In the fast-paced world of freight, growing your Freight Broker book of business isn’t just about finding new clients, it’s also about building lasting relationships and developing a strategy that delivers consistent results. Whether you’re seasoned or just getting started, having a solid book of business will boost your revenue and ensure long-term success in your career as a Freight Broker.
In this blog, we’ll explore all things related to building your book of business including what it is, why it matters, and six practical and proven strategies to expand your client base.
What is a Book of Business?
A Freight Agent’s book of business is the foundation of their income. It is essentially their portfolio of clients, or Shippers. It’s a mix of current customers with active contracts, past clients with inactive contracts, and can also include potential leads.
This “book” of business can be as simple as a handwritten list of active and inactive accounts, but we recommend Agents track this information in a spreadsheet or CRM system. The size and quality of this “book” reflects how much business an Agent is doing.
Growing a book of business means an Agent is increasing their client base, boosting their revenue, and building long-term partnerships that lead to consistent business.
Why Building a Book of Business Matters
Freight logistics is a competitive industry, but it is also one that is highly profitable. Given the competition, it is critical Agents focus on client loyalty and shift away from relying solely on load boards to building a diverse book of business.
Growing a book of business matters because it is the foundation of a Freight Agent’s success, stability, and long-term growth.
The more clients an Agent has, and the stronger those relationships are, the more opportunities there will be to move freight. A larger book also means an Agent is less vulnerable to market shifts or losing a single big customer.
Often Agents spend a majority of their time servicing one customer. By doing so, they are unprepared for unforeseen circumstances that come their way. Our advice: Avoid complacency. Even when things are going well, keep growing.
As the old saying goes, “Don’t put all your eggs in one basket.”
How to Grow a Book of Business
Given that a book of business is foundational to a Freight Agent’s success, the question then becomes a practical one: HOW? We’re so glad you asked! With over 40 years in the industry, we’ve learned a thing or two about lead generation and customer retention. Here are six proven strategies we recommend all Freight Agents implement.
1. Nurture Existing Client Relationships
It all starts here. Nurturing existing clients is all about building trust, staying valuable, and being consistently reliable.
- Stay in touch regularly even when there isn’t a load to move. A quick email, call, or even sharing industry updates shows you’re invested in the relationship.
- Be proactive, not reactive. If there are potential delays, pricing changes, or capacity issues, Freight Agents must let the Shipper know. Transparency and excellent communication builds trust.
- Offer consistent value. Whether it’s helping them find faster routes, saving on shipping costs, or offering insights from the market, successful Agents look for ways to go beyond just “getting the job done.”
- Personalize the experience. Keep notes whenever you have a conversation with a Shipper so you can be specific about things that matter to them. Agents who remember details about a Shipper’s preferences, business goals, and pain points can tailor their service to the client’s business, making them feel like more than just another account.
- Follow through on promises. Reliability is everything. Agents must deliver when they say they will, and if something goes wrong, own it and fix it fast. Don’t overpromise and underdeliver.
- Ask for feedback and act on it. Clients appreciate being heard. It is helpful to nurture existing relationships by regularly asking how things are going, what can improve, and then making changes.
At the end of the day, Agents who want to grow their book of business must first show existing Shippers they are a trusted partner in their business.
2. Leverage Referral Networks
Satisfied customers open up a network of potential referrals, and word of mouth is worth more than gold. So, leveraging referral networks as a Freight Agent is one of the most cost-effective and high-trust ways to grow a book of business.
Referrals start with great service.
Shippers are more likely to provide referrals for Agents who are consistently reliable, solution-oriented, and highly communicative.
An ideal time to ask for referrals is after an Agent has successfully completed a few loads, solved a big issue, or hit a milestone. This is when their value is freshest in a Shipper’s mind.
Here’s one way to ask: “I’m glad we could get that shipment to your customer on time. If you know anyone else who could use the same level of service, I’d really appreciate a referral.”
But Shippers are only part of the picture. Carriers can be an unexpected referral source, too. Agents should be sure to treat them well and learn their strengths. When an Agent builds strong relationships with dependable Drivers, they expand their referral network with potential leads.
Treat every load, for both the Shipper and the Carrier, like a long-term partnership. Those connections will naturally lead to new business.
3. Master Cold and Warm Calling Techniques
Warm referrals and completely cold leads are both part of diversifying a book of business. That’s why Freight Agents should master both warm and cold call techniques. Both types of calls require intentionality and should be part of an Agent’s day-to-day tasks.
Warm calls are those made to prospects with some connection or rapport. For example: referrals from past or current clients, personal connections within the industry, or previous one-off encounters. In a warm call, an Agent’s goal is to build on existing trust, and show how they could add value.
