Freight Brokerage Business. The Staff of Entrepreneur Media, Inc.

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      Turn maintaining current customer records into a sales opportunity for your business. Call every customer at least once a year, and say something like “We’re checking our records for accuracy and completeness.” Go through the information you have and then say, “Do you have any needs we haven’t discussed that we might be able to help you with?”

      A feature is an aspect of the service you provide; the benefit is what the customer gains from that aspect. For example, the fact that you will call the shipper with delivery notification within two hours of the freight being unloaded is a feature. That the shipper has the peace of mind of knowing that the freight has been delivered on time and in good condition is a benefit. That you have access to thousands of carriers is a feature. That by using your firm, your customers are assured of getting the equipment they need when they need it is a benefit.

      Before you ever call or visit a prospect for the first time, put together a presentation that includes needs identification and benefits selling, and practice it. Don’t worry that you’ll sound rehearsed; the reality is that the better you know your stuff, the more natural and confident you’ll appear.

Does Anyone Object?

      Another long-time sales training phrase is “handling objections.” That sounds much more frightening than it really is. In most professional sales situations, an “objection” comes in the form of a question, and whether it’s a question or a statement, it is usually a request for more information.

      For example, a prospective customer might say something like “How many carriers do you have agreements with?” or “I know you’re new; I’m not sure you have the experience I need.” Both of these statements might be seen as objections, but they really are chances for you to tell the prospect about the benefits he or she will gain by using you.

      It’s important to keep in mind that while freight may not appear particularly glamorous, for most companies the efficient and timely movement of cargo is critical to their ongoing operations. Selecting a broker or carrier is not a decision most shippers make lightly or casually. You’ll find your customers very much involved in both the sales process and in the ongoing service. You’ve chosen a highly interactive business, and you can expect your customers to view you and your staff as the service.

Ask for the Business

      One of the most difficult parts of a sales call for most people is the close—but it shouldn’t be. If you’ve been paying attention—if you identified your prospect’s needs and determined that you can satisfy them, if you’ve focused on benefits rather than features—then asking the prospect to make that final commitment should be a natural evolution of the sales call.

      • Inward Bound

      Beyond talking to the traffic manager or the shipping department, also build a relationship with the purchasing department. As part of the terms of their agreements, many buyers have the right to select the mode and carrier. In many companies, the traffic department gets involved in routing these shipments, but there are still plenty of businesses where purchasing and traffic work independently. If you can make a purchasing agent’s life easier by helping him find the most economical and efficient method of moving inbound freight, you’ll have a steady stream of business.

      Here’s one approach that works well: Find out what internal procedure the customer would have to change to give you his or her business. This is a simple matter of asking: “If you were to decide to let us handle your next load to Phoenix, what would you have to do?” When the prospect answers the question, perhaps with something like “I’d have to tell the shipping clerk to call you,” ask if you can have the shipping clerk step in so you can answer any questions that person might have.

      If the prospect resists, find out why. Say something like, “We’ve agreed that we have the services you need, that our rates are competitive, and we’re in a position to provide some extras you’re not getting now. Is there any reason why you shouldn’t call the shipping clerk in now to give us a chance to prove ourselves on the next shipment?”

      Prospects rarely say no without some sort of an explanation—an objection—that you’ll have a chance to overcome. And even if you don’t get the business—and you won’t get it all—you’ll at least know why.