40 Brutal Truths I Wish I Knew When Starting My Freight Brokerage

Buckle up, future freight brokers! I'm about to share 40 brutal truths I wish I knew when I started my freight brokerage. This isn’t some fluffy sales pitch – it’s the raw, unfiltered reality. What if I told you that these truths could save you months of pain and skyrocket your income? Stay tuned, because by the end, you’ll know exactly what it takes to succeed in this business (and a few life lessons too). Let’s dive right in.

1. If you think cold calling is dead, you’ve been lied to. Picking up the phone is your lifeline, especially in the beginning. I remember when I first started, I forced myself to make 30 calls a day – it wasn’t fun, but it worked. When I did this, I landed a $300K contract in my first month! That never would’ve happened if I bought into the “cold calling is outdated” myth. The truth is, the brokers willing to dial (and dial consistently) are the ones who land clients. (Yes, people still answer the phone – and those who don’t call will be left in the dust.)

2. What if I told you you could land a $100K shipper without a fancy 5k website? Sounds crazy, right? But it’s true. Too many newbies think they need a fancy website, logo, or marketing campaign to win big clients. Reality check: shippers care about trust and capacity, not your color scheme. I landed my first six-figure shipper with nothing but a Gmail address and a phone. Focus on building relationships and proving you can deliver, and you can win massive accounts with or without a website. The only thing your website’s good for in the beginning is procrastination – don’t let “I need a website” be an excuse to avoid real prospecting.

3. Most new brokers waste time chasing spot quotes – that’s a dead-end strategy. Have you been told to reply to every random quote request on load boards hoping to score a customer? Bad advice. Chasing one-off spot loads with no relationship is like playing whack-a-mole for pennies. The brutal truth is that real money is made with repeat business and contracted lanes, not random one-and-done quotes. Instead of spending all day scrambling for spot loads, invest that time in developing regular clients. Sure, spot quotes can fill empty days, but if it’s all you do, you’re on a hamster wheel going nowhere. Don’t build your business on shaky ground; build it on relationships and dedicated freight.

4. Freight brokering is 80% sales and 20% logistics. I know you love talking trucks and lanes, but if you hate sales, you’ll hate this job. Being a broker means you are constantly selling – selling shippers on giving you a load, selling carriers on taking that load, selling solutions when things go wrong. The hard truth is, this is a sales hustle at its core, not a passive logistics job. If you imagined kicking back while loads magically move themselves, think again. Embrace the sales mindset: every call, email, or meeting is an opportunity to close a deal or open a door. Once you accept that you’re actually in the people business, not just the freight business, you’ll start to see real results.

5. Consistency is king – outwork and outlast everyone. Early on, I learned that making a few calls one day and then taking it easy for the rest of the week gets you nowhere. The brokers pulling in six or seven figures are consistently grinding every single day. A good benchmark for a new broker? Try 60-80 calls a day, 4-5 days a week. Sounds brutal, but consistency separates the amateurs from the pros. It’s better to make 30 calls every day than 100 calls on Monday and zero the rest of the week. This business rewards steady, persistent effort. Discipline beats motivation – you won’t feel hyped up every day, but if you stick to the process, the results (and income) will follow.

6. It’s not a get-rich-quick scheme (but you can get rich). Here’s a brutal truth: you might make $0 your first couple of months. That doesn’t mean you’re failing; it means you’re learning. Freight brokerage is more like a snowball than a lightning strike. It takes time to build momentum. I wish someone told me that in the beginning – I spent weeks wondering if I’d made a huge mistake. But once that snowball starts rolling (your first few customers, your carrier network building up), it can turn into an avalanche of income. Don’t quit too early. This business can absolutely make you wealthy, but only if you survive the frustrating early grind. Treat the first year as paid training (with your “pay” being the knowledge and connections you gain). The big bucks will come if you hang in and keep improving.

7. Find a niche and dominate it. “We move it all – vans, reefers, flatbeds, Hazmat, reefers, oil rigs, live animals, you name it!” Slow down, turbo. If you try to be a jack-of-all-trades as a newbie, you’ll be a master of none. The smart move is to focus on a specific niche freight or lane and become an expert. Maybe it’s refrigerated produce in the Southeast, or flatbed steel out of Pittsburgh – whatever. Shippers trust specialists. It’s easier to build credibility when you speak their language and understand their unique needs. Plus, focusing on one niche helps you refine your carrier network and lane knowledge faster. Become the go-to broker for that niche, and you’ll fend off a ton of competition because you’re not just another generic name on a list – you’re the expert in that space.

