Truck brokers dealing with perishable products don’t need superpowers—but they would certainly help. Every day, they deal with no shortage of challenges. In such a fast-paced environment, they need to satisfy their customers and haulers, ensuring product remains fresh in transit and arrives on time at its destination. They must be prepared, flexible, and able to cope with myriad problems from the inevitable claims and disputes to government regulations.
To excel in this role, individual brokers need a unique skill set that includes emotional maturity, problem solving skills, a strong work ethic, the ability to build rapport with customers and carriers, and a customer service mindset. They also must be highly organized and detail oriented, all while working at a frenetic pace. A mastery of transportation-related technology helps as well.
To gain a better understanding of this critically central role in perishables logistics, Blueprints contacted several experts in the field.
What It Takes
Among the constant challenges listed by Steve Howard, president of Patterson Companies, Inc. in Plant City, FL, are transportation regulations, understanding customer expectations, the seasonal nature of commodities, maintaining a reliable carrier base, and handling trouble loads. “It is the ability to effectively multitask, attend to details, communicate clearly, and anticipate challenges that distinguish the professional broker from the rest,” he says.
Nick Cuevas, logistics manager at MLS Freight Logistics, LLC in Edinburg, TX says there’s a checklist that must be checked twice—once when starting the day and again when ending the day. “It starts with truck locations, temperature checks, delivery times, appointment setups, customer updating, and any other special requirement or request from customers,” he explains. “When dealing with perishables, there are many problems that can arise if you don’t stay on top of every detail pertaining to the commodity. Details are the determining factors of a successful pickup and delivery.”
The best truck brokers are always on their game, according to Pat Byrne, satellite office leader of Total Quality Logistics, LLC (TQL) in Portland, OR, part of the TQL family headquartered in Cincinnati, OH. “Truck markets can swing wildly in produce growing areas. It’s important to stay on top of the markets every day to ensure you’re capable of providing the expert knowledge and service customers have come to expect. Our customers really appreciate it when we can predict an issue before it happens,” he shares.
“The fact that we deal in a ‘market’-based rate also has a broker wearing many hats, like negotiator, liaison, salesman, dispatcher, along with a few more. The list is long,” notes Joe Rubini, president, Rally Logistics, Inc. in Toronto, ON.
Truck brokers dealing with perishable products don’t need superpowers—but they would certainly help. Every day, they deal with no shortage of challenges. In such a fast-paced environment, they need to satisfy their customers and haulers, ensuring product remains fresh in transit and arrives on time at its destination. They must be prepared, flexible, and able to cope with myriad problems from the inevitable claims and disputes to government regulations.
To excel in this role, individual brokers need a unique skill set that includes emotional maturity, problem solving skills, a strong work ethic, the ability to build rapport with customers and carriers, and a customer service mindset. They also must be highly organized and detail oriented, all while working at a frenetic pace. A mastery of transportation-related technology helps as well.
To gain a better understanding of this critically central role in perishables logistics, Blueprints contacted several experts in the field.
What It Takes
Among the constant challenges listed by Steve Howard, president of Patterson Companies, Inc. in Plant City, FL, are transportation regulations, understanding customer expectations, the seasonal nature of commodities, maintaining a reliable carrier base, and handling trouble loads. “It is the ability to effectively multitask, attend to details, communicate clearly, and anticipate challenges that distinguish the professional broker from the rest,” he says.
Nick Cuevas, logistics manager at MLS Freight Logistics, LLC in Edinburg, TX says there’s a checklist that must be checked twice—once when starting the day and again when ending the day. “It starts with truck locations, temperature checks, delivery times, appointment setups, customer updating, and any other special requirement or request from customers,” he explains. “When dealing with perishables, there are many problems that can arise if you don’t stay on top of every detail pertaining to the commodity. Details are the determining factors of a successful pickup and delivery.”
The best truck brokers are always on their game, according to Pat Byrne, satellite office leader of Total Quality Logistics, LLC (TQL) in Portland, OR, part of the TQL family headquartered in Cincinnati, OH. “Truck markets can swing wildly in produce growing areas. It’s important to stay on top of the markets every day to ensure you’re capable of providing the expert knowledge and service customers have come to expect. Our customers really appreciate it when we can predict an issue before it happens,” he shares.
