The way freight prospects buy is changing, the way we communicate is changing, and so the way we freight brokers and agents sell is having to change. There are certain
truths in brokering that won't change. Certain key principles of selling that have remained as true now as they did many years ago. I'm going to break down the 5 KEY truths of freight brokering that regardless of changing technology, regardless of social selling vs cold calling, regardless of generations, still remain vital in achieving your loads success: 1) Brokering freight is all about building relationships When freight
prospects buy from brokers in a world full of competition, it often boils down to your ability to build a better relationship. This always includes a mixture of building rapport, identifying needs, showing genuine interest, building trust and adding value. The question you must always ask yourself is "Why should my
prospect chose me over my competition?", with the answer not being about the freight service you provide, but about why they should buy from YOU personally in the first place. 2) The sale is not about you but their
PROBLEM To win brokering freight, you must make the whole thing about their problem, or their reason for buying and not about your service. The key to SUCCESS
is to identify the pain behind the buying decision. Why do they want or need your service? What problem will it solve and how will it remove this potential pain from them? People will buy for emotional reasons which they then back up and justify with logic. The trick is to identify the problem and tap into the emotional part of the buying decision, then justify it with your value, features, benefits
etc. 3) PRICE and VALUE go hand in hand What defines price is the value you create
for your service and what it can offer the freight prospect. If your prospect thinks your service is expensive, it's because you haven't created enough value for it. Every industry has competition and it can often be irrelevant what the difference in price is if you can't create and sell value. A lot of brokers and agents get hung up on the price and see it as a real blocker to their ability to sell. If the price is irrelevant if you can build up the value for the customer so they don't feel it's expensive. The value of your service must always exceed the price you charge, and you must sell them your value first BEFORE you sell them your price. 4) There is no sale unless you CLOSE it There is NO sale unless you close it. Success in freight brokering won't come
from the size of your pipeline, or the hard work you're putting in. It comes from actually selling! Your ability to succeed brokering freight always comes down to your ability to close deals and actually sell! It doesn't matter how you sell, who you're selling to, or what you're selling. The focus must always be on closing the sale and ultimately providing the service you've promised to your freight customer's problem. 5) Those who LISTEN, win at brokering freight
It's only by listening that you build relationships. It's only by listening that you identify problems and buyer pains. It's only by listening
that you find buying signals and move loads. The best freight brokers are those who are good listeners, who still control the conversation but know how to ask the right questions, and
effectively listen to get the information they need to progress the sale. Success brokering freight doesn't come from "talking the talk" but from being very good at listening. Most brokers and agents talk AT or OVER
their prospects, and miss buying signals, while not building trust or a relationship, and ultimately missing on an opportunity to sell. Listening has been, is still now, and will continue to be one of the most crucial and important truths of freight sales success. | 
