EPISODE 3 | September 1, 2025
Why Most Freight Professionals Can Avoid Being Left Behind!
Johann Psaila
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About the Episode
In this episode of the Forward Thinking Podcast, Sam Smeaton sits down with Johann Psaila, freight sales leader and founder of Blueprint Coaching, to explore why so many professionals in freight forwarding and logistics risk being left behind in today’s market.
Johann brings over 20 years of experience across shipping lines, freight forwarders, and sales leadership roles. He shares candid insights into what makes top performers stand out, how smaller forwarders can compete with the “big boys,” and why personal branding and adaptability have become non-negotiable skills in the industry.
Key themes in this episode:
Personal branding in freight forwarding - why LinkedIn is still underutilised and how being in the 10% who create content can transform a career.
Sales strategies for small and medium forwarders - how to compete when major shipping lines now have their own forwarding arms.
AI in logistics - how freight professionals can use artificial intelligence to handle admin, streamline processes, and focus on human connection.
Future-proofing your freight career - why communication skills, discipline, and a growth mindset matter more than ever.
Hiring and retention mistakes - the dangers of rushing to hire and fire, and how companies can better align expectations with sales talent.
Johann also shares his personal journey, from document runner to sales leader, and explains why hunger, discipline, and emotional intelligence are the real differentiators for long-term success in freight sales.
Why you should listen
If you’re a freight professional, sales manager, or hiring leader in logistics, this conversation is packed with practical takeaways. Whether you’re looking to build your personal brand, adapt to industry changes, or simply avoid being left behind, this episode offers strategies you can implement today.
[00:00] Introduction: Meet Johann Psaila, freight sales leader and founder of Blueprint Coaching.
[01:11] Early Career in Freight: From document runner at George Turner’s to DHL, and breaking into sales by age 23.
[02:25] Falling in Love With Freight Forwarding: Why the industry offers global networks, strong earnings, and lifelong opportunities.
[03:02] Personal Branding in Logistics: Overcoming imposter syndrome, building visibility on LinkedIn, and the importance of creating content.
[05:11] Why 90% Consume and 10% Create: How freight professionals can stand out in a competitive market by being visible online.
[06:32] Defining Career Moments: Lessons from being let go, aligning personality with the right company, and finding entrepreneurial environments.
[07:37] Starting Blueprint Coaching: Why Johann launched his business to help salespeople and freight forwarders align expectations and drive performance.
[09:42] What Freight Forwarders Get Wrong: The rush to hire and fire, outdated sales methods, and failure to invest in personal branding.
[11:36] Targeting the Right Clients: Why smaller forwarders must stop chasing enterprise accounts and focus on their natural market.
[13:27] Traits of Top Salespeople: Hunger, growth mindset, discipline, and communication as the true differentiators.
[16:00] Staying Motivated in Slow Markets: Why downtime is an opportunity to refine strategy, meet more clients, and build resilience.
[19:30] Recurring Challenges in Sales Price objections, low self-confidence, and why 80% of sales is mindset.
[22:05] Coaching Sales Managers & Leaders: How ego holds leaders back and why managers also need development.
[23:14] The Role of AI in Freight Forwarding: How AI can remove admin, boost productivity, and why ignoring it will leave professionals behind.
[25:24] Future-Proofing Your Career: Human communication, adaptability, and emotional intelligence as irreplaceable skills.
[27:21] Shifts in Buyer Expectations: More knowledgeable importers/exporters, shipping lines launching forwarding arms, and the rise of research-driven buying.
[29:17] Attracting Young Talent: Why freight should market itself as a truly global career path with opportunities in every region.
[32:52] Actionable Sales Tips: How going the extra mile in every area creates long-term results.
[35:05] Looking Ahead to 2026: Staying optimistic, embracing EQ, and preparing for ongoing industry change.
Episode Outline And Highlights
Today’s Guest
About Johann Psaila
Johann is the Founder of Blueprint Coaching, helping freight forwarders, carriers, and 3PLs sharpen their sales discipline, protect margins, and win the right accounts. With more than a decade of experience in frontline sales and commercial leadership roles, including senior positions at SILA Global, Johann combines practical sales expertise with P&L thinking to align activities with contribution margin, lane economics, and capacity realities. He’s passionate about developing freight professionals who can stand out against larger competitors through personal branding, structured sales processes, and smarter client targeting.
About Your Host
About Sam Smeaton
Sam Smeaton is the Co-Founder of LogiHire and host of Forward Thinking. With a background in freight recruitment, he’s worked with top logistics businesses across Australia. On the podcast, Sam brings real stories, sharp insights, and a genuine passion for the people driving freight forward.