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7 Steps of a Successful Digital Culture

If you're looking at ways to improve your success in digital marketing and sales strategy, listen to what Marcus Sheridan has to say. One of TMSA's most incredible "thought leaders" and recently named as the “web marketing guru” by the New York Times, Sheridan started in 2009 his sales and marketing blog, The Sales Lion. He has since grown this brand to be synonymous with inbound and content marketing excellence.

Sheridan was TMSA’s keynote presenter at the 2017 TMSA Logistics Marketing & Sales Conference, and as a follow-up he presented 7 steps to a successful digital culture in a recent TMSA Webinar:

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State of Transportation Key Topic at TMSA Seminar in Chicago

Part 1 of a 3-Part Series: Recap of the TMSA Connections Seminar in Chicago

More than 40 marketing and sales professionals in transportation and logistics pre-registered for the TMSA Connections Seminar, held last Thursday in Chicagoland. A significant amount of time was devoted to discussion around these two questions involving the state of the marketplace: What are you hearing from shippers? And what are the biggest challenges and opportunities facing transportation companies in serving their customers?

What are you hearing from shippers?
TMSA’s CEO Brian Everett led conversation around how demand patterns are shifting, technological advances are changing industry economics, and emerging competitors are challenging traditional business models. Most agreed that the over-the-road trucking market has ben gaining traction after a weak 2015. Everett referenced a recent A.T. Kearney analysis of Truckstop.com data (a TMSA member) showing spot rates for dry van shipments rising 10 percent in 2016, reversing much of 2015’s steep decline. Full truckload rates also overcame early weakness to close 2016 higher than 2015 levels, according to Morgan Stanley’s Full TL Index.


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Crowley Moves Containers of Relief Cargo to Caribbean following Hurricane Maria

Crowley Maritime Corp., a long-time TMSA member, has established a flow of relief cargo into San Juan, Puerto Rico, following Hurricane Maria - the devastating Category 4 storm that made direct impact with the island last Wednesday. To make this possible, Crowley has four vessels loaded with a mix of relief and commercial cargo currently en route to the company’s Isla Grande terminal in San Juan, with two more scheduled to follow. These six vessels will begin entering the harbor as soon as the U.S. Coast Guard deems it is safe to do so, which some reports indicate may be as early as tomorrow morning. In total, these six vessels will bring in more than 2,200 full container loads of food and aid cargo, as well as commercial goods, to Puerto Rico.

In addition to these incoming barge loads, the company currently has more than 2,200 full container loads of food and aid cargo, as well as commercial goods, safely stored and awaiting distribution at its terminal now.

“Our focus and priority continues to be on the safety and health of our employees and the recovery efforts for all the families of Puerto Rico,” says Crowley’s John Hourihan, Senior Vice President and General Manager, Puerto Rico Services. “While our schedule of operations is contingent on the U.S. Coast Guard giving us the ‘all clear’ in the harbor to safely operate, we are working with the local authorities to resume operations, as well as with Hacienda to facilitate the efficient and timely release of food and aid cargo.”

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ISO Certification Gives Oakley Transport a Competitive Edge

Oakley Transport, a liquid food-grade transportation company and TMSA member, has proven itself a pioneer in the industry by spearheading a new standard for excellence. In early August, Oakley became the first in their industry globally to earn two ISO Certifications.

ISO certifies that a management system or manufacturing process meets all the requirements for standardization and quality assurance. Oakley received two derivative certifications of ISO 9000 (QMS), ISO 9001:2015 and 22000:2005, which focus on food safety and superior management systems.

In order to earn these certifications, Oakley performed an exhaustive evaluation of their procedures. Working with their customers and faced with new food safety regulations, Oakley saw a need to transform the business from a trucking company into a food transportation company.

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How Can You Help? Maria Response, Irma & Harvey Recovery

From Kathy Fulton, Executive Director, American Logistics Aid Network (www.ALANaid.org)

Today Hurricane Maria battered St. Croix in the US Virgin Islands, and left the island of Puerto Rico completely without power. The storm lost some strength after striking Puerto Rico, but is expected to regain intensity as it moves northward on Thursday. The situation in the Caribbean continues to unfold, but ALAN has already engaged to assist with the logistics of moving tarps, meals, and clean-up supplies for non-profit responders. As we shared last night, many of these organizations are launching their efforts from airports in Florida. Please consider supporting those transportation requests.

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What's Needed Before Considering Marketing Automation Software

By Zen Newman, Partner Program Manager, PipelineDeals

The logistics industry has long struggled with a lack of process in their sales efforts. By not defining the steps they go through to bring clients on board, companies in the industry are letting opportunities drop through the cracks and leaving their customer base vulnerable to predation by competitors.