8. Trying to book freight without a strategy is like throwing darts blindfolded. When I started, I thought I could just randomly call any business that ships anything. I was essentially blindfolded, tossing darts, hoping something would stick. That’s a recipe for frustration. You need a game plan – know which industries you’re targeting, which lanes you want to run, and how you’ll price and service them. For example, quoting freight without knowing the current market rate is blindfolded darts. You have to study the market: know your lane rates, seasonality, and what your competitors are offering. Going in with a strategy is the difference between consistently hitting the bullseye and poking a bunch of holes in the wall. So before you pick up the phone, do your homework. Plan your attack, then execute.

9. Your carrier relationships are as important as your customer relationships. Here’s a truth many brokers learn too late: if you treat your carriers like disposable assets, your business will crumble. Carriers (the truckers and companies moving the loads) are the backbone of your service. Treat them with respect and pay them fairly. Why? Because when a carrier loves working with you, they’ll go the extra mile – literally and figuratively. They’ll cover that urgent load for you, or give you first dibs on their truck. If you develop a reputation as a broker who lies or rips off drivers, good carriers will avoid you like the plague. Remember, you don’t actually move a single load – your carriers do. Build solid relationships with quality carriers: check in with them, pay on time, even send a thank-you once in a while. It pays dividends when you need capacity on a tough lane at 4 PM on a Friday.

10. Customer service will make or break you. A freight broker isn’t just a middleman; you’re essentially a customer service rep for the shipper and the carrier. Answer your phone, respond to emails fast, and proactively update your shippers on every load status. Shippers have a million fires to put out – if you can be the one thing they don’t have to worry about, you’ll get all their loads. Be quick, be honest, be on top of things. If a load is delayed, don’t hide it – tell the customer immediately and have a solution or new ETA ready. Many brokers drop the ball here, which is why shippers churn through brokers often. Stand out by providing exceptional service. As one industry source put it, shipping is a fast-paced world, so respond as quickly as possible – you’re likely not the only broker they reached out to. Speed and reliability build trust. Do that, and your clients will stick to you like glue (and probably send referrals your way).

11. Prepare to be ignored – it’s not personal. As a new broker, you’ll hear a lot of crickets. You’ll send dozens of introduction emails and get maybe one reply. You’ll call people who say “Sure, call me next week,” and then ghost you. That’s normal. Shippers get bombarded daily by brokers. The brutal truth is you’re not special to them (yet). Don’t take the silence personally or get discouraged. Persistence (and a thick skin) is key here. Maybe on the 5th voicemail you leave, they finally give you a shot out of sheer persistence. One day I finally got a shipper on the phone after months of follow-up calls – he said, “I figured if you’re this persistent, you might just be hungry enough to handle our business.” Rejection and being ignored are just part of the game. Brush it off and keep going. Every “no” (or no-answer) brings you closer to a “yes.”

12. Fortune is in the follow-up. This old sales adage is 100% true in freight brokerage. Most new brokers give up after one or two unanswered calls. Big mistake. Shippers almost expect you to follow up multiple times before they trust you’re serious. Just remember to follow up with value, not just “checking in.” Maybe share a market insight, or a quick note: “Hey, I noticed truck capacity is tight in Texas this week – if you need any extra help moving loads, I have trucks.” Show them you’re thinking about their needs. I’ve had prospects that never responded for 3 months suddenly reply, “Hey, got a load you can help with.” Why? Because I kept politely pinging them. Be pleasantly persistent. If you follow up more than the other lazy brokers (who quit after one email), you’ll eventually land clients simply because you stayed on their radar.

13. Don’t just compete on cheap rates – that’s a race to the bottom. A lot of rookies think the easiest way to win a shipper is to offer a super low price. They undercut everyone to snag a load, then realize there’s no profit or they can’t find a truck for that cheap. Oops. Here’s the hard truth: shippers care about price and service. If you’re just the cheapest, you’ll get used and tossed aside the minute someone else is $5 cheaper. Instead of selling on price alone, sell on value. Maybe you specialize in their niche, or you provide 24/7 updates, or you have great carrier capacity in their lanes. Sure, you need to be competitive, but don’t be the bottom feeder broker. It’s okay to say, “I can’t match that ultra-low rate, but here’s what I can do…” and then highlight your reliability, speed, tech, etc. Shippers will often pay a bit more for someone who actually delivers what they promise. Remember, revenue is vanity, profit is sanity – a million dollars of freight at a 0% margin is $0 earned. Make money, not just loads.

