How a Freight Broker can Increase Cash Flow by Following the Golden Rule of Business


“Treat others as you would want to be treated,” the Golden Rule of Religion is also the Golden Rule of Business. This makes absolute sense if you think about it.

Treat your customers correctly and they’ll be satisfied and will likely remain loyal to your brand. Treat your employees properly and they will be more motivated in doing the best they can for your company. Treat your suppliers right and they will be eager to provide you with the best products and services.

How the Golden Rule Affects a Freight Broker’s Cash Flow

1. Reputation Building and Management

A good reputation is a freight broker’s bread and butter. A good reputation is what convinces shippers that you will find qualified carriers. And a good reputation is what persuades carriers that you will find enough loads for them and that you will not cheat them when it comes to payment.

Each time you live up to the Golden Rule, your reputation as a reliable and trustworthy freight broker grows; each time you fall short, your reputation gets blemished. Build and grow your business the right way. Don’t step on others and don’t cheat your vendors or customers. If your brand is built upon trust, you will always have a constant supply of clients and cash will keep steadily flowing in.

2. Providing Satisfactory Customer Experience

Asani Global prides itself in going above and beyond to exceed customer expectations. A freight broker should put himself in his client’s shoes. You need to obtain and develop the ability to see things in the point of view of the shipper or the vendor you are transacting with. Looking through the eyes of your client becomes harder as your brokerage business grows but you need to be able to keep doing so.

People are more than twice more likely to complain about a negative experience than they are to talk about a good one. And in today’s internet-connected world, bad word of mouth can easily spread like wildfire. Most shippers and carriers rely on reviews when choosing a freight broker. If the first thing they read about you is a negative review, they will not think twice and move on to the next broker. Hence, keeping your current customers satisfied will not only help in terms of customer retention but also in the acquisition of new clients.

3. Making Employees Feel Appreciated

Aside from being paid adequately and on time, nothing can motivate an employee more than knowing that the company appreciates what he does. Make sure your managers follow the Golden Rule and treat their subordinates the same way you treat your managers. Have systems in place that reward excellent performance.

When employees are satisfied and happy, they are willing to go above and beyond to help the company. They will be more committed to satisfying the needs of customer. Provide your workers with the best work environment and they will provide the best customer service experience to your clients. You will also lower employee turnover which will lead to reduced hiring and training costs since you won’t have to hire that often.

If you want to become a successful freight broker, make sure the Golden Rule is a constant element in your practice. It is one of the most effective ways of maintaining a sustainable cash flow.

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