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3 Reasons You Need a Selling System

We hear it all the time: “I have my own style of selling.”

Or from sales management: “I let my salespeople do their own thing. As long as they’re bringing in business, I don’t care how they do it.” 

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Marketing Budget Priorities Shift during COVID

During the COVID crisis, marketing professionals in the transportation and logistics industry have dramatically shifted the focus of their marketing dollars. Before the COVID crisis began having a significant impact on the North American economy in February of this year, a significant portion of marketing budgets in transportation and logistics were focused on customer acquisition and lead generation. In fact, according to the 2020 TMSA Marketing & Sales Metrics Study, approximately 33% of marketing budgets were focused predominantly on customer acquisition and lead gen. Another 24% of marketing budgets were focused on brand awareness, according to the study.

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Purolator Leverages Video to Emphasize Key Brand Messages

More and more, video is being used strategically by marketing professionals in North American freight transportation to strengthen its brand, emphasize key messages, and engage prospects, customers, and key stakeholders. This is becoming even more commonplace as brands are brought to life in the virtual ecosystem of websites, social media, and now virtual meetings because of COVID-19.

Case in point: Purolator Inc., Canada’s leading integrated freight, parcel and logistics solutions provider. Purolator introduced a powerful video the emphasized key talking points by John Ferguson, the company's President and CEO (A sidenote: Ferguson previously served on the TMSA Board of Directors and also served as President and Chairman from 2005-2008 when he was in sales and marketing leadership roles with PBB Global and Schneider.) 

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To Outsource or Handle it In-House?

Why cost shouldn’t be your only consideration.

Everyone loves a good do-it-yourself project. What could be more satisfying than making over a bathroom yourself or installing shelves on your own? The money saved and satisfaction can be immensely rewarding. The same is true for landing pages, email campaigns, white papers and blog posts designed and/or written in-house by you or your team; they can bring cost savings and satisfaction, too. 

For the savings, the satisfaction, the control and more, doing it yourself is the ideal. But the reality is that things have to line up pretty perfectly for a DIY project to make sense in business. That’s because in business, there’s more than a lost weekend at Home Depot. Without freelancers the work is far from free and comes with the cost of internal time spent as well as the cost of potentially doing it wrong and losing leads, sales, revenue and brand standing as a result. 

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8 Ways to Zoom Like the Pro You Are

If you're anything like me, you likely have increased your interaction with customers, staff and partners 10-fold with video conference calls through this COVID situation. We have replaced most of the in-person meetings that have taken place with a virtual version - and I've heard from some TMSA members that this may become more of a general practice as companies consider a virtual workforce as a long-term option. Yes, it seems video conferencing is here to stay in some capacity.

So how do you present like a pro on these platforms? Here are eight tips:

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Top 3 LinkedIn Tips from TMSA Members in first inaugural Strategic Interest Group

TMSA held its first inaugural Strategic Interest Group this week, with 13 TMSA members participating in a deep dive conversation and peer networking. The discussion centered on the topic of LinkedIn Digital Strategies. Here are the Top 3 Tips for using LinkedIn that they shared: 

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Significant Growing Trend: Use of Technology in Marketing, Sales

Technology innovation and digitization are disrupting almost every process across transportation and logistics enterprises, ranging from methods of shipment, freight management, and supporting administration activities such as documentation and freight payments.

Market demand shifts such as same-day shipping and last-mile delivery are game-changers, and emerging blockchain technologies are rapidly accelerating the changes and innovation within the industry.

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Rose Rocket Maintains Personal Connections through Virtual Booth

From thinking about our own customers to looking out for our customer’s customers, we constantly obsess over every person’s experience with Rose Rocket. This is because we believe in the importance of customer experience and building genuine relationships within our industry – both digitally, and in-person. We approach our customers with this mentality, we sell with this mentality, and we serve with this mentality in mind. Most of all, we know this happens over a thousand small interactions, rather than a single big one. 

As a technology company, we’ve spent many years developing our digital strategy, and this year, we were focused on honing in on our events and in-person channels. There is power and magic in in-person interactions, which is why we believe that conferences like the TMSA are a great place to meet and connect with industry thought leaders.

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A Post-COVID World: How do we return to a ‘new normal’?

By Jennifer Karpus-Romain, Director of Marketing Services and Industry Outreach, FayeBSG

As stay-at-home orders lift around the country, company leaders and employees (as well as their customers) are trying to figure out what a post-COVID workplace looks like for them. 