14. Embrace technology, but don’t expect it to do your job for you. We live in the age of load boards, CRM systems, digital freight matching, tracking apps – you name it. Great tools can streamline your operations, and you should use them. A good TMS (Transportation Management System) and load board subscriptions are basically must-haves. However, the brutal truth is that no app or software will replace the grind. Posting a load on DAT doesn’t guarantee a truck at a good rate – you still have to negotiate and vet the carrier. Having a CRM full of leads means nothing if you don’t actually call them. Use technology to increase your efficiency, not to avoid work. And yes, digital brokerages (Uber Freight, etc.) are out there, but they haven’t killed traditional brokers because relationships and problem-solving still win. So leverage tech as your sidekick, but remember you are the superhero in this story.

15. Outwork your competition – most people won’t even see it coming. A brutal truth about humans: a lot of us are lazy or complacent. In freight brokerage, there are thousands of competitors, but very few will consistently go the extra mile. If you’re willing to make one more call after everyone else has logged off, or research for an extra hour to find a carrier when others gave up, you will win. Early on, I realized that while other brokers took long lunch breaks or knocked off at 4 PM, I could scoop up business by being available and diligent. It could be as simple as responding to a late email from a shipper looking for a truck when others are snoozing. Hard work isn’t a guarantee of success, but in a competitive field, it’s often the deciding factor. Hustle beats talent when talent doesn’t hustle. So, hustle hard – most of your competition won’t.

16. Cash flow is queen – protect it fiercely. You can be killing it in sales, moving loads left and right, and still go broke if you don’t manage your cash. The reality is, brokers pay carriers quickly but might not get paid by shippers for 30+ days. That gap can sink you if you’re not prepared. I wish I knew about factoring companies and credit checks from day one. Don’t be afraid to use a factoring service to get paid faster or insist on quick pays from reliable shippers, especially early on. And vet your customers’ credit – a big, juicy contract means nothing if the shipper doesn’t pay their bills on time. Many new brokers fail because of cash flow crunches, not lack of profit. Keep an eye on your expenses too: just because commission checks start rolling in doesn’t mean you should lease a Mercedes and rent fancy offices. Stay lean until you have solid, consistent cash flow. Remember, in business, cash flow > everything – it’s the bloodline of your brokerage.

17. Getting your authority (MC number and bond) is the easiest part of this business. Seriously – filling out paperwork and paying for a $75K surety bond is not what makes you a successful broker. I was so proud when I got my freight broker authority, thinking “I’m official now, here comes the money.” Little did I know, the real work had just begun. Don’t fall into the trap of thinking that being licensed means being in business. Until you have customers and carriers and cash flow, that authority is just an expensive piece of paper. By all means, celebrate that milestone (you earned it!), but understand it’s like getting a gym membership – you don’t get fit just by signing up. The brutal truth: a license doesn’t guarantee success. What you do after you’re licensed is what matters. Grind for those customers, and don’t expect freight to fall in your lap just because you can legally broker it.

18. Mentors and training can shortcut your journey (big time). I’ll be honest: I tried to lone-wolf it at first, and I made every mistake in the book. The day I finally sought guidance – from a mentor who’d been in the game and through a training course – was the day my brokerage trajectory changed. A good mentor or coach will call you out on your nonsense, steer you away from common pitfalls, and give you proven strategies to succeed. It’s not about having someone hold your hand – it’s about learning from their scars and lessons so you don’t repeat them. One of my students followed my exact prospecting strategy and hit $25K in revenue in 90 days. Why? Because he skipped the trial-and-error I went through and executed a proven game plan. Invest in yourself – whether through a course, a mentor, or even just devouring YouTube tutorials from reputable experts. It can literally save you years of frustration.

