How to Find Shippers as a New Freight Broker or Agent (Beginner’s Guide)
- Matt
- Feb 12
- 31 min read
Updated: Feb 17
Introduction
Finding shippers is the lifeblood of any freight brokerage, without shippers providing freight, there’s no business to run. In fact, industry experts note that the biggest challenge for new freight brokers is how to find shippers – without freight to move, the business simply cannot survive. This is often the toughest hurdle for beginners with no prior experience. A freight broker (or freight agent working under a broker) essentially acts as the middleman between shippers who need to move goods and carriers (trucking companies) that haul the freight. But connecting with those shippers when you’re just starting out can feel daunting.
Why is finding shippers so important? As a new broker, you might have your freight broker license and even some carrier contacts, but without shippers, there are no loads to arrange and no commissions to earn. Building a reliable base of shipping clients is critical to start generating revenue. It’s often said that for freight brokers and agents, sales is the name of the game – and your “product” is the freight opportunities that shippers entrust you with. That’s why learning how to effectively find and win shippers is front and center in most freight broker training. Many training programs and courses emphasize prospecting and sales skills from day one, because they recognize this challenge. (If you’re in the process of learning how to become a freight broker, a resource like Freight Frameworks: For Brokers and Agents can provide step-by-step guidance. This freight broker training program is designed to walk beginners through everything from getting licensed to finding shippers and moving their first loads.)
Freight Frameworks: For Brokers and Agents, as the name suggests, is a comprehensive freight broker course (with freight agent training included) that breaks down the process of building a brokerage business. Such a resource can be invaluable for newbies, offering a blueprint on everything from setting up your office to sales strategies. It’s essentially an online freight broker class that can shorten your learning curve. However, even with a freight broker online course or transportation broker training under your belt, you’ll still need to put in the work to find and close deals with shippers. This guide will focus on practical methods – both free and paid – to help you locate potential shippers, mistakes to avoid, and how to stand out so those shippers trust you with their freight.
Whether you’re a freshly minted broker/agent or you’re still exploring freight broker training and freight agent training materials, this beginner-friendly guide will give you a clear game plan for building your shipper client list. Let’s dive into the strategies.
Free Methods for Finding Shippers
When you’re just starting (and likely on a tight budget), you’ll be glad to know there are plenty of free methods to find shippers. These require more time and effort instead of money, but they can be highly effective. Below are some proven free techniques and tools you can use:
MacRae’s Blue Book
One of the best-kept secrets for new freight brokers is MacRae’s Blue Book, a long-standing free directory of industrial and manufacturing companies. MacRae’s Blue Book is essentially an online database of manufacturers across North America, and it provides detailed information about manufacturing companies, including their locations, the products they make, and often contact details for key personnel.
How to use it: You can search the Blue Book by product category, industry, or location. For example, if you want to find food manufacturers in Texas (perhaps to target for refrigerated trucking services), you could search by keywords like “food products” and filter by the state or city. The directory will return a list of companies matching that description. Each company listing typically includes an address and phone number, and sometimes a contact name or title. Some entries even show freight details or estimated freight volumes (e.g., number of truckloads) and other useful info like company size.
Once you have a list of potential shippers from MacRae’s, the next step is outreach. You can start by calling the company’s main line to ask for the shipping or logistics manager, or use other tools (like Apollo.io, below) to find specific contact names. The beauty of MacRae’s Blue Book is that it’s free and exhaustive – it has over a million listings, which means the leads are practically endless. This should be one of your go-to resources in the beginning. (Pro tip: Also check out the “Industry Week 500” list or other industry publications for lists of top manufacturers – these can complement your Blue Book search by highlighting large shippers.)
If you need to find decision-maker contacts (names, emails, phone numbers) for potential shippers, one powerful free tool is Apollo.io. Apollo is actually a sales intelligence and lead generation platform that has a huge database of business contacts (over 250 million contacts worldwide) – and it offers a free plan that freight brokers can leverage for finding shippers. According to one freight broker resource, Apollo.io gives you instant free access to thousands of potential shippers and over 250 million contacts around the world.
How to use Apollo.io: First, create a free account on Apollo. With the free version, you typically get a certain number of contact credits per month (for example, 50 credits) that allow you to reveal contact info. Use Apollo’s search filters to target companies and titles relevant to freight shipping. You might search by industry (e.g., “manufacturing” or specific sectors like “plastic products manufacturing”), company size, or keywords like “warehouse” or “distribution.” More importantly, use the job title filter to find the decision makers – titles such as Shipping Manager, Logistics Coordinator, Supply Chain Manager, Transportation Manager, or Director of Operations are usually the people who either manage freight or have authority to choose freight brokers. Apollo will then show you matching people and their companies.
When you find a promising contact (say, Jane Doe – Logistics Manager at ABC Manufacturing), you can use a credit to reveal her work email and sometimes a direct phone number. Now you’ve got a direct line to a potential shipper client. From here, you can send a cold email (introducing your services briefly and asking if they need help with any shipments) or give a call if you’re comfortable. Apollo essentially saves you the legwork of hunting down who to talk to at a company.
