With every product, every package, and every raw material moving through the supply chain, it’s safe to say that the freight industry is the backbone of global trade. At the heart of that supply chain are shippers: the companies and people who need to move their freight from point A to point B.
Because of this, finding shippers is one of the most important goals for freight brokers, carriers, and independent agents. It also happens to be one of the most challenging.
Without shippers, there are no loads to move and therefore no revenue to earn. However, attracting shippers takes strategy, relationship-building, persistence, and a deep understanding of the freight market.
Here, One Freight Broker will guide you through the process of finding shippers, from the fundamentals to the strategies that can help you develop lasting partnerships.
Understanding the Role of Shippers
First, we need to understand the role of shippers in the transportation and logistics industry. A shipper is any person or business that has goods they need transported. Shippers can take many forms, from manufacturers producing goods that need to be delivered to distributors or retailers, to importers and exporters managing international shipments.
Other examples of shippers include:
- Distributors and wholesalers who buy from manufacturers and sell to retailers.
- Retailers needing freight moved from warehouses to stores or directly to customers.
- E-commerce businesses that may outsource fulfillment and shipping.
Each shipper has unique needs, but they all share the same goal: getting their product to the right place at the right time, preferably in good condition and in the most cost-effective way possible.
Freight brokers and carriers work to make shippers’ lives easier. But in order to do this, you need to understand their priorities, whether it’s speed, reliability, cost savings, or transparency. Proving yourself capable of providing these consistently will help you stand out from your competitors.
Why Finding Shippers is so Challenging
If shippers need freight moved, why isn’t it easy to connect with them? The challenge lies in the competitive, fragmented nature of the industry.
- Highly Competitive Market – Thousands of brokers and carriers are competing for the same shipping contracts. Shippers often already have established relationships. Breaking in therefore requires persistence and differentiation.
- Importance of Trust Building – Shippers can’t afford mistakes. A late delivery or damaged load can disrupt their operations and cost them money. Gaining their trust only comes after proving yourself, and this generally takes time.
- Price Pressures – Many shippers make decisions based on price, which can make it hard to win business if you’re not the cheapest. Yet competing only on price can quickly erode margins.
- Industry Complexity – Every industry has its quirk. For example, food shippers may require temperature-controlled trucks, while automotive shippers prioritize just-in-time deliveries. Understanding these nuances is key to winning business.
Finding Shippers: A Guide to Success
With these factors at play, it’s clear that finding shippers is not about quick wins. Long-term success hinges on your ability to build relationships that last. Here are some steps you can follow to find shippers more consistently.
Step 1: Define Your Niche
One of the most effective ways to stand out in the freight industry is to specialize in a niche. Instead of trying to be everything to everyone, focus on a specific type of freight, lane, or industry. You can differentiate your services in terms of equipment, industry, geography, etc.
This is helpful because shippers want partners who understand their specific challenges. A produce shipper, for example, would rather work with someone who knows the ins and outs of reefer loads than a generalist who is only figuring it out as they go.
Niche specialization also helps your marketing. If you brand yourself as “the go-to broker for automotive parts in the Midwest,” you’ll be more memorable and appealing than someone simply saying, “I can move anything”.
Step 2: Build a Target List of Shippers
Finding shippers starts with knowing who you want to reach. This means building a target list of potential shippers. You can source this list in several ways like using industry directories, attending trade shows and expos, using business databases, or doing local business research.
Tools like ZoomInfo, ThomasNet, or LinkedIn Sales Navigator can help identify companies by industry and location. You can even drive through industrial parks in your area. Every warehouse or manufacturing plant you see is a potential shipper.
Beyond just gathering names, you should also gather intelligence. Find out who their current carriers are, what kind of freight they ship, etc. The more you know, the more tailored your outreach can be.
Step 3: Make the First Contact
While reaching out to shippers can feel intimidating, it’s just about starting a conversation. Freight brokers and some carriers use methods including:
Cold Calling
While some may think it’s old-fashioned, cold calling is still one of the most direct ways to connect with shippers. A quick, professional phone call gives you the chance to introduce yourself, explain how you can help, and start building trust right away.
Email Outreach
Email offers a less intrusive way to make first contact. A well-written message that highlights your services, reliability, and industry experience can grab a shipper’s attention and open the door for further communication.
LinkedIn is a powerful tool for finding and connecting with shipping decision-makers. By engaging with their posts, sending personalized messages, and showcasing your expertise, you can build credibility before making a direct pitch.