    
    

19. Beware bad advice and industry “gurus.” On the flip side of seeking mentors: be careful who you listen to. Everyone has an opinion on freight brokering – your uncle, your neighbor, random folks in Facebook groups. A lot of advice floating around is outdated or just plain wrong. For example, you might hear “Just blast out emails to shippers, you don’t need to call.” Wrong. That guy telling you to only email probably never brokered a day in his life. Or the advice “Just focus on finding trucks, the freight will come” – also garbage in most cases (freight first, trucks second, people!). Choose your teachers wisely. Look for people with real success in the industry. And always sanity-check advice against your own experience and common sense. If someone tells you an easy button to avoid the hard work (like “email instead of call” or “just undercut everyone”), it’s probably bad advice. In short, don’t take swimming lessons from someone who’s never been in the pool.

20. You are a problem solver – embrace it. At its core, freight brokerage is about solving freight problems for your customers. Truck broke down last minute? Find another one, fast. A load’s overweight at the scale? Coordinate with the shipper to rework it. Weather delay? Inform all parties and adjust plans. The brokers who thrive run towards problems, not away from them. Shippers will throw you their headaches – that’s why your job exists. If every load moved perfectly, they wouldn’t need brokers. So don’t complain when things go wrong; expect it. In fact, welcome it as your time to shine. I’ve had shippers call me in a panic over a messed-up load, and after I worked all night to fix it, guess who became their go-to broker? Problems = opportunities to build trust and prove your value. The brutal truth is a lot of brokers freak out or go MIA when problems arise – if you instead step up and be the fixer, you’ll smoke the competition.

21. The freight market is cyclical – plan for the feast and the famine. When the economy is booming and trucks are tight, you might feel like a genius – loads are plentiful and rates are high. But markets turn, and they can turn fast. Suddenly capacity floods and rates plunge, or your customers’ volumes drop. New brokers who only know good times get stunned by a downturn. Expect it. Market swings are a brutal reality in logistics. How do you deal with it? In the feast, stack your cash and build diverse customer relationships (different industries, seasons, etc.). In the famine, provide even better service and maybe accept tighter margins to keep your customers’ freight moving. And always stay updated on market trends. If you know prices are trending down, communicate with shippers and adjust expectations before you’re caught moving a load at last month’s rate. The brokers who survive decades are the ones who plan for winter during the summer. It’s not pessimism, it’s preparation.

22. Double-check everything. The details can and will bite you if you’re careless. I’m talking pickup numbers, delivery appointments, weight, dimensions, truck requirements, addresses – all the fine print. Early in my career, I lost a customer because I put the wrong pickup address on a rate confirmation. One tiny oversight caused a truck to go to the wrong location, load was delayed a day, and the customer’s production line shut down. Ouch. Now I triple-check important details on every load. Make it a habit to review your notes, emails, and load info before you dispatch a truck or send that rate con. Trust but verify every piece of info given by a shipper, because if it’s wrong, you own the mistake in the end. This level of attention to detail might seem tedious, but it’s a brutal truth of the business – one wrong digit in an address can cost you hundreds or thousands of dollars (or worse, your reputation).

23. Murphy’s Law is alive and well in freight. If something can go wrong, eventually it will. Trucks break down. Forklifts puncture pallets. Drivers get held up at previous stops. Weather snarls traffic. The lane that was paying $3/mile last month is now $1.80. You have to anticipate issues and be ready to respond. That means building a little cushion into your transit times and rates when possible, and always having a backup plan. I always try to have a Plan B (and C) for each load: an alternate carrier on standby, knowledge of the next open dock time, etc. And when an issue happens despite all that, communicate proactively. Shippers will forgive a delay if you warned them early and are actively fixing it; they won’t forgive being left in the dark. The brokers who thrive aren’t the ones with no problems – those don’t exist – they’re the ones who manage problems best. Hope for the best, plan for the worst – that mantra will save you.

24. Your first year will demand all you’ve got (and then some). Let’s talk work-life balance… or the lack of it when you’re starting out. The truth is, in year one of your brokerage, you’ll likely work longer and harder than you ever have. Early mornings quoting loads, late nights tracking deliveries or prospecting clients, maybe even a few weekends handling emergencies or catching up on paperwork. It’s intense. I want to be real with you: if you’re not willing to put in heavy hours initially, this might not be for you. However – and this is important – it’s temporary. You won’t always have to hustle at 110% once you build a stable book of business and maybe hire a team. But up front, sacrifice is required. I missed some Netflix binges and nights out with friends in that first year, but now I get to enjoy the freedom of a thriving business. So, grind hard now, relax more later. Just be prepared: the brokerage will test your work ethic like nothing else.