On the other hand, cold calls require a more strategic approach. These potential clients don’t have any connection or rapport with the Agent. With cold calls, it’s crucial to be concise (as in this cold call script), confident, and clear about the value and solutions the Agent can provide, while also actively listening to understand the Shipper’s pain points.
The key to both warm and cold calling is personalization and persistence.
4. Use Load Boards as a Launch Pad
It takes time to build warm and cold calling muscles. Load boards are often an easier place to start. In the beginning, load boards help Freight Agents build experience and keep cash flowing. However, a growing Agent should not rely on them long-term. Instead, use load boards to turn short-term opportunities into long-term business.
Load boards provide a wealth of information about trends. Pay attention to which Shippers are posting frequently, which industries have needs, and which lanes have consistent demand. Then use that information to reach out directly to those companies as a reliable partner instead of just another bidder.
Load boards are a great starting point, but real growth comes from using them to learn the market and build relationships.
5. Develop a Niche or Specialty
Niching down as a Freight Agent can provide a competitive edge. Instead of trying to be everything to everyone, focusing on a specific type of freight, industry, or lane helps an Agent become an expert, build stronger relationships, and command better rates.
Specialized niches we recommend include refrigerated freight and liquid bulk. Both of these require expertise and understanding of safety regulations and requirements. But with greater risk comes the potential for greater reward.
Other specialties to consider are:
- flatbed or heavy haul
- manufacturing and industrial equipment (such as aerospace, automotive, or metalwork)
- agricultural freight (grains, feed, fertilizers)
- medical or pharmaceutical logistics
Agents can start specializing by looking at local industries, existing contacts, or past experience and consider which interests them most. This may take some research, time, and talking with their brokerage or other trusted advisors.
A focused niche can help a Freight Agent become a go-to expert in that space. Shippers would rather work with someone who truly understands their freight than someone who does not.
6. Focus on Adding Value to Shippers and Carriers
Being a Freight Agent is not just about moving freight, it’s about making a Shipper’s life easier, more efficient, and more profitable. It’s all about the value an Agent provides.
Shippers are busy and want solutions. They appreciate Agents who streamline their process by being fast, responsive, and organized. Agents add value by proactively offering alternatives when issues arise, providing multiple carrier options, and anticipating delays or capacity issues before they happen.
When Shippers see their Freight Agent as an essential part of their success, the less likely they are to shop around and more likely to offer referrals.
Sales vs. Relationships
While all six of these strategies are effective, we want to emphasize building a book of business is about growing with new clients AND retaining existing clients. Prioritize both customer relationships AND sales.
Shippers stick around as a result of trust. And trust is built through consistent communication, honesty, and a commitment to transparency and proactive solutions when things go wrong.
When an Agent consistently delivers excellent service and shows they’re invested in a Shipper’s success, the Shipper is more likely to stay loyal. Even if something goes awry, the way an Agent handles service recovery can turn a negative experience into a lasting positive impression, ensuring they come back time and time again.
These positive experiences help an Agent become more confident in their skills and the value they provide which in turn helps them land new customers. Relationships and building a book of business go hand in hand.
Ready to Grow? Partner with a Supportive Freight Brokerage
With long-term success as the end goal, we’ve covered six proven ways Freight Agents can grow their book of business: nurture existing clients, master cold and warm calling, leverage referral networks, use load boards as a launch pad, develop a niche or specialty, and focus on adding value to Shippers.
Growing a book of business is a continual process that takes time and energy but choosing a supportive brokerage to work with doesn’t have to be difficult.
At Kopf Logistics Group, we’ve been in the transportation and logistics industry for over 40 years. We are a trusted name in the industry with strong financial backing, 24/7 business office support, award-winning TMS, and industry leading 70/30 commission splits. Kopf prides itself on being a supportive partner providing all our Independent Freight Agents with the tools they need to succeed.
Questions People Also Ask
How do Freight Agents get more clients?
Through a mix of relationship-building, strategic outreach, referrals, and value-based service offerings. Master your sales pitch and use our best cold call script or email template as a springboard to improve your strategic outreach.
What is a book of business in freight brokering?
It’s the list of clients, or Shippers, a Freight Agent regularly works with to move loads. A large active book equals consistent income. That’s why it’s important to diversify your book of business.
How long does it take to build a book of business?
Typically 6 to 18 months depending on outreach, industry knowledge, and follow-through. If you’re not sure where to start, these are some of the best industries to target.
What’s the best way to keep your book of business growing?
Continue prospecting, upselling, staying top of mind, and delivering value beyond just rates.