Getting authority is paperwork. Getting shippers is the actual job. New brokers usually do best by being specific about who they can help and persistent about asking.
Choose a narrow starting point
"I can move anything anywhere" gives a shipper no reason to take your call. Pick something you can speak to: one region, one equipment type, or one kind of freight you already understand. Past work in an industry is a real advantage, so start there if you have it.
Build a list of real companies
Aim for manufacturers and distributors small enough that a new broker can reach the person who books freight. Good sources include:
- Trade association member directories and trade show exhibitor lists.
- Local industrial parks and business directories.
- Product packaging and labels, which tell you who makes it and where.
- Your own network from earlier jobs.
For each company, find out what it ships, where to, and who handles logistics.
Make the first conversation about one lane
Ask which lane gives them the most trouble. Then ask to quote that one lane, or to be a backup when their usual carrier falls through. A backup role is easier to win, and one good load opens the next conversation.
Win the trial load, then keep it
- Send updates before they ask for them.
- Tell them about a problem as soon as you know, along with your plan.
- Send the invoice and paperwork promptly and correctly.
- Follow up afterwards and ask what the next load could be.
Before you say yes
A new shipper is also a credit risk. Check their credit and set terms first, and work out your margin before you quote. Winning a load that loses money or never gets paid is worse than losing it.
Then do the same work on the other side: vet every new carrier before it touches your first shipper’s freight.
Common questions
How long does it take to land a first shipper?
It varies widely. Expect many calls before a yes, and treat follow-up as the main part of the work.
Should I cold call or email shippers?
Use both. A short, specific email followed by a call usually gets further than either alone. Follow the rules on commercial email.
Should I start with big shippers?
Usually not. Large shippers tend to have established carrier programs. Smaller companies are easier to reach and quicker to decide.