25. Burnout is real – pace yourself for the long haul. Wait, didn’t I just tell you to give it all you’ve got? Yes – but here’s the catch: you also need to take care of yourself for the journey. Too many new brokers sprint for a few months, working 14-hour days, and then hit a wall. I’ve pulled my share of 2 A.M. nights, but I also learned to listen to my body and mind. Take short breaks during the day, get some fresh air, hit the gym or do something to blow off steam. Set at least one day aside where you’re not constantly checking emails (I know, hard, but try). And as soon as you can afford to, consider outsourcing or hiring help for repetitive tasks like tracking shipments or doing paperwork. The truth is, if you burn out, your business burns out. You are the engine of your brokerage – keep that engine maintained. Hustle hard, but also recharge so you can keep hustling. Remember, this is a marathon, not a sprint.

26. Build a support network (you’ll need it). This business can be stressful and isolating, especially if you’re a one-person operation to start. You need people in your corner. Maybe it’s a mentor (as we discussed), maybe it’s a community of freight brokers online, maybe it’s just your spouse or friends who cheer you on and listen to your rants about that one impossible customer. Don’t try to do this completely alone. I found huge value in joining a freight broker forum and a weekly meetup call – hearing others go through the same challenges kept me sane and taught me new solutions. Also, be open with your family about the journey; let them know the stakes and why you’re putting in so much effort. Their understanding and encouragement will fuel you on tough days. Success isn’t solo – even if others can’t help make your sales calls, their emotional support can make a world of difference in your motivation and resilience.

27. You will make costly mistakes – consider them tuition. I hate to break it to you, but you’re going to screw up. Maybe you’ll quote a load too low and lose money covering it. Maybe you’ll hire a subpar carrier who damages freight and you eat a claim. Maybe you’ll forget to secure a rate confirmation and get squeezed on payment. It’s happened to the best of us. My brutal truth for you is: mistakes are guaranteed, but they are your best teachers. Don’t get paralyzed by the fear of messing up. Despite your best efforts (and double-checking), something will go wrong eventually. When it does, own it, fix it, and learn from it. Early on, I lost a quick $1,000 because I didn’t verify a carrier’s insurance properly – it stung, but I never made that mistake again. Consider these losses as the tuition you pay to the school of experience. As long as you don’t repeat the same mistakes, every error makes you sharper and better.

28. Integrity is your invisible freight. This one’s a bit of a life lesson: your word is everything in business. If you promise a truck and then bail last minute because you found a better load, word will get around. If you lie to a customer about an issue, they will find out eventually. The freight world is surprisingly small – relationships and reputation are intertwined. I learned that doing the right thing might cost you in the short term (like turning down a load you know you can’t handle rather than taking it and failing), but it pays off in the long run. Shippers and carriers remember. I’ve had carriers cover loads for me at a loss because they knew I’d always been fair to them. I’ve had customers stick with me through a mistake because they knew I was honest and upfront. Integrity builds trust, and trust builds an enduring business. Treat every deal and every interaction as if your reputation is on the line – because it is.

29. Not every customer is a good customer. When you’re new, you feel like you have to grab any shipper willing to work with you. But beware: some freight is more trouble than it’s worth. There are shippers out there who will micromanage you, blame you for everything, pay late or not at all, or have freight that’s nearly impossible to cover at the rates they offer. It’s okay to fire a customer (politely) if the relationship is costing you money or sanity. In my early days, I worked with a produce shipper who paid bottom-barrel rates and would call me screaming for trucks at 2 AM; I made pennies and lost sleep. I eventually walked away and focused on better clients. Best decision ever. When you have a few solid customers, you gain the confidence to choose who you work with. Aim for shippers who value partnership, pay fair rates, and communicate well. Three great customers that you service impeccably are better than ten nightmare customers that drive you into the ground.

30. Vet your shippers like you vet your carriers. We always hear “vet your carriers” (and you absolutely should – check insurance, safety, reliability, etc.), but few talk about vetting customers. A brutal truth: some shippers will string you along or even stiff you on payment. Always run a credit check or at least do some homework on a new customer’s payment reputation. If a small warehouse in the middle of nowhere with no online presence offers you tons of loads at amazing rates, be cautious – it could be too good to be true and they might have a history of not paying. Use tools or ask factoring companies about a shipper’s payment track record. Additionally, understand the shipper’s freight: if they ship hazmat or high-theft goods and you’re not equipped for that, know what you’re stepping into. It’s okay to politely decline freight that doesn’t fit or seems shady. A bad customer can sink your brokerage just as fast as a bad carrier. Choose your partners wisely on both ends.