One strategy is to use MacRae’s Blue Book to identify companies, then Apollo.io to find who at those companies you should reach out to. The combination of these two free tools gives you both a list of target shippers and the contacts to approach. And since Apollo is a generic sales tool, it’s not overly saturated with freight brokers – meaning the contacts you find might not be getting bombarded by dozens of other brokers (as can happen with paid lead lists). Just remember to keep your outreach professional and personalized (we’ll cover cold calling/emailing below).
Google Maps & Google Earth
Sometimes the simplest tools are extremely effective. Google Maps (and Google Earth for a more 3D view) can be your friend in locating shipper prospects. Freight brokers often use Google Maps to literally spot warehouses and manufacturing facilities in a given area. “Look for big shipping buildings with lots of bay doors for trucks. This means lots of shipments coming in and out,” advises one experienced broker. In other words, large facilities with multiple loading docks are prime indicators of a company that likely ships a significant amount of freight.
How to use Google Maps to find shippers: Choose an industrial area or a city known for manufacturing/logistics. For example, say you want to find shippers around Chicago. Open Google Maps and zoom into areas on the outskirts of the city or known industrial parks. Switch to satellite view (or use Google Earth) – you’ll start to see large building complexes with truck yards and loading docks. When you spot a big building, click on it; Google will often have the business name listed. If not, use Street View and virtually drive by the front gate or entrance – many times you can catch the company’s sign.
Another approach is to simply search in Google Maps for terms like “manufacturing near [City]” or “warehouse [City]”. This can reveal company names pinned on the map. For example, searching “factory near me” or “distribution center in [State]” might show pins for “XYZ Manufacturing Co.” or “ABC Distribution Warehouse”. You can then click those pins to get the business details (address, phone, maybe website). From there, compile a list of those company names to research further (visit their website for what they produce) and contact later.
Google Earth is useful because you can cover a lot of ground quickly by scanning satellite images for the physical signs of a shipper (truck trailers, loading docks, etc.). It’s a bit like scouting from the sky. Many brokers use this method especially when focusing on a particular lane or region – e.g., if you want shippers in southern California, you might virtually scan the industrial areas of Los Angeles, Long Beach (ports and warehouses), Ontario, etc., and note down company names. It’s free and just costs you time. Plus, you might discover mid-sized local manufacturers that aren’t listed on big directories but still ship plenty of freight, which can be a golden opportunity.
Networking & Referrals
In the freight world, who you know can be just as important as what you know. Networking is a free (or low-cost) strategy that involves tapping into relationships and communities to find shippers. Especially as a beginner, you should start building your network early – not only for finding shippers directly, but also to learn and get support from others in the industry. Here are some networking and referral approaches:
Leverage existing connections: Think about any contacts you might already have. Did you or someone you know work in a business that shipped products? Even if you have, say, a friend in manufacturing or a relative in retail, they might connect you to their shipping department or give you insight into their freight needs. Let people in your circle know that you’ve become a freight broker and are looking for companies that need help with transportation. Sometimes a warm introduction can get you a meeting that cold calling would not.
Join industry groups (online and offline): There are numerous online communities for logistics and freight professionals. For example, on Facebook and LinkedIn you can find groups like Freight Brokers & Agents Network, Transportation & Logistics Professionals, etc. Join these groups and participate in discussions – ask questions, share knowledge, and let others know you’re a new broker seeking advice or opportunities. Often, more experienced brokers might have overflow freight they can’t cover and might pass a lead your way, or carriers in those groups might mention shippers that are looking for broker help. Also consider forums like Reddit’s r/FreightBrokers where people often discuss tips for finding customers.
Attend local business events: Check your local Chamber of Commerce or industry associations for networking events, trade shows, or business mixers. Shippers (manufacturers, distributors, wholesalers) often attend trade shows for their industry. For example, if you target food shippers, consider attending a food industry expo; if you target auto parts, find automotive trade events. While these events might not be freight-focused, they’re full of companies who produce goods – hence potential shippers. Introduce yourself and exchange business cards. It might not yield immediate business, but if you follow up, you could land your first customer this way. (Many freight broker training programs encourage attending such events as a way to practice pitching your services and build confidence.)
Ask for referrals from carriers or other brokers: If you’ve started forming relationships with truck drivers or dispatchers (say you’ve moved a couple of loads from the load boards), don’t hesitate to mention you’re looking for more direct shippers. Carriers often hear about shippers who need capacity. For instance, a trucking company you work with might deliver to a certain factory regularly — you could ask the carrier, “Do you know if that factory ever works directly with brokers? We have trucks in that area.” Sometimes carriers can give you a name to contact or at least a lead (“Yeah, they ship a lot of steel coils, might be worth talking to them”). Similarly, other brokers or agents you meet (perhaps through online groups or your freight broker class cohort) might refer smaller accounts to each other. Referrals are gold – they come with built-in trust if someone vouches for you, making the shipper much more likely to give you a shot.
