Finding good freight is tough—keeping it? Even tougher. Here’s how the pros do it.
In the freight world, not all loads are created equal—and neither are the shippers. Some nickel-and-dime you on rates, others vanish after one shipment. But the golden clients? The ones who ship consistently, pay on time, and communicate clearly? Those are worth their weight in diesel fuel.
Whether you’re a new freight broker or a seasoned agent looking to upgrade your book of business, finding (and keeping) high-quality shippers is the secret sauce to long-term success. Here’s how to fill your portfolio with dependable, profitable partners—and keep them coming back.
🔍 1. Target the Right Industries and Regions
Hook: Not every shipper is worth chasing.
Start by identifying industries that ship regularly, offer stable rates, and value logistics partnerships. Think food and beverage, building materials, consumer goods, and e-commerce suppliers.
Tip: Focus on shippers based in freight-rich regions—industrial hubs, ports, and areas near manufacturing corridors. If you’re based in or near a logistics hotspot, lean in.
📊 Stat: Brokers who niche down into one or two industries report 2x higher retention rates, according to DAT Freight & Analytics.
📞 2. Cold Call With Value, Not Just Rates
Hook: If your pitch is “I have trucks,” you’re just noise.
Shippers hear that 50 times a day. Instead, focus on the problems you solve: fewer delays, better communication, access to capacity during tight markets.
Tip: Research their pain points. Are they dealing with late deliveries? Seasonal volume surges? Come with solutions, not just availability.
“We started booking steady loads when we stopped selling freight and started selling peace of mind,” says freight agent Ronnie Valez.
💼 3. Build a Brand, Not Just a Book
Hook: In a sea of brokers, a solid brand stands out.
If your website looks dated or your LinkedIn is blank, you’re missing credibility. Shippers want to work with professionals who look like they’ve got their act together.
Tip: Post shipping tips, industry news, and behind-the-scenes updates to show you’re active and informed.
📊 4. Use a CRM to Track Prospects Like a Pro
Hook: Don’t let a hot lead go cold because you forgot to follow up.
Use tools like HubSpot, Zoho, or Monday.com to track who you’ve contacted, when you should follow up, and what their freight needs are.
Tip: Segment by industry, size, and lane preference so you can hit them with the right pitch at the right time.
🤝 5. Deliver Consistently (Even If You Take a Hit on Load One)
Hook: Your first load is your first impression—make it count.
If you snag a new shipper, treat that first load like it’s a presidential motorcade. Updates, tracking, proactive communication—pull out all the stops.
Tip: Even if you make a little less on the first shipment, it’s worth it to win their trust and long-term business.
📈 Stat: Shippers are 63% more likely to stick with a broker after a seamless first delivery, per Armstrong & Associates.
🧩 6. Be a Problem Solver, Not Just a Dispatcher
Hook: When things go wrong (and they will), step up.
Great brokers don’t just book loads—they troubleshoot. When a truck is late, a warehouse is full, or a storm hits, be the one with options, not excuses.
Tip: Offer backup carriers, reroute strategies, or off-hour delivery solutions. Show your value when it matters most.
💌 7. Stay in Touch—Without Being Annoying
Hook: Out of sight = out of mind.
Even if a shipper isn’t moving freight this month, stay in their inbox with helpful, relevant updates.
Tip: Send monthly emails with freight market trends, new service areas, or just a simple check-in. It keeps your name top-of-mind for their next move.
🏁 Conclusion: Earn the Load, Earn the Loyalty
Finding high-quality shippers isn’t just about hustle—it’s about strategy, consistency, and delivering value every single time. When you understand their needs, offer dependable service, and position yourself as a true partner, you’re no longer just a broker. You’re indispensable.
Want to land better freight and keep it rolling? Start by refining your pitch, stepping up your follow-through, and showing shippers what long-term logistics love really looks like.
Recent Comments