November 20, 2025 • 27 mins
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:19):
What is up, ladies and gentlemen?
We are back.
We are live.
This is the Freight CoachPodcast, the top podcast in
transportation coming to youguys every single weekday.
8 30 a.m.
Pacific, 10:30 Central to breakdown some industry headlines.
But most importantly, you guys,provide some actual insight into
what you can do with all of thisinformation.
If this is your first timetuning in, welcome.
This is the real side offreight, ladies and gentlemen.
(00:41):
And I say that before everysingle show.
And what I mean by that is Ionly speak with transportation
professionals because at the endof the day, I want to talk to
the right individuals who havedone what you're looking to do
or who are currently doing whatyou're trying to achieve.
So you can take thatinformation, apply it, utilize
it, and see a meaningfuldifference in your business and
your life.
Happy Thursday, everybody.
I got a couple of very specialguests for you guys here today.
(01:02):
We're going to be talking aboutsomething we're all very
passionate about, and that'straining and development.
We are uh we work with the uhthe new broker success program
with the TIA, and we're gonna betalking about that continuous
development.
So I got my man Ben Kowalski andNate Cross back on the show to
break it down.
Fellas, thank you so much fortaking the time to join me
today.
Good to be back with you, man.
Yeah, pleasure.
Dude, anytime the Bills Mafiagets on the show, I I like I
(01:25):
just had um gosh dang it, I'mdrawing a blank.
Hold on, two seconds.
Greg Finnerty on the show.
I don't know if you're familiarwith it.
SPEAKER_00 (01:33):
Oh, yeah, yeah.
He I ran into him at a golftournament over the summer.
He's like, hey, Nate, you'reNate, right?
And like he just knew me fromFreight 360, and he's literally
like right here in my backyardin Buffalo.
So got to got to chat with himfor a few minutes.
Yeah.
SPEAKER_01 (01:46):
Dude, I I love having Greg on.
Like he is the epitome of theBills fan, everything.
And I just told him, I'm like,dude, I just want to go to a
game just to like experience it,right?
Because like I've noticed it,it's kind of like everybody's
welcome there, right?
It doesn't matter if you're anopposing fan, like you guys just
want to party and see the Billswin, and it doesn't matter who's
(02:08):
there.
SPEAKER_00 (02:08):
Yeah, it can be a good team or bad team, and like,
yeah, there's gonna be some shittalking for sure, but like,
yeah, it's always a good time.
SPEAKER_01 (02:16):
No, I love it.
So, dude, what's what's going onout there?
How is you know, because we'recoming up on we're in the middle
of the the fourth group of newbrokers that we've worked with
this year, and you know, I Ialways love I training and
development to me is it's like apassion because I like seeing it
like click for people, right?
And we're actually in theprocess, we just had somebody
(02:38):
start with us here this week,and you know, she's coming in
for your business developmentpurposes and everything.
And I love bringing that, likekind of like crossing those
hurdles of going from notunderstanding the industry and
having all those questions tolike the actual deployment and
seeing it kind of go out there.
So, what's it been like?
What like what are you guysseeing out there from like a
(03:00):
training perspective?
What are some of those thingsthat you think people are still
missing to this day?
SPEAKER_00 (03:05):
Well, I'll tell you, this is the timing of this is
great because Ben and I just dida we did a session yesterday
with the the current cohort.
And like we this guy, one of theguys in the class, like he right
before we got on, he just heemailed us and was like, Hey,
just wanted to let you know.
Like, I just dispatched my firsttruck to my pick up my first
shipment.
(03:25):
And we had talked to him, I hadtalked to him in like in between
sessions and over the lastcouple of weeks, trying to kind
of talk him through um pricingand you know, different things
he could do.
And but the big takeaway is likewe and we said it then yesterday
was like, so this can be done,right?
Like if you follow the thingsthat we teach, regardless of the
type of market that we're in,um, you put in the effort and
(03:49):
the reps, like the results willcome.
It just, you know, there's a bitof um randomness, right?
And and luck, I would say, butthe persistence and putting in
the activity in is what is whatreally helps.
Um, I will tell you, I think thepeople that have struggled,
there's they're you know, a lotof the people we talk to,
they're they're where they're atin their journey is like they're
like, I'm brand new, haven'tdone anything yet, right?
(04:10):
And we do like a prospecting ora lead gen uh session, and like
you come back the next week andthey haven't they still haven't
done anything.
So I think it's I think it'sjust taking action, Ben.
I don't know what what yourperspective would be, but that's
kind of what we see every everytime we do one of these courses.
SPEAKER_02 (04:27):
I definitely agree.
And it's funny because like Ialways picture there's a line.
Do you remember this movie?
It's probably like 10 years ago,War Dogs.
Do you guys remember the movie?
And there's a line where they'reboth sitting at that like a hot
dog stand, and one of them'spitching, I think it's Jonah
Hill's characters, pitching theother guy on like why they
should go into the business oflike working with the government
(04:47):
and selling arms, right?
It doesn't really matter what itwas, right?
But the one guy goes, Wait aminute, you think two guys are
gonna compete with these hugecompanies for trillions of
dollars in this industry thatlike he's like, I don't know
anything about.
And then Jonah Hill's responseis like, dude, do you know how
big that pie is?
That pie is so big, like wedon't need the whole pie.
(05:09):
We don't need half of it.
We don't even need a slice.
We need like a crumb.
And he's like, if we can get acrumb, we can build a business.
And I saw that right when I wasstarting around in this
industry, give or take.
And I just remember I'm like,that is the same thing as our
industry, right?
Like, it's roughly 800 billionto a trillion dollars a year
gets spent moving things aroundthe country.
(05:31):
And a one-person brokerage hasevery bit of the same advantages
as a big one in some cases.
And sometimes, in some cases,even more, right?
And it's like whether themarket's going up or down, if
you put the activity in and moreimportantly, put it in
consistently.
I've genuinely never come acrossanybody that hasn't found
(05:51):
success in the industry if theydo the things that we all three
of us talk about for years inthat class and on our shows.
SPEAKER_00 (05:58):
We had we had a guy, Ben, you and I, that we had
talked with years ago when hewas debating first starting off.
And um we did some coaching andmentorship with him over the
years, and eventually kind of,you know, he he'll check in from
time to time, but he went fromabsolutely no experience to
building a$20 million a yearbrokerage just from knowing the
(06:20):
the people, right?
Knowing the people that he couldask the questions to and um
putting in the putting in theactivity.
Like that was it.
So um I I think that you know,that's kind of like the two
parts that you need is you know,anybody, anybody that's you
know, not afraid to pick up thephone can put the activity in.
But if they don't know what theydon't know and they don't have
someone to ask questions orbounce ideas off of, you know,
(06:41):
they're they're just kind ofgoing into it blind.
