Freight Broker Agency Brand/Identity

Discussion in 'Freight Broker Forum' started by Freight Dog Wanna Be, Dec 14, 2020.

  1. Freight Dog Wanna Be

    Freight Dog Wanna Be Bobtail Member

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    I got great assistance a while back on my "broker requiring 20% commission" question, so I thought I'd bring question # 2 to the board today.

    We're actually up and running right now, although that translates to having made less than a hundred calls over the course of two weeks. My business partner and I are taking it slowly since we're both new to freight brokering and sales in general. But I'll have to say it's been great so far.

    My question has to do with our agency's brand. The school we completed, along with a few other big name schools, encourages their graduates to create their own brand - separate from their broker (usually affiliiated with the school).

    In this case they all instructt the agent to introduce themselves as agents for XYZ Broker, but after the initial call to use the agency's email and let the customer know about their own website. Of course,the shipper's and carrier's packages along with all the usual broker back office work is done by the broker.

    But other schools say to not do this. You are only and exclusively to do business as Jon Doe, agent of ABC Brokers. To do otherwise you risk confusing the shipper or worse making them think you're doing something underhanded.

    I wanted to get your thoughts on this. I'm hoping that this posting will give me a heavy majority of opnion in one direction or the other.

    thanks!
     
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  3. PPDCT

    PPDCT Road Train Member

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    Talk to the folks' who's authority you're operating under. Their opinion matters waaaaaaaaay more than ours or some "school".
     
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  4. Freight Dog Wanna Be

    Freight Dog Wanna Be Bobtail Member

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    Thanks! Actually we were thinking of turning some of our prospecting calls into asking just this question knowing it might doom us from getting that prospect as a customer.

    Also going to send the question to some recruiters.

    Thanks again PPDCT.
     
  5. baha

    baha Road Train Member

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    You or someone you pay who knows law had best read the papers you sign at school to see if you can go out on your own one day or how long you must use the schools people to do your paper/work?
     
  6. Midwest Trucker

    Midwest Trucker Road Train Member

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    So let me get this straight. You signed up as agents for a brokerage, and the school you attended says to solicit the customer to your own personal brokerage as well?

    Im a little confused. What’s is the point of having a personal brand unless you plan to dump the brokerage your an agent for?

    I personally would be very offended by this as the brokerage owner and that you are not “all in” with me. I would have a hard time trusting you. I don’t want to give you a platform, hold your hand, and as soon as you make real money, dump me. I’d rather just not work with you from the jump.
     
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  7. stnkbg

    stnkbg Bobtail Member

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    I'm also completely new to the industry and will soon be "interning" with a broker to become an agent under their authority. No idea what to look for in selecting a broker, but they have not been operating very long < 5 months. What red flags should I look for to avoid problems?
     
  8. PPDCT

    PPDCT Road Train Member

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    Inquiring minds would like to know. This whole situation sounds odd.

    Okay. So you're going to intern... for a broker. Who hasn't been a broker for more than a year?

    Let's stop and unpack that for a second, before we continue with this conversation.

    ...
    ...
    ...
    ...


    Okay. Now. What are the terms of your "internship?" Are they making you sign a non-compete? What kind of additional background does said broker have in the industry outside of this brokerage? Are you being paid? What exactly are they having you do for them? This smells to high heaven.
     
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  9. wichris

    wichris Road Train Member

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    I'm looking for interns to work for nothing, sign a non-compete and call on new customers all day. I may even buy lunch once in a while.
     
  10. Freight Dog Wanna Be

    Freight Dog Wanna Be Bobtail Member

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    Couple of clarifications. The "school" places you in "their" affiliated brokerage as an agent. Both the school and the brokerage are fine with, and encourage, you as an agent to operated your agency under your branded company operating under their authority.

    Here is an example from a graduate from loadtraining in PHX: Francy Logistics

    This website is what I'm talking about when I say the agent operates under their own brand. You'll notice that they are Fancy Logistics, operating under Truckalocity brokerage.

    I completed a course at a different school. They also encourage me to do this. I'm concerned that customers might be put off if I come at them with 2 different names.

    Does that help to clarify?
     
  11. wichris

    wichris Road Train Member

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    So operate under your "brand" as an independent contractor that they can control like an employee. Got it.
     
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