The FreightCaviar Podcast: Mastering Freight Brokerage Sales with Will Jenkins

In this week’s episode, we sat down with Will Jenkins, CEO & Founder of Journey and former Co-Founder of MoLo Solutions (acquired 2021). Will shares his insights on the current sales landscape in the industry, and the value of direct emails. He also discusses strategies for building strong professional relationships and highlights the most common mistakes made during cold calls.

Building Relationships

Will, being in the industry for quite some time, knows a thing or two about building relationships in the industry. The number one mistake?  Most people go about it the wrong way. Instead of getting to know a prospect and finding common ground, people tend to list all their attributes first. “We're the biggest, best, we got all this or that. I'm like, ‘Bro, everybody says that.’ But when you can be relatable and just talk candidly about things that you've seen, what worked, what didn’t work, it's easy for people to absorb. So, I think that first layer is building a personal brand and just getting to know people.”

Another important aspect of building a relationship with a possible prospect is small talk. “90% of the people will have small talk. If I walk into that meeting prepared, I looked at your LinkedIn, where you went to school. Maybe there's a relevant sports topic. Maybe there's something in the office that I can point to. Maybe there was some interaction that we had that I can bring up. Maybe you mentioned a kid's sporting event. People are people, so don't be afraid to kind of hit on that, pull on those layers to know a little bit more about them.”

Mistakes During Cold Calls

Another common mistake that people make is during a cold call. Instead of asking the most important questions to be able to use them for their next call, they focus on bombarding the prospect. “Number one thing is they talk too much. I call you and you pick up the phone, and I’m talking a million miles a minute. ‘We're the biggest, and we got all these trucks. We do this and that.’ The other person has no opportunity to respond, or they're like, ‘Dude, I'm good. You talk too much and too fast.’ So that's super common.”

The Value of an Email

When meeting in person isn’t possible, you can always rely on emails. “I think shorter is more effective because a lot of emails are read on the phone. So, if I can get the gist of your message in a couple of seconds and I look at it on my cell, it's just easier for me to get the information quickly. I also think attention spans are really short.”

Selling Your Company

Will also offered a golden nugget of wisdom for those looking to sell their company in the future. “If I could give any piece of information to any individual selling an organization, it’s to invest in building your brand and making it authentic so that people can relate to it. It’s because they're making decisions based on what they're saying. And so you've got, ‘Hey, is this a good customer? Are they the right type of person we want to transact with? Are they aware of who we are?’

By focusing on authentic brand building, effective communication, and meaningful relationship development, you can navigate the complexities of the sales landscape more successfully.