Building a Freight Agent book of business takes more than finding a single load. Independent Freight Agents grow lasting revenue by targeting the right Shippers, following up consistently, and delivering reliable service that earns repeat freight and referrals.
If you’re tired of inconsistent leads and know you need to build your book, keep reading.
What a Freight Agent Book of Business Really Means
A Freight Agent’s book of business is the foundation of their income. It is essentially their portfolio of clients, the Shippers for whom they move freight.
The word book can be misleading because in actuality it is a list. We highly recommend Agents track this information in a spreadsheet or with a CRM system (such as Salesforce, Hubspot, Zoho, etc.).
This “book” for a Freight Agent can be a mix of current Shippers with active accounts and past Shippers with inactive accounts. However, it should mostly be a portfolio of repeat Shipper relationships and recurring freight rather than one-time transactions.
The size and quality of this “book” reflects how much business an Agent is generating.
When we speak about “growing a Freight Agent book of business” we are referring to all the work involved for a Freight Agent to increase their Shipper base and build long-term partnerships that lead to consistent revenue.
So if you’re asking, “How do I do that?”, let’s start with a few questions.
Define Your Ideal Shipper and Target Market
When Freight Agents want to build their book of business, they must first start by answering the following questions:
- Who is my ideal Shipper?
- What is my target market?
Answering these two questions will help you create an ideal Shipper profile and give you focus as you begin the prospecting process.
For your ideal Shipper, you might consider things such as freight volume, lane fit, equipment needs, and decision-maker accessibility. If you don’t have answers to these, you’ll need to research or speak with other experienced Agents.
Then, decide your target market. Make note of industries to target (e.g. local manufacturing clusters, distributors, and referrals).
If you’re feeling stuck or unsure how to answer those questions, read this guide on how to choose your niche. Don’t worry, once you’ve defined your ideal Shipper and target market, you aren’t locked in for life. You can always pivot and switch gears. The important thing is to do your research, decide the direction you want to go, and start building your prospecting system.
Which brings us to the most practical part of this entire article.
Build a Repeatable Freight Agent Prospecting System
If a Freight Agent wants to succeed, prospecting is not optional. It is essential. A strategic Agent plans how they are going to prospect. With a plan in place, it makes it much easier to move forward with confidence. We recommend following these six steps.
Step 1: Build a Prospecting List
With their ideal Shipper and target market defined, an Agent is ready to start making a list of Shippers to contact. This is called a prospecting list. It can include leads from:
- Referrals – These are warm leads from satisfied customers (these are usually GOLD!).
- Load Boards – A great place to start, but real growth comes from using them to learn the market and build relationships. A few to try: DAT, Truckstop, and 123LoadBoard. Some brokerages will include access to a paid load board while working under their operating authority (Kopf does!)
- Web Search – Use your favorite search engine to research companies that fit your ideal Shipper profile. Search by freight volume, lane, industry, lanes, etc.
- Local Manufacturing Clusters – There are often multiple Shippers who need freight moved within a particular geographical area for a similar manufacturing sector. Search for clusters near your desired lane.
- Industrial Databases – These are very helpful for finding company profiles, shipping volumes, and decision-maker contact details. Some are free, others are paid. A few popular databases: MacRAE’s Blue Book, IndustrySelect, Trucking Planet, and Leonard’s Guide.
- Artificial Intelligence – In the age of AI, this is another tool you can use to add to your prospect list. A few helpful sales intelligence tools for logistics include: Apollo.io and Keychain.
This is not a once and done process, but rather a continual part of the prospecting system.
Step 2: Research Shipper Freight Needs Before You Call
Now that an Agent has a prospecting list, they are ready to do more research! Yay! Choose a desired number of leads to prospect each day or week, then spend time filling in any missing gaps in your initial research.
Don’t use a generic sales pitch. Instead, be prepared to address the decision maker by name and their potential shipping challenges so you can provide valuable solutions.
Step 3: Create a Daily Prospecting Cadence
Schedule prospecting time daily. This includes time to build your list, research freight needs, and actually reach out. An Agent’s prospecting cadence should combine cold calling (try this script), email marketing (try this template), LinkedIn, and disciplined follow-up.
Ask questions that prompt the Shipper to reveal lanes, seasonality, service problems, carrier preferences, and buying triggers. Listen with an open ear and be sure to provide concrete value that helps you stand out. It is also helpful to have prepared answers to common Shipper objections.
All of this should be documented with notes on a spreadsheet or CRM. Be sure to schedule follow-up reminders to help prevent qualified prospects from going cold. Don’t give up after one “failed” attempt. Prospecting is a process that takes diligence and a tough skin.
Step 4: Follow Up After a Successful First Load
Plan how to follow up post-load so a successful shipment is more likely to turn into recurring business. For instance:
- Within 1 hour of delivery: Send a proactive delivery confirmation to the Shipper.
- Within 24 hours: Do an internal service review to review transit metrics, identify bottlenecks, and make certain everything is correct on the invoice.
- Within 24-48 hours: Call the Shipper to ask for feedback on service quality and ask about upcoming freight needs.
Being intentional after that first load will set you apart as a trusted partner. Don’t skip this!
Step 5: Protect Service Quality as Volume Grows
When prospecting is effective and the loads are moving reliably, add in a monthly or quarterly strategic call with the Shipper so they see you as an essential and valued partner. This is an ideal time to ask about additional lanes, locations, and so forth.
Above all, provide excellent service and continue to nurture the relationship. Responsive communication, accurate expectations, and proactive shipment updates will help build trust. That’s the most effective way to gain repeat business and grow revenue.
Step 6: Ask for Referrals
After delivering a measurable service win, meaning the Shipper is happy, request a referral. As mentioned before, referrals are worth their weight in GOLD because they are warm leads, meaning a level of trust already exists because the existing Shipper is recommending you.
Use a Strong Brokerage Partnership to Scale
If you’re a Freight Agent with inconsistent lead flow and over reliance on one-time loads, it’s time to build a repeatable prospecting system so you build your muscle over time with a consistent daily plan. Cold calling, emailing, LinkedIn, and referrals, are all effective strategies to growing a book of business.
The pressure to win new business while managing operational and administrative work is real. When you prioritize your schedule by blocking out a consistent time to prospect (start with 30 minutes), it becomes just another thing you do each day.
When you have the support of a trusted and financially sound brokerage, you’ll continue to grow. That’s where Kopf comes in. Our 24/7 business office support is always available, and our human-first approach sets us apart. It’s why Independent Freight Agents choose Kopf over and over again.
Read this next: Ultimate Freight Marketing Guide