Your drayage operation is only as profitable as the customers you have lined up—and right now, you're probably losing leads to competitors with better visibility. Most port and terminal operators still book drayage services through fragmented networks of brokers, freight forwarders, and direct relationships, which means your growth is capped by how many people already know your name. Breaking into this market requires a deliberate mix of positioning, relationship-building, and smart digital presence.
Start with Your Unique Service Angles
Drayage isn't commoditized at the local level—your operating hours, yard location, equipment mix, and speed matter enormously to shippers. Before chasing every possible customer, identify what genuinely sets you apart.
Are you the only drayage operator open until 10 p.m. in your port area? That's a specific selling point. Do you specialize in refrigerated container moves? Own multiple chassis configurations? Maintain sub-2-hour turnaround times? Write these down. These specifics become the foundation of every pitch you make, whether to a freight forwarder or a mid-sized importer looking to cut logistics costs.
Build Direct Relationships with Key Gateways
Cold outreach at scale rarely works in drayage—but warm introductions do. Start by mapping the major shippers, freight forwarders, and 3PLs within a 30-mile radius of your terminal.
Spend two weeks calling freight forwarding offices directly. Ask to speak with operations managers, not sales. Introduce yourself with a single clear ask: "We run drayage out of Port [X]. Are you currently backfilled on capacity, or do you have gaps I could help fill?" Offer a 10–15-minute conversation about rates, availability, and service levels. You're not selling—you're qualifying leads and learning what they actually need.
Document every conversation. Within three months of consistent, weekly outreach, you'll have a list of 15–25 forwarding companies or importers who know your name and what you do.
Price Competitively but Don't Race to the Bottom
Drayage rates vary wildly by market, chassis type, and distance. Typical spot rates range from $150–$400 per move depending on your port and equipment, while contract rates for high-volume shippers might run $120–$250. Research local competition by calling three competitors anonymously, asking for rate quotes on common moves.
Then price yourself 10–15% below the average for the first 90 days of relationship with new customers. This isn't a long-term strategy—it's a customer acquisition cost. Once you've proven reliability, you can move toward market rates. Unprofitable pricing kills drayage companies faster than lack of customers.
Leverage Your Equipment List and Availability
Shippers care about specifics: Do you have 40-foot chassis? Flat racks? Gensets for reefer containers? How many available today, tomorrow, this week? Create a simple one-page spec sheet with your equipment inventory, yard hours, and contact escalation (who to reach at 3 a.m. if a container misses a ship time).
Share this sheet with every forwarding company you contact. Update it monthly and resubmit it when rates or availability change. Visibility creates habit—eventually, you'll be the first call when a customer needs drayage in your area.
Get Listed and Build Searchability
Listing your services on platforms like Mercoly helps shippers and forwarding companies find you when they search for drayage capacity in your port area. Include your equipment types, service hours, service radius, and rate structure to win leads that would otherwise go to competitors with better digital presence.
Also claim your Google Business profile, verify your phone number, and ask satisfied customers to leave reviews. One positive review with specific mention of "fast turnaround" or "reliable weekend service" beats any generic marketing claim.
Track Every Lead Source
For the next 90 days, ask every new customer how they found you. Did they search online? Did a forwarding company refer them? Did a cold call convert? Document the answer in a spreadsheet. After 90 days, double down on the channels generating the highest-quality leads, and cut the rest.
Frequently Asked Questions
Q: What's a realistic timeline to land my first five contract customers in a new market? A: Three to six months of consistent weekly outreach, assuming you're calling 5–10 qualified forwarding companies per week and pricing competitively for the first 90 days.
Q: Should I offer discounts for volume commitments? A: Yes—if a shipper commits to 20+ moves per month, offering 5–10% off spot rates creates predictable revenue and justifies dedicated equipment allocation.
Q: How do I compete against established drayage companies with long broker relationships? A: Faster turnaround times, flexible after-hours availability, and exceptional customer service on your first 10 jobs are worth more than price cuts—they create word-of-mouth referrals that brokers can't ignore.
Start with one forwarding company relationship this week, and build from there.