Networking and referrals might take time to cultivate, but for a beginner, they can be one of the easiest ways to get your foot in the door. People prefer to do business with someone they know or who comes recommended. Make it a habit to continuously network, even as you pursue other methods. Over time, as you deliver great service, your past customers will refer new shippers to you – the ultimate goal is to have referral business so you spend less time cold calling.
Cold Calling & Emailing
Cold calling (or cold emailing) potential shippers is a classic method of prospecting in freight brokerage. It’s essentially reaching out to a company with whom you have no prior relationship, with the aim of introducing your services and seeing if you can help with their freight needs. For many new brokers, cold calling is intimidating, but it’s a skill you can build with practice. And importantly, it’s free – aside from the phone and internet service you’re already paying for. Here are some best practices for cold outreach to shippers:
Research before you reach out: Before dialing the phone or sending an email, do a bit of homework on the company. Know what they do – are they a manufacturer of furniture, a distributor of electronics, a food supplier? Understanding their business will help you tailor your pitch. Also, if possible, identify the right contact (using tools like Apollo.io or LinkedIn). An email to john.doe@company.com addressing him as the logistics manager, referencing the company’s product (“I understand you manufacture [X]...”), will go much further than a generic “To whom it may concern” blast.
Have a value proposition (and be concise): Shippers are busy, and they get a lot of calls/emails from brokers. You need to quickly answer the question, “Why should this shipper consider me?” When cold calling, introduce yourself and your company briefly, then focus on how you can solve a problem for them. For example: “Hi, I’m [Name] from [Brokerage]. We specialize in refrigerated freight in the Southeast and I noticed your company ships fresh produce – I have trucks in this area every week, so I wanted to see if we could help improve your delivery times or costs.” This shows you understand their niche and have something specific to offer. Keep the intro very short – the goal is to start a conversation, not deliver a monologue. On emails, keep it to a few sentences at most.
Ask questions and listen: A common mistake is to turn a cold call into a one-sided sales pitch. Instead, treat it like a discovery call. Ask about their needs. One experienced freight professional suggests asking questions about the shipper’s lanes and volumes right up front. For instance: “Can you tell me a bit about your shipping operations – what lanes are most important to you, or any challenges you’re facing with your current transportation?” By asking questions, you engage the prospect and get them talking. Their answers will tell you how (or if) you can tailor your services to help. Plus, people appreciate a broker who listens and tries to understand their business, rather than just pushing services blindly.
Be prepared for gatekeepers: Often, your call will be answered by a receptionist or an operator. Have a plan for this. Ask for the person in charge of shipping or logistics by title. For example, “May I speak with the Shipping Manager, please?” If they ask what it’s regarding, be honest but brief: “I’m calling to see if we could assist with any of your transportation needs; we have trucks in our network that might fit your lanes.” Sometimes you won’t get through on the first try – be persistent but polite. If you’re leaving a voicemail, keep it under 30 seconds, and mention your value prop (“trucks in your area” or “specialized in your industry”) and your call-back number.
Cold emailing tips: Email can be a softer entry, either in addition to calls or before you call. Personalize the email – use the contact’s name, mention their company and something relevant (like a product or a recent news about them if you find any). Keep it very short (3-4 sentences). An example email:
Subject: Capacity for your [Product] shipmentsHi John,I’m a freight broker with experience in [industry or mode]. I noticed [Company] is in the [industry] space. We have a strong carrier network and competitive rates for lanes out of [contact’s city/region]. If you ever need an extra hand finding trucks or improving transit times, I’d love to help. Are you the right person to talk to about this?– [Name], [Company], [Phone], [Email]
The email above is friendly, shows you know what they ship and where, and asks a simple question to engage. It’s not pushy about “please give me loads”; it’s offering help.
Timing and persistence: Realize that success in cold outreach is a numbers game and a timing game. You might have to contact dozens of shippers to get a few interested responses. Don’t get discouraged by rejection or no-answers – that’s normal. Call in mid-mornings or mid-afternoons when people are more likely to be at their desks (avoid Monday 8am rush or Friday 4pm if you can). If someone shows a bit of interest but isn’t ready to commit, make sure to follow up regularly. Maybe they said, “Call me next month” – put that in your calendar and actually do it. A lot of newbies give up after one touch, but polite persistence (every few weeks or months) can eventually land the client when their need arises.
Remember, there is no magic script that guarantees a sale. Cold calling is as much art as science. Over time, you’ll refine what works for you. You might stumble at first, but each call is practice. Combine calling with emailing and even LinkedIn messaging for a multi-touch approach. And whenever possible, try to shift cold contacts into warm contacts – for example, mention if someone referred you or reference a relevant point (“I saw in Transport News that your company is expanding – congrats! Usually expansion means more freight; do you need...”). This shows you’ve done your homework and you’re serious about helping, which can set you apart from the many generic calls a shipper receives.