31. Negotiate, but know your worth. Shippers will negotiate hard – it’s their job to get the best rates. Carriers will negotiate hard – it’s their job to get the best pay. You’re in the middle, and yes, you’ll have to negotiate daily. But don’t let yourself get squeezed to the point where you’re working for free or negative. It’s perfectly fine to walk away from a load that doesn’t make financial sense. In fact, sometimes saying “no” to a cheap rate can earn a shipper’s respect; they know you have to run a sustainable business. The truth is, you can’t be everything to everyone. Some shippers will never pay decent rates – let your competitors fight over those pennies. Focus on customers who value service and will pay fair market rates. And when you do negotiate, always try to expand the pie: if a shipper wants a price cut, maybe ask for more volume or a longer contract in return. If a carrier’s rate is high, see if they’ll do a dedicated lane for a slight discount. Be creative, be firm when needed, and remember that your time and expertise have value. You’re not just selling a rate per mile – you’re selling a solution.

32. Reputation is everything in this industry. By now you see how many of these “truths” tie back to trust and reputation. Here’s a story: I once called a carrier to cover a load, and the dispatcher said, “We’ve heard of your brokerage – drivers say you keep your word.” I was floored, because I didn’t realize people were talking about me. They are! People in logistics talk, carriers talk at truck stops and on forums, shippers talk at conferences and to colleagues. If you build a rep as a solid, reliable broker, you’ll start getting calls inbound instead of always chasing. On the flip side, one shady move can haunt you. There are brokers who got blacklisted by carriers because they didn’t pay on time or by shippers because they blew up one too many loads. Do right by people consistently, and even those who haven’t worked with you will hear good whispers. That reputation becomes a selling point. Think of it as your invisible marketing team working 24/7, for free, spreading either good news or bad news about you. It’s up to you which story they tell.

33. Always be learning and adapting. The day you think “I’ve got it all figured out” is the day your business starts dying. The freight world is constantly changing – market rates, technology, regulations (hello, ELDs!), and best practices. Make it a habit to learn something new every day. It could be reading industry news, learning a new software feature, or listening to a podcast from a freight expert. The most successful brokers I know are students of the game. They study their craft. If a new load board tool comes out, they test it. If freight patterns shift due to a global event (remember the pandemic chaos?), they adapt their strategy. Stay curious and stay humble. Even after years in the game, I’m still learning – from customers, from carriers, even from newbies sometimes who bring fresh ideas. This willingness to learn will keep you sharp and ahead of the pack. As the saying goes, the more you learn, the more you earn – it’s corny but true.

34. Differentiate yourself or drown in the sea of brokers. Let’s face it: to a shipper, a lot of brokers sound the same: “great service, great rates, we’re the best, yada yada.” Why should they choose you? This is where you need to identify and promote your unique value. Maybe you provide daily lane reports or market insights that others don’t. Maybe you specialize in a specific region or type of freight. Maybe you have a proprietary tracking system that gives customers peace of mind. Even your personal background can be a differentiator – for example, if you were an Army logistics officer or a truck driver turned broker, play that up! When I started emphasizing that I specialize in their niche and gave examples of how I solved similar problems for other customers, I noticed prospects leaning in. Your branding and elevator pitch should quickly answer, “What makes me different (and better) than the 10 other people cold calling this shipper today?” If you don’t have an answer, create one. Stand out, or you’ll blend in and be forgotten.

35. Stay organized – track your leads, your loads, your everything. In the whirlwind of daily brokerage life, it’s easy to lose track of things – a follow-up you meant to do, an invoice you should have sent, a carrier’s truck availability. Disorganization can silently kill your success. Use a CRM for sales leads, use your TMS to its fullest for load management, keep a calendar with reminders for important tasks. When you’re juggling 5 loads, 20 active prospects, and 50 carriers, your brain will drop the ball if you rely on memory alone. Early on, I was scribbling notes on paper and missing follow-ups left and right. Once I set up a simple spreadsheet (and later a proper CRM), I started turning more prospects into customers simply because I actually followed up when I said I would. Also, maintain organized records – contracts, insurance certs, PODs, etc. In a dispute or audit, having your paperwork in order can save your butt. Long story short: treat your one-person (or small team) brokerage like a Fortune 500 company when it comes to organization. It builds discipline and professionalism that directly translate to more money.

