Case Study:

Transportation & Logistics

Overview

Client: Automated Logistics Systems (ALS) is a family-owned, Midwest-based 3PL and freight brokerage founded nearly 100 years ago. ALS specializes in managed transportation, freight capacity, project logistics, consolidation, warehousing, cross-border shipping, and expedited freight across many industries.
Challenge: ALS faced shrinking profit margins and rising labor costs after losing a major customer. The loss reinforced a belief within the company that large customers dictated pricing, leading to a cycle of low-margin deals and operational strain. Instead of addressing pricing, the company focused on hiring more staff to improve efficiency, but this approach failed to reverse the downward trend.
Solution: Pricing Workshop

Key Insights & Strategies

Pricing Power

The team shifted from believing customers dictated pricing to recognizing they could meaningfully shape price outcomes. This mindset shift allowed them to confidently adjust prices and align deals with true value.

Pricing Routines

The team launched a weekly routine to review low-margin accounts and make informed rate adjustments. This institutionalized regular pricing improvements, developed pricing decision-making skills, and reinforced accountability.

Situational Awareness

The team developed sharper awareness of when customers were less price-sensitive (for example, during after-hours requests or urgent shipments) and learned to price appropriately. This allowed ALS to charge fairly based on the real value and urgency of each job.

Results

Higher Revenue & Margin

By implementing changes from the Boost Pricing workshop, ALS added two points of margin and $2 million to its bottom line.

Customer Relationships

Proactive value communication and well-managed price conversations helped maintain and strengthen key customer partnerships.

Resilience through Market Shifts

Early pricing moves allowed the company to weather the COVID-19 pandemic without layoffs and positioned the company to capture new business as the market rebounded.

Incremental revenue and profit

Conclusion

By transforming its pricing mindset and practices, ALS reclaimed control over its profitability. With new routines, stronger confidence, and a value-first approach, the company not only improved margins but also elevated its customer relationships and team culture, ensuring lasting, profitable growth.

“This workshop literally saved the company. It was transformational when we realized that we actually did have control over pricing.
It gave us a level of confidence that never existed before.”

Joe Parker, Chief Executive Officer