The Best Metrics to Manage Carrier Sales Reps

There's a lot to managing a team of carrier sales reps. Traditional metrics like loads booked, revenue generated, and gross profit are valuable indicators of performance, but they only tell part of the story. What if CSRs aren't meeting their targets in these areas? How can brokers identify areas for improvement and support their team in reaching their full potential?

Many brokers rely on phone metrics to gauge CSR activity, tracking metrics like time spent on calls and the number of outbound and inbound calls. However, these metrics don't tell the whole story. They fail to account for the quality of conversations and can be easily manipulated (do calls to girlfriends count towards a quota?). And most brokers stay away from even attempting to track email as a form of productivity, given the difficulty in classifying its purpose. 

Here are three key metrics to help brokers better understand and manage their carrier sales reps. They paint a more complete picture of where reps are succeeding, but more importantly where they are not, making it much easier to provide actionable improvements. 

Disposition Count: With NextBoard, brokers can track the number of dispositions filed by each CSR. A disposition represents the outcome of a conversation with a carrier regarding a single load. Unlike traditional phone metrics, which may count multiple outcomes from a single call as one interaction, disposition count provides a more accurate reflection of the volume of carrier/shipment conversations initiated by a rep.

Coverage Rate: This metric measures the efficiency of a CSR by comparing the number of loads booked to the total number of dispositions filed. A high coverage rate indicates that a rep is effectively converting conversations into bookings, while a low coverage rate may suggest inefficiencies in the sales process. By analyzing coverage rates, brokers can identify opportunities to streamline operations and improve conversion rates.

Carrier Utilization: NextBoard's platform allows brokers to assess carrier utilization at the rep level, providing insights into the strength of relationships between CSRs and their carriers. High carrier utilization rates indicate that reps are effectively leveraging their existing network of carriers, resulting in higher coverage rates and lower fall-off levels. Conversely, reps with low carrier utilization may rely heavily on load boards, leading to decreased efficiency and increased costs.

By leveraging these advanced metrics, brokers can gain a deeper understanding of CSR performance and identify areas for improvement. Instead of relying solely on lagging indicators like revenue and gross profit, brokers can proactively manage their teams based on actionable insights derived from real-time data.

Effective management of carrier sales reps is essential for success in the competitive freight brokerage industry. The metrics mentioned above are incredibly useful, but not always easy to establish and calculate. NextBoard's innovative platform equips brokers with the tools they need to optimize their carrier sales operations, enabling them to drive efficiency, improve conversion rates, and ultimately achieve greater success in their business endeavors. Contact NextBoard to learn more about how the platform can help you grow your business.