An Easier Path to More Business

More Customers Isn’t Always the Answer

I talk to a lot of freight brokers who tell me that their biggest focus right now is sales.  It’s been a tough market for a long time and they need more money coming through the door.  Their solution is often to onboard some additional sales reps, hit the phones hard and land some new accounts.

Is that a way to get more business?  Absolutely.

Is it the easiest way?  Absolutely not.

More than likely, you’re currently sitting on business that could significantly increase your revenue without having to land a single new customer.

Grab the Low Hanging Fruit

My experience is this: Most brokers who think they need more sales really need better account management.

Existing accounts are the low hanging fruit of the freight world.  You have an existing relationship with them and it’s always going to be easier to increase your business with an existing account than it is to win brand new business.

This is revenue sitting at your doorstep just waiting for you to take it.

Maximize Value of Accounts

Look at your existing customer base.  How confident are you that your people are maximizing the potential of their accounts?

• Are they working with every load planner?
• Are they working with every location?
• Do they have access to both spot and contract freight?
• Are they trying to convert spot opportunities to contractual business?
• Do they know how much business is available?
• Do they know what’s in their customer’s pipeline?

…do they even know that they should be thinking about these things?

If you answered “No” to any of those questions, you’ve found the easiest way to increase your revenue.  

Ideally, Do Both

To be clear, the best brokerages do both of these things.  They have a sales team that consistently brings in new business AND they have account managers who effectively grow existing accounts.  Having both of these together is what successfully drives revenue growth at a freight brokerage.

Sync Logistics Training

If you found this interesting, check out what we’re building at Sync Logistics Training.  We cover this topic and more in our brokerage training.

Reach out to nick@synclogisticstraining.com for more information.