So I think that's where I lovethe concept of coaching and and
consulting, whether it's throughlike TIA or if it's a
one-on-one.
Um, you know, I even to thisday, like Ben, you and I, like
we have people that we go to foryou know outside perspective and
advice.
We obviously have each other,which is great, but still like
there's people that I go to allthe time, and I'm like, hey,
(07:03):
he's been doing this longer thanme.
I'm gonna ask him this questionbecause I don't know everything,
right?
And he doesn't either, but heknows more than I do.
SPEAKER_01 (07:09):
I I think like it you be a fool to not network
with people that are furtheralong down the road.
Like one of one of my bestfriends out there, I mean, he's
he's uh Chris Brewer, he'sfounder of River City Logistics.
Like, I talk to him a lotbecause like he's his company,
he's built it, right?
Like he's been there.
And I always want to find outlike, hey man, what what can I
do better?
Like when you're at where whenyou were at where I am right
(07:32):
now, what would you dodifferently now?
Looking back, because it's likethat perspective is invaluable.
And if that can save you time, Imean, or and money and mistakes,
like, dude, it it's justsomething that I think a lot of
people overlook.
And, you know, when it comesdown to training and
development, for for example,like I will always focus on the
fundamentals because that's allI've ever been able to do.
(07:55):
That's like gained results,right?
Like I think that people want tosidestep doing the actual work
that's required.
And, you know, for me, it's likeI think people go too much too
soon and then they they burnthemselves out too quick.
Where for me, it's like I likerepeatable, scalable tasks,
right?
Like that's why I always talkabout just add five initiative
(08:15):
for cold calling, right?
If you've never cold called inyour life before, start with
just making 20 calls in a dayand then build up from there.
It's more important that you hitthose daily numbers repeatedly
throughout time than it is tojust do 100 in a day and then
stop for three days and then tryand do it again because you got
(08:35):
to show up and put in the workand it takes a lot longer than
you want.
But eventually, if you'reactually putting in the reps,
you're gonna get better.
You're gonna get that feedback,you're gonna understand how to
navigate through thoseconversations.
You'll never get there bythinking about starting.
You just gotta go find a numberthat you can hit every day, no
matter what.
Cause like I don't want to doshit every single day.
(08:56):
But I've been doing this for solong now.
I know that me showing up andputting it in no matter what is
way better than thinking I needto take a day to reset.
That's way more detrimental tomy long-term progress than just
fighting through.
And you know what?
You might not hit 50 calls thatday, but you got 20 in, right?
That's better than nothing.
(09:17):
And I think most people are havethat all or nothing mentality.
And sometimes, man, just thateffort, that's all that matters
to keep you going to reset.
And then that next day you'regonna come out, you know, guns
blazing.
SPEAKER_00 (09:28):
Yeah, you know, one of the things that we like Ben
and I personally have alwaysleaned in on when it comes to
the cold calling early on, islike those first, we'll just
give it, well, I'll just saylike the first 500 or 1,000
calls you make, right?
Like, it's not about you tryingto land a customer in those
calls as much as it's about youbeing able to figure out the
(09:51):
best way for you to make thosecalls, right?
You find your voice, you feelyou kind of get a feel for what
you're comfortable, mostcomfortable with as far as
opening and like the questionsto ask, and you start to hear
the common objections and youstart to realize who's on the
other line of the phone, likewho's the one picking up the
phone when I make these calls?
So it's really about putting,you know, like you said, if you
do only 20 calls, that's 20 morereps you've got in that skill
(10:15):
set versus if you do absolutelyzero, right?
You get people that they'llspend months like, yeah, I just
gotta find the best leads, andthen I'll make the calls.
And it's like, you can find thegreatest leads in the world, but
you make that first phone, thatfirst cold call, like you're
gonna suck at it because youhave no idea, no experience,
right?
You just gotta put those repsin, and over time it will, you
will eventually get verycomfortable.
It's like, you know, people thatdo that podcast, right?
(10:37):
The first time you ever do apodcast, you probably are super
nervous and like you have noidea.
You go through and you do itlike Chris, you do it like every
single day, right?
It's second nature to you now.
The same concept applies withcold calling shippers.
It's that simple.
SPEAKER_02 (10:48):
Well, and it's funny, right?
Because I think everything youjust both of you just said, I
agree with, right?
And the thing I also want toadd, and you both alluded to
this, right?
But like I think is almost as ifnot more important is when you
do it every day, right?
You build the habit and itdoesn't seem like work, right?
And it's funny because in theTim Ferris episode this week, he
was using this to talk aboutexercise.
(11:09):
And he goes, People always go, Idon't have enough time to start,
or I gotta find the perfectroutine.
And he used an example.
I forget who the person was, buthe's like, Can you do one
push-up before you go to bed?
And the guy's basically like,well, yeah, I can do that.
He's like, just start there.
Just do one a day.
Don't even think about doingmore at any point in time, just
do one before you go to bed.
He's like, that guy six monthslater was doing 50 push-ups
(11:30):
before you went to sleep, andthen also started like running
in the morning, right?
The thing you've got to do is ifyou eliminate the emotional
stress of, I'm so worried, Idon't want to do this, I'll do
it tomorrow.
Just to your point, Chris, likeI'll even say this sometimes.
I'm like, if you haven't madeany, make one today.
Just make one.
If you can make one, do that fora week.
And then next week, see if youcan make two.
(11:52):
Just set the bar low enough thatyou absolutely are tripping over
it, but you're getting into theroutine and getting used to
doing that every day.
And honestly, most people juststart naturally, oh, that wasn't
that bad.
I'll just do another one.
Oh, that wasn't that bad.
I'll just do another one.
Because even for me, and I'vemade countless cold calls over
my life, like when there wereperiods where I did it every day
(12:14):
for years and then didn't do itfor a few months because I was
either doing coaching orwhatever.
When I went back to go get it,I'm like, I can feel it being
like emotionally difficult toget back into it.
I'm like, I literally talk topeople every day on what to say,
how to say, and what they'redoing.
But when I went to go do itagain, I'm like, oh, this muscle
is atrophied.
Like, I'm just not used to it.
It's like starting to run afteryou haven't run for a few months
(12:37):
because you were just doing someother thing, right?
It's way harder to stop andstart than to just keep moving
gradually towards that.
SPEAKER_01 (12:43):
It's a perishable skill.
And I think that's what a lot ofpeople overlook, right?
And I think like the longer youdo something, the um the more
you think like, oh, I can justpick this back up whenever I
want.
And, you know, for me, it's likeI I think that also when you're
going out there on your own forthe first time, and you know,
Nate, you've been on the, youknow, and Ben, even you, you've
(13:03):
been an agent before, you'vebeen on that side.
I think a lot of people uh havea hard time accepting that the
book of business they have attheir original employer, they
didn't actually build.
