At the start, you’re gonna have to compete on price. That’s how most brokers get their foot in the door.
But if price is the only thing you bring, you’ve already lost. There is ALWAYS someone cheaper.
The real danger isn’t price-driven freight, it’s being anonymous. If you’re just one of 50 names on a board with no direct line to the customer, you’re next to get cut.
Build the relationship, gain trust, grow the account.
-stop relying on email only. Get them on the phone, ask questions, shut up and listen.
-stop talking about yourself. Ask pointed questions that may uncover opportunities. “Have the tariffs affected your import volume?” Instead of “do you have any drayage we can look at?”
-be different from other brokers. Be top of mind, not annoying. Be honest “you’re getting a great deal on that lane, don’t change a thing”
This will start to position you as a partner instead of a vendor