By utilizing free resources like MacRae’s and Apollo to build a contact list, Google Maps to scout businesses, networking to open doors, and cold calling/emailing to start conversations, you can land your first few shippers without spending much money. It will take hustle and persistence, but many successful freight brokers started exactly this way. In the next section, we’ll explore some paid methods that can further accelerate your shipper acquisition once you have a bit of budget to invest.
Paid Methods for Finding Shippers
Once you have a little cash flow (or if you’re willing to invest some money upfront), there are paid tools and services that can help you find shippers more efficiently. Paid methods can save time by giving you ready-made information or broader reach, but be careful to evaluate the return on investment. Here are some common paid options:
Freight Broker Lead Lists
You might have come across companies or websites selling “Shippers Lists” or “Freight Broker Lead Lists.” These are essentially compiled lists of companies (and sometimes contacts) that supposedly need freight services. As a new broker, it’s tempting to think you can just buy a list of shippers and start calling. But are they worth it?
In general, purchased lead lists have a mixed reputation. While a few curated lists from reputable sources can be okay, many of the cheap lists sold online are outdated or overused. In fact, industry experts warn: “Don’t buy cheap lead lists. 99.9% of lead lists you can buy online are bad, old, and over-called.”. Think about it – if a list of hundreds of “ready-to-go” shipper leads is being sold publicly, how many other brokers have already bought that same list and hammered those phones? Probably a lot, which means those shippers are tired of getting calls. Stale leads can waste your time and even hurt your morale after the 50th “No, we’re not interested” response.
That said, not all lists are terrible. Some more expensive or niche lead list services claim to offer updated information or unique contacts. If you consider buying a list, do your homework on the provider. Look for reviews or ask other brokers (in forums or groups) if they’ve used that service and had success. If you do get a list, treat it as a starting point – you’ll still want to verify each company and contact (people move jobs, companies change) and tailor your approach. Never assume a list is 100% accurate.
Also, consider alternatives: There are freight broker databases like DAT’s Directory or industry-specific lists (for example, if you specialize in agriculture, there are lists of farms and co-ops, etc.). Some freight broker training courses might even provide a sample list of shippers to get you started (like a bonus). These can be useful, but always supplement them with your own research. The bottom line on paid lead lists: they might give you quantity, but not necessarily quality. Use them cautiously – and don’t rely solely on them for your business. They’re a tool, not a silver bullet.
Paid Directories & Memberships
Beyond one-off lead lists, there are more structured directories and membership-based platforms that freight brokers use to find shippers. These usually require a subscription or membership fee, but they can offer a wealth of information and networking opportunities. Some examples include:
Industry Directories: We discussed MacRae’s Blue Book as a free tool, but there are also directories like Thomasnet (which lists manufacturers and suppliers) that are free to search but offer paid plans for more features. Similarly, Dun & Bradstreet’s Hoovers database or InfoUSA (now Data Axle) provide huge databases of companies which you can filter by industry, geography, size, etc. These are paid services (or sometimes accessible via library memberships) that let you download lists of companies including contact names. They aren’t freight-specific, but you can filter by businesses that produce goods likely to need shipping. If you have access, these can be very powerful for generating leads.
Logistics Industry Memberships: Consider joining associations like the Transportation Intermediaries Association (TIA) or local trucking/logistics clubs. Memberships often come with a directory of members – while those directories mostly list other brokers and carriers (since shippers typically aren’t members of a broker association), being in those networks can indirectly lead you to shippers. For instance, TIA or other groups host conferences and networking events where you might meet shippers who attend as guests or speakers. Some regions have trade groups (like a state trucking association) that include logistics managers from shipper companies in their events. Memberships cost money but signal that you’re a serious professional, which can build credibility.
Online Freight Marketplaces: Platforms such as DAT Power, Truckstop.com, etc., are primarily load boards for finding trucks, but some have added features where shippers post freight or where brokers can access a shipper database. DAT, for example, has a “Directory” of shippers and brokers that you get with certain subscriptions – you could look up shippers there and sometimes see reviews or credit scores, which hint at their shipping volume. These are indirect ways to find prospects (and also to vet them).
Paid Shipper Databases: There are services tailored for freight sales, such as ShipperCRM’s FindShippersFast or Salesdash CRM that integrate databases of shippers. These typically bundle a CRM (customer relationship management software) with a leads database so you can find and manage prospects in one place. They require a monthly fee, but they streamline the search process. Essentially, you pay for convenience and possibly higher-quality data that’s updated regularly.
When investing in paid directories or memberships, always evaluate the cost versus what you realistically get out of it. If a membership costs $500 a year but gets you into a conference where you land one good client, that’s money well spent. If a database subscription is $100 a month but saves you 10 hours of Googling and yields a couple of leads that turn into customers, also worth it. On the other hand, if your budget is tight, you might hold off on expensive tools until you’ve exhausted the free methods. Many successful brokers will tell you that hustle beats expensive tools if you have more time than money. But as your business grows, combining your hustle with some paid resources can accelerate your growth.
