What separates a trusted freight sales professional from someone simply chasing the next deal? Tom Curee, President of Qued, joins Will Jenkins to share lessons from 20 years in freight brokerage, transportation, and freight technology sales. Tom began his freight experience at TQL when he was 19, scheduling appointments and working directly with carriers. Today, he is helping Qued solve that same appointment scheduling problem at scale. Tom explains why sales starts with knowing whether you can genuinely help the buyer. He shares why freight sales teams should stop forcing square pegs into round holes, focus on the problems they understand best, and become specialists rather than trying to sell every possible service. The conversation also covers the role of end-user buy-in when selling freight technology. Tom explains why executive approval may get a contract signed, but trust from schedulers and operations teams is what keeps customers engaged. Will and Tom also discuss asking stronger discovery questions, solving problems for the customer’s customer, reading the room during a sales call, and staying true to your own personality rather than copying someone else’s sales style. For freight brokers, logistics sales teams, freight technology companies, and transportation leaders, this episode offers a practical look at building trust, earning referrals, and creating lasting customer value.
SUMMARY:
What separates a trusted freight sales professional from someone simply chasing the next deal? Tom Curee, President of Qued, joins Will Jenkins to share lessons from 20 years in freight brokerage, transportation, and freight technology sales. Tom began his freight experience at TQL when he was 19, scheduling appointments and working directly with carriers.
Today, he is helping Qued solve that same appointment scheduling problem at scale. Tom explains why sales starts with knowing whether you can genuinely help the buyer. He shares why freight sales teams should stop forcing square pegs into round holes, focus on the problems they understand best, and become specialists rather than trying to sell every possible service. The conversation also covers the role of end-user buy-in when selling freight technology.
Tom explains why executive approval may get a contract signed, but trust from schedulers and operations teams is what keeps customers engaged. Will and Tom also discuss asking stronger discovery questions, solving problems for the customer’s customer, reading the room during a sales call, and staying true to your own personality rather than copying someone else’s sales style. For freight brokers, logistics sales teams, freight technology companies, and transportation leaders, this episode offers a practical look at building trust, earning referrals, and creating lasting customer value.
TAKEAWAYS:
CHAPTERS:
00:00 Meet Tom Curee, President of Qued
02:59 Starting in freight at TQL at 19
05:02 Selling by serving a real customer need
07:10 Understanding buyer goals and performance measures
08:59 Knowing when not to make the sale
09:53 Why Qued stays focused on appointment scheduling
12:04 Specialists vs. companies that promise everything
14:19 Understanding the problem before pitching the solution
15:59 Winning trust from schedulers and end users
17:32 Executive approval vs. team adoption
18:14 Sales makes promises. Operations keeps them.
20:43 How appointments affect freight margins
23:04 Solving problems for your customer’s customer
24:05 Asking stronger discovery questions
26:56 Selling something you truly care about
27:24 Finding your own sales style
29:45 Why honesty earns referrals
32:26 Knowing who you are as a salesperson
34:27 Reading the room and adapting the call
36:02 Closing thoughts
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KEYWORDS: recruiting, consulting, training, freight sales, freight technology sales, freight brokerage sales, logistics sales, Qued, Tom Curee, freight appointment scheduling, transportation sales strategy, freight broker training, logistics customer service, freight technology implementation, customer discovery questions, sales trust, freight operations, shipper needs, carrier sales, end-user adoption, logistics software sales