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TMSA Members Named Inc. 5000 Fastest Growing Companies

When you make the “Inc. 5000” list, your company has been proven worthy of entrepreneurial success, leadership and innovation. The Inc. 5000's aggregate revenue is $206 billion, and the companies on the list collectively generated 619,500 jobs over the past three years. Recently announced, there are nearly 150 companies in the logistics and transportation sector whose creativity propelled them to the top of the list in 2017. This is the 36th annual Inc. 5000 list, the most prestigious ranking of the nation's fastest-growing, private companies.

One TMSA member, MacroPoint, was ranked 567 on the list. “MacroPoint’s success is due to the hard work of our talented employees, who strive daily to bring freight visibility to the global supply chain,” says Bennett Adelson, CEO of MacroPoint. “Our patented freight tracking platform provides shippers, carriers and third-party logistics providers with real-time updates and predictive analytics on every load. We are committed to providing disruptive supply chain innovation to the world’s leading transportation companies.”

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Developing a Company Culture of Innovation

About the Author: Ricardo Roman is the Director of Association Management with Caliper, an employee assessment and development firm located in Princeton, NJ. Caliper is an Affiliate member of TMSA. 

Technological advances have forced businesses to adapt on the fly in recent years, but it’s fair to say the transport and logistics industry has been challenged more than any other. Continuous reinvention is not an option in this field; it’s a necessity.

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Looking to Help? Opportunities to Respond to Texas Hurricane Disaster

The effects of Hurricane Harvey have been devastating to southeast Texas as it made landfall along the gulf coast and produced significant rainfall and record flooding. TMSA and our members support the American Logistics Aid Network - an active member and partner of our association that has the mission of supporting disaster recovery by engaging industry to address the unmet needs of relief organizations, communities, and people. 

Latest Updates from ALAN
TMSA's CEO, Brian Everett, was asked to join a meeting this morning (Thursday) with Robert Glenn of FEMA Private Sector; ALAN representatives; the Texas Trucking Association; Truckstop.com: and other partners that support ALAN's mission. The American Logistics Aid Network briefing included:

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Lessons Learned from Tropical Storm Harvey: 7 Steps in Crisis Communications Planning

TMSA members and other transportation companies are scrambling to reroute cargo and set up alternate supply lines as Tropical Storm Harvey pummels southeast Texas with even more flooding over the coming days. The ports in Houston and Corpus Christi remain closed to most ships and rising waters threaten highways and railroad track lines - bringing the distribution of vital goods, including food stuffs and water and the region’s foundation energy products to a virtual standstill. 

The impact on commercial freight transportation runs from trucking companies and couriers to railroads and big shipping lines, and one analyst says the storm has affected up to 10% of the nation’s trucking capacity. In fact, Truckstop.com economist Noel Perry says shipping costs will likely increase across a wide area far from Houston, based on the market’s response to previous natural disasters. 

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Content Success: How FedEx Delivers a Better Customer Experience

Note: Drew Bailey, a TMSA member, is a finalist for 2017 Content Marketer of the Year (and the winner is announced at Content Marketing World this September). This content was developed in part by CMI, and is published with permission by CMI and the author, Andrea Fryrear. 

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5 Essential Skills to Effectively Sell in Today's Market

Content contributed by Colin Longren, VP of Global Sales with The Millau Group Global and Bob Rippel, Sales Performance Consultant with RJ Learning Group. If you like this article, view the TMSA On-Demand Webinar, “Identifying Buyers in the Supply Chain.” This webinar will help you to better understand how selling transportation and logistics has changed, how to better know and understand your buyer personas, and ultimately how to effectively sell to key decision-makers. 

Selling transportation and logistics has changed significantly from that of even five years ago. Today you need five essential skills:

  1. Be a valuable source of knowledge. You now need to focus on educating prospects with new ideas and perspectives, and off relevant, valuable content and information that they haven’t come across through their online search.
  2. Collaborate with your customers and prospects. As a sales professional, you are no longer in control – buyers are. They want to work with you to co-create value and develop solutions, so make sure to include them in the process.
  3. Communicate your ideas in a clear, credible, persuasive way. Paint a picture that helps buyers to visualize how they’ll benefit from your products and how they’ll yield an ROI.
  4. Listen, and strive for two-way dialogue. It’s all about the customer or prospect – NOT about what you have to offer. Actively listen and truly understand needs, pain points, and business goals. Learn to ask more engaging questions that allow you to dig deeper into their situation – and follow up in ways that demonstrate you were listening to them.
  5. Lastly, be empathetic. Buyers purchase from sales professionals they like – so do what you can to connect with them on a personal level. Even if you clearly have the best solution and/or price, you could still lose the deal by alienating a customer with a “been there, done that” attitude.

Practical Tips to Leverage LinkedIn for Success

TMSA Affiliiate member John Boyens is no stranger in helping his clients to be more successful in their business strategy and development. In fact, he's also been the lead presenter at two TMSA Seminars last year to help small- and medium-sized business executives to enhance their overall business success through various strategies. One of these strategies is to leverage LinkedIn to qualify leads and warm up dialogue with prospects. 

