Why Price and Service Aren’t Enough in Logistics Anymore

About the Episode

In this episode of the Forward Thinking Podcast, Sam Smeaton sits down with Sean Crook, Co-Founder and Director of Neolink, to explore why price and service aren’t enough in freight forwarding anymore. While competitive rates and reliable service have always been core to logistics, today’s customers are demanding more: visibility, technology, and culture are now the factors separating the forwarders who thrive from those who struggle.

Sean shares Neolink’s unique journey, which began with a failed beer brand launch that highlighted gaps in logistics and sparked a new business vision. From bootstrapping without outside funding to becoming one of Australia’s fastest-growing freight forwarders, Sean explains the key decisions, challenges, and opportunities that shaped Neolink’s growth.

With over a decade in the industry, Sean brings a rare founder’s perspective on how to build a forwarder that is modern, resilient, and trusted by its customers. He unpacks what clients truly value today, why automation is no longer optional, and how AI, CargoWise, and digital transformation are reshaping supply chains.

Key Themes in this Episode

• Customer expectations in logistics - why visibility, proactive communication, and data matter just as much as competitive rates.

• Automation and AI in freight forwarding – how Neolink integrates CargoWise, robotic process automation, and AI to improve workflows and free up staff for higher-value tasks.

• Scaling a freight business – what it takes to grow without external investment, including reinvestment strategies and operational discipline.

• Growth through M&A – lessons learned from Neolink’s acquisition of RIF Australia, and how consolidation is changing the industry landscape.

• Culture and hiring in logistics – why inquisitiveness, curiosity, and a commitment to learning are more important than CVs alone.

• The future of freight careers – how roles are shifting with automation, and why communication skills, adaptability, and data literacy are essential for supply chain professionals.

• Career advice for graduates and operators – Sean’s guidance for the next generation entering freight forwarding, including what skills will matter most in the next 3–5 years.

Why You Should Listen

If you are a freight forwarder, logistics professional, or supply chain leader looking to understand how the industry is evolving, this episode offers practical insights and strategies you can apply. From customer management and operational efficiency to talent retention and future skills, Sean’s experience with Neolink provides a roadmap for how to adapt and succeed in a competitive market.

For graduates and job seekers, this episode highlights the opportunities in Australian freight forwarding and what it takes to stand out. For hiring managers, it offers a first-hand view of the skills and cultural traits that truly drive success in logistics teams. And for business leaders, it’s a reminder that price and service alone won’t be enough to win the trust of customers in the years ahead.