36. Revenue is vanity, profit is sanity. This is a business saying that holds very true in brokering. Don’t brag (or fool yourself) about “I did $100,000 in revenue this month” if you spent $95,000 to move those loads. What matters is profit – the actual money you get to keep after paying carriers and overhead. Some brokers move a ton of freight and barely scrape by, because they’re running on tiny margins or high expenses. Aim for a healthy margin on your loads (typical broker margins are around 15-20%​, depending on the lane and market). And keep your overhead low, especially at the start – do you really need that fancy office or can you work from home? Do you need five software subscriptions or just one good one? Focus on profitable growth. I’d rather you move 5 loads a week at $200 profit each than 10 loads at $50 profit each – less stress, more money. Track your numbers closely: know your weekly/monthly profit, not just gross. The “sexy” big revenue means nothing if there’s no profit. After all, you can’t deposit revenue in the bank – only profit.

37. Turn “failures” into feedback. In business and life, this mindset is gold. When a bid doesn’t convert or a customer leaves, don’t just shrug it off – analyze it. Why did you lose that bid? Was your rate off, did you not build enough rapport, did a competitor offer something you didn’t? Why did that customer stop calling – was there an issue you didn’t address, or did their friend become a broker and undercut you? Every setback has a lesson embedded in it. When I was starting, I lost a shipper’s business and later found out it was because their new traffic manager had a cousin who was a broker. Nothing I could’ve done. But in other cases, I learned maybe I needed to follow up more, or communicate better when issues arose. By treating each setback as a learning opportunity, you actually never really fail – you either win or you learn. This attitude keeps you from getting demoralized and it sharpens your approach over time. In short: the only true failure is not learning from one.

38. Patience and persistence will take you further than any quick-win tactic. We live in a world of instant gratification, but freight brokering is old-school in that you have to earn your stripes over time. I’ve hammered on persistence already, so let me talk about patience. You must be patient in the day-to-day (that prospect might take months to sign on), and patient with yourself (you’re building a lot of new skills and knowledge). That doesn’t mean move slowly – you hustle hard – but you understand results lag behind effort in this game. Many people give up right before the dam was about to break. I recall being this close to quitting at month 4 because I only had a couple small customers. Month 5, I landed a big account that changed everything. What if I quit earlier? Persistence is hanging on until you succeed. Patience is staying calm and focused during that process, rather than feeling entitled to instant success. Combine them, and you become unstoppable. Most of your competition will quit; if you don’t, you automatically rise to the top of the pack.

39. Mindset is your greatest asset (or liability). The brutal truth is, the only thing truly separating those who thrive from those who fail is what’s between their ears. You need an entrepreneurial mindset to weather this journey. That means being proactive (seizing opportunities, not waiting), staying positive (seeing solutions, not just problems), and being resilient (bouncing back from the bad days). If you believe every day that “I’m new, it’s too hard, I can’t do this,” then you’re right – you won’t do this. But if you cultivate a mindset of “I’ll figure it out, I’ll work harder and smarter, and I deserve success,” you’ll find ways to make it happen. This isn’t cheesy self-help talk – it’s reality. I’ve seen two brokers with the same resources and training end up in very different places: one was crippled by fear and gave up after the first bad week, the other kept a winner’s mindset and pushed through to huge success. Train your mind like you train for a sport – guard against negativity and feed it with motivation (heck, watch videos like this to keep you inspired!). In a business full of rejection and challenges, mindset is everything.

40. The journey is worth it. After all these brutal truths, you might be thinking, “Man, is this even worth it?” Let me tell you: absolutely, yes. Once you get past the initial gauntlet and start seeing progress, freight brokerage is one of the most rewarding careers out there. You can make life-changing income. You can build a business that’s truly yours, with clients who rely on you and appreciate your work. You can enjoy the freedom of running your own show – no corporate nonsense, your success is directly tied to your effort and creativity. And it’s fun (at least for those of us who thrive on excitement) – every day is different, every load a new puzzle, every client a chance to build a relationship. I’ve watched this business take people from broke to buying their dream homes, from zero experience to industry leaders. The road isn’t easy, but that’s what makes it valuable. If you’re willing to apply these truths, keep learning, and keep pushing, you can build a freight brokerage (and a life) that you’re damn proud of.