Unfortunately, we often see shipping companies make the mistake of giving away added value for free. On top of this, many companies choose to make costs more efficient by lowering their prices, thinking this is the safest option. The problem with this approach is that the the company erodes its added value, the customers’ willingness to pay decreases, and the margins deteriorate. Ultimately, this puts the company in an even more vulnerable position. In the end, customers can just as easily choose another supplier as many of the added values disappear when costs are cut. What can you do instead?