For short lines, developing new tricks of the trade is SOP. Now, developing logistical sophistication needs to be part of the plan. What do short lines bring to the rail transport table? The same things they've always brought: the wherewithal to put together short-haul moves, an ability to get close to customers. But getting close to customers hasn't always meant getting a good grasp of their business, or of the logistics process. Now, it's a necessity. The rail link in the transport chain has changed, and short lines are struggling to keep pace. Some try to improve relationships with Class I connections, shippers or fellow short lines. Others spend time and money on training. All seek modern marketing savvy. And it's elusive.
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