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Communication & influence · Pitching ideas

You're responding to a large shipper's freight RFP, and on price alone a competitor undercuts you. You get one presentation to the shipper's procurement and logistics leaders. How do you pitch to win on something other than the lowest rate?

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I don't fight on the rate line, because I lose there — I move the conversation to total landed cost, which procurement respects once you make it real.

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