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Goal setting may be one of those things that you don’t think is super important as a freight broker. But, the most successful freight brokers out there could tell you exactly where they stand in relation to their goals. Why is goal setting done by the world’s most successful freight brokers? We’ll explain.


When Happy Gilmore set out to get his grandma’s house back, he didn’t whine. He set goals and figured out how many tournaments he had to play in to get the money. His goals were smart, measurable, attainable, relevant and time bound. You might be laughing right now and that’s ok. But if you don’t take goal setting seriously in your freight broker life, the only one who is going to be laughing at you is the other freight brokers who are now getting paid to move your freight.

Commit to professional AND personal goals.

The 7am-5pm life of a freight broker can really wear on you. It’s an early start, no doubt. And if you’re going to commit to setting goals in your professional, 10 hour day, you’re going to want to insure you maintain some balance in your life. So, don’t just set goals for your freight broker business, then roll out at 5:01pm and head home to watch King of Queens reruns all night. No! Balance your life with some personal goals.

Do you want to learn a new language? Is there a skill you can gain that could potentially be beneficial in the long term? Do you want to run a marathon? Do you just want to be in better physical shape? There are a truckload of options for you (sorry) that will not only help you have better work life balance, but in the instance of focusing on fitness, you may even find that your mental clarity and decision making abilities improve.

Understand what SMART Goals are and use them as a freight broker.

What are SMART goals? “Move more freight” doesn’t count. There not just good ones. SMART is an acronym that stands for:

Specific – So you want to move more freight? From which existing customers? from which new customers? Push yourself to be more specific about what you want to achieve.

Measurable – Let’s say you want to move 20 additional loads per day from 4 additional customers in the next 6 months. How many sales appointments will you need to attain that figure? Back things out from your goal to be both specific and measurable. For example: closing four new customers may take 12 sales appointments, which may require 100 new leads, which may require 1,000 new website visits. When you think about measuring goals, take time to think through the entire process to achieve this.

Attainable – Is it possible to move 100 loads with average margins of 50%? Probably not. But don’t be afraid to stretch a bit when it comes to what you think you can realistically attain. You want your goals to be attainable, but you also want to push past what you think will be comfortably attainable for you. Why?

Realistic – Can you realistically add 4 customers in the next 6 months? Do you have the customer acquisition infrastructure so support the workload necessary to hit the example figures listed above? Making goals specific and measurable is great, but if they’re not realistic, you’re actually doing yourself a disservice.

Time-Bound – Last but most important, make sure you assign a time frame to whichever goals you want to attain. Consider starting with quarterly goals. This is a short enough time to where you can evaluate your progress but also long enough to obtain some actionable insights into what you are doing right and doing wrong.

Bring your team on board and solicit their input.

You can spend all your time thinking of goals for yourself, but, this is a great opportunity to bring in your team and work on goals together. Consider goal setting as a team-building exercise. Perhaps you want to combine goal setting with a team outing or happy hour. But, use goal setting as a chance to get your entire team on the same page in regards to the key performance indicators you want to hit.

When your entire team feels invested in the end destination, you are setting your freight brokerage up for success. Having everyone moving towards a common goal is one of the best decisions you can make as a leader in your freight brokerage. Transparency is increasingly becoming valued in today’s modern workplace. Uniting your team behind a common goal is one of the easiest, and most effective ways to create a culture of transparency and trust.

Post them somewhere where they’ll be in your face.

When you do invest valuable time into creating goals for you and your team, don’t just burry them in a google doc or desk drawer. Put them in a place where they cannot be avoided! If you’re using a freight broker software, make sure the entire team is able to see the metrics that you’re tracking towards success.

Consider using an old computer monitor as a defacto scoreboard. Set up a dashboard with your metrics and have them displayed in the office in a common area. Having live-updated metrics will help reinforce their importance, demonstrate a commitment to transparency and unify the team around a common goal.

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