Before we get to the how, let’s address the why. So, why would you want to be a champion freight broker for carriers? The answer to that is the easy part; because freight brokerage operations that take the time to build solid, long-lasting relationships with motor carriers are the MOST stable and successful ones in the business. But, an achievement of that magnitude doesn’t come without it’s challenges and certainly doesn’t happen overnight.
As for the how…it’s a process that, when done right, involves investing the time and attention needed to create and establish a long lasting and mutually beneficial relationship. Taking the time to get to know your carriers, understand their needs and keeping an open dialogue with shared growth in mind will go a long way in building and strengthening carrier relationships.
And just like any champion, there’s the external and the internal preparation that will help you to nurture new carrier relationships as well as continue to effectively anchor your ongoing carrier relationships for years to come. For example, it doesn’t matter how powerful your punches are or how fast you are on your feet if your head and heart aren’t in the right place…and vice versa. So, first, let’s deal with the external:
Get Carrier Intel – Take the time to gather intelligence from the carrier. The best way to find out their wants, desires and needs is to ASK! Here’s some examples of some key questions:
- Where do they prefer to run?
- How many trucks do they have?
- What lanes do they need help with? What other lanes?
- What lanes are they most/least interested in?
- Was the last load they ran a regular lane? Can you make this lane a weekly run for them?
- Is their business expanding? If yes, how so?
- What can you do to help them grow their business?
Also, inform them of what you’re currently working on and future upcoming loads you will have. These are great questions to not only learn more about the carrier but is a great starting point to help you solidify relationships with your carriers.
Follow Through on Promises – Strong relationships forged in TRUST are built on KEPT promises. During your relationship, there will come a time when you need a favor from a carrier, such as a lower paying load than they’d normally accept. To get them to take the load, you might promise them a better price on the next load. If and when you do that, make SURE you honor your word and do just that. After they deliver the load, continue to follow through and ask if everything went well and if there were any issues, they need to be addressed immediately. On another note, if the carrier mentions that they liked that lane, you could work it out so it’s a repeating route for them. Driving truck is a job that demands respect and, as their livelihood, your word to them and honoring your promises mean everything. That, and paying them quickly and consistently will help them value their relationship with you more and help pave the way for future business.
Share The Growth – While your transportation business grows, your carrier’s business should grow as well and will help to solidify a stronger relationship with your carriers. Be mindful not to drop your dependable carriers for ones willing to work cheaper. This usually ends up with you accepting a lower level of service that does not meet the standards you have set for your core carrier base across the board. Don’t be afraid to inform your carriers of pricing adjustments due to market conditions or other factors. Hopefully they will respect your honesty and appreciate your transparency.
Get Equipped – In today’s world and becoming more so in the transportation industry, technology remains at the forefront. Your freight broker business should be no different. Gone are the days when a freight broker equipped with a little technology could run with the pack. Today’s freight broker needs to have access to a Transportation Management System (TMS) that not only helps grow his business but updates to keep current with the needs of the ever changing industry.
Every TMS is different and it’s imperative that the TMS you use has the available tools that will help you to run your business as smoothly and efficiently as possible. By using the latest technologies in its proprietary custom TMS, LDi Freight, LDi has the advantage to match carriers and shippers faster than other third-party logistics options. Here are just some of the tools available in LDi Freight that bring real-time technology to our freight broker agents when sourcing carriers:
- DAT Matches – Any load posted to the DAT is set with an alarm which will be raised when DAT finds a matching carrier in their system. LDi Freight allows the user to see if a load has matches and see the corresponding carriers.
- Available Trucks –Displays trucks from multiple sources:
- Trucks posted by carriers through our carrier portal website
- LDi Loads that are delivering for any agent
- Available trucks manually posted by agents
- LDi Load History –Searches historical LDi loads for carriers that have delivered a similar load for us before and might be likely candidates to handle a current load.
- Carrier Smart Search –Aggregates possible carriers from multiple sources:
- Trucks posted to the DAT
- Trucks posted to Internet Truckstop
- Carriers set up with LDi who operate within the pickup or drop location of a load
- Carriers who have run a similar load for LDi before
- Trucks that are delivering a current LDi load soon
- Trucks posted to the Carrier Portal website
- Trucks posted to the LDi Available Trucks screen by agents
Regarding quoting/pricing, LDi has DAT RateView and ITS RateMate products integrated directly into LDi Freight to provide our agents with assistance in quoting their loads and seeing historical pricing trends.
LDi also has multiple mobile applications that allow an individual to always stay connected. Whether it be our mobile TMS, LDi AgentMate or our mobile carrier app, LDi CarrierMate – designed to connect our carrier base directly to our TMS. LDi is and has always been the leader in technology and we will continue to adapt and be ahead of the industry so YOU can stay ahead of the competition!
Communicate Like a Partner – Asking your carrier questions, especially when it’s the first call you make to them is vital…but listening is critical! Carriers will appreciate you asking questions but if you want to make a great impression, you must remember the details of your conversation. Whether you talk about their latest vacation, a family celebration or recent weather occurrence, make sure you take notes and refer to them during follow up calls to keep building the bond and continue growing the relationship. Relatable conversation will always be more well received than launching into a generic inquiry. But know the difference. It’s not about prying into their private or personal lives. It’s about relating to them by being genuinely invested in them as an individual and not just a means to an end.
Be Trustworthy, Be Loyal – As loads become available, remember to reach out to your core carrier group and award freight methodically. And as you continue to do this, it will help to build trust and loyalty. And if there comes a time that they’re unable to cover the load, they may start to refer you to another reliable carrier and this will help to build your carrier network. Also, don’t just reach out to them for business needs alone. Make sure you touch them repeatedly throughout the year during non-business times as well. Small gestures such as sending a pizza to say thanks, a birthday card or gifts during holidays and occasions are very inexpensive ways to appreciate your carrier and make you a freight broker champion in their eyes!
Transparency Rules – A freight broker with fair procurement practices is a freight broker of choice for carriers. This means conducting transparent business practices at all times. For instance, when rates change, explain to your carriers why. If pricing becomes a concern, voice it to them. They may be flexible. When you are upfront with them and communicate the reason behind the rate change, such as weather, seasonal changes, fuel cost or other factors, it allows an open dialogue between you both instead of a conversation that could have been mutually uncomfortable. Whenever possible (and it’s always possible), be honest and ethical when doing business. There is no substitute for either and once trust is broken, the relationship will never be the same, so don’t go there.
Sounds like a lot of work, right? Yep. But worth it? Absolutely! And in the spirit of perseverance, I’m reminded of the words from the infamous Rocky Balboa, “Every champion was once a contender that refused to give up”. So, time to put on your gloves, get in the ring, dig deep and go those extra rounds…and do what it TAKES to be a champion freight broker for carriers.
If you have any additional suggestions on how to be a champion freight broker for carriers, we’d love hear them! So, please feel free to comment on this or any of LDi’s blog posts or suggest future article topics and thanks for reading!