It was through attrition theyattained it, and they're working
with it.
And they they might be anaccount manager, right?
And again, not here to knockanybody.
Account managers are extremelyvaluable, but it's a different
(13:26):
mentality when you have to goout there and hunt for your
dinner.
And I think that that's one ofthose things that again, that's
why I'm always about you got tostart somewhere, right?
And it's one of those things,like, you know, Nate, you
brought up the podcast here.
Like we've done over 1,300episodes.
I leave them all up therebecause I want people to hear
episode number one.
I want them to hear how shittyit sounds.
(13:48):
Well, some people might think Istill sound shitty, but that's
irrelevant.
Um, it but like how bad itsounds compared to like where it
is now, right?
It's a system, and then youknow, one thing people bring up
to me quite often is as I don'tsee how you do this every single
day.
I don't see how you don't dothis every single day.
The hard work done.
I have the system, I have theprocess, I have everything in.
(14:10):
Like I have all of Decemberbooked out.
We're already booking intoJanuary at this point, right?
Like when you have that abilityand that skill set through time.
Again, this didn't happen yearone or year three.
This was like a year four thingwhere we actually started to
(15:14):
build up that momentum.
And then now it's like, dude,it's like second nature.
Now it's not work, just likecold calling for my brokerage.
It's not work to me.
Like, I would be lying if Ididn't say I felt that little
tinge of anxiety from time totime because you just never know
who's gonna pick up the phone.
But I love the thrill of that.
SPEAKER_02 (15:32):
Yeah, and it's hold on, I would have had one thing
too, because Nate and I talkabout this.
And when people were asking me,like, how much time do you put
into prepping for a show?
I'm like, 30 seconds sometimes.
I'm like, Nate and I willliterally yesterday we'll
literally text each other, like,what do you want to talk about?
We'll start, and he's like, Oh,this thought comes to mind, and
then you can just do it.
SPEAKER_00 (15:51):
And it's like we actually our yeah, our episode
yesterday was about training anddevelopment for new people.
SPEAKER_02 (15:57):
And it's funny, is to your point, Chris, like when
he's traveling or we don't do ittogether for whatever reason,
because like of what's justgoing on, like I miss doing it.
I'm like, I'll text Nate and I'mlike, oh dude, I'm like, can't
wait for you to be back on theshow again because I'm like,
it's not even work, like it justbecomes part of what you do and
you look forward to it.
And when you have theexcitement, like when you're
cold calling to bring theanalogy back, like that little
(16:20):
bit of fear is what makes itinteresting.
Like, if it wasn't there, itwould just be digging a
proverbial hole all day, right?
You're just shoveling in andshoveling it out, right?
SPEAKER_01 (16:30):
Yeah, I I look at it, you know, and again, I you
know, in in today's environment,I also look at like when when
there's so much competitionthat's out there, because it is,
right?
No matter what.
Like you look at it as, yeah,there's 25,000 brokers.
I'm just pulling a number out ofout of the thin air, but I think
it's like 25,000 brokers thatare out there, but now you have
(16:51):
independent agents that are outthere as well.
So it's like, how manyindependent agents are out there
on top of the W-2 employees forthese companies?
Then you'll again.
So it's like there's a lot ofcompetition, and that's just on
the brokerage side.
That's not talking about thetrucking side of things.
And I look at it is it's likewhen you're in a saturated
industry, every industry issaturated.
(17:11):
I don't care what anybodyfreight's not fucking unique.
Where we're the most over everyindustry has it.
How are you gonna stand out in acrowd?
Right.
And and I found, and this issomebody who sold pre-COVID and
post-COVID now, the best way tostand out for me, and this is
just what we built our businesson, is having the exact same
(17:31):
conversations, calling the exactsame prospects and building up
that niche.
Like, I don't say this that wecan't do drive-in and
refrigerated.
I could, I've done itextensively.
I don't want to, like, because Ifound that one trick pony
approach has been the mosteffective way for me to build my
(17:51):
business.
This isn't theory.
This is what I've done toactually build my brokerage over
the last 36 months.
And if you're out there onsocial media and paying
attention, it's the worstfreight market of all time.
There's no opportunities,nobody's added.
That's all bullshit.
People are adding you if youknow how to actually hold a
conversation and you and likeyou have a reason for calling
(18:12):
them.
And I think you have a lot ofsales managers now who haven't
called in a while, and but likethey're training people to do a
job that, yeah, they're right.
That's how it used to be, butthat's just not how it is today,
where you can just callsomebody, hey, we're a broker,
we can save you some money, wecan do everything.
That used to work, but itdoesn't anymore.
(18:33):
So you got to shift, you got totrain your people up, you got to
get them up with the times.
SPEAKER_00 (18:37):
Yeah, I had a guy that started um started working
with us last Friday.
I put him through training onMonday.
He he had worked previously, hewaited out of non-compete.
So he was out of the game forlike a year, right?
Sideline.
Um, got him revamped up onMonday.
His first load delivered thisweek, like today.
Like he just put in the callsand like like it this does work.
(19:01):
Like, obviously, you know, he hehad the background and the
experience, but he knew this iswhat worked before and it's
going to work again now.
So he he got right into it, madethe calls, and boom, got his
first customer set up, got thefirst load uh posted and booked,
and boom, delivered.
Like this, this is not like yousaid, it's not theory.
This is like the actual realworld here.
SPEAKER_01 (19:21):
So I think what you see more times than not, you
guys, and I'd love to get yourtake on it, is I think it's just
a lot of people who aren'tactually doing the work and
they've formulated a reason whythey can't, you know, and and I
know I did that for the majorityof my life, right?
Like I had a bunch of fuckingexcuses out there, like, oh,
it's not gonna work, it's thisand that, it's everything under
(19:42):
the sun.
What are your guys' thoughts onthat?
Do you just think it just boilsdown to two camps of people?
It's the one who are actuallydoing it and the ones who are
just not, and they're refusing,and they have every excuse in
the world.
SPEAKER_00 (19:52):
Yeah, I think there's like a spectrum, right?
Because there's the people thatare just afraid to pick up the
phone.
Like Ben and I got asolicitation email this morning
from a broker.
Like it it was so badly written,and I just forwarded to him.
I was like, I just can't believepeople are actually thinking
this stuff works.
Like, yeah, um, so I thinkthere's the the people like that
that just refuse to pick up thephone and make the phone calls
(20:13):
um versus the people that willdo it, right?
But then I think there's aspectrum of like just the skill
of having like an interpersonaltact, like being able to hold a
conversation because they'relike I've had people that um
I've worked with that are justsuper socially awkward, and
they're like one or two onlycustomers are just other
socially awkward shippingmanagers, right?
(20:34):
Like, yeah.
Whereas like if you're supertalkative and very just you know
open and will have aconversation with anybody, you
have that kind of that chameleonpersonality.
