Forwarder Heroes – Rob Donald, Corten Logistics
What better advice is there than from a freight forwarder? Harnessing the talents of the cargo.one community, our Forwarder Heroes series brings valuable insights from forwarders all over the world. Rob Donald joins us, Founder of Corten Logistics, a full service logistics company based in the UK.
How did you first become a freight forwarder?
Like many forwarders, I came into the industry in a roundabout way. My Co-Founder and I originally set up Corten Containers back in 2009 to sell physical shipping containers. For every one enquiry about buying a container, there were 10 about shipping them. Hence, we soon launched a business as a sea freight export specialist, and within weeks of marketing ourselves it really took off. Over the next 15 years, Corten Logistics has grown many capabilities, becoming fully IATA in 2018, and regularly shipping for household names. If there is genuine growth to be had, we always want to say yes and broaden our skill sets.
What aspect of your job do you love most or find most rewarding?
It's a hugely varied and interesting industry. Transportation is a fundamental part of global business and society. For example, I am proud to have shipped 70 containers for the electric batteries to change all London buses to electric, on behalf of Transport for London. Perhaps I love the business development side the most – understanding customer needs and earning their trust with a very high level of service. It’s a steep learning curve but a great feeling to see all the hard work pay off.
What aspects or professional skills have you worked on to become a better forwarder?
Freight forwarding can be stressful at times because you are never fully in control of everything – you have to continuously learn and adapt. Communication and people skills are really important, being able to explain situations to clients and partners in the most productive ways. It's an important skill for a forwarder to manage developments calmly and collaboratively, explaining what you are doing to help. I started out leading the sales and marketing side of our company which I think helps me to communicate confidently.
At Corten, we spend a lot of time with our customers and there is so much value to be gained. We have always aimed to give a service level above and beyond competitors, so we communicate often and this approach pays off.
Working with IT systems is also vital for success nowadays. We use a lot of great technology that enables us to work smarter and enhance our customer experience.
If you could give your younger self some advice, what would it be?
(Laughs) Don't be a busy fool! It’s not always best to do everything – but ensure that you do the best business. Have a strategy, believe in it, stick to it. This is the way to drive meaningful progress each year and take your forwarding operation to the next level. I could have used that advice in the early days, and I still use this approach to remain focused.
What's your favorite object on your desk?
Ahh, it’s a little bell. We ring it when we gain a new client. This remains a cool little tradition for us.
What’s your favorite destination you have visited as part of your work?
That has to be Sao Paulo, visited in the past year. The people are fantastic and I love the food and hospitality. It is a great location to connect with new and existing partners.
How has digital air cargo improved your life?
Digital quoting and booking is fantastic for us at Corten. In 2013, we became paperless and so more efficient, and with less room for human error. We do all our digital bookings on cargo.one and its Storefront is a good example of the impacts – it’s meant the ability for partners to book our rates around the clock. We currently win 7 or 8 shipments a month automatically this way, and so we recommended cargo.one to many partners so that they can work digitally and never wait for our rates. It’s a win-win.
