The authors conducted a study of 400 randomly selected members of the NIT League to learn about the importance of selected motor carrier sales force character istics. Survey results, based on 162 usable responses, showed that shippers overwhelm ingly value ethical conduct by salespeople. Other important sales force attributes included willingness to arrange expedited service, as well as knowledge of carrier schedules, equipment and route structure. Relatively unimportant characteristics included use of gratuities and EDI know ledge.