Lead Generation Tips for Freight Brokers Infographic

6 Lead Generation Tips for Freight Brokers [INFOGRAPHIC]

Whether business or personal, starting a new relationship with someone has its challenges.  When it comes to freight brokers contacting new prospects and building a new relationship, it may seem daunting if not overwhelming.  What do you say to your new contact?  How often should you be in touch with a new prospect?  How do you know if you are making the right choices moving forward or setting yourself up for failure?

Over time, freight brokers learn what works and what does not. But it takes time – and usually a long time. Meanwhile, many prospects (and opportunities) have been lost in the learning process.  Below are some ways that can help freight brokers new to the industry save on time and effort and propel them quicker towards success.  As for the more seasoned freight broker, these tips can serve as a refresher to help improve their game…and overall results!


Here are 6 lead generation tips to help freight brokers obtain quality leads:

1.  EVERY DAY, obtain THREE new business contacts (and call them):  FACT – As with most any industry, you will lose business for one reason or another. These new contacts will help to replace business that you will eventually lose or business that will never get off the ground (like the dreaded 1-shipment only customer). Some customers will not have any loads for 6 months or a year and then recontact you.  Others will fall through for other reasons, so it’s important that you continually seek and pursue new prospects.

2.  Do your research BEFORE you make the call: Cold calling people without doing any research tells them you did not consider the call important enough.  The key here is to understand that it is not about you – it is all about them. Make sure the conversation is about them, not you.  Use sales intelligence to turn a cold call into a warm call.  Sales Intelligence refers to technologies and practices for collection of information to help sales people keep up to date with clients and prospects.  Use Google and other search engines to gather relevant information (i.e. articles featuring the company and/or executives, recent awards or recognitions, and company locations).


To get information on your prospect’s company, begin by calling their sales department.  Salespeople are great individuals to talk to when you want to know everything about a company and where it’s going.  You can gain a great deal of knowledge from salespeople, so use that opportunity to ask them questions about what they do and how they do it.  Ask them what lanes they ship, or what states they operate in.

3.  Build a relationship:  Establish rapport with your contact and foster a connection.  It’s no secret – people are more likely to buy from a friend than from someone they view as a salesperson.  This can be difficult to achieve at first when making cold calls.  One way freight brokers can establish rapport is to start the conversation based on the lane they are running or the weight they are moving.  This is great information to use to help make that initial connection with prospects.  You will naturally learn how to build rapport as you learn the ins and outs of their business and the individual him or herself.  Try to think of the process as being on a football team: you start as a freshman and build your skills through training and practice.

4.  Expect resistance from prospects:  You WILL hear excuses such as “business is slow” or “we don’t have any loads that need to be moved.” But don’t give up!  Persistence is key. Remember to ALWAYS follow up with your prospects/customers.

5.  Take ACTION and follow through:  You’ll build proficiency through ACTION.  The process will get easier and you will get better at connecting, but you have to put in the time and effort.

6.  Stay FOCUSED: Keeping your focus is crucial.  Stay focused on the three p’s: the people, the process, and the product.  When you focus on the three most important aspects of business, you WILL have a successful freight broker business and/or be a successful freight broker agent for years to come!


Check out our infographic below – and don’t forget to share it with a freight broker who could use some tips on generating leads for their business!


Lead Generation Tips for Freight Brokers Infographic
Apply to be an LDi freight broker agent today!
16 replies
  1. Max Sayer
    Max Sayer says:

    I have been thinking about looking into a brokerage firm. I really appreciated how it talked about establishing rapport with your contact and foster a connection. I think that it is very important to have that relationship built.

  2. Dawn
    Dawn says:

    Drip marketing is extremely helpful! I built a huge customer and prospective base this way. The industry was a great income but just became to much with active kids and travel. Love the marketing side and the operational side but the demand of customers just became to much.

    • Cathy!
      Cathy! says:

      Please share how you built your customer base. I’m new to the industry, four months into my six months training, and I’m struggling to build my base. Share your secrets, please.

      • chris Spper
        chris Spper says:

        Daily prospecting is the only way! Know your prospective customer, linkedin, google,social media etc… awards or industry news on an individual or their accomplishments gives one talking points and a conversation based on them and their company. build relationships and you too will have a client base to be rivaled. new business is the life blood to any sales organization!

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  4. David Johnson
    David Johnson says:

    This article is awesome because it gives tools to help freight brokers save time and energy. If you know how to do something right, then instead of spending time trying to figure it out, you’re able to learn even more new skills. I will have to look into other opportunities to learn about how to succeed at being a freight broker.

    • Taylor Hamp
      Taylor Hamp says:

      Thanks for comment, David! We’d love for you to follow us on our LinkedIn page. We publish our blog posts and share other industry news stories on social media regularly!

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    • Taylor Hamp
      Taylor Hamp says:

      Hi there! Glad you found our content useful! Please follow our LinkedIn page. You can catch our regularly published blog posts plus all the best industry news in our news feed.


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