Handling the “Customer Routed Freight” Objection: A Freight Broker’s Guide

As a freight broker, you’ve likely encountered the objection: “Our freight is customer routed.” This common roadblock can seem like a dead end, but with the right approach, you can turn it into a valuable opportunity. In this article, we’ll break down what “customer routed freight” means, explore strategies to handle this objection, and provide you with actionable tips to keep the conversation going.

Understanding Customer Routed Freight

When a shipper tells you their freight is customer routed, it means that the responsibility for arranging transportation lies with their customer, not themselves. Here are the two primary types of freight routing:

1. Supplier Routed Freight: The manufacturer or supplier handles the shipping, often using a mix of asset-based carriers and freight brokers.
2. Customer Routed Freight: The receiver (customer) of the goods arranges the transportation, booking their own trucks for pickup and delivery.

Fact or Bluff?

While some companies genuinely have customer-routed freight, others may use this as a convenient way to dismiss a freight broker’s pitch. Novice brokers might accept this at face value and move on, but experienced brokers know to dig deeper.

Strategic Questions to Ask

To uncover the truth and keep the conversation alive, here are some strategic questions you can ask:

1. Confirm What They Said
   • “That’s great! So you don’t ever have to deal with any of the headaches of late trucks or carriers canceling on you last minute?”
   • “Wow, that’s awesome. So if something goes wrong with the pickup, you don’t have to deal with that?”

These questions serve as a pattern interrupt, potentially revealing if the shipper is bluffing. Even if they aren’t, you gain valuable insights into their operations.

2. Inquire About Inbound Freight
   • “I totally get it, you don’t book your outbound shipments. What about your inbound freight? Is that something that you guys handle?”
   • How is your inbound freight managed?”

This approach pivots the conversation to another aspect of their logistics, potentially uncovering opportunities for you to assist.

The Importance of Persistence

Persistence is key in freight brokering. Even if the shipper sticks to their story, continuing the conversation can lead to new insights and opportunities. Some shippers might admit they use the “customer routed” line to get brokers off the phone, opening the door for a more genuine discussion.

What If They Truly Are Customer Routed?

If the shipper truly has customer-routed freight, it’s not the end of the road. Understand that you won’t close every prospect on the first call. Focus on building relationships over time. Provide value, stay in touch, and gradually earn their trust.

Conclusion

By understanding and strategically handling the “customer routed freight” objection, you can turn a seemingly dead-end conversation into a valuable opportunity. Remember, freight brokering is a numbers game. The goal is to create as many relationships as possible, build trust, and eventually, win their business.

For more tips and training on handling freight broker objections, check out the Freight Broker Basics Course offered on our site and check out our YouTube Channel. Stay persistent, ask the right questions, and keep refining your approach. Success in freight brokering is within reach!