shows.

And if you think jumping from one forwarder to the next every time you save $50 on a shipment is smart business? Think again.

Here’s what I’d do if I were you:

1. Stop Chasing Rates, Start Building Relationships

That rock-bottom rate might look good on a spreadsheet, but it often comes with:

• Rolled bookings with no explanation

• Vessels skipping ports

• No priority on space or service

• Late containers and empty shelves

  
  

Every time you haggle your forwarder down to the wire, you move yourself further down their priority list. It's harsh, but it's real. I've watched importers save $200 on a container and then lose $20,000 in sales because the goods didn't arrive in time.

Instead, I’d build a relationship with someone I trust. Someone who takes my business seriously. Someone who will pick up the phone, even when it’s hard. Because in logistics, it’s not if something will go wrong - it’s when. And you want the right person in your corner when it does.

This doesn’t just apply to your logistics partner - it extends to the shipping lines and airlines you align with. Here’s the truth: when you show up, deliver on your commitments, and invest in long-term partnerships, those partners will show up for you when it matters most. In the crunch moments, loyalty gets you prioritised.

2. Conduct a Full Supply Chain Overview

I’d sit down and review the entire journey, from factory to final shelf. Where are the gaps? Where am I paying double? Where are we wasting time, overhandling, or underutilising space?

Too often, supply chains run on habit, not logic. We’ve always booked it this way. We’ve always shipped from that port. We’ve always used that consolidator. But the market has changed - and your supply chain should too.

This is the part people skip because it takes effort. But the ones who invest the time to review are the ones who reduce cost, reclaim time, and sleep better at night.

In nearly 20 years in logistics, I’ve lost count of how many businesses delay meaningful change with the same excuse: “We just don’t have the time.” Honestly, I die a little inside every time I hear it - because the truth is, most of the heavy lifting can (and should) be done by your logistics partner. All you really need to do is hand over your data. From there, the right professionals can dissect it, find the gaps, and rebuild your supply chain into something leaner, smarter, and far more efficient. Time isn’t the issue - the real risk is standing still.

3. Find a Partner, Not a Provider

I say this all the time: don’t hire someone to book containers. Hire someone who actually gives a damn about your business.

I’d look for a supply chain partner who acts like an extension of my team. Someone who knows my key SKUs, understands my promo calendar, and doesn’t wait for me to flag a problem - they’re already on it. Someone I can have real conversations with, who talks in solutions, not excuses.

When you're trying to scale a business, the last thing you need is transactional relationships. Invest in partnerships that evolve with your goals.

I’d seek out experience - someone who isn’t afraid to be brutally honest with me, but who always comes to the table with a solution. Because let’s be real: sh*t happens. Vessels get rolled, trucks break down, and ports get congested. The real marker of a good partner isn’t perfection - it’s accountability, action, and how quickly they move to make things right. I want someone who owns the problem, communicates early, and fixes it fast. No excuses, just outcomes.

4. Secure Allocation + Lock In Rates on Key Tradelanes

I’d lock in rates and space on my key tradelanes - especially in peak season. Spot rates might give you short-term flexibility, but at what cost? One rolled container during a peak launch can derail a whole campaign.

Predictability is profitability. I'd secure allocation agreements that give me peace of mind and build those relationships so my cargo gets priority when it counts. When you're not fighting for space, you're free to focus on selling.

Price stability is great - like locking in your mortgage rate, it helps you plan and budget. But in today’s market, it’s the guaranteed space that really saves you. Knowing you’ve got weekly TEU allocation on your key tradelanes gives you breathing room when schedules shift. Vessels get delayed - it’s inevitable. But with secured space, you’ve always got a Plan B ready to sail. That’s the difference between damage control and dependable delivery.

5. Consolidate & Optimise Domestic Freight

Domestic freight is often the silent budget killer in supply chains. It’s where money vanishes in inefficiencies - one purchase order per container, one store per truck load, and redundant handling that adds cost without value. This fragmented approach is madness, yet it remains all too common.

How can we consolidate smarter?

