In the world of logistics, shippers, carriers, and freight brokers play different but interconnected roles.
Shippers are the companies that need to transport goods from one place to another. They are the originators of the shipment and typically own or manage the products being shipped.
Carriers are the ones who are responsible for the physical transportation of these goods. They may transport freight via truck, rail, ship, or plane. Carriers own or operate the vehicles that move the freight, meaning they are also in charge of ensuring it arrives safely at the destination.
Meanwhile, freight brokers are the intermediaries between shippers and carriers. While they don’t own any transportation assets, they still play an essential role in the transportation industry by coordinating logistics. Their job is to match shippers with the right carriers and handle all the essential paperwork.
By leveraging their networks and expertise, brokers streamline the shipping process and help negotiate competitive rates, ensuring efficient and cost-effective logistics.
However, finding shippers is one of the biggest challenges for freight brokers and carriers looking to grow their businesses. The demand for reliable shipping services is high, but the competition is equally fierce. To succeed, it’s essential to understand where to look, how to market your services effectively, and how to build long-lasting relationships with shippers. This is what One Freight Broker is going to discuss here today.
Why Finding Shippers is Challenging
For any freight broker or carrier, finding shippers can be tough. The competition is high, with many businesses looking to provide similar services. Additionally, shippers often have established relationships with carriers they trust, which makes it even more difficult to break into a new market. If you are new to the logistics world, here are some of the challenges you need to anticipate.
Market Saturation and Competition
As we mentioned above, the freight brokerage industry is highly competitive, with numerous brokers and carriers vying for the same pool of shippers. Established companies often have long-standing relationships with shippers, making it harder for new brokers or carriers to enter the market. With so many options, shippers have the upper hand in negotiating terms, rates, and preferred providers, which leaves newer or smaller brokers struggling to carve out a space.
Logistics and Service Differentiation
Many brokers and carriers offer similar services. This means it can be difficult to stand out to shippers in a way that appeals to their specific needs. If a broker or carrier doesn’t have unique offerings, specialized services, or access to specific routes or markets that the shipper requires, it becomes challenging to attract their business. One Freight Broker recommends differentiating yourself from the competition through value-added services or innovative technology.
Economic Fluctuations and Seasonal Demand
Freight volumes are often influenced by economic conditions and seasonal changes, which impact the demand for transportation services. During economic downturns, shippers may cut back on the volume of goods they need to move or opt for fewer logistics partners to cut costs. On the flip side, during peak seasons, established brokers may already have full rosters, leaving less room for newcomers to secure contracts.
While it can be challenging for new brokers and carriers to find consistent work, a clear strategy can make finding shippers more manageable.
How to Find Shippers
Before you start your search, it’s important to identify the type of shippers you want to work with. Knowing your ideal shipper can help you narrow down your search while increasing your chances of getting their business.
Consider the following:
- Industry Type: Some industries, like food and beverage, manufacturing, or retail, rely heavily on shipping. Identify which industry aligns best with your capabilities.
- Shipping Volume: Evaluate your capacity. Do you want high-volume shippers, or are you more comfortable with smaller, regular shipments?
- Type of Freight: Different types of freight (e.g., refrigerated, dry van, flatbed) require different resources. Target shippers whose freight matches your equipment and expertise.
Once you’ve defined your ideal shipper profile, it’s time to start exploring ways to find them.
Cold Calling and Direct Outreach
Cold calling and direct outreach remain some of the most effective strategies for finding new shippers.
To maximize success with cold calling, you need to develop a well-structured pitch that highlights the unique value you offer, whether it is competitive pricing, on-time delivery records, or specialized handling capabilities.
When making calls, aim to reach decision-makers, like logistics managers or supply chain coordinators. They are the ones who can best evaluate your services. It is also helpful to follow up with a personalized email or LinkedIn message to reinforce the call, showing professionalism and persistence.
If you are going for direct outreach, make sure to personalize each message. Focus on how your business can address specific needs or pain points of the shipper. When consistently and thoughtfully executed, both cold calling and direct outreach can help you establish meaningful connections and open up new shipping opportunities.
Attending Industry Events and Trade Shows
This industry is all about connections, so building your network should be a top priority. Attending industry events and trade shows is one of the best ways to do this. These events provide a unique opportunity to meet decision-makers face-to-face, establish a rapport, and showcase your services directly to those in need of your shipping solutions.
Trade shows often attract a wide range of companies, from manufacturers to wholesalers, who are actively seeking partnerships to improve their supply chain efficiency. Build a network of potential clients by engaging in meaningful conversations, exchanging contact information, and following up after the event.
Additionally, participating in seminars or workshops within these events can enhance your industry knowledge, giving you insights into what shippers prioritize as well as the current challenges they face. This information can help you tailor your service offerings to better meet their needs.
Leveraging Online Load Boards
Online load boards are digital marketplaces where shippers post loads that need transportation, and carriers and brokers can bid on these jobs. While these load boards are also highly competitive, they can provide steady work and help you establish a presence in the industry. Here are some of the top strategies to maximize their potential:
Utilize High-Quality Load Boards
- Invest in reputable load boards, such as DAT, Truckstop, or 123Loadboard, which have large databases of available shippers and loads. These platforms often provide valuable information about rates, carrier needs, and shipping volume trends.