LinkedIn Sales Navigator
LinkedIn isn’t just for job seekers – it’s a goldmine for sales prospecting if used correctly. LinkedIn Sales Navigator is a premium tool (monthly subscription) that allows you to perform advanced searches and reach out to people on LinkedIn. For a freight broker or agent, Sales Navigator can be incredibly useful to find logistics and supply chain contacts at potential shipper companies.
What it does: Sales Navigator lets you filter LinkedIn’s 900-million+ user database by criteria like job title, industry, company size, geography, etc. For example, you can search for “Shipping Manager” or “Logistics Director” in the “Food Production” industry located in “California” with company headcount of “51-200 employees.” This would yield a refined list of profiles matching those specifics. Essentially, it’s like Apollo.io (as mentioned earlier) but within LinkedIn’s platform, with the ability to directly see profiles and even send messages (InMails) to people outside your network.
How to use it as a freight broker: Let’s say you want to break into the automotive parts shipping market. You could search for titles like “Logistics Manager” or “Supply Chain Manager” at companies in the automotive sector. Sales Navigator will show you who those people are. You might discover, for instance, the Supply Chain Director of a mid-sized auto parts manufacturer in Detroit. Once you have those leads, you can attempt to connect with them (send a connection request with a note) or send an InMail (a paid message) introducing yourself. A sample approach might be:
Hello Mr. Smith, I see you manage logistics at XYZ Auto Parts. I’m a transportation broker specializing in the automotive sector. I’d love to connect and perhaps learn if we could assist XYZ with any difficult lanes or extra capacity when needed. Even if not now, I share industry freight updates and would be happy to be a resource for you.
The key is not to come off as spammy. Personalize your outreach and focus on connecting/providing value, rather than immediately selling. Some people won’t accept or respond – that’s okay. Those who do connect become part of your LinkedIn network, where they’ll see your posts and you can build a relationship over time.
LinkedIn is also great for research: even without Sales Navigator, a regular LinkedIn account can help you look up companies and see their employees. But Sales Navigator makes it easier and increases the number of profiles you can view and contact in a month (regular LinkedIn has search/view limits).
Many brokers have found clients by consistently networking on LinkedIn – posting useful content (like freight market tips, news, success stories), engaging with shippers’ posts (commenting thoughtfully), and gradually building a reputation. The premium cost of Sales Navigator might be around $80-$100/month, but if you diligently use it to contact prospects and follow up, it can pay off with just one customer win. Consider it an investment in targeted lead generation. Plus, LinkedIn itself is a form of marketing – even those you don’t directly pitch may notice your presence and reach out if they have a need.
Online Ads & Marketing
So far we’ve talked about you finding shippers, but what if shippers could also find you? That’s where online marketing and advertising come in. While this approach may not yield immediate results for a brand-new broker (since building marketing momentum takes time), it’s worth mentioning as a paid strategy to attract shippers in the long run:
Website and SEO: First, make sure you have a professional website for your brokerage. Even a simple one-page site with your services, contact info, and some industry insight can lend credibility. Invest time (or hire someone) to optimize it for search engines with relevant keywords (SEO). For example, if you target shippers in Atlanta, having content about “freight broker in Atlanta” or if you have expertise like “refrigerated freight solutions” on your site can help you rank in Google when shippers search those terms. It won’t happen overnight, but good content (blog posts, service pages) can gradually bring in inbound leads. Some freight broker online courses have modules on marketing that can guide you on SEO basics.
Google Ads (PPC): You can run pay-per-click (PPC) ads on Google targeting keywords that shippers might search. For instance, you could bid on terms like “freight brokers near me” or “logistics help [City]” or more specific ones like “flatbed shipping for construction equipment”. When a shipper searches that, your ad could show up at the top. If they click, they land on your website or a landing page that encourages them to contact you. Be aware, some keywords can be competitive and expensive. You set a budget, so you can start small, like $10/day, to see if you get any inquiries. The upside is you get in front of shippers exactly when they have intent (they’re searching for a solution). The downside is many shippers might just go with known providers or 3PLs, and as a small broker you have to convince them to give you a shot. Make sure any ad leads are followed up immediately – online attention spans are short.
LinkedIn Ads: In addition to organic outreach, LinkedIn also allows paid advertising. You can target ads very specifically (by industry, job title, company size, etc.). For example, you could run a Sponsored post that only supply chain managers in the food production industry will see in their feed. The ad could be something like “Struggling with seasonal capacity? Our freight brokerage specializes in produce shipping – see how we can help [link].” LinkedIn ads can be pricey per click, but they target a niche audience. This method is usually used by more established brokerages or logistics companies to generate leads, but nothing stops a newbie from trying – just watch your budget and measure results.