I think they have a they have abetter shot at um building a
book of business um easier thansomeone who you know doesn't
have those strong points in justbeing able to communicate
effectively and with anybody.
(20:55):
I think there's definitely aspectrum of those people that
are trying, but yeah, there isthe other camp of like they just
won't.
They don't, they're for whateverreason, they just won't pick up
the phone and make the calls.
SPEAKER_02 (21:06):
I think it's human nature too, Chris.
I think both of what you said istrue.
And I think there's it's itdoesn't stay that way for
everybody forever.
Some people grow out of it, somepeople grow out of it and go
back into it and they'restressed and they want to blame
everything.
I think human nature is your egotrying to protect itself when
things aren't going well, and itdoes that by going, well, it's
not your fault, it's the market.
(21:27):
It's not your fault, you don'thave the right tech.
It's not your fault, you don'thave the right this.
You don't have this, it's theirfault, it's the market, it's the
economy, it's whatever, right?
But at the end of the day,right, if you can direct that
energy and fear and use it topush you forward to make the
next phone call, all that stuffbecomes an advantage.
And it just hinges on are yougoing to blame anyone else or
(21:48):
are you going to takeresponsibility?
Because every time you blamesomething else, it makes you
feel better right now, but youalso lose the ability to change
it.
Because if it actually is theeconomy and I'm right, I can't
do anything about it anyway.
So then what do I do?
Right.
So even at the very least, if itis my fault, I have the ability
to change what I'm doing to seeif I can improve on it, right?
SPEAKER_00 (22:08):
The other thing I'll add to that too, because Chris,
you brought this up earlier.
Like there's 25 some thousand umlicensed brokerages, and and
then you add in like how manyemployees or agents are within
there.
Like it's a it's a big, big poolof internal competition, if you
want to call it that.
Ben and I have always said,like, dude, you just have to be
like slightly better than half,like above the average, right?
(22:31):
To be that difference maker,right?
And that and that could comedown to just making more calls
than the average broker, right?
Or, you know, it's it's it'sthat simple.
All you gotta do is be just onepercent above average, and you
already got half the competitionin your rear view mirror.
SPEAKER_02 (22:46):
It reminds me of like the story of the guy in the
woods.
There's three guys running froma bear and they're running as
fast as they can, and the oneguy realizes I don't have to
outrun the bear, I just have tooutrun the other two guys next
to me, right?
Like, you don't gotta be betterthan it and then everything.
You just gotta be a littlebetter than your competition.
SPEAKER_01 (23:03):
No, I I agree with that.
And and I don't think it's youknow, could Nate to your point
earlier about you guys got asolicitation email.
Like, I get them too, right?
Like people are like it's soeasy to win out there, you guys,
because people are looking forthe they're it's just copy and
paste.
They're trying to send it out,they're trying to automate it
all.
And to me, it's like you canjust make a your ability to have
(23:26):
a basic conversation withsomebody is going to be the
greatest skill set over the nextfive years as AI automation
becomes your ability to actuallycommunicate with somebody in
person, the phone, everythingelse will be the greatest
separator.
And I think that, you know,again, as much as people are
pushing that, you almost got torevert back to this the Stone
(23:48):
Age ways of doing things becauseit's all about reading the room,
right?
Like when I'm interviewingsomebody on this show, for
example, um, it's my job to getthem talking.
And but like uh the adverseskill set to that is is when I'm
cold calling somebody, I have tobe able to read that person.
If they don't want to talk, Idon't want to push it because I
will do way more damage thanending the call.
(24:10):
And then that's the way that Iapproach it.
So again, it's a but again,you'll never know that unless
you're doing the reps.
And that's why it's like again,you just gotta do it, right?
And here's one thing I will say,and and again, this just comes
from somebody who actually coldcalls every single day.
People are way friendly, morefriendly than you think.
Like they might they're cordial,they're not gonna be your best
(24:31):
friend, but they're cordial,right?
Like those horror stories thatyou hear are in the minority of
the outreach that you willactually put in.
SPEAKER_02 (24:38):
Yeah, I couldn't agree with everything you said
more, right?
At the end of the day, like youcan't learn that stuff through
reading a book.
It's the difference betweenknowledge and wisdom.
You can read about this all daylong, but you're not gonna get
better at it unless you do thething, which is wisdom through
experience.
And you don't do that unlessyou're putting the calls in,
right?
Understanding, building theintuition on where to judge
(25:00):
someone, how they feel, where totalk, where to ask questions,
and where to go.
SPEAKER_00 (25:04):
Yeah, I agree.
Go ahead, Dave.
I want to hit on the AI thingreally quick here, too.
Like you mentioned, like peopledo business with those that they
know, like, and trust.
And I I don't know about youguys, but every time I've talked
to Chat GPT, I don't feel like Iknow, like, and trust Chat GPT.
Like, I know how to use it toget certain answers.
But like I had a guy that cameto me and he's like, hey, I'd
(25:27):
like I'm trying to grow fromthis level to this level.
What do you think I should do?
I found this, I can pay thiscompany and they're gonna do all
this AI stuff for me to get meall these warm conversations.
And I was like, hell no.
I was like, I don't want my nameand reputation like affiliated
whatsoever with a a startup AIvoice company, because then like
you might they might tarnishyour relationship with a a
(25:49):
potentially great shipper downthe road.
So um, yeah, I I 100% back upyour opinion on that with your
ability to have a conversationis gonna be your your best
separator in the next fiveyears.
That's that's huge.
SPEAKER_01 (26:02):
No, I I appreciate it, guys.
And you know, I appreciate yourtime.
This flew by as I knew it.
I was I'm not gonna let it gothis long now before you guys
are on the show next.
I got to get you guys back onsooner because you know I know
you guys are as passionate abouttraining and development as I
am, and it's uh, you know, it'sone of those things it's always
good having you guys back on.
How does anybody reach out toyou guys, though, to find out
more about what you guys gotgoing on?
SPEAKER_00 (26:23):
Freight360.net.
That's our website.
You can email us.
There's a contact form right inthere, and we're all over
YouTube, LinkedIn, whatever.
Just look us up.
We should all find us.
SPEAKER_01 (26:33):
Ben, Nate, thank you so much.
If you guys can't find them outthere at all, hit me up.
I will gladly put you guys incontact with them.
I highly recommend you guyscheck out their podcast as well.
You guys, they put out a lot ofgreat content.
And again, they're actually inthe industry doing the job that
they're talking about, right?
There's no theory with any oftheir stuff.
But that is going to be it,ladies and gentlemen.
As always, if you got value inwhat you heard and you're not
(26:54):
subscribed, subscribe to theshow, you guys.
And if you're feeling ambitious,rank it on iTunes and Spotify
because if you see value, yournetwork's gonna see it as well.
I appreciate you guys.
