Monday, July 27, 2009

Freight Broker Niche

Last week I discussed how choosing a niche may actually expand your business rather than limit it as the word niche may seemingly apply. I looked up niche. Here are two of the definitions:
1. A position or activity that particularly suits somebody’s talents and personality or that somebody can make his or her own
2. An area of the market specializing in a particular type of product

So to choose a niche you can go about it two ways. To use number one definition you take a hard look at your personality and talents then figure out how to best suit that to your freight broker business. I am more talented talking than writing so I would most likely do best talking on the phone or in person to prospects rather than contacting them in writing. If you on the other hand are good at writing, try emails or perhaps even snail mail. Personal letters are uncommon now a days since so much is done electronically. You might do great with letters. In other words find the niche in communication that works best with your personality.

In definition number two, you find a service niche and learn the whole kit and caboodle about that niche. Examples of niches would be types of trucks used like cargo that requires refers or refrigerated trucks like those used to carry dairy products. You could choose regional niches. One of my Hispanic graduates specializes in routes that bring products across the border from Mexico. She speaks both Spanish and English very well so this route is well suited for her.

You could specialize in cargo that requires specialized handling such as antiques, musical instruments, etc. The more you know about the type of cargo, the preferred type of truck, the regional weather issues, the idiosyncrasies of your shipper, etc the more confidant your shipper will be in your ability to ship his stuff the way he prefers.

You could choose a niche based on the personality of the shipper as it matches yours. We naturally mesh better with some people than others. Your job will become much more enjoyable when you find others to work with whom you share interests or thoughts.

These are just a few examples of niches I thought of. What happens when you do excellent with one market segment you naturally reap business from other segments either related in product or business contacts.

This is a business with lots of income potential for those who are willing to put in the time to find a market suited to them and then excel in service that market.

Moving forward,

Jeff Roach

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