15 Questions Freight Brokers Must Know to Move More Freight

15 Questions Freight Brokers Must Know to Move More Freight

Lisa Czapla, Marketing Manager, Logistic Dynamics, Inc.

The life of a freight broker can be very rewarding but not without some challenges. Calling to find freight is definitely one of those challenges of the business. Freight brokers need to find freight - so you need to make the calls. Every freight broker knows this. To add to this... you may be a freight broker, but you are not really a salesperson. Your real job is to solve your customer's freight and shipping challenges.

In order to solve challenges for our customers, we must first figure out: 1. What are the customer's challenges?

2. What frustrates them?

3. What do they wish other freight brokers would do that they do not?

4. What causes the customer stress?

The answers to these questions cannot be discovered when we do 90 percent of the talking. Instead, we MUST ask great questions, and then close our mouths and write down the answers we are given. Once we know what their challenges are, and we know that we can assist them to solve these challenges; we can start talking about us.

What Questions Freight Brokers Must Ask the Shipping Decision-Makers to Build a Relationship with Them:

1. Tell me about your business? First off, you should have already Googled the company you are calling. Ask this question to break the ice. Good companies love to talk about what they're doing. Join in the conversation from the information you already have with them.

2. What are your main responsibilities? The answer you want to hear is, "I'm the shipping manager/shipping decision maker/ in charge of freight here." If they are the director of purchasing, simply ask for the name of the shipping manager. After asking for the shipping manager's name, ask if you can speak to them. Once you get to the shipping decision maker, listen carefully to their responsibilities.

3. Who else, besides you, makes your shipping decisions? Your goal is to talk to the person with the power. Everybody else has problems you can

potentially solve, but the person who makes the shipping decisions is the only one who has the authority to let you assist him or her. 4. What is your biggest challenge shipping your _______________? Ask for the biggest challenge shipping their products. Ensure you write down the answer to this question. 5. What happens when ___________ happens? This is for locating their challenges beforehand, so you can solve them when they happen. 6. What are your main priorities while moving your freight? (e.g. price, transit time etc.) Another question you must write down the answer to.

Once we know what their challenges are, and we know that we can assist them to solve these challenges; we can start

talking about us.

7. What qualities do you look for in a great transportation partner? Your goal is to be excellent in this profession. Excellent results only come to excellent people with excellent work ethic. When you know what is important to them, you will ensure them that you will fulfill their requirements.

8. What do you like most about your current freight broker? This question shows that you have class and that you do not speak poorly of your competition.

9. What would you change about your current freight broker? If they say, "I wish they would get their rates to me faster," then you ensure them that you

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will get your rates to them fast! With all of the information your prospects give you, write everything down. By taking action and giving them what their current broker does not, you will stand out and be seen as both better and different than their current agent.

10. Do you keep your options open for transportation partners? This is one of the main questions you MUST ask. This question qualifies your prospect.

11. What are your criteria for bringing in a new freight broker? Some may have criteria, some do not. Overall, their criteria are for you to solve their challenges. When you go to them with your solutions, you break their autopilot and comfort zone, and they will not be able to help but listen to you.

12. How do you measure success with current freight brokers? The main way is that their freight broker gets their freight picked up, transported and delivered on time. But always see if you can go deeper for other answers and insights.

13. How would I win your "freight broker of the year" award?

They might be reluctant to answer or tell you they do not have an award like this. Use the phrase, "But if you did have an award, how would I win it?" to give them permission to open up and tell you what is most important to them.

14. What lanes are you shipping right now? Remember, success on the telephone goes to the person with the best notes.

15. What is your email address so I can send you my information? You MUST ask this question every time. We have already shown we are interested in them and gotten to know their requirements. Do not forget this final step where you capitalize on all the work you have already done.

There are countless other questions a freight broker agents could ask a customer or prospect. The above questions are a great starting point to engage them and find the answers that will not only serve to develop a relationship but help you be THE freight broker they choose to solve their freight and shipping challenges. Now, it is up to you to ensure they have made the right choice and turn them from a good prospect into a great customer!

You can contact the author Lisa Czapla at lczapla@ .

October 2015

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The Logistics Journal

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