If I’ve learned one thing after 30+ years of selling, it’s this: Emotion gets people interested, logic and facts close the deal. You must provide your freight prospects with credible validation they can trust, so that they make the logical decision to use your freight service. That way, your prospect doesn’t have to trust you. Credibility is, by far, the most powerful force in selling… It's imperative that you discipline yourself to assume that your prospects and customers, no matter how well you know them, never believes your words and only believes what you can show them. Once they read that
what you’re saying is true, they have no choice but to believe you. | 