Boyens also presented a TMSA webinar, "Never Cold Call Again: LinkedIn Prospecting Secrets," where he taught members how to create and optimize their LinkedIn profile, what to do when they receive (or send) an invitation, how to effectively manage your contacts, and how to behave with your LinkedIn network for results. Click here to view TMSA's On-Demand Webinar: "Never Cold Call Again" (free to TMSA members).

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Buzzwords Underscore Changing Marketing Landscape

By Brian Everett, ABC, Chief Executive Officer, Transportation Marketing & Sales Association

As I have conversations with TMSA members and learn about their challenges and opportunities, it continuously remains clear that the buzzwords that surface during those chats underscore that marketing is an ever-changing landscape. 

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Hub Group Uses Town Hall Strategy to Engage Employees

TMSA Success Story: For nearly a century, the Transportation Marketing & Sales Association has been helping its members and their companies make sales, marketing and communications strategies more effective, productive, and profitable. One way we do this is to showcase innovative, results-oriented initiatives that members have implemented. This week, we highlight one of our members, Hub Group, that leverages town hall events for workforce engagement. 

“For over 46 years, Hub Group has been dedicated to making our customers’ lives easier,” states the company’s website. “And by doing so, we’ve grown to become a nearly $3.6 billion, publicly traded company, offering comprehensive intermodal, highway and logistics services throughout the United States, Canada and Mexico.” 
 
Clearly, to make this all happen, it’s critical for the company to ensure all employees are fully informed, motivated, and engaged. One way is to regularly host Town Hall events. At Hub Group, the company works by the motto “All In.” It hosts Town Hall meetings numerous times a year to inform employees of the milestones that they've accomplished and the goals and initiatives the company would like to accomplish in the future. The Town Halls take place at its corporate headquarters office in Oak Brook, Ill., and are live-streamed to the rest of its offices across the US, Mexico and Canada.

How TMSA Member Mark Derks Built Content Engine at C.H. Robinson

A member of TMSA, Mark Derks also is Director of Global Marketing at C.H. Robinson, one of the world’s biggest third-party logistics providers — think trucking, railroads, air freight, and ocean carriers.

“Content marketing” wasn’t yet a buzzword when Derks started in marketing at C.H. Robinson, but he’d already started polishing his experience in brand publishing. Twenty-one years later, his team’s challenge is producing content that answers customers’ questions and moves the sales process forward.

We asked Mark what he’s learned about B2B content marketing, measuring results, and building a modern marketing team.

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8 Common LinkedIn Mistakes in Sales Networking

Earlier this year during a webinar, John Boyens of Boyens Group provided practical advice to TMSA members on how to leverage the power of their LinkedIn networks to generate qualified leads and nurture discussions that can lead to new opportunities. Here are a few highlights from this webinar.

> Click here to view the full webinar on-demand.

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Reflecting on the TMSA Conference and New Progress Being Made

By Scott Grady, SVP, Automotive Solutions, Landstar Transportation and TMSA Chairman

We are pleased to report that the 2017 TMSA Logistics Marketing & Sales Conference (themed “The Buyer’s Journey”) was a success. More than 40% attending the conference provided feedback on their evaluation of the event - and an overwhelming response rate (98%) from those who attended stated the conference met or exceeded their expectations!

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Silver Sales Bullet: Match Your Selling Style to Customers' Buying Styles

Recently during an educational TMSA webinar, Joel McGinley of TranStrategy Partners provided practical advice to members on how to understand buying styles as it relates to the DISC approach. This information can then be used in your sales initiatives, business relationships, and more! Here are a few highlights from this webinar.

> Click here to view the full webinar on-demand.

Four buying styles are based on the DISC behavioral model, and they control how we like to communicate and be communicated with. They also can help you to determine how customers prefer to make purchasing decisions, and the speed with which they prefer to make them. You should match your “selling style” to their “buying style.” Look for clues in the buying style of your prospects and customers, and adjust your selling style to match their buying style. You’ll be amazed at the results!

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Consultative + Strategic Selling

By Ricardo Roman, Director of Association Manager for Caliper, an employee-assessment and talent-management-solutions company that helps businesses align talent with strategy; hire better people faster; and develop leaders, teams, and mission-critical employees. This is the final part of a 3-part series based upon discussions on "Effective Sales Practices to Improve Your Performance" Roman facilitated during the recent 2017 TMSA Logistics Marketing & Sales Conference.

Previously in this series we introduced the concept of competitive positioning and discussed why it’s important to align your company’s strategy with the right sales model. We looked deeply at the New Business Development model in conjunction with an operational-efficiency strategy. Now, let’s look at two other models, Consultative Selling and Strategic Selling, and explore how they align with a customer-intimacy strategy and an innovation strategy respectively. 

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