“The fact that we deal in a ‘market’-based rate also has a broker wearing many hats, like negotiator, liaison, salesman, dispatcher, along with a few more. The list is long,” notes Joe Rubini, president, Rally Logistics, Inc. in Toronto, ON.
And then there are market forces and industry fluctuations beyond anyone’s control, says Steve Covey, executive vice president at Preston, MD-based Choptank Transport. “Providing sustainable visibility for shippers has become an industry norm. The key is assuring that we continue to educate and develop our carrier base to maintain our reputation as a supplier of choice in the foodservice industry.”
Top Traits Integrity, Maturity & Self-Control Among the roles and responsibilities outlined above is near-continual pressure, and a top broker needs the emotional maturity to deal with it evenly, effectively, and professionally.
In any job, it is always important to not take challenges, demands, or criticisms personally, Rubini says. “I think patience and the ability to think quickly will always differentiate someone from being an ordinary performer vs. a pro. Every day brings new challenges in this business; only experience and a clear mind can help you think quickly, assess the challenge, and proceed accordingly to fix it, regardless of the scope of the problem.”
It’s also about accepting that some things are beyond one’s control. “If you’ve done everything you can do to fix a problem and conduct yourself with integrity and honesty,” relates Rubini, “your clients and suppliers will see that, and only then can you build and strengthen a relationship.”
Covey agrees. “You need experience and thick skin to survive and thrive in this business. Things go wrong and tempers flare—you have to know how to handle it. Frequent and honest communication with your shipper and carrier are imperative. You also have to be quick on your feet and able to offer sound solutions at a moment’s notice.”
Most experienced brokers handle the pressure by keeping things in perspective. “There is an acceptance, even an expectation, of chaos,” shares Covey. “Once you’re used to it, it becomes just another part of the day. It becomes a challenge to see how quickly you can resolve or fix a customer’s problems.”
For Cuevas, it’s all about self-control. “Only one solution will make or break you: self-control,” he asserts. “You need to take the daily issues and manage them accordingly. It can be very stressful at times, especially if there is an unexpected issue that arises. If you can control those stressful times, you can arrive at the proper solution.” To avoid preventable issues, Cuevas follows a checklist and makes sure details are always clearly communicated to drivers.
“We’re constantly encountering issues on both the carrier and the customer side,” Byrne contends. “The manner in which we handle them is the difference between retaining business and not. Keeping your head in the game at all times, so you can logically think through any situation, is very important.”
“Being well organized, working efficiently, and brushing off setbacks are also traits you’ll find among the top performers,” Byrne continues. “You can’t let one issue ruin your day and distract you from the remaining tasks on your list.” More simply put: “Pressure comes with the territory.”
Honesty and attention to detail are also key to keeping customers, according to Lonnie Welch, president of H & S Freight Agents, Inc. in Yakima, WA. “That’s essentially what they’re paying us for—those are the things that keep a customer calling an individual or a business.” Moreover, he notes, if there are mistakes and problems, a broker’s shortcomings will then transfer to his/her customers and reflect poorly on their performance.
Work Ethic
Working hard is important, but working productively is more important. Efficacy is the real gold standard—and today’s technology can help.
“Productivity is key in a face-paced environment,” says Howard. “Learning what resources are available and utilizing them is a tremendous help. Having knowledge and an understanding of all roles throughout the supply chain is a great attribute as well. Being a broker of perishable commodities requires 24-hour-a-day accessibility.”
Additionally, Howard says pros will have support teams in place to handle carrier onboarding and tasks like credit checks and data entry. “A pro will know how to focus on business that will bring greater profits over a period of time; an ordinary performer may not look too far into the future and have a day-by-day business model.”
“It’s a very fast-paced environment and you’re constantly working against time. What the pros do in six hours will differ from your average transportation broker—which is why it’s important to work smarter not harder,” notes Cuevas.
Byrne concurs and says it this way: “We want to work smarter, and work hard. The ability to combine these two separates the top performers from the average.” And part of being efficient is foreknowledge. Pros are constantly thinking ahead about weather, holidays, or labor shortages—anything that can affect the market. They’re also proactively contacting customers, he says, and looking for ways to ensure shipments will stay on track.