I love you guys, and we'll betalking to you soon.
What is up, ladies and gentlemen?
We are back.
We are live.
This is the Freight CoachPodcast, the top podcast in
transportation coming to youguys every single weekday.
8 30 a.m.
Pacific, 10:30 Central to breakdown some industry headlines.
But most importantly, you guys,provide some actual insight into
what you can do with all of thisinformation.
If this is your first timetuning in, welcome.
This is the real side offreight, ladies and gentlemen.
(00:41):
And I say that before everysingle show.
And what I mean by that is Ionly speak with transportation
professionals because at the endof the day, I want to talk to
the right individuals who havedone what you're looking to do
or who are currently doing whatyou're trying to achieve.
So you can take thatinformation, apply it, utilize
it, and see a meaningfuldifference in your business and
your life.
Happy Thursday, everybody.
I got a couple of very specialguests for you guys here today.
(01:02):
We're going to be talking aboutsomething we're all very
passionate about, and that'straining and development.
We are uh we work with the uhthe new broker success program
with the TIA, and we're gonna betalking about that continuous
development.
So I got my man Ben Kowalski andNate Cross back on the show to
break it down.
Fellas, thank you so much fortaking the time to join me
today.
Good to be back with you, man.
Yeah, pleasure.
Dude, anytime the Bills Mafiagets on the show, I I like I
(01:25):
just had um gosh dang it, I'mdrawing a blank.
Hold on, two seconds.
Greg Finnerty on the show.
I don't know if you're familiarwith it.
SPEAKER_00 (01:33):
Oh, yeah, yeah.
He I ran into him at a golftournament over the summer.
He's like, hey, Nate, you'reNate, right?
And like he just knew me fromFreight 360, and he's literally
like right here in my backyardin Buffalo.
So got to got to chat with himfor a few minutes.
Yeah.
SPEAKER_01 (01:46):
Dude, I I love having Greg on.
Like he is the epitome of theBills fan, everything.
And I just told him, I'm like,dude, I just want to go to a
game just to like experience it,right?
Because like I've noticed it,it's kind of like everybody's
welcome there, right?
It doesn't matter if you're anopposing fan, like you guys just
want to party and see the Billswin, and it doesn't matter who's
(02:08):
there.
SPEAKER_00 (02:08):
Yeah, it can be a good team or bad team, and like,
yeah, there's gonna be some shittalking for sure, but like,
yeah, it's always a good time.
SPEAKER_01 (02:16):
No, I love it.
So, dude, what's what's going onout there?
How is you know, because we'recoming up on we're in the middle
of the the fourth group of newbrokers that we've worked with
this year, and you know, I Ialways love I training and
development to me is it's like apassion because I like seeing it
like click for people, right?
And we're actually in theprocess, we just had somebody
(02:38):
start with us here this week,and you know, she's coming in
for your business developmentpurposes and everything.
And I love bringing that, likekind of like crossing those
hurdles of going from notunderstanding the industry and
having all those questions tolike the actual deployment and
seeing it kind of go out there.
So, what's it been like?
What like what are you guysseeing out there from like a
(03:00):
training perspective?
What are some of those thingsthat you think people are still
missing to this day?
SPEAKER_00 (03:05):
Well, I'll tell you, this is the timing of this is
great because Ben and I just dida we did a session yesterday
with the the current cohort.
And like we this guy, one of theguys in the class, like he right
before we got on, he just heemailed us and was like, Hey,
just wanted to let you know.
Like, I just dispatched my firsttruck to my pick up my first
shipment.
(03:25):
And we had talked to him, I hadtalked to him in like in between
sessions and over the lastcouple of weeks, trying to kind
of talk him through um pricingand you know, different things
he could do.
And but the big takeaway is likewe and we said it then yesterday
was like, so this can be done,right?
Like if you follow the thingsthat we teach, regardless of the
type of market that we're in,um, you put in the effort and
(03:49):
the reps, like the results willcome.
It just, you know, there's a bitof um randomness, right?
And and luck, I would say, butthe persistence and putting in
the activity in is what is whatreally helps.
Um, I will tell you, I think thepeople that have struggled,
there's they're you know, a lotof the people we talk to,
they're they're where they're atin their journey is like they're
like, I'm brand new, haven'tdone anything yet, right?
(04:10):
And we do like a prospecting ora lead gen uh session, and like
you come back the next week andthey haven't they still haven't
done anything.
So I think it's I think it'sjust taking action, Ben.
I don't know what what yourperspective would be, but that's
kind of what we see every everytime we do one of these courses.
SPEAKER_02 (04:27):
I definitely agree.
And it's funny because like Ialways picture there's a line.
Do you remember this movie?
It's probably like 10 years ago,War Dogs.
Do you guys remember the movie?
And there's a line where they'reboth sitting at that like a hot
dog stand, and one of them'spitching, I think it's Jonah
Hill's characters, pitching theother guy on like why they
should go into the business oflike working with the government
(04:47):
and selling arms, right?
It doesn't really matter what itwas, right?
But the one guy goes, Wait aminute, you think two guys are
gonna compete with these hugecompanies for trillions of
dollars in this industry thatlike he's like, I don't know
anything about.
And then Jonah Hill's responseis like, dude, do you know how
big that pie is?
That pie is so big, like wedon't need the whole pie.
(05:09):
We don't need half of it.
We don't even need a slice.
We need like a crumb.
And he's like, if we can get acrumb, we can build a business.
And I saw that right when I wasstarting around in this
industry, give or take.
And I just remember I'm like,that is the same thing as our
industry, right?
Like, it's roughly 800 billionto a trillion dollars a year
gets spent moving things aroundthe country.
(05:31):
And a one-person brokerage hasevery bit of the same advantages
as a big one in some cases.
And sometimes, in some cases,even more, right?
And it's like whether themarket's going up or down, if
you put the activity in and moreimportantly, put it in
consistently.
I've genuinely never come acrossanybody that hasn't found
(05:51):
success in the industry if theydo the things that we all three
of us talk about for years inthat class and on our shows.
SPEAKER_00 (05:58):
We had we had a guy, Ben, you and I, that we had
talked with years ago when hewas debating first starting off.
And um we did some coaching andmentorship with him over the
years, and eventually kind of,you know, he he'll check in from
time to time, but he went fromabsolutely no experience to
building a$20 million a yearbrokerage just from knowing the
(06:20):
the people, right?
Knowing the people that he couldask the questions to and um
putting in the putting in theactivity.
Like that was it.
So um I I think that you know,that's kind of like the two
parts that you need is you know,anybody, anybody that's you
know, not afraid to pick up thephone can put the activity in.
But if they don't know what theydon't know and they don't have
someone to ask questions orbounce ideas off of, you know,
(06:41):
they're they're just kind ofgoing into it blind.