In-Person Networking
Meeting face-to-face at trade shows, industry events, or local business gatherings creates stronger connections. Shippers are more likely to remember you and trust your services after a personal introduction.
Persistence is the key to success here. Most shippers won’t say yes after the first call or email. Follow-up respectfully and stay on their radar.
Step 4: Show Value Beyond Price
Shippers are bombarded with brokers offering “the best rates”. This means in the freight industry, competing solely on price is a race to the bottom. Shippers want more than the cheapest rate—they want reliability, transparency, and peace of mind.
To stand out, focus on the value you bring beyond cost, like delivering on-time performance, proactive communication, load tracking, and problem-solving when unexpected issues arise. Doing these things consistently helps you demonstrate your professionalism, showing shippers you are a partner who is invested in their success, and not just another vendor.
Step 5: Build Long-Term Relationships
Finding a shipper is just the beginning. The real money in freight comes from long-term relationships.
Since the industry is built on trust, you will find that these long-term connections are more valuable than short-term deals. To establish this, you need to position yourself as a dependable partner they’ll turn to again and again. Make their business priorities your own and you will build stronger relationships that may even open the door to dedicated freight, regular lanes, and referrals within their network.
Tools and Technology for Finding Shippers
Today’s freight professionals have powerful tools to help them find and connect with shippers:
- Load Boards: DAT, Truckstop, 123Loadboard–good for finding freight, but also for identifying active shippers.
- Customer Relationship Management (CRM) Systems: Keep track of shipper interactions and follow-ups.
- Freight Matching Platforms: Some digital freight networks connect brokers directly with shippers.
- Automation Tools: Email automation, LinkedIn prospecting tools, and data scrapers can speed up outreach.
While technology helps, remember it’s still a people business. Use tools to streamline processes, but focus your energy on building your network.
Common Mistakes When Finding Shippers
Finding shippers to work with is important whether you are a freight broker or carrier. However, many of those who are new to the industry make the same missteps when trying to land clients. Here are some pitfalls to avoid:
Being Too Aggressive
Avoid coming on too strong when reaching out to shippers. Constant emails, repeated calls in a short span, or pushing for a decision right away can turn prospects off quickly. Shippers are busy professionals, and respecting their time and space shows that you value the relationship, not just the sale. The goal is to position yourself as a partner, not a nuisance.
Overpromising
In an effort to win business, some brokers promise faster deliveries, cheaper rates, or broader coverage—even when they can’t necessarily back up their claims. Of course, this ultimately backfires when expectations aren’t met, damaging their credibility and making it nearly impossible to earn trust back. Shippers would rather work with someone who sets clear, honest expectations than someone who says “yes” to everything but delivers little.
Ignoring Research
Reaching out to a shipper without knowing what kind of freight they move or what challenges they face is a wasted opportunity. It signals laziness and lack of professionalism. A quick look into the shipper’s industry, product lines, and typical transportation needs can help you craft a tailored pitch that resonates. The more specific your outreach, the more likely you are to stand out from the generic calls they receive daily.
Work with One Freight Broker
Finding shippers is one of the most challenging aspects of the freight industry, and yet it is also one of the most rewarding. Keep in mind that it’s not about quick wins. You have a bigger chance of finding long-term success if you focus on building a pipeline of relationships that sustain your business for years to come.
For those who are in need of reliable freight transportation services, One Freight Broker is the go-to choice for shippers everywhere, offering exceptional customer service and technology-driven solutions. We can cater to diverse shipping requirements with our wide service range. Whether it’s LTL to FTL, domestic to international, or expedited shipping options, we have you covered.
Since our founding in 2013, One Freight Broker has significantly reduced shipping costs for clients, amounting to tens of millions in savings. This is all thanks to our unique and inclusive approach that helps our shipping partners establish direct, beneficial, and enduring connections with dependable trucking allies. By reducing their dependence on intermediaries, we pass on high-volume discounts to our shipping partners.
At One Freight Broker, we’re committed to providing tailored logistics solutions that align with your shipping costs and needs, whether you’re navigating domestic shipments or exploring international logistics. Our deep industry knowledge and network of reliable carriers ensure your freight is in expert hands. Let us help you streamline your logistics for maximum efficiency and cost-effectiveness.
Contact us at 800.716.7608 for expert guidance and to ensure your shipments reach their destination safely and on time.
Contact Us Today
Ready to simplify your shipping experience? Contact One Freight Broker to discover how our expertise can benefit your business, ensuring your cargo is in safe hands every step of the way.
For more information on how we can assist your business, visit our website at 1fr8.broker.
