Podcast: Building Success Through Authenticity in Freight with Chris Jolly, The Freight Coach

In the freight space, standing out requires a mix of resilience, knowledge, and, often, a bit of a unique backstory. This is exactly what sets Chris Jolly apart from the crowd.

Known for his unapologetic authenticity and a lifetime connection to trucking, Chris has become a valuable voice in freight and logistics, for which he was nicknamed “The Freight Coach.”

Through his journey, Chris showcases the power of combining experience with genuine storytelling, as he has built a media platform and consultancy that speaks directly to the needs of the industry.

In the latest episode of Freight Nation, Chris opened up about his journey, his business, and his mission to support others in the freight world.

Diesel runs in the veins

Chris’ roots in trucking run deep. Coming from a family with generational ties to the industry, he grew up immersed in the world of freight transportation.

His great-grandparent, after immigration from Germany, began a trucking company in Iowa in the 1930s, and Chris’ father drove trucks for nearly four decades. By the time Chris entered the scene, he had a clear understanding of what life in freight was all about, even before he began his own career.

The journey into brokering and consulting

Initially, Chris didn’t jump straight into consulting and content creation. Like many, he first gained hands-on experience in freight brokerage, moving west in 2011 to start his career. Over the next decade, he built his expertise in brokerage, gaining a deep understanding of the logistics challenges companies face daily.

Eventually, Chris and his family relocated to Phoenix in late 2019. Then, in early 2020, the COVID-19 pandemic hit, leaving Chris without a job and facing an uncertain future. Instead of letting setbacks hold him back, he took a different route, starting to post on LinkedIn, where he was sharing his own experience and insights in freight.

The beginning of The Freight Coach podcast

As Chris was establishing his consulting business, he decided to amplify his reach by starting a podcast. Inspired by the advice of Gary Vaynerchuk, Chris thought a podcast could be a platform to share even more insights into the freight industry. However, the process wasn’t easy.

With no initial audience and limited podcasting experience, Chris dove into YouTube University to learn the basics and released his first episode of The Freight Coach podcast in July 2020.

Slowly, he built an audience and a reputation as a go-to resource for freight professionals. His story resonated because he wasn’t just talking theory; Chris had lived it. His consistency paid off. Within 15 months of launching his consultancy business and podcast, Chris broke even.

Building a foundation for success

When Chris coaches freight brokers and business owners, he doesn’t just focus on surface-level tactics like closing more deals or pushing higher volume. Instead, he starts with the essential question: “What’s your mission? This is the first step to success.”

Equally important in freight is building authentic relationships. In an industry where trust and transparency can sometimes be in short supply, Chris highlights the importance of genuinely taking care of both customers and carriers. In his words: “If your customer wins and your carrier wins, then you’ll win as a broker.”

Next on the list is technology. Promising to streamline operations and boost profits, things like automation might seem tempting. However, Chris believes that technology should never replace the human touch. Technology has its place, especially in load tracking and managing logistics. Yet building strong relationships remains a human responsibility.

Last but not least, Chriss stresses the importance of solid operations as the backbone of any freight business. It’s easy to get caught up in the rush of making sales and pushing freight out the door. But if the operations aren’t in place to handle those transactions efficiently, problems will quickly pile up. The key to scaling successfully is to have rock-solid operations before you focus on growing sales.

Success relies on relationships

Success in freight doesn’t come from cutting corners or relying too heavily on technology. It comes from authenticity, strong relationships, and a commitment to the fundamentals. Whether you’re a freight broker just starting out or an industry veteran looking to take your business to the next level, Chris’ advice offers valuable insights for building a thriving, sustainable business in the competitive world of freight.

To learn more about Chris’s journey, listen to this episode of Freight Nation: A Trucking Podcast on Apple, Spotify, or your favorite podcast platform.