“If you aren’t hitting your marks every day, then somebody with more ambition will,” stresses Welch. There’s no such thing as a “complacent, successful truck broker” in his opinion. “You put yourself in the game, every day,” he says, “then you’ll have success.”
Problem Solving
Problem solving is handling issues as they come up and anticipating what may come next. “Things change by the hour and sometimes even by the minute,” points out Rubini. “No solution is necessarily the right solution at any given time.
I explain to my staff that the answer I give you right now may not be the same answer I give you next time when solving a problem.”
“Problem solving is what we do,” Byrne says. “Giving our customers viable options in the middle of a problem is the name of the game.” Being open to various scenarios and using a team approach is also important. “You never know where the right solution is going to come from, so looping everyone in from the beginning often provides faster and better solutions.”
Covey cites knowledge as an important factor as well. “It is a very competitive market in a constantly changing landscape of government rules and regulations. Being an expert on such topics is just one of the many ways brokers can differentiate themselves.”
The Inevitable: Handling Claims
Of course, sometimes things just don’t work out, and a dispute arises. Doug Nelson, vice president of Trading Assistance at Blue Book Services, Inc., comments: “Truck brokers who handle fresh produce regularly find themselves in the middle of disputes between their customers and their carriers—it may be on a weekly or monthly basis, but it’s definitely a regular basis. Questions like, ‘How warm is too warm?’ or ‘How do we reconcile a temperature tape with a reefer download?’ or ‘When can the carrier charge detention fees?’ can all be sources of conflict.”
Using Blue Book’s Transportation Guidelines as a reference tool helps. “Some truck brokers know the Guidelines inside and out and help lead the discussion in a constructive direction,” Cuevas says, adding these situations are what separate the pros from the rest.
“This is when your transportation skills are truly tested,” he explains. “Disputed claims should be precise, with information gathering to arrive at a reasonable solution, along with using Blue Book’s Transportation Guidelines,” he advises. Some brokers will focus on the obvious and relay information to both sides, while “the pro focuses on the details and helps come up with solutions to help settle a claim.”
Timeliness is crucial, according to Howard. “Knowing your options and how the product must be handled to alleviate further issues is key. Blue Book resources, inspections, temperature recorders, reefer downloads, etc., should always be taken into consideration when handling a claim.”
“Disputed claims should be handled with as much documentation and full disclosure as possible. Photos, driver logs, signatures, and documented SOPs [standard operating procedures] must be made available as soon as a problem arises,” explains Covey.
Common sense should also play a role, he says, citing the example of a truck experiencing a lengthy dwell time, causing temperature issues. “In claims management, identifying and eradicating the cause will provide the best long-term relationship. ‘Passing the buck’ to the last party involved is a shortsighted strategy,” Covey insists.
Maintaining the ‘Human’ Element
“Technology has increased efficiency tremendously in our industry,” observes Covey. “Brokers who have not invested in their people and the latest technologies will find themselves at a serious disadvantage. But the human element, relationships, and communication are just as important as the developing technology. Using both in tandem is what creates a winning formula.”
Rapport & Trust
“The pros have both an outstanding rapport as well as trust from customers and carriers,” stresses Cuevas. There must be clear communication, and yes, care. Customers old and new must be valued. Never just answer calls and do only what is necessary to get by, he contends, take the time to talk, get to know callers, and make them feel comfortable—this will lead to “loyalty, whether it be a customer or a carrier.”
Rubini believes in building both rapport and trust. “Relationships are vital in this business; carriers and clients trust us when establishing rates, the availability of equipment, and understanding trends that may be emerging due to seasonality or outside influences. An expert knows his clients/truckers, their needs and wants, and acts accordingly. We aren’t just order-takers, we’re problem solvers, salespeople, and counselors.”
“Mutual trust and respect are always important in any type of business relationship,” counsels Byrne, and says relationships with carriers are just as important as customers. “Customers are where the business starts, but without the carriers, we can’t do our jobs.”