Social Media and Content Marketing: Maintaining an active presence on social media (LinkedIn, Facebook, even Instagram or Twitter if relevant) can indirectly attract shippers. Share pictures of successful deliveries (with client permission), post testimonials, talk about freight trends (“This week diesel prices are down, which is good news for shipping costs!”), or even short videos explaining how you solve shipping problems. Running a Facebook business page and occasionally boosting a post can reach local businesses. Also consider writing helpful content: for example, an e-book or guide like “5 Ways to Reduce Your Company’s Freight Costs” and offer it on your website (gated by an email form). This is classic content marketing – you provide value upfront (education) and in return you might get a lead’s contact info and build trust.
Email Marketing & Newsletters: As you build a list of contacts (even ones that didn’t immediately become customers), you can do some email marketing. Maybe start a monthly newsletter about freight market updates or tips. This keeps you on the radar of potential shippers. There are email services like MailChimp or Sendinblue that are inexpensive for small lists. Just ensure you have permission (or the emails came from business inquiries/cards – avoid spamming random companies). A useful newsletter can position you as an expert over time. For instance, if a prospect isn’t ready to use you now but keeps seeing your insightful emails, when their pain point with their current logistics situation hits, who will they think of? Hopefully you.
The world of online marketing is vast, and it can get complex, so focus on basics first: have a decent website, use LinkedIn actively, and maybe try a small Google ad campaign if you can afford it. As one industry article noted, digital strategies like SEO, PPC ads, and social media marketing can all help freight brokers attract shippers online. Just remember, marketing has a longer lead time – it’s about planting seeds that may grow later. So don’t rely on this alone, but use it to complement your direct prospecting.
In summary, paid methods like lead lists and directories can quickly give you names to call (though verify their quality), Sales Navigator helps pinpoint the right contacts to build relationships with, and online ads/marketing can create a pipeline of inbound interest over time. The best approach is often a mix: use free methods to grind out leads when money is tight, and reinvest some earnings into paid tools to scale your reach and efficiency.
Common Mistakes to Avoid
Breaking into freight brokering is a learning process, and it’s easy to stumble. Here are some common mistakes beginner brokers and agents should avoid when trying to find shippers (and in the sales process generally):
Relying too much on paid lists without verification: As discussed, blindly trusting a purchased shippers list can lead to frustration. Many new brokers burn cash on a list and call 200 numbers just to find out 150 of them are dead ends. Don’t assume a paid list is a goldmine until you vet it. It’s fine to use lists as a starting point, but cross-check the info. A quick online search or LinkedIn lookup on each company can save you from calling disconnected numbers or people who left the company years ago. Quality of leads matters more than quantity.
Using poor or generic cold-calling scripts: Reading a dull script in a monotone voice will get you nowhere. Shippers can tell if you’re just reciting a generic pitch. Avoid sounding like a telemarketer (“Hello, I’d like to offer our freight services...”). Instead, focus on a conversation. A big mistake is not engaging the prospect – for example, failing to ask any questions and just listing your services will likely make their eyes glaze over. Remember, there’s no one-size-fits-all magic phrase that will land a customer. You need to adapt to each call. A related mistake is talking too much and not listening. Don’t be so eager to sell that you talk over the prospect or ignore hints they’re giving about their needs or objections.
Not researching the right industries or niches: Another mistake is not having a focus. Especially early on, if you just randomly call any type of company under the sun each day (Monday a food company, Tuesday a chemical company, Wednesday a furniture maker, etc.), you’ll have a hard time learning the specific needs of any one industry. While it’s good to explore, you should identify a few target industries or lanes and build knowledge there. For example, you might choose to concentrate on food and beverage shippers in the Midwest. That means you learn about reefer requirements, seasonality, grocery distribution, etc., making you more credible when talking to those shippers. If instead you call a frozen food company in the morning and a steel manufacturer in the afternoon, you might mix up lingo or not have a clear pitch for either. Don’t just call anyone anywhere without a plan – pick a region or niche to focus your prospecting. This way you can tailor your value proposition to that niche (carriers in that area, knowledge of that commodity, etc.) and gradually become an expert in it. Shippers prefer brokers who understand their specific needs.
Failing to follow up consistently: This is a big one. Many new brokers make a few calls or send one email and then never follow up on warm leads. If a potential shipper didn’t slam the door in your face, you should absolutely follow up. Maybe they said “Contact me next quarter,” or “We might have something coming up, not sure,” – these are not firm “no” answers. The onus is on you to follow up diligently (without being a pest). Not following up at all is probably the number one sales mistake in brokerage. In fact, sales trainers often mention that failing to follow up is the biggest mistake freight brokers make. It’s often the 5th, 6th, or even 8th touch where you finally break through and get an opportunity. Have a system: use a spreadsheet or CRM to track contacts and set reminders. Even a “no” might become a “yes” six months later if you politely check in once in a while. Conversely, if you drop the ball on following up, you might miss out on a shipper who was almost ready to give you a load but went with another broker who called them at the right time.