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Do-it-yourself writing tips for marketers forced to do more with less

By Conrad Winter, a freelance copywriter specializing in content and copywriting for transportation and logistics

For a lot of marketing heads, the pandemic has moved their workload from bad to way worse. For years I’ve been seeing the rise of a phenomenon—marketing leads who are expected to execute an increasing number of projects. On top of steering the juggernaut of their brands, they’re also performing an array of design, production, optimization and analytical tasks. But the place I’m seeing it the most is in the amount of writing that falls on their shoulders—everything from social posts, newsletters and blog posts to campaigns, white papers, and web copy.  

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Four Winning Sales Strategies that endure beyond Covid-19

“Adaptability is about the powerful difference between adapting to cope and adapting to win.”  - Max McKeown

We’ve seen a lot of commentary in sales professional networking groups these last 6 weeks about how now simply isn’t the time to sell. At Luminaries, we believe that couldn't be farther from the truth! People who need your services are buying and you definitely can, and must, keep selling right now. Some of it involves simple adjustments to our approach: a little more empathy and grace. But we should be doing is what we should have been doing all along --- just with even more focus and discipline. It’s in that spirit that we’re providing these four tips for effective, adaptable sales organizations as they slowly get back on the road in the coming weeks and months:

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Hell in a Handbasket

By Jason Ickert, Senior Director of Business Development, ENERGY Transportation Group

Everything you've planned for in the last six months…all of the painstaking work you've put into mapping campaigns, building content, planting lead magnets, sequencing messaging, building value propositions, planning and budgeting meetings and events…everything came to a screeching halt and we have found ourselves in an unchartered waters. 

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Creating Customer Value in Challenging Times

By Tony Bodoh, Lead Strategist, The Congruity Group

When customers are feeling overwhelmed, there is a tremendous opportunity to create value. Overwhelm causes people to feel stuck, frustrated, and angry. The most creative people in good times can feel lost and confused when conditions pivot and danger or threats appear around the bend in the road. 

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Change Your Social Media Strategy During COVID-19 Crisis

During TMSA’s COVID-19 Town Hall meetings these past three weeks, participants have emphasized that they have seen an influx in user activity over the past two weeks. 

With people around the world staying home to limit the spread of COVID-19, marketing and sales professionals in transportation and logistics have been logging onto LinkedIn, Facebook and Twitter to stay informed, and to keep updated as to how other businesses are handling the situation, in order to shape their own approach.

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Marketing During COVID-19: Time to Recalibrate?

By Jim Bierfeldt, President, Logistics Marketing Advisors

Every two years, my firm surveys 100 buyers of logistics products and services to better understand how to get and keep their attention.  Recently, we followed up with some of those surveyed to learn how COVID-19 has impacted the purchasing of logistics solutions.

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Marketing Messaging in Times of Crisis

By Jennifer Karpus-Romain, Director of Marketing Services and Industry Outreach, FayeBSG

It’s challenging for any marketer to get the perfect messaging out to his or her customers, prospects, partners, and team members under normal circumstances. So this task is even more difficult during a time of crisis. It’s a bit chaotic, and no one knows what the right step forward is. 

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Leading Through Unprecedented Change

By Holly LaBoda, Partner and Co-Founder, Luminaries Consulting

How are you doing? No, really, how are you doing? As individuals, many of us are finding ourselves smack in the middle of the biggest and most sweeping personal and professional change we’ve experienced. As leaders, we have the privilege of helping others work through this change as well.  Here are three things that will help you, as a leader, more effectively lead your team right now.

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The Power of Video

By Michael Cardwell, President, Digital Brew

As an affiliate member of TMSA, we at Digital Brew know how chaotic the essential supply chain industry can get, even without a pandemic sweeping the nation. And when information changes without a moment’s notice, it becomes extremely difficult to keep everyone in-the-know. 

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Halo Branded Solutions Offers TMSA Members COVID-19 Protective Masks for Operations Workforce

 

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TMSA’s Top 10 tips for Working Remote from Home

So many of us are working remote from home this week, and probably for a while, amidst the nationwide effort to prevent further spread of Covid-19. With restaurants, coffee bars and many other remote working locations also closing up shop, that means most of us are under the roofs of our own homes, doing our best to be both productive and collaborative in entirely new ways.  

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