“Rapport gets you in the door with a customer and gives you the opportunity to build trust and create a long-term relationship,” says Chad O’Shea, director of eastern division produce operations for L&M Transportation Services, Inc. in Raleigh, NC, which marks 40 years in business this year.
Once the rapport is established, O’Shea explains, “Maintaining a high level of service builds trust and allows you to expand your business base. Good communication, problem solving, and reliable and punc-tual updates will let the customer/carrier feel confident in your ability to get the job done.”
Expectations
“If you’ve worked for a long time with carriers or owner-operators, they know what is expected of them and what to expect from you,” Covey states. “If you pay them on time, communicate often during shipments, and show respect and appreciation, you can certainly minimize problems. Above all, taking the time to listen to your key carriers’ concerns and viewpoints for improvement is vital.”
Eddy Yakici, operations manager at Mont-Cal Logistics, Inc. in Montreal, Quebec, believes trust is the most crucial factor, and it comes with time. “Customers ask for their produce to be picked up on time, in good condition, transferred on time, and delivered in good condition—that’s the most important thing. If you do that well, they’re satisfied and will come back.”
Another facet of maintaining good relations is reputation. “Building a good rapport with your current customers and carriers will ensure positive feedback and word of mouth references,” points out Howard. “Several years ago, trust and loyalty were key in keeping a carrier or customer and relationships were held to a higher standard,” he reflects. “Nowadays, a lot of the workforce is driven off technology and economics, substantially cutting the personal relationships.”
Management Style
“Every successful broker is going to manage business a little differently, but the common denominator is they’ve all created an organized system that works for them,” Byrne says.
“The busier you get, the more organized you need to be—so you’re not bogged down by mistakes. When you’re working with perishables, sloppy work could lead to a load being late and getting rejected at the dock—then no one wins,” he adds.
“Everyone is organized in their own way,” affirms Rubini. “Keeping notes and keeping track of information is important—you’re only as good as your information. I don’t expect people who are new to the business to be like me or my partner, because we have years of experience. One thing is for sure: if you make a mistake—you won’t make it again.”
Using technology, such as transportation management systems, can help regulate workflow. Both Howard and Covey are proponents of the programs, as they enable real-time communication with all parties to ensure fewer problems down the road. “Every step of the transaction is detailed and documented,” says Covey.
Carrying It Forward
Above all else, a truck broker is in the customer service business. The trick is, they have two clients: customers and carriers.
Truck brokers succeed when everybody wins, and success is contagious. “Providing excellent customer service and aiming to surpass expectations will ensure greater customer and carrier retention,” states Howard.
“As brokers, we partner with carriers to help our customers grow their business, and we partner with customers to make sure carriers have the information and tools they need to deliver the load,” comments Byrne. “This is especially important with perishable goods. We’re all invested in each other’s success because it will lead to more opportunities for ourselves as well.”
Rubini also thinks it’s important for brokers to be surrounded by likeminded individuals. “Knowing you have the support of successful peers helps you raise your game.”
Conclusions & Caveats
Does becoming a top-tier professional truck broker require superpowers? No, but these movers and shakers do need some specific skills they will hone throughout their careers.
“Successful freight brokers rely on technology, relationships, and dedication to set themselves apart,” says Covey.
Cuevas thinks success is tied to “load details and specifications, self-control, technology, problem solving, and desire.” The desire stems from a deep-seated satisfaction and, well, happiness. “Pros love what they do and do what they love,” he continues. “Professional, successful freight brokers are a dedicated bunch—they’re willing to be available 24/7 and 365 days a year. They’re vested in developing relationships with their shippers, carriers, and internal personnel as well as investing in the technology to be able to offer sustainability and efficiency to their customers.”
For Byrne it’s all about the four Ts, representing timing, technology, teamwork, and tenacity—which should work in tandem to ensure on-time delivery and good customer service. “The best brokers are the ones who know how to balance all of these things from the time a truck loads until it delivers.”
Howard sums it up this way: “For truck brokers, the perishables industry is very fast paced and competitive. Hauling perishables takes a great deal of knowledge, organization, and top-notch customer service. Having a proactive mindset, utilizing resources, and building a team of knowledgeable staff are key to succeeding in this business.”