• Are we maximizing container space by combining multiple purchase orders and destinations effectively?

• Can we redesign packing or pallet configurations to fit more into each shipment without increasing damage risk?

• Are we leveraging technology to visualize and plan optimal load consolidation?

Reducing unnecessary touchpoints means fewer handoffs, less handling, and lower risk of damage or delay.

• How many times do our goods get touched or transferred between locations unnecessarily?

• Could cross-docking be employed to streamline flow and cut storage time?

• Are warehouse layouts optimized to minimize internal transport and handling?

Reassessing distribution centers (DCs) and warehouse moves:

• Are the locations of our DCs aligned with demand and transportation routes?

• Could relocating or adding a DC reduce total kilometres driven and improve service?

• What impact would regional hubs or micro-fulfillment centers have on cost and speed?

• Do we need our own infrastructure? This could be handled externally for less investment.

Most businesses overspend here simply because no one has challenged the status quo. Be the one who does. Challenge assumptions, dig into data, and build smarter, leaner domestic freight solutions that protect your bottom line and boost efficiency.

6. Use Data (and Automation) Like a Weapon

Most supply chains run in reactive mode - responding to issues only after they appear. Delays, missing inventory, cost overruns, and errors trigger frantic searches through spreadsheets, inboxes, and phone calls. This outdated approach wastes time, increases mistakes, and limits strategic insight.

But what if you flipped the script? Instead of reacting to problems, you can reverse engineer your supply chain to be proactive, anticipating challenges and optimizing outcomes before they happen.

Start with data - it’s already there. Every shipment, purchase order, container movement, customs clearance, and cost accrual generates data points. The challenge isn’t collecting data; it’s harnessing it with the right platform and right partner.

How to leverage data and automation to transform your supply chain:

• Automate manual tasks like booking confirmations, carrier ETAs, and PO status updates. This eliminates endless inbox hunting and spreadsheet wrangling, freeing your team for high-value work.

• Implement real-time visibility across the entire chain. Know exactly where shipments are and when they’ll arrive - not hours or days later, but instantly.

• Use predictive analytics to flag potential delays or cost overruns before they impact your business. For example, if a particular vessel is running late or customs clearance is trending slow, your system alerts you in advance.

• Leverage data to identify patterns and inefficiencies - for instance, frequent delays at certain ports, or recurring carrier issues - and proactively adjust routes, carriers, or inventory buffers.

• Measure KPIs continuously with dashboards that update live, empowering leaders to make data-driven decisions fast and confidently.

Why is this shift critical?

• It dramatically reduces admin overhead - less manual tracking means fewer people required and fewer errors creeping in.

• It transforms your supply chain from a cost center into a strategic asset that drives competitive advantage.

• It empowers you to pivot quickly in a dynamic market - spotting issues early means you can act before they cascade into bigger problems.

• It builds stronger collaboration between you and your logistics partners because everyone has the same transparent data and expectations.

Ask yourself:

• What data are we currently capturing? Is it clean, accurate, and accessible?

• Which processes remain manual and vulnerable to error or delay?

• Do we have tools that integrate seamlessly to provide end-to-end supply chain visibility?

• Are we working with partners who share our vision for data-driven supply chains and can support automation initiatives?

• How can predictive insights reshape how we plan inventory, capacity, and costs?

In today’s world, relying on spreadsheets and inboxes is a luxury we can’t afford. Automation and data-driven platforms are no longer “nice to have” - they’re essential weapons for supply chain excellence. Embrace them, and you’ll move from firefighting to foresight, from inefficiency to impact.

So... what’s in it for you?

More time. More margin. More predictability. Fewer escalations. Less panic.

You get to lead from the front, not constantly play catch-up. You get to plan ahead instead of always looking backward. And most of all, you get to build a supply chain that serves your business, not one you're constantly serving.

You can stay in survival mode. Or you can build something smarter.

I know which one I’d choose.

Mel Best

Your Logistics Strategist (and someone who genuinely wants your stock to land on time, every time)