Understanding the Real Customer
Greetings to all you freight brokers out there! This post is for you, whether you are a seasoned professional or just starting out in the business. The real question lies in identifying the actual people within those organizations who wield the power to approve us and send real business our way.The decision-makers we ought to speak with who hold purchasing authority for what we offer. Stick with us till the end of this post, and you might just be surprised to find a bonus tip that uncovers the true identity of your customers.
The Importance of the Right Leads and Calls
Traditionally, the focus in sales has always been on selecting leads and making an optimal number of calls each day. Sure, as freight brokers, these tasks are crucial for our success. However, they only tell part of the story. Think of them as the cover of a book. Just as we wouldn't judge a book by its cover, we must not assess a prospect merely by their website or sales figures.
Procurement: The First Step
Let's begin by understanding how decision-making works behind a shipper's doors. In logistics departments, we usually encounter two major categories: procurement and those responsible for tendering or arranging the loads. The procurement team represents the initial stage of the process.Without their green light, doing business with the organization remains a far-fetched dream.
The Load Managers: The Second (Yet Significant) Step
The second category involves those managing the freight or loads. Though technically secondary, these individuals play a pivotal role. Often at the lower end of the company hierarchy, they have an intimate understanding of the company's shipping lanes and carrier base. They align their values with their seniors and the procurement department's needs and requirements.
Building Connections: Understanding and Aligning with the Structure
Before selling your freight brokerage services, spend sometime researching job titles within the company. Take notes in your CRM regarding those in procurement and those managing freight. Tailor your communication to resonate with their respective roles and personal motivations. Establishing relatable connections with those managing freight is usually easier, as they understand the struggles of our industry firsthand. On the other hand, procurement individuals tend to focus more on vendor optimization while maintaining excellent service and fair pricing.
A Pro Tip: Reversing the Process
Finally, here's a bonus tip. If you've been facing hurdles in getting approvals lately, consider reversing this process. Start by reaching out to the lowest-level title you can find on LinkedIn. Ask questions to comprehend the current needs of their onboarding or procurement department. Building a rapport with these usually younger employees might just provide you with the insights and contacts necessary to secure approval in the future.
Stay tuned for more such insights and remember, knowledge is power, especially in the dynamic world of freight brokerage.