Freight brokers take on the formidable challenge of keeping business going with customer acquisitions. Even established brokers will sometimes go through slow periods. This necessitates a constant growth in client base. One cannot rely on a few good shippers to keep the doors open. Whether brand new to the business or looking for ways to revitalize a company, here is a solid strategy to keep in mind.

Find Prospective Shippers

As with any business, it is valuable to have a good sense of corporate identity. Prior to searching for prospective clients, make certain there is a clear mission statement in play. Consider what makes this company unique and what personality it has. This will help determine what niche within the overall field is the best fit.

 

Focusing energy on a subsection of the market helps to break in; dispersing efforts all over the place can diminish impact. Once clients begin to emerge, referrals within these closer communities will help to further develop business. Shippers will be more attracted to companies that have a reputation in their niche.

 

With a clear market in mind, participate in freight boards. Free boards are a good way to search through the associated database of shippers and carriers at no cost. They do not tend to offer additional benefits, however. Many paid boards offer services that vet potential shippers, offering some degree of protection from illegitimate requests. Either method is a great way to make a company known to the shipping community.

Make Well-Crafted Calls

Despite the best efforts and business practices, not every shipper will turn into an ongoing client. It is vital to continue reaching out to new contacts, no matter how solid business seems. Choose a manageable number, such as two or three, and call that many new shippers every day.

 

When picking up the phone, people should already know what they are getting in to. True cold-calls with no prior research are frequently viewed as a frustrating waste of time. In order to maintain professionalism from start to finish, always research thoroughly. Tailor the call to the specific company—do not work from a script. Basic search engines are a good place to start. Look for recent articles, awards, business deals, locations, and practices related to the company.

 

 

Armed with this data, call the shipper’s sales department. This team is designed to share clear and comprehensive information about the company. Find out where and what they ship, what the company’s five-year plan is, and so on. Any important information that was not available online should be inquired about at this stage. The goal is to find out how your specific freight company will help that particular shipper.

 

Once these questions have been addressed, be specific in designing a proposition. Vague statements will not be readily accepted. Know exactly how to better the shipper’s process, and explain how this will be a fantastic partnership.

 

More often than not, prospects will not be immediately sold. Keeping calm and focused is key. Do not become frustrated or rude; hear out their concerns, and address them in the best possible way. When presented with time-oriented deflections such as “business is slow right now,” offer to check in at a certain point in the future. Then do so. Never make a statement or promise without following through.

 

By presenting a professional, intelligent, and friendly face, perspective clients are much more likely to hear out a proposal. That is half the battle. With a pitch made, even if they do not call immediately, it will be in their mind for the future.

Building Relationships

Once a shipper has agreed to come on board, do not forget about them. Maintain contact, and never take clients for granted. Check in to guarantee that they are satisfied, and inquire about future collaborations. Always keep an ear open for links between the two companies. Build a sense of familiarity without compromising professionalism. People are always more at ease with friends than salespeople. Act as a good friend, and be there for clients. This creates brand-loyalty and ensures a longer lasting relationship.

Digital Marketing

Digital marketing and social media are important parts of any business strategy today. A website is frequently the first point of contact for perspective clients. It is vital to research, develop, and optimize this for maximum benefits.

 

Begin by checking out the competition. Make notes about the elements in their sites that are or are not appealing. This provides valuable information moving forward. Incorporate this into determining what sort of user experience is desirable. Additionally, keep your mission statement and brand identity in mind. Having a niche and unique look will go a long way toward getting perspective clients’ attention online.

 

 

To ensure a top place in search engine results, a website must be:

• User-friendly. A site must have an appealing and professional look. This inspires trust in the audience. It also needs to be informative and easy to navigate.
• Authoritative. Content must always be held to a high-standard. By creating unique and intelligent material, it is more likely that it will be shared.
• Fast. Sites that are slow or do not work properly will quickly lose perspective clients.
• Relevant. Use keywords and content relevant to the target audience to facilitate high rankings.

Once a clean website is up and running, launching social marketing campaigns is next. It is important to have a team member capable of devoting the necessary time to maintaining these initiatives. Consistency is key. Beginning a program and then abandoning it will hurt any overall marketing plan.

 

Set clear and specific goals for the social media initiative. Know exactly what the desired effect is on the target audience. Then, make sure energy is only put into the project that furthers that aim. It is important to note that these strategies are not designed to carry on a monologue; this outlet is meant for conversation. Create content that inspires users to comment. Post images that people want to share. Encourage active interaction whenever possible. The value in social networking is the expansive web of contacts it opens up. By creating a memorable experience for users, brand recognition—and therefore client acquisition—is likely to follow.

Tie It All Together

To maintain consistent client acquisition, a freight broker and its company needs to be everywhere. Maintain a phone, freight board, website, and social media presence to cast the widest possible net. At its core, this is still a human industry. Remember to maintain your company’s personality across all outlets. Never forget the personal touch that keeps people coming back. With all of this in mind, consistent work will be within reach.