**6.4 Competitive price**

Price might be critical to some industries, especially for low-value products. Hence, customers seek the most competitive rates in the market to increase their profitability. On the other hand, other industries' shipping pricing might not be as critical as for pharma and high technology because of the need for special handling and expertise which might not be available in all logistic companies. So, you need to check your industry and value of your product before negotiations. In all cases, the ability to offer service with attractive prices will continue to be an important criterion.
