In the freight forwarding today, for the independent, small and mid-sized freight forwarders, preparing for the future begins with recognizing the challenges in the industry today. Such challenges include:

• Handling the globalization of the supply chain. Strong growth in e-commerce and the proliferation of the internet continue to push the logistics boundaries of what's possible - allowing for all supply chain members to better conduct day-to-day business. The Amazon Effect has created a new consumer paradigm that compels all businesses to ship faster while also trying to lower total costs to stay competitive.
• The lack of available, easy-to-use-and-implement freight technology for independent forwarders tallows them to differentiate against peers and compete against bigger competitors.
• An inability to quickly provide quotes and book shipments on behalf of their shipper customers.
• Disjointed, and lengthy back and forth conversations and key document storing. Response time is more important than ever as m
• Limited ability and significant enough volume to enforce contract terms with carriers.
• Reluctance to embrace digital systems and collaborate with others within the industry. This includes the use of APIs where massive gains can be realized if only parties worked better together Instead, the "this is how we always do it,"mentality continues to dominate the logistics and shipping industry and its players.
• The overall rising complexity of the freight forwarding and global logistics industry as shippers demand and expect more from their partners.

Question: for these concerns, what do you think to build the trust in your personal selling to overcome customers' concerns? Use only one of the five characteristics of trust-building in salespeople to explain.