One of the first challenges for a brokerage entering cross-border freight is finding business: identifying which shippers need cross-border services and pitching your value. Often, brokers either have existing customers who could shift some freight to a cross-border solution, or they need to hunt for new customers involved in international trade. Let’s explore strategies for both.
In this article, we’ll cover:
- Identifying Mexico opportunities in your current book
- Prospecting new shippers with Mexico freight
- Making your cross-border sales pitch
Identifying Mexico opportunities in your current book
Your fastest path to cross-border loads might be your current clients. Many shippers that move domestic loads also have import/export needs, even if they haven’t mentioned it. Here’s how to uncover those:
Look at your existing lanes for clues
Look at loads you already move. Are any origins or destinations near the border (e.g., Laredo, El Paso, San Diego)? Are you shipping parts to a city that might have a manufacturing plant in Mexico? For instance, if your customer ships a lot to Laredo, that often means the freight is staged to cross into Mexico. It’s worth asking, “Do you also need help beyond Laredo into Mexico?” Similarly, if you haul raw materials to a border region, the finished product might be coming back from Mexico. Use these patterns as conversation starters.
Research your customer’s business
Do a bit of digging. Many companies have multiple facilities. Perhaps your customer has a factory in Mexico or suppliers in Mexico that you’re not currently serving. A quick Google search or browse of the company’s website can reveal international operations. If you find mention of a Mexico plant or parent company in Mexico, that’s a golden opportunity to offer help with those lanes.
Be proactive and direct with the ask
Sometimes it’s as simple as asking: “Hi, we’re expanding our services to include cross-border Mexico freight. Does your team handle any shipments to or from Mexico? We have a solution for that.” They might have been giving that business to another provider or were unsure you could handle it. It’s often the case that shippers keep cross-border separate because it’s complex, so you need to explicitly put it on the table that you can handle that complexity now.
Offer a joint approach
If your company has a Mexico specialist or you’re partnering with Cargado’s team, you can propose joint meetings. For example, “We have a Mexico logistics expert on hand. Would you be open to a 30-minute call where we can discuss optimizing any cross-border shipments you have?” A Cargado expert can join your sales call to add credibility and answer technical questions on the spot.
Prospecting new shippers with Mexico freight
Beyond existing customers, you’ll want to seek new business. Here’s how to target prospects likely to have cross-border flows:
Industries and commodities
Industries like automotive (vehicles and auto parts), electronics and appliances, industrial machinery, consumer goods (like home appliances, furniture), and agriculture (produce, food products) heavily utilize U.S.-Mexico cross-border trucking. The top commodities by value are electronics/computer parts, electrical machinery, and vehicles; by volume, agricultural produce. If you have expertise in these, target companies in those sectors. A freight forwarder might target maquiladoras (manufacturing plants in Mexico) or U.S. importers of Mexican produce, etc.
Nearshoring trends
Many companies are moving manufacturing from Asia to Mexico, what’s known as nearshoring, and these companies may be actively seeking cross-border logistics partners. Look for headlines like “XYZ Corp opens new plant in Mexico.” That’s a lead! Since the COVID-19 pandemic, we’ve seen explosive growth in Mexico freight. This means many companies that never imported before are now doing so, and they may not have established carrier relationships. That’s an opening for you.
Trade directories and networks
Use import/export databases like USA’s PIERS or Panjiva to find who is importing from/exporting to Mexico in your region. Even browsing port of entry statistics can help (if one company accounts for a large volume at a crossing). Another approach is to identify border zone warehouses or 3PLs, which often consolidate loads for big shippers. Networking in organizations like North American Strategy for Competitiveness (NASCO) or attending cross-border trade shows can also generate leads.
Geographic focus
Some regions are hotbeds: Monterrey, Guadalajara, Querétaro, and Mexico City areas in Mexico and Texas border cities like Laredo, McAllen, El Paso, plus San Diego/Tijuana. Companies with facilities in those areas likely have cross-border needs. Target businesses located there or with distribution centers feeding those points. For example, a company in Michigan might be supplying the auto plants in Mexico, so they’ll have lanes from Michigan to Coahuila. Consider a campaign targeting automotive supply chain companies.
Making your cross-border sales pitch
When you get a meeting or call to discuss cross-border services, here are some tips:
Solve their pain with your value prop
When approaching a new prospect for cross-border, acknowledge that it’s complex and present your service as simplifying it. Many logistics managers dread dealing with the border (language issues, carriers dropping off at Laredo and saying “adios,” etc.). Your pitch should highlight: “We provide a seamless door-to-door Mexico solution. We handle all carrier handoffs, work with your customs broker, and give you a single point of contact.” You remove the headache: They don’t have to become Mexico experts because you’ve got that covered.
Start small with your initial offer
To build trust, offer to run a pilot load or handle a problem lane that current providers are struggling with. If you can rescue that, you open the door wider. Cross-border can be seen as risky by shippers, so they may be open to a one-load test.
Demonstrate your knowledge
Do your homework and use the terminology to build credibility. Talk about northbound versus southbound, mention border crossings, and so on. For instance, a line like “We would likely route that through Laredo, which is where your customs broker is based, correct?” signals that you understand the process. Shippers have heard too many generic “We can handle Mexico” claims; specifics set you apart.
Mention Cargado
Mention your Cargado partnership. “We’ve teamed up with Cargado, a specialist in U.S.-Mexico freight with a large vetted carrier network that handles thousands of cross-border loads. We’re bringing that capability to you.” Cargado’s credibility boosts confidence.
Address pain points
Ask about current cross-border challenges. They might be lack of capacity, poor visibility, customs delays, or high costs. Tailor your solution to each: e.g., if they struggle finding trucks for Mexico side, emphasize your carrier network in Mexico. If delays are an issue, explain your proactive tracking and broker coordination that minimizes delays.
Showcase success or references
If you have any case studies or even anecdotal successes (perhaps via Cargado’s overall stats), share them. “We’ve been moving automotive parts to Mexico with 98% on-time delivery” or “Another client in electronics saw transit time drop by 2 days using our cross-border process.” If you lack direct examples, cite industry metrics or Cargado’s recent achievements. This gives comfort that others trust your solution.
Be ready to explain how it works
Shippers might ask, “So how exactly will you handle my load? Who picks up? Do I need to do anything different?” Be ready to walk through the steps clearly. “Your U.S. pickup will be just like it is today, but the driver will take it to Laredo and drop it at your customs broker. Our transfer truck will carry it into Nuevo Laredo, where our Mexico partner carrier takes over to final delivery. We will keep you updated at each step. We handle all handoffs. You just need to work with your customs broker as usual. We’ll coordinate closely with them too.” Such an explanation reassures them that you have a plan for the infamous border handoff.
Bring up technology and visibility
Shippers love visibility. Bring in pieces of your own sales pitch here. Highlight your platform for tracking and updates. If they currently lack insight when a load is “somewhere between borders,” give them line-of-sight via regular updates or even log-ins to your portal.
Why selling cross-border matters
Remember, offering cross-border service can actually differentiate you as a broker. Many competitors shy away from it. By confidently offering it, you position yourself as a more complete logistics partner. Marketing that you do Mexico freight can open doors, just make sure you have the knowledge (or support) to back it up.
With resources like Cargado’s vetted carrier network and support team, brokers can sell cross-border freight services with credibility, win more customers, and unlock the fastest-growing segment in North American logistics.