Neglecting relationship-building: Don’t treat every interaction as a transactional one-shot deal. A mistake is to either pressure too hard for immediate freight or to give up too easily if you don’t get a load right away. Some shippers test brokers with small lanes or wait until they have an urgent need. Use every call or meeting to build a relationship, even if there’s no freight today. Send a thank-you email after a conversation, share a relevant article (“Hey, I saw this news about rail delays, thought it might interest you given our chat last week”), remember names of their team, etc. If you approach shippers as long-term partners, you’ll stand out compared to brokers who are just hunting for quick loads.
Spreading yourself too thin: When you finally do get an opportunity with a shipper, a common rookie mistake is to say “yes” to every single load and lane without ensuring you can cover them properly. This is related to finding shippers because once you have one, you want to keep them. If you over-promise (e.g., agree to move freight in regions where you have zero carrier contacts or take on more loads than you can manage), you risk service failures. Early on, it’s better to do an excellent job on a few loads and lanes, than to try to grab everything and drop the ball. Shippers will forgive a new broker for being honest about where they can do a good job, but they won’t forgive failing to pick up a load on time. So avoid the mistake of biting off more than you can chew in the excitement of getting a new customer.
By being aware of these pitfalls, you can course-correct early. Every broker makes mistakes; the key is to learn from them and not repeat them. Now that we’ve covered what not to do, let’s discuss how to positively differentiate yourself in the eyes of potential shippers.
How to Stand Out as a Broker or Agent
In a crowded market of freight brokers, how can a beginner stand out and convince shippers to trust them? It often comes down to the value and professionalism you bring. Here are ways to make yourself more attractive to shippers and rise above the image of just another broker:
1. Provide value before asking for business: This is a fundamental principle in sales – give before you take. Instead of immediately pushing a shipper to “send me a load,” look for ways to be helpful or provide insight. For example, you could offer a free quote analysis: take one of their regular shipping lanes and offer to provide a market rate comparison or a transit time improvement plan. Or share useful information, like a brief report on capacity in their industry (“I’ve noticed reefer capacity is tight in the Midwest this month; if you’re shipping perishable goods, booking trucks a couple of days earlier might save cost – just a tip I wanted to share.”). By providing a bit of value up front – whether it’s market intel, a helpful suggestion, or even offering to cover a “problem load” they can’t find a truck for – you demonstrate goodwill. Shippers are used to brokers asking for their business, but not all brokers take the time to give something first. When you do, you become memorable (in a good way). It shows confidence too: you’re saying, “I know my stuff and I’m willing to help you succeed.” This positions you as a partner, not just a vendor.
2. Position yourself as a problem solver, not just a middleman: There’s a stereotype that freight brokers are just middlemen who make phone calls. You want to break that by showing you actually solve problems in the supply chain. Think of yourself as a logistics consultant for the shipper. Maybe they have an issue with frequent damage on a certain lane – you can advise on better packaging or a different mode of transport. Or if their regular carrier fell through last minute, you step in and save the day by finding a truck in an hour. Perhaps a shipper is struggling with complicated cross-border paperwork – you help guide them through it. Emphasize your problem-solving skills in your pitches: share a quick story of a challenge you handled (even if it was during training or a hypothetical example). In essence, you want the shipper to see you as someone who adds value by making their job easier, not someone who just passes info along. As one discussion noted, freight brokers at their core are problem solvers leveraging their industry knowledge and network to address logistical challenges. So showcase that mindset. When a shipper mentions a pain point, don’t immediately say “I can beat your rate!” – instead, talk about how you’d approach fixing that pain point (the capacity issues, the communication gaps, whatever it is). That will set you apart as a thoughtful professional.
3. Use data and insights to gain credibility: We live in an age where data is king. Even as a newcomer, you can impress shippers by using data-driven insights in your conversations. For example, be aware of the current freight market trends: if spot rates are rising or fuel prices are spiking, mention how you can help mitigate those for your clients. If you specialize in certain industries, cite relevant stats (e.g., “Did you know produce season in California is starting next month? Truck availability might tighten, but our carrier network has dedicated reefer trucks ready, so we can keep your costs stable.”). You don’t have to overwhelm with numbers, but a few key points show that you’re informed. You can get such insights from trade publications, USDA reports (for seasonal harvests), or tools like SONAR if you invest in them, but even free DAT trendlines or monthly logistics reports can provide nuggets to share. Using data in your pitches or marketing content positions you as an expert. One content strategy article pointed out that combining freight data with industry data allows you to create actionable analysis for customers and prospects. In practice, that could mean you put out a short LinkedIn post with a chart of freight rates and your commentary, or you email a prospect saying “I noticed flatbed rates from Texas to Oklahoma have dropped 5% this quarter – we might be able to get you some savings on those lanes.” This level of insight is something not every broker provides. It builds credibility because it shows you’re on top of what’s happening in the market. Shippers will feel, “This person knows the industry; I can trust their advice.”
