5 Brutally Honest Truths About Brand-3PL Relationships (That Might Sting a Little)

If you've ever felt let down by your 3PL—or if you're questioning whether your partner is truly on your team—this episode of Warehouse Visionaries is for you.

On an episode of Warehouse Visionaries, we sat down with Aaron Hodes, Director of Sales at Davinci Micro Fulfillment, to unpack what makes or breaks a brand–3PL partnership. From communication failures to culture clashes, Aaron didn't hold back. The episode delivered sharp, actionable advice—and some uncomfortable (but necessary) truths for both brands and 3PLs.

Here are five big takeaways every logistics leader should walk away with.

1. You Might Just Be Another Number to Your 3PL

If it doesn't feel like your 3PL has your back… they probably don't.

According to Aaron, three gaps consistently derail brand-3PL relationships:

• Poor communication, especially when delivering bad news.

• Non-transparent pricing, like surprise fees and bait-and-switch quotes.

• And misaligned goals, where discovery is treated like a checkbox rather than a chance to understand your business.

  
  

Fixing this starts with treating the relationship as a long-term partnership, not a short-term transaction. Great 3PLs proactively reach out, tell hard truths early, and tailor their services to your goals—not just your order volume​.

2. Silence Is a Red Flag—Not a Strategy

Ever waited four days for an update on a missing package, only to find out it never left the dock?

Aaron calls out this all-too-common breakdown: 3PLs avoid hard conversations because they lack the systems—or the courage—to own up to problems. But guess what? Brands remember silence. And not in a good way.

The best 3PLs automatically record how product is handled, bring real-time visibility into their operations to spot and resolve issues before the brand asks, and put their data to work with warehouse automation for continuous improvement.

Even if the news is bad, being the first to say, "Here's what happened and how we're fixing it," earns trust. Transparency isn't optional anymore—it's your differentiator​.

3. Sales Teams, You're Losing Deals in Discovery

Aaron didn't mince words here: "Most 3PLs lose the deal in the discovery phase."

Why? Because they:

• Ask generic questions.

• Don't dig into the operational realities of the brand.

• And fail to bring any insights to the table.

Smart 3PLs do their homework. They audit packing SOPs, spot inefficiencies, and offer value before a contract is signed. Even better? Telling a prospect why you're not a fit. That kind of radical honesty builds trust—and trust closes deals​.

4. Culture Fit > Carrier Fit

It's easy to get stuck comparing warehouse specs and rate cards. But Aaron makes a compelling case that who you work with matters just as much as what they offer.

The best partnerships are built on shared values. Understanding the "why" behind a brand—and aligning on goals and communication styles—can be the edge that sets you apart from the 50 other 3PLs all shouting "tech-enabled" in your inbox.

Aaron calls it "a gut-level stress test"—and he's right. Culture fit is an under-appreciated signal of long-term success​.

5. Be the Brand's Safety Net (Because Mistakes Will Happen)

Let's get real: no 3PL is perfect.

But what separates great providers is how they handle imperfection. Do they own it? Do they have contingency plans? Do they offer SLA credits when service dips?

Aaron recommends leaning into the inevitable mistakes and positioning yourself as a safety net. Prove you have the brand's best interests in mind—even when things go wrong—and you'll earn long-term loyalty.

"Highlight the problems when they're a 4 out of 10, not when they're a 10 out of 10," he advises​.

Want to dive deeper?

Watch the full episode of Warehouse Visionaries with Aaron Hodes on YouTube (and if you like what you see, subscribe for new videos every week).

Rethinking Your 3PL Strategy? Start Here.

Whether you're a brand frustrated by radio silence or a 3PL trying to stand out in a sea of sameness, one thing is clear: the future belongs to transparent, proactive, and culturally aligned partners.

Because the right 3PL doesn't just move your product—they move your business forward.

Take a look at States Logistics, for example.

With over 70 years in business, they have a reputation for operational excellence, people-first leadership, and building collaborative partnerships with every customer.

But as their network grew, so did the challenge of keeping operations consistent across every site—especially when it came to safety, accountability, and coaching.

Read more how States Logistics is driving safer, smarter operations at scale—going from good to world-class with critical visibility and warehouse automation.