This morning I reviewed the search engine keywords that bring people to the Logistics Viewpoints website.  Not surprising, “logistics viewpoints” is the number one search phrase directing traffic to our site.  But number four on the list was a bit surprising: “shippers needing carriers.”

If the search phrase was “carriers needing shippers,” then it would make more sense, based on the financial results being reported by carriers and logistics service providers these days  (see the new “News Roundup” section at Logistics Viewpoints for this week’s press releases).  A few months ago, I spoke to a shipper who had just concluded a procurement engagement.  He told me that one of the carriers that didn’t get the business on a certain lane called him afterwards and offered to drop the price significantly.  The shipper was tempted, but he declined, telling the carrier “I need you to stay in business” (there are only so many flatbed carriers left in the market).

And it’s not like a few years ago, when capacity was extremely tight.  I remember being at a conference back then and someone asked a logistics executive from Frito-Lay about his transportation procurement strategy.  He laughed and said, “These days, I just pray that any carrier shows up at my dock.”

Then again, more than 3,000 carriers have gone out of business in the past year, so maybe some shippers are looking for carriers.

I must admit that the phrase “shippers needing carriers” sounds like a personal classified ad to me.  Which makes me think: Maybe we should add a classified section to Logistics Viewpoints, where shippers and carriers can make a love connection.  A sample shipper ad might look like this…

“High-volume shipper with attractive freight and lanes seeking long-term relationship with reliable carrier that values time as much as we do, likes to get paid on time, is a good communicator, and enjoys scenic drives.  We’re a bit unpredictable at times, especially during the holidays, so we’re looking for a carrier that is responsive to change.  We’re going ‘green’ in a big way, and since you’d be part of our carbon footprint, we’re looking for a partner with a similar commitment to preserving the environment.  Like what you hear?  Let’s plan a shipment together and see how far we can go!”

Okay, so today’s posting is a bit silly, but it raises some important questions: Why are people searching for “shippers needing carriers?”  What exactly do shippers “need” from carriers?  And if you turn it around, what do carriers need from shippers?  If you were writing a classified ad, as a shipper or a carrier, what would it say?  Go ahead, be creative, and post your ad below.