The freight forwarder clients come back to. And the one they run from. Soft skills in a freight forwarder’s job – what really matters?

As we all know well, transport is a system of connected vessels. But what is the binder that keeps the whole process from falling apart, even when road conditions and market realities become extreme? The answer is simple: the person and their soft skills. Why, in an age of ubiquitous technology, empathy, composure and intuition win the market battle is what we discuss with Michał Gołaszewski, an experienced freight forwarder from Visline.

Michał, freight forwarding is spreadsheets, maps, fleets and load boards. But above all, it’s work with people, often under enormous pressure. What traits make a freight forwarder not only “survive” in this world, but actually succeed in it?

Michał Gołaszewski: That’s true – technology is important, and without systems like a TMS it’s hard to imagine work today. But a freight forwarder is, above all, a psychologist and a strategist in one. Composure is key. In this industry, you put out fires every day – sudden delays at loading, a weather breakdown in the Alps, or an extended customs inspection at the border. If you let stress take the wheel, you lose control of the situation, and panic spreads to everyone around you: the driver and the client.

The next thing is communication skills, but understood more deeply than just being “good at talking.” It’s about the ability to listen actively and build agreement where others see only a conflict of interests. A good freight forwarder has to be able to translate the language of logistics problems into the language of solutions.

You often hear about freight forwarders that clients run from after the first tough situation. On the other hand, there are those people return to for years, even if their rate isn’t the lowest on the market. Where does that magic difference lie?

The difference lies in trust and the way you manage a crisis. A client comes back to a person they can rely on precisely when things go wrong. Anyone can deliver goods when everything runs smoothly. You recognize a true expert by how they react when “the wheel comes off.”

The biggest mistake I see in the industry? Promising the impossible just to close the order. I always choose honesty. Instead of saying an empty “it can’t be done” and leaving the client with the problem, I say: “This solution is too risky right now, so I suggest we do it differently.” A freight forwarder has to be a partner who knows more about transport than the client and can pass that knowledge on in a helpful way 0 not a know-it-all way. If the client feels you’re protecting their interests, they’ll stay with you for years.

You mentioned “educating” the client. How do you build a relationship and authority when the other side’s expectations are completely unrealistic? For example, when someone wants delivery “yesterday” in the middle of a carrier strike?

You have to be a realist with a contingency plan. Clients appreciate initiative. If a client asks for something that can’t be done, my role is to calmly explain why it won’t work and propose alternatives. That’s exactly this “soft” approach – flexibility and looking for solutions instead of multiplying problems – that builds loyalty. The client needs to feel you’re on their team, not just counting your margin. Sometimes you have to say: “We’ll do it, but we need to change the route, because we’ll save time there by avoiding the jam.” That builds the authority of an expert.

That sounds like working at high speed 24/7. How do you handle that burden so you don’t burn out after a year?

Team support is an absolute foundation. In our company we’re lucky that we’re not alone with our problems. It’s not a rat race where everyone guards their own desk. Often all it takes is a short conversation with someone more experienced, a quick brainstorm: “How would you play this?” That takes the pressure off.

My personal way of dealing with stress is analysis – I break a problematic event down into its components. I check what depended on me and what was an external factor, like weather or a breakdown. That helps maintain mental hygiene.

And for a quick head reset? We have a pool table in the office. It’s a brilliant moment when you can put the phone down for ten minutes, step away from the monitor, and come back to work with completely new energy and a fresh perspective on a difficult shipment.

And what about subject-matter preparation? Are soft skills alone enough to be a good freight forwarder?

They’re the key, but they need something to be built on. Foreign languages are the foundation- English is the absolute minimum to exist at all in international transport. Every additional language – German, French, Italian or Spanish – is not only easier work, but above all it opens doors to new markets and helps build deeper relationships with foreign partners.

On top of that, you need efficient Excel skills and – very importantly – a “feel” for Europe’s geography. These are technical basics you can learn, but it’s precisely those soft skills – flexibility, patience, and the willingness to keep learning – that decide whether you’ll be truly good at it and stay in freight forwarding for the long haul.