Winning freight you can execute profitably and keep. Not winning freight, which is a different and easier job.
Charter, customer segmentation, the prospecting system, qualification and discovery, bid strategy, onboarding a new shipper, KPIs by role, compensation design and the failure modes.
The chapter argues for writing your disqualifiers before your ideal customer profile. A wish list is easy to write and never used. The shorter, harder list — what makes you walk away — is what a sales team actually needs.
Your lane gaps are the most valuable prospecting list in the business, and almost nobody hands it to their sales team.
No industry benchmarks. Where a figure appears it is either sourced to a public filing and cited, or labelled as the author’s own judgment. Written by an operator with fifteen years building and scaling freight brokerages.