So I think that's where I lovethe concept of coaching and and
consulting, whether it's throughlike TIA or if it's a
one-on-one.
Um, you know, I even to thisday, like Ben, you and I, like
we have people that we go to foryou know outside perspective and
advice.
We obviously have each other,which is great, but still like
there's people that I go to allthe time, and I'm like, hey,
(07:03):
he's been doing this longer thanme.
I'm gonna ask him this questionbecause I don't know everything,
right?
And he doesn't either, but heknows more than I do.
SPEAKER_01 (07:09):
I I think like it you be a fool to not network
with people that are furtheralong down the road.
Like one of one of my bestfriends out there, I mean, he's
he's uh Chris Brewer, he'sfounder of River City Logistics.
Like, I talk to him a lotbecause like he's his company,
he's built it, right?
Like he's been there.
And I always want to find outlike, hey man, what what can I
do better?
Like when you're at where whenyou were at where I am right
(07:32):
now, what would you dodifferently now?
Looking back, because it's likethat perspective is invaluable.
And if that can save you time, Imean, or and money and mistakes,
like, dude, it it's justsomething that I think a lot of
people overlook.
And, you know, when it comesdown to training and
development, for for example,like I will always focus on the
fundamentals because that's allI've ever been able to do.
(07:55):
That's like gained results,right?
Like I think that people want tosidestep doing the actual work
that's required.
And, you know, for me, it's likeI think people go too much too
soon and then they they burnthemselves out too quick.
Where for me, it's like I likerepeatable, scalable tasks,
right?
Like that's why I always talkabout just add five initiative
(08:15):
for cold calling, right?
If you've never cold called inyour life before, start with
just making 20 calls in a dayand then build up from there.
It's more important that you hitthose daily numbers repeatedly
throughout time than it is tojust do 100 in a day and then
stop for three days and then tryand do it again because you got
(08:35):
to show up and put in the workand it takes a lot longer than
you want.
But eventually, if you'reactually putting in the reps,
you're gonna get better.
You're gonna get that feedback,you're gonna understand how to
navigate through thoseconversations.
You'll never get there bythinking about starting.
You just gotta go find a numberthat you can hit every day, no
matter what.
Cause like I don't want to doshit every single day.
(08:56):
But I've been doing this for solong now.
I know that me showing up andputting it in no matter what is
way better than thinking I needto take a day to reset.
That's way more detrimental tomy long-term progress than just
fighting through.
And you know what?
You might not hit 50 calls thatday, but you got 20 in, right?
That's better than nothing.
(09:17):
And I think most people are havethat all or nothing mentality.
And sometimes, man, just thateffort, that's all that matters
to keep you going to reset.
And then that next day you'regonna come out, you know, guns
blazing.
SPEAKER_00 (09:28):
Yeah, you know, one of the things that we like Ben
and I personally have alwaysleaned in on when it comes to
the cold calling early on, islike those first, we'll just
give it, well, I'll just saylike the first 500 or 1,000
calls you make, right?
Like, it's not about you tryingto land a customer in those
calls as much as it's about youbeing able to figure out the
(09:51):
best way for you to make thosecalls, right?
You find your voice, you feelyou kind of get a feel for what
you're comfortable, mostcomfortable with as far as
opening and like the questionsto ask, and you start to hear
the common objections and youstart to realize who's on the
other line of the phone, likewho's the one picking up the
phone when I make these calls?
So it's really about putting,you know, like you said, if you
do only 20 calls, that's 20 morereps you've got in that skill
(10:15):
set versus if you do absolutelyzero, right?
You get people that they'llspend months like, yeah, I just
gotta find the best leads, andthen I'll make the calls.
And it's like, you can find thegreatest leads in the world, but
you make that first phone, thatfirst cold call, like you're
gonna suck at it because youhave no idea, no experience,
right?
You just gotta put those repsin, and over time it will, you
will eventually get verycomfortable.
It's like, you know, people thatdo that podcast, right?
(10:37):
The first time you ever do apodcast, you probably are super
nervous and like you have noidea.
You go through and you do itlike Chris, you do it like every
single day, right?
It's second nature to you now.
The same concept applies withcold calling shippers.
It's that simple.
SPEAKER_02 (10:48):
Well, and it's funny, right?
Because I think everything youjust both of you just said, I
agree with, right?
And the thing I also want toadd, and you both alluded to
this, right?
But like I think is almost as ifnot more important is when you
do it every day, right?
You build the habit and itdoesn't seem like work, right?
And it's funny because in theTim Ferris episode this week, he
was using this to talk aboutexercise.
(11:09):
And he goes, People always go, Idon't have enough time to start,
or I gotta find the perfectroutine.
And he used an example.
I forget who the person was, buthe's like, Can you do one
push-up before you go to bed?
And the guy's basically like,well, yeah, I can do that.
He's like, just start there.
Just do one a day.
Don't even think about doingmore at any point in time, just
do one before you go to bed.
He's like, that guy six monthslater was doing 50 push-ups
(11:30):
before you went to sleep, andthen also started like running
in the morning, right?
The thing you've got to do is ifyou eliminate the emotional
stress of, I'm so worried, Idon't want to do this, I'll do
it tomorrow.
Just to your point, Chris, likeI'll even say this sometimes.
I'm like, if you haven't madeany, make one today.
Just make one.
If you can make one, do that fora week.
And then next week, see if youcan make two.
(11:52):
Just set the bar low enough thatyou absolutely are tripping over
it, but you're getting into theroutine and getting used to
doing that every day.
And honestly, most people juststart naturally, oh, that wasn't
that bad.
I'll just do another one.
Oh, that wasn't that bad.
I'll just do another one.
Because even for me, and I'vemade countless cold calls over
my life, like when there wereperiods where I did it every day
(12:14):
for years and then didn't do itfor a few months because I was
either doing coaching orwhatever.
When I went back to go get it,I'm like, I can feel it being
like emotionally difficult toget back into it.
I'm like, I literally talk topeople every day on what to say,
how to say, and what they'redoing.
But when I went to go do itagain, I'm like, oh, this muscle
is atrophied.
Like, I'm just not used to it.
It's like starting to run afteryou haven't run for a few months
(12:37):
because you were just doing someother thing, right?
It's way harder to stop andstart than to just keep moving
gradually towards that.
SPEAKER_01 (12:43):
It's a perishable skill.
And I think that's what a lot ofpeople overlook, right?
And I think like the longer youdo something, the um the more
you think like, oh, I can justpick this back up whenever I
want.
And, you know, for me, it's likeI I think that also when you're
going out there on your own forthe first time, and you know,
Nate, you've been on the, youknow, and Ben, even you, you've
(13:03):
been an agent before, you'vebeen on that side.
I think a lot of people uh havea hard time accepting that the
book of business they have attheir original employer, they
didn't actually build.
It was through attrition theyattained it, and they're working
with it.