4. Demonstrate reliability and honesty: Many shippers have horror stories of brokers over-promising and under-delivering. You can stand out by doing the opposite – be realistic and honest from the get-go. If you’re new and lack certain capabilities, don’t lie; instead, highlight what you do bring to the table (e.g., extreme hustle, attention to detail, excellent communication). And if a shipper does give you a chance, follow through impeccably on that first load. Update them frequently, call when you said you would, deliver on time, and handle any hiccups with transparency. This may sound basic, but simply being dependable is a huge differentiator. Reliability builds word-of-mouth – that shipper might mention to a colleague “This new broker I tried was actually great – very on top of things.” That kind of reputation is gold. Also, if there’s something you can’t do well, be upfront. For instance, if a shipper asks for help with hazardous material loads and you have zero experience there, it’s better to admit “I’m not well-versed in hazmat, and I wouldn’t want to risk your freight by learning on the fly. I specialize more in general dry van loads.” It may seem like you’re losing business, but honesty can earn respect and future opportunities in other areas. Being ethical and trustworthy will, over time, get around – whereas a slick salesman attitude might win a load or two but won’t sustain.
5. Continue educating yourself (and even your clients): The freight industry is always changing – whether it’s new regulations, technology (like digital freight platforms), market shifts, or best practices. The best brokers are lifelong learners. Invest in continuous education: read industry blogs, attend webinars, maybe pursue advanced freight broker training as you grow. Programs like Freight Frameworks: For Brokers and Agents (mentioned earlier) or other freight broker/agent courses aren’t just for absolute beginners – many offer advanced modules or communities where you can learn new strategies. By staying educated, you’ll always have fresh tactics for finding and serving shippers. You can then pass on that knowledge to benefit your clients. For example, if you learn in a freight broker class about a new technology for tracking shipments, you can implement it and tell your shipper “We now offer real-time tracking through platform X, so you’ll always know where your load is.” This shows you’re evolving and improving your service. Additionally, share educational tidbits with customers (“FYI, the hours-of-service rules for truckers just changed, but here’s how we’re adjusting to ensure your deliveries stay on schedule.”). This kind of proactive communication sets you apart from brokers who operate on autopilot.
In short, make yourself a valuable partner to your shippers. Provide value first, solve their problems, back your talk with data, be someone they can count on, and keep getting better at what you do. If you follow these principles, you won’t look like just another newbie broker begging for loads; you’ll come across as a savvy logistics professional who happens to run a brokerage. And that is exactly the impression that turns a prospect into a long-term customer.
Final Thoughts & Next Steps
Starting out as a freight broker or agent is challenging – finding those first shippers requires hustle, creativity, and a thick skin. To recap some key strategies: use free resources like MacRae’s Blue Book and Google Maps to build a list of potential shippers in your niche; leverage tools like Apollo.io or LinkedIn to find and reach decision-makers; and don’t underestimate the power of networking and referrals to open doors. As you gain experience (and maybe some revenue), consider augmenting your prospecting with paid tools like quality databases or LinkedIn Sales Navigator to sharpen your targeting, and possibly experiment with online marketing to have shippers come to you.
Avoid the common pitfalls we discussed: don’t rely on shortcuts like buying random lead lists without vetting them, and don’t give up if you don’t strike gold immediately. Prospecting is a numbers game, but it’s also a learning game – every call and email helps you refine your approach. Keep your focus on the industries you understand or are eager to learn, and be persistent in following up. Remember, even seasoned brokers faced rejection many times; the ones who succeed are those who kept at it and improved with each attempt.
For a beginner with no prior sales experience, all of this might feel overwhelming. But take it step by step. Set small daily goals (e.g., “Today I will research and call 5 new companies from MacRae’s” or “This week I’ll attend one local business mixer”). Each small win builds your confidence. Over time, those little efforts compound into a solid book of business.
Lastly, don’t go it entirely alone. Tap into resources and communities for support. Revisit training materials or take a freight broker online course if you need to strengthen certain skills. For instance, if you struggled with your sales pitch, a targeted freight broker training module on sales (like those offered in Freight Frameworks: For Brokers and Agents) could provide new techniques to try. If you find the regulatory side confusing, enrolling in a freight broker class or freight agent course can fill those knowledge gaps. Continuous learning will not only boost your competence but also your confidence – and shippers will sense that confidence when you talk to them.
In conclusion, finding shippers as a new broker/agent is tough but absolutely doable. Use the framework of strategies we’ve outlined: free methods first, add paid methods when ready, avoid the rookie mistakes, and always aim to deliver real value as a service provider. If you stay persistent and professional, you will land customers and start building momentum. Every successful freight broker today started with zero shippers at one point, just like you.
Now it’s your turn to put in the work. Pick a strategy from this guide and act on it today. Over the next weeks, try a mix of approaches and see what gets traction. Learn from each interaction. And keep pushing forward. The freight brokerage business rewards those who combine knowledge with tenacity. You’ve got the knowledge – now go make those calls and connections. Good luck, and remember that resources like Freight Frameworks: For Brokers and Agents are always available to guide you step-by-step as you grow into a thriving freight broker. Happy prospecting!