Interaction
Finding new business is a critical aspect of any breakbulk carrier’s business. The carrier engages a marketing team to identify all potential customers and their chosen loading ports and regular discharging ports along with details of their typical shipments. Worldwide demand for capital projects and international bidding for large projects must be closely followed. This is essential to identify the appointed shipper who can be a potential customer.
The marketing team acquires detailed knowledge about the market potential. This information is passed on to the sales team who contact potential shippers. Sales people may be accompanied on sales calls by the company’s port captain, who provides information on the technical background of the ships and experience of the crews employed by the company. Potential customers need to be appraised of the capabilities of the ocean carrier, the future schedule of sailing, its staff, agency, representatives, and its ships. The company’s history and specialization in breakbulk operations should be stressed upon and literature outlining all these features and services should be provided to the client.
Once a booking has been made, the interaction between the carrier and the shipper continues at an operational level. When the shipper’s logistics or traffic manager is present at the loading dock or onboard the ship, he should be treated with absolute respect and courtesy, as should his surveyor. The terminal operator, the stevedore, and the ship’s captain are generally notified that every effort must be made to satisfy the shipper’s representatives. Follow up phone calls, emails and meetings are especially important if repeat business is to be obtained from the customer.
At the discharge port, in addition to the shipper’s interests, the consignee’s interests must also be taken into consideration by the carrier. The reason is partly to protect the carrier’s reputation. A single word of criticism about the carrier from the consignee could ruin a good relationship with the shipper. Mutual understanding and appreciation allows for a healthy business relationship.
The scenario describes the interaction between the parties involved in a business venture.