MARKETING CAN FILL THE FUNNEL. YOUR SALES TEAM HAS TO CLOSE IT.
LeadCoverage trains freight, logistics and supply chain sales teams to act on buying signals, run sharper conversations and hand accounts off cleanly. We score the team, train on your real accounts, and build the process into your CRM. Every program is custom.
Share good news. Track interest. Follow up.Companies come to us in three scenarios
Everyone agrees salespeople need help. The question is whether the help is built around your accounts, your lanes and your pipeline.
Our team has been in place for years and we cannot break the growth plateau.
New selling motions: customer selling, multi-threading, account-based prospectingSales and marketing do not collaborate. Marketing sends leads and sales does not work them.
Sales and marketing alignment, handoffs, follow-upSome of our reps produce and some do not.
Playbooks and coachingDO NOT HIRE MORE REPS. MAKE THE ONES YOU HAVE PRODUCE.
Every team has reps who produce and reps who do not. Adding headcount adds more of both. We find what your producers do differently, turn it into a playbook, and coach the rest to run it.
LEADS DO NOT FAIL IN MARKETING. THEY FAIL IN FOLLOW-UP.
Following up is the most basic of the basics. It is simply polite communication.
Kara Smith Brown, The Revenue Engine
The Revenue EngineOur book on B2B pipeline. Read more at therevenueengine.com
We once gave a client a stream of good leads. Their sales team never followed up on them, and we had the activity math to prove it. More volume would only have bought more waste. That is a training and process problem, and it is fixable.
A CRM no one trusts
Reps keep the real pipeline in a spreadsheet.
No response standard
Warm leads wait while reps work whatever is newest.
Intent nobody acts on
Signals arrive. No one is trained on what to do with them.
Handoffs that lose context
Marketing to sales to account management, each starting over.
Single-threaded deals
One contact, one champion. When that person leaves or goes quiet, the deal stalls.
Managers who cannot coach
Nothing is logged, so nothing can be inspected.
THE FIRST TO RESPOND USUALLY GETS THE CONVERSATION
Freight and logistics buyers move fast. They ask several providers for a quote, rates and capacity change by the hour, and a disruption creates urgency overnight. A warm lead that waits a day has probably already talked to someone else.
- Know who is in market. Intent data shows which accounts are researching, not just which forms were filled.
- Alert the right rep in minutes. Instant Slack or Teams alerts the moment a prospect shows intent. A signal that sits in a dashboard is not a signal.
- Train the response. The first call, the first email, the voicemail, the LinkedIn touch, and what to say.
Follow-up within five minutes of a buying signal is associated with a far higher chance of closing, up to 900% higher in the research we cite.
Source: InsideSales.com and Harvard Business School, as cited in The Revenue Engine workbook.Is your sales team following up enough?
Most warm leads get one or two touches and then stall. Following up is the most basic of the basics, and it is where the pipeline is won.
Is your team using all the tools in your CRM?
Most logistics teams run HubSpot at a fraction of its capability. The tools are already in the portal.
Our sales training
High-energy sessions your team will remember, built around your accounts. Every program is custom. Pick modules, or tell us the problem and we build it. Each engagement ends with a recap, the deck, and a manager playbook. The training moves the four drivers of velocity: more opportunities, higher selling price, higher win rate, and a shorter sales cycle.
Sales team diagnostic
Score the team before spending on anything else.
- Sales Sophistication score and band
- Top three gaps, core rows flagged
- First ninety days plan
Customer selling
For reps who sell to shippers.
- Discovery and reframing the buyer view
- Follow-up cadence and speed to lead
- Live practice with a retry
Freight negotiation
For reps who defend margin.
- Set the floor before the call
- Anchor, hold, trade
- Role play on live lanes
Selling in the CRM
Your selling process, built in HubSpot.
- Sequences and activity logging
- Lead routing and response standards
- Intent signals and AI-assisted notes
New hire launch
A new BDR or seller productive faster.
- Syllabus and industry 101
- Your company, offers and playbook
- Shadowing, first sequence, first pipeline
Lifecycle and handoffs
MQL to opportunity, sales to account management.
- Stage definitions and triggers
- Leadership handoff brief
- Account management handoff
SDR tactics that work
Outreach habits that book meetings.
- Call, email and LinkedIn openers for freight buyers
- Gatekeepers, objections and voicemail
- Sequences, call blocks and daily activity targets
Account-based prospecting
Work your top accounts with a plan.
- Research and tier the list
- Sequence for each tier
- Review results with marketing
Multi-threading
Stop betting a deal on one contact.
- Map the buying group: ops, finance, IT, executive
- Reach new stakeholders with role-specific messaging
- Track every contact on the deal in HubSpot
Trade show selling
A playbook that turns booth spend into pipeline.
- Before, at and after the show
- Booth conversation and qualification
- ROI math you can show leadership
On-site coaching
In the room with your team, then follow-up.
- Live coaching on open accounts
- Manager coaching cadence
- Eight-week reinforcement
In-person group training
Your team in one room, working real accounts.
- Interactive sessions, not slide readings
- Live role play with feedback
- Take-home playbook for every seller
Part of the retainer, or on its own. Sales training can be built into a LeadCoverage Revenue Engine retainer, so marketing and sales are trained on the same system. You can also buy any program by itself.
SELL TO THE PERSON, NOT THE TITLE.
A chief supply chain officer, a fleet manager and a procurement lead do not buy the same way. We build a persona for each buyer you call on, then coach your reps to open with what that person owns and what keeps them up at night.
SENDING SALESPEOPLE TO TRADE SHOWS AND NOT GETTING AN ROI?
Most teams budget for the booth and improvise the selling. We build a trade show playbook for your sales team, and the ROI math to show what the show returned.
The math runs backward from the revenue goal, the same way the Revenue Engine model does, so you know before you book the booth how many conversations the show has to produce.
EVERY PLAYBOOK BUILDS IN THE FOLLOW-UP
No warm lead goes cold. Email, LinkedIn and calls are woven together on a set cadence, so every lead ends in an outcome.
IN 20 BUSINESS DAYS
Every lead ends in an outcome: meeting booked, disqualified, or recycled to nurture.
Trained for freight brokers, asset carriers, 3PLs and warehousing, forwarders and NVOCCs, drayage and intermodal, last mile and parcel, supply chain technology, and shipper-side logistics teams.
Your Sales Sophistication score sets the plan
Nineteen rows, four layers, 76 points. We start with the core rows: ICP, sales philosophy, reporting, and marketing and sales alignment.
Build the basicsDiagnostic, CRM selling process, new hire launch.
Train and inspectCustomer selling, negotiation, eight-week reinforcement.
Work the signalIntent-based CRM workshop, handoffs, on-site coaching.
Sharpen and scaleCoaching, competitive positioning, manager cadence.
Jeff Courtney
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Head of Sales at LeadCoverage and a certified Challenger Sales trainer. Jeff came up through UPS, from account manager to Managing Director of Business Development, and led sales training for hundreds of sellers. He then ran revenue at a sales outsourcing firm through a successful exit.
Today he focuses exclusively on go-to-market for supply chain and logistics, and builds each program around the accounts, lanes and buyers your team already works.
Connect on LinkedInQuick answers
Are the programs fixed?
No. Every program is custom, built from your gaps and your accounts.
Where does the training happen?
On site, live over Zoom, or blended.
What does it cost?
Training can be a standalone program or part of a LeadCoverage retainer. Pricing is set after the diagnostic. On-site proposals include travel.
Can we buy training without marketing services?
Yes. Buy any training on its own: CRM, selling skills, onboarding, or anything else your team needs.
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