And they they might be anaccount manager, right?
And again, not here to knockanybody.
Account managers are extremelyvaluable, but it's a different
(13:26):
mentality when you have to goout there and hunt for your
dinner.
And I think that that's one ofthose things that again, that's
why I'm always about you got tostart somewhere, right?
And it's one of those things,like, you know, Nate, you
brought up the podcast here.
Like we've done over 1,300episodes.
I leave them all up therebecause I want people to hear
episode number one.
I want them to hear how shittyit sounds.
(13:48):
Well, some people might think Istill sound shitty, but that's
irrelevant.
Um, it but like how bad itsounds compared to like where it
is now, right?
It's a system, and then youknow, one thing people bring up
to me quite often is as I don'tsee how you do this every single
day.
I don't see how you don't dothis every single day.
The hard work done.
I have the system, I have theprocess, I have everything in.
(14:10):
Like I have all of Decemberbooked out.
We're already booking intoJanuary at this point, right?
Like when you have that abilityand that skill set through time.
Again, this didn't happen yearone or year three.
This was like a year four thingwhere we actually started to
(15:14):
build up that momentum.
And then now it's like, dude,it's like second nature.
Now it's not work, just likecold calling for my brokerage.
It's not work to me.
Like, I would be lying if Ididn't say I felt that little
tinge of anxiety from time totime because you just never know
who's gonna pick up the phone.
But I love the thrill of that.
SPEAKER_02 (15:32):
Yeah, and it's hold on, I would have had one thing
too, because Nate and I talkabout this.
And when people were asking me,like, how much time do you put
into prepping for a show?
I'm like, 30 seconds sometimes.
I'm like, Nate and I willliterally yesterday we'll
literally text each other, like,what do you want to talk about?
We'll start, and he's like, Oh,this thought comes to mind, and
then you can just do it.
SPEAKER_00 (15:51):
And it's like we actually our yeah, our episode
yesterday was about training anddevelopment for new people.
SPEAKER_02 (15:57):
And it's funny, is to your point, Chris, like when
he's traveling or we don't do ittogether for whatever reason,
because like of what's justgoing on, like I miss doing it.
I'm like, I'll text Nate and I'mlike, oh dude, I'm like, can't
wait for you to be back on theshow again because I'm like,
it's not even work, like it justbecomes part of what you do and
you look forward to it.
And when you have theexcitement, like when you're
cold calling to bring theanalogy back, like that little
(16:20):
bit of fear is what makes itinteresting.
Like, if it wasn't there, itwould just be digging a
proverbial hole all day, right?
You're just shoveling in andshoveling it out, right?
SPEAKER_01 (16:30):
Yeah, I I look at it, you know, and again, I you
know, in in today's environment,I also look at like when when
there's so much competitionthat's out there, because it is,
right?
No matter what.
Like you look at it as, yeah,there's 25,000 brokers.
I'm just pulling a number out ofout of the thin air, but I think
it's like 25,000 brokers thatare out there, but now you have
(16:51):
independent agents that are outthere as well.
So it's like, how manyindependent agents are out there
on top of the W-2 employees forthese companies?
Then you'll again.
So it's like there's a lot ofcompetition, and that's just on
the brokerage side.
That's not talking about thetrucking side of things.
And I look at it is it's likewhen you're in a saturated
industry, every industry issaturated.
(17:11):
I don't care what anybodyfreight's not fucking unique.
Where we're the most over everyindustry has it.
How are you gonna stand out in acrowd?
Right.
And and I found, and this issomebody who sold pre-COVID and
post-COVID now, the best way tostand out for me, and this is
just what we built our businesson, is having the exact same
(17:31):
conversations, calling the exactsame prospects and building up
that niche.
Like, I don't say this that wecan't do drive-in and
refrigerated.
I could, I've done itextensively.
I don't want to, like, because Ifound that one trick pony
approach has been the mosteffective way for me to build my
(17:51):
business.
This isn't theory.
This is what I've done toactually build my brokerage over
the last 36 months.
And if you're out there onsocial media and paying
attention, it's the worstfreight market of all time.
There's no opportunities,nobody's added.
That's all bullshit.
People are adding you if youknow how to actually hold a
conversation and you and likeyou have a reason for calling
(18:12):
them.
And I think you have a lot ofsales managers now who haven't
called in a while, and but likethey're training people to do a
job that, yeah, they're right.
That's how it used to be, butthat's just not how it is today,
where you can just callsomebody, hey, we're a broker,
we can save you some money, wecan do everything.
That used to work, but itdoesn't anymore.
(18:33):
So you got to shift, you got totrain your people up, you got to
get them up with the times.
SPEAKER_00 (18:37):
Yeah, I had a guy that started um started working
with us last Friday.
I put him through training onMonday.
He he had worked previously, hewaited out of non-compete.
So he was out of the game forlike a year, right?
Sideline.
Um, got him revamped up onMonday.
His first load delivered thisweek, like today.
Like he just put in the callsand like like it this does work.
(19:01):
Like, obviously, you know, he hehad the background and the
experience, but he knew this iswhat worked before and it's
going to work again now.
So he he got right into it, madethe calls, and boom, got his
first customer set up, got thefirst load uh posted and booked,
and boom, delivered.
Like this, this is not like yousaid, it's not theory.
This is like the actual realworld here.
SPEAKER_01 (19:21):
So I think what you see more times than not, you
guys, and I'd love to get yourtake on it, is I think it's just
a lot of people who aren'tactually doing the work and
they've formulated a reason whythey can't, you know, and and I
know I did that for the majorityof my life, right?
Like I had a bunch of fuckingexcuses out there, like, oh,
it's not gonna work, it's thisand that, it's everything under
(19:42):
the sun.
What are your guys' thoughts onthat?
Do you just think it just boilsdown to two camps of people?
It's the one who are actuallydoing it and the ones who are
just not, and they're refusing,and they have every excuse in
the world.
SPEAKER_00 (19:52):
Yeah, I think there's like a spectrum, right?
Because there's the people thatare just afraid to pick up the
phone.
Like Ben and I got asolicitation email this morning
from a broker.
Like it it was so badly written,and I just forwarded to him.
I was like, I just can't believepeople are actually thinking
this stuff works.
Like, yeah, um, so I thinkthere's the the people like that
that just refuse to pick up thephone and make the phone calls
(20:13):
um versus the people that willdo it, right?
But then I think there's aspectrum of like just the skill
of having like an interpersonaltact, like being able to hold a
conversation because they'relike I've had people that um
I've worked with that are justsuper socially awkward, and
they're like one or two onlycustomers are just other
socially awkward shippingmanagers, right?
(20:34):
Like, yeah.
Whereas like if you're supertalkative and very just you know
open and will have aconversation with anybody, you
have that kind of that chameleonpersonality.
