How Freight Brokers Get Loads

How Freight Brokers Get Loads

Freight 360 By Freight 360

Have you ever wanted to become a freight broker but weren’t sure how to get started? If so, we’re here to help dispel the myth that there’s a load board full of available loads that are ready and waiting for you. That’s not the case at all! The most effective way for freight brokers is actually the old-fashioned way: by building relationships. Not only can this open up more doors, it can also be an incredibly rewarding experience. So don’t wait any longer – with a little hard work and dedication, soon enough you’ll have loads coming from all directions!

Freight Brokering Vs Other Sales

Making a name for yourself in this business may take a lot of hard work, but it’s worth it! Lead generation and cold calling are some of the most important components of becoming a successful broker. In industries like automotive, mortgage, insurance or even real estate, every sale requires finding a new prospect – but not with freight brokerage! You can establish enough trust with potential customers that they’ll add you to their roster without replacing someone else. That’s both a challenge and an opportunity – so what are you waiting for? Get out there and start making connections!

The Advantages

With the right on-time performance, communication and commitment, you can quickly and easily build trust with shippers and get more loads. That’s the advantage.  You don’t need to convince a shipper to purchase anything or take a risk by getting rid of their existing relationships — all you need is for them to trust you enough to give you a shot with one load. Plus, once you’ve moved that first load, if it went well then chances are good that there will be more loads where that one came from! The best part about the industry is that instead of needing a new customer every time more loads are needed to move, it’s not a 1-to-1 ratio like other industries.

The Disadvantages

Before securing loads from a broker, you should understand your value proposition as a brokerage. What do you specialize in? Do you have carriers based near the prospect’s locations? Are your drivers looking for backhauls out of their area? Are you selling on communication and does it provide added value to the prospects’ needs? Do you have fantastic follow-up and follow through abilities? Does another one of your customers deliver to the prospect’s location? These questions can help you articulate your strengths so when brokering, trust and value can be established. Additionally, consider other ways to offer something special that sets you apart from other brokers with access to the same trucks. Demonstrating your ability to think creatively and go above and beyond what’s expected is likely to leave a lasting impression.

Don’t Be a Jack of All Trades

Forget the “we can handle everything” approach. In this competitive market, it’s important to make prospects feel you are uniquely capable of handling their specific needs. Showcase your expertise, and let them know why you stand out from the dozens of other calls they got this week. Demonstrate that you specialize in one area or another, so they know that they can count on you to get the job done.  If you’re just starting out and you haven’t determined your competitive advantage yet, don’t worry! Your best bet is to start engaging with potential customers and asking them lots of questions. Listen closely and make sure that your focus is on meeting the needs that prospects express. Remember, it’s not about what matters to you – it’s about what your prospects need. Make that a priority, and you’ll be well on your way to success.

About the Author


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