- Consider paid load boards for better features and filters. Paid boards often offer advanced tools for negotiation, insights into market rates, and analytics that help prioritize profitable loads.
Optimize Your Profile
- Ensure your profile is complete and up-to-date with your services, areas served, types of equipment available, and compliance records.
- Showcase any certifications, safety ratings, or unique strengths, such as expedited services or specialized equipment, to attract specific types of shippers.
Set Up Alerts for Targeted Opportunities
- Many load boards allow users to set up alerts for specific lanes, load types, or equipment requirements. Configure these to receive real-time notifications, which can help you react quickly to opportunities and secure loads before others.
Using LinkedIn and Social Media
The fact that most people are spending time on social media is something that brokers and carriers should capitalize on in order to generate a consistent stream of business. It’s all about figuring out where your target audience is hanging out online and connecting with them there.
In this case, you are most likely to find shippers on LinkedIn. When leveraging social media, One Freight Broker recommends focusing on targeted networking, content sharing, and using advanced search tools.
Start by optimizing your LinkedIn profile to reflect your expertise in logistics and transportation, including keywords like “freight solutions,” “shipping logistics,” and “supply chain management.” Connect with individuals in roles like logistics coordinators, supply chain managers, and operations directors, as they are often decision-makers for shipping needs.
Use LinkedIn’s advanced search filters to find companies and contacts within industries requiring frequent shipping like manufacturing, retail, and e-commerce. You may also join relevant LinkedIn groups where shipping topics are discussed. Here you can share informative posts that demonstrate your industry knowledge and expertise.
Other platforms like X (Twitter) and Instagram can also be used. Try incorporating hashtags like #supplychain, #freight, and #logistics into your posts to reach a wider audience.
Don’t forget to engage with potential clients’ posts by commenting and sharing valuable insights, building rapport before directly pitching your services. Combining these strategies can help establish you as a resource and attract shippers seeking dependable logistics partners.
Building an Effective Website
Another way to attract shippers is by building an effective website. Focus on creating a user-friendly interface that is clear and intuitive. Design the site so that visitors can easily navigate through services, contact information, and any resources offered.
Provide detailed descriptions of the logistics solutions you offer. Again, don’t forget to include any areas of specialization as this will set you apart from your competitors. If you want to build trust with potential shippers, include a section in your website that highlights your expertise and experience, along with client testimonials.
You may also integrate a quick quote request form on your homepage to simplify inquiries and speed up the lead generation process. To improve visibility, optimize the site for search engines with industry-specific keywords, such as “freight shipping solutions” and “logistics providers”.
Finally, consider adding a blog with informative articles on logistics trends and solutions, as this can drive organic traffic and demonstrate your expertise.
Developing a Relationship-Driven Approach
Building long-term relationships with shippers is essential for sustained success. Here are some tips to foster strong, lasting connections in this industry:
Be Transparent
Transparency is key to building trust with shippers. Clearly communicate your pricing, capabilities, and limitations to manage expectations and avoid misunderstandings. When shippers know that they can rely on you for honest, upfront information, they’re more likely to work with you over the long term. Be proactive in updating them on shipment progress and any potential issues that may arise.
Focus on Reliability
Reliability is the backbone of any successful shipping relationship. Always strive to meet deadlines, deliver shipments on time, and minimize errors. Shippers want partners they can count on, so being dependable in every aspect of the process will set you apart from the competition. Consistency in service quality can lead to repeat business and long-term loyalty.
Offer Flexibility
Flexibility is very important in this industry, where needs can quickly change. Tailor your services to meet each shipper’s unique requirements, whether it’s handling special requests, adjusting to last-minute changes, or offering various shipping options. Being adaptable shows shippers that you are dedicated to meeting their needs and can respond effectively to unforeseen challenges.
Work with One Freight Broker
Finding shippers in the freight industry is challenging but definitely achievable—especially with the right approach. From cold calling and attending trade shows to using online load boards and LinkedIn, there are numerous ways to connect with potential clients. Remember to focus on building lasting relationships as you grow your network. By following these strategies, you’ll be well on your way to growing your business and securing more shippers.
One Freight Broker knows how to build a successful brokerage. In fact, since our founding in 2013, we have significantly reduced shipping costs for our clients, amounting to tens of millions in savings, and enhanced the profitability of asset fleets. We do this with our unique and inclusive approach that reduces client dependence on intermediaries.
We help our clients build beneficial, enduring, and direct connections with dependable trucking allies.
Working with One Freight Broker gives you an unprecedented depth of strategic insight and reliable freight transportation services. We are known for our competitive pricing, extensive service range, and advanced technological solutions.
One Freight Broker passes on high-volume discounts to customers by leveraging its vast network of carriers. We ensure that you have the perfect fit for your needs. Our LTL, FTL, domestic, international, and expedited shipping options allow us to cater to diverse shipping requirements.
We even allow for extra efficiency and transparency with our tech-driven solutions, from our user-friendly online platform to our TMS that streamlines the shipping process.
At One Freight Broker, we are committed to helping you navigate the complexities of PTL and LTL national shipping. Whether you’re a small or medium-sized business, our tailored solutions are designed to meet your specific shipping needs.
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.