I think they have a they have abetter shot at um building a
book of business um easier thansomeone who you know doesn't
have those strong points in justbeing able to communicate
effectively and with anybody.
(20:55):
I think there's definitely aspectrum of those people that
are trying, but yeah, there isthe other camp of like they just
won't.
They don't, they're for whateverreason, they just won't pick up
the phone and make the calls.
SPEAKER_02 (21:06):
I think it's human nature too, Chris.
I think both of what you said istrue.
And I think there's it's itdoesn't stay that way for
everybody forever.
Some people grow out of it, somepeople grow out of it and go
back into it and they'restressed and they want to blame
everything.
I think human nature is your egotrying to protect itself when
things aren't going well, and itdoes that by going, well, it's
not your fault, it's the market.
(21:27):
It's not your fault, you don'thave the right tech.
It's not your fault, you don'thave the right this.
You don't have this, it's theirfault, it's the market, it's the
economy, it's whatever, right?
But at the end of the day,right, if you can direct that
energy and fear and use it topush you forward to make the
next phone call, all that stuffbecomes an advantage.
And it just hinges on are yougoing to blame anyone else or
(21:48):
are you going to takeresponsibility?
Because every time you blamesomething else, it makes you
feel better right now, but youalso lose the ability to change
it.
Because if it actually is theeconomy and I'm right, I can't
do anything about it anyway.
So then what do I do?
Right.
So even at the very least, if itis my fault, I have the ability
to change what I'm doing to seeif I can improve on it, right?
SPEAKER_00 (22:08):
The other thing I'll add to that too, because Chris,
you brought this up earlier.
Like there's 25 some thousand umlicensed brokerages, and and
then you add in like how manyemployees or agents are within
there.
Like it's a it's a big, big poolof internal competition, if you
want to call it that.
Ben and I have always said,like, dude, you just have to be
like slightly better than half,like above the average, right?
(22:31):
To be that difference maker,right?
And that and that could comedown to just making more calls
than the average broker, right?
Or, you know, it's it's it'sthat simple.
All you gotta do is be just onepercent above average, and you
already got half the competitionin your rear view mirror.
SPEAKER_02 (22:46):
It reminds me of like the story of the guy in the
woods.
There's three guys running froma bear and they're running as
fast as they can, and the oneguy realizes I don't have to
outrun the bear, I just have tooutrun the other two guys next
to me, right?
Like, you don't gotta be betterthan it and then everything.
You just gotta be a littlebetter than your competition.
SPEAKER_01 (23:03):
No, I I agree with that.
And and I don't think it's youknow, could Nate to your point
earlier about you guys got asolicitation email.
Like, I get them too, right?
Like people are like it's soeasy to win out there, you guys,
because people are looking forthe they're it's just copy and
paste.
They're trying to send it out,they're trying to automate it
all.
And to me, it's like you canjust make a your ability to have
(23:26):
a basic conversation withsomebody is going to be the
greatest skill set over the nextfive years as AI automation
becomes your ability to actuallycommunicate with somebody in
person, the phone, everythingelse will be the greatest
separator.
And I think that, you know,again, as much as people are
pushing that, you almost got torevert back to this the Stone
(23:48):
Age ways of doing things becauseit's all about reading the room,
right?
Like when I'm interviewingsomebody on this show, for
example, um, it's my job to getthem talking.
And but like uh the adverseskill set to that is is when I'm
cold calling somebody, I have tobe able to read that person.
If they don't want to talk, Idon't want to push it because I
will do way more damage thanending the call.
(24:10):
And then that's the way that Iapproach it.
So again, it's a but again,you'll never know that unless
you're doing the reps.
And that's why it's like again,you just gotta do it, right?
And here's one thing I will say,and and again, this just comes
from somebody who actually coldcalls every single day.
People are way friendly, morefriendly than you think.
Like they might they're cordial,they're not gonna be your best
(24:31):
friend, but they're cordial,right?
Like those horror stories thatyou hear are in the minority of
the outreach that you willactually put in.
SPEAKER_02 (24:38):
Yeah, I couldn't agree with everything you said
more, right?
At the end of the day, like youcan't learn that stuff through
reading a book.
It's the difference betweenknowledge and wisdom.
You can read about this all daylong, but you're not gonna get
better at it unless you do thething, which is wisdom through
experience.
And you don't do that unlessyou're putting the calls in,
right?
Understanding, building theintuition on where to judge
(25:00):
someone, how they feel, where totalk, where to ask questions,
and where to go.
SPEAKER_00 (25:04):
Yeah, I agree.
Go ahead, Dave.
I want to hit on the AI thingreally quick here, too.
Like you mentioned, like peopledo business with those that they
know, like, and trust.
And I I don't know about youguys, but every time I've talked
to Chat GPT, I don't feel like Iknow, like, and trust Chat GPT.
Like, I know how to use it toget certain answers.
But like I had a guy that cameto me and he's like, hey, I'd
(25:27):
like I'm trying to grow fromthis level to this level.
What do you think I should do?
I found this, I can pay thiscompany and they're gonna do all
this AI stuff for me to get meall these warm conversations.
And I was like, hell no.
I was like, I don't want my nameand reputation like affiliated
whatsoever with a a startup AIvoice company, because then like
you might they might tarnishyour relationship with a a
(25:49):
potentially great shipper downthe road.
So um, yeah, I I 100% back upyour opinion on that with your
ability to have a conversationis gonna be your your best
separator in the next fiveyears.
That's that's huge.
SPEAKER_01 (26:02):
No, I I appreciate it, guys.
And you know, I appreciate yourtime.
This flew by as I knew it.
I was I'm not gonna let it gothis long now before you guys
are on the show next.
I got to get you guys back onsooner because you know I know
you guys are as passionate abouttraining and development as I
am, and it's uh, you know, it'sone of those things it's always
good having you guys back on.
How does anybody reach out toyou guys, though, to find out
more about what you guys gotgoing on?
SPEAKER_00 (26:23):
Freight360.net.
That's our website.
You can email us.
There's a contact form right inthere, and we're all over
YouTube, LinkedIn, whatever.
Just look us up.
We should all find us.
SPEAKER_01 (26:33):
Ben, Nate, thank you so much.
If you guys can't find them outthere at all, hit me up.
I will gladly put you guys incontact with them.
I highly recommend you guyscheck out their podcast as well.
You guys, they put out a lot ofgreat content.
And again, they're actually inthe industry doing the job that
they're talking about, right?
There's no theory with any oftheir stuff.
But that is going to be it,ladies and gentlemen.
As always, if you got value inwhat you heard and you're not
(26:54):
subscribed, subscribe to theshow, you guys.
And if you're feeling ambitious,rank it on iTunes and Spotify
because if you see value, yournetwork's gonna see it as well.
I appreciate you guys.
I love you guys, and we'll betalking to you soon.
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