Nov 29, 2021
The New Customer Journey with Chris
Lynch and Chris Jolly
discuss the new customer journey. Chris is the founder
Freight Coach, a company that stages transportation companies
ranging from traditional freight brokerages, asset-based trucking
companies looking to expand into brokerage, as well as technology
companies looking to implement their product into the industry.
About Chris Jolly
Jolly is the founder of The
Freight Coach and the host of Coffee
w/#TheFreightCoach podcast. Chris has over 14 years of
experience in transportation with the bulk of his experience in
freight brokerage. His experience within freight brokerage includes
operations, sales, and leadership ranging from start-ups to one of
the largest brokerages in the transportation industry. His passion
is the training and development of sales and operations
professionals in the brokerage business. Chris earned his
bachelor’s degree in Management from the University of Wisconsin-
Stout located in Menomonie, WI and holds an associate in Management
from Chippewa Valley Technical College in Eau Claire, WI.
About The Freight
Freight Coach partners with growth stage transportation
companies ranging from traditional freight brokerages, asset-based
trucking companies looking to expand into brokerage, as well as
technology companies looking to implement their product into the
industry. Our main objective is to utilize niche-specific
transportation training methods to improve efficiencies within the
sales process and use our experience to enhance your operations
team to execute your freight mix at a higher level. The Freight
Coach provides one on one training with leadership as well as
carrier and customer sales representatives to ensure that they
overcome the barriers they are facing now to pave the way for
Key Takeaways: The New Customer Journey
Jolly is the founder of CJolly Freight Consulting and the
host of Coffee
- In this podcast interview, Chris and Joe discuss the new
customer journey which refers to the way that shippers and supply
chain professionals research and buy 3rd party logistics
- Prospective customers are rejecting the sales process and
instead defining their own buying process. Prospects are educating
themselves by consuming content (articles, social media, podcasts,
etc..) rather than engaging directly with sales and marketing
- In this new environment, the rules of (customer) engagement
- Social media is still an important element of the new customer
journey, however, Chris believes that 3PLs and brokers need to up
their social media game. Ideally, brands can better communicate
their values and what they stand for online.
- Many companies and individuals are blurring the lines between
formal and informal communication – people are showing more of
their authentic selves, and sharing their personal lives. This
shift is kind of scary for larger brands who are reluctant to takes
big risks with brands that have been built over many years.
- Chris believes that buyers are attracted to companies and
brands that lead with authenticity and openness.
The dark funnel is a customer’s purchasing journey that occurs
off-site through social, paid, competitive, influencer and other
channels not controlled or visible to the brand.
- In recent years, marketers have come to rely on sales funnels
that culminate in a marketing generated lead, but increasingly
savvy customers are avoiding the tactics and methods (webinars,
white papers, cold calls, etc..) that put them in the sales
- Recent research by Sirius Decisions and Forrester suggests that
67% to 90% of the customer’s purchasing journey is in the dark
funnel – consuming off-site content.
- If your marketing feels like marketing you are doing it wrong.
People love to buy, but they don’t want to be sold to. As buyers
became increasingly savvy and sophisticated they resist anything
that feels salesy. Sales and marketing teams need to find ways to
engage with prospects in ways that fits their buying process.
Learn More About The New
Coffee with The Freight Coach Podcast (Chris Jolly)
Becoming More Confident on the Phone with Chris Jolly
Why Cold Callers Fail with Chris Jolly
REAL AF with Andy Frisella on Apple
The Logistics of Logistics
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