It might be time to fire your Mexico or Canada leader
Stop paying people to dial for dollars and waste time on WhatsApp and LinkedIn covering freight when software can do it faster — and better.
There’s a problem inside a lot of brokerages right now: your Mexico or Canada leader is telling you they can scale the business without modern tools. They’re lying to you.
That may sting, but let’s look at the facts.
The Reality Check
On Cargado, the average posting is pushed to 120 carriers within 60 seconds of hitting the system. One hundred and twenty carriers who’ve already said yes, I haul that freight. Do they all bid? Not on every posting. But you will get bids — and usually faster than your team can even finish describing the load over the phone.
Compare that to the “traditional” process: 20–30 minutes explaining a single Mexico or Canada load via WhatsApp or phone calls. One load. One conversation. One shot at coverage. Meanwhile, your competitors are getting five carrier bids before your team has finished leaving a voicemail.
It’s insane, in 2025, to still rely on that.
The Wrong Work vs. The Right Work
When you invest in a Mexico or Canada team, you should be investing in relationship builders, managers, and problem solvers. People who:
Sit with customers.
Walk facilities and border crossings.
Build trust with carriers and customs brokers.
Solve problems when things inevitably go sideways.
What you should not be investing in is people who simply “dial for dollars.” There is too much software available now that can do that work faster, cheaper, and better than a human. If your leaders are still telling you they need to add headcount to hammer the phones, while simultaneously demoing every “AI voice agent” startup out there, you’re in denial about where this industry is going.
The Laziness & Complacency Problem
Let’s call it what it is: laziness and complacency.
If your cross-border leaders are still running the same playbook they did five years ago — WhatsApp blasts, spreadsheets, “spray-and-pray” LinkedIn posts — they’re not leading. They’re hiding.
That’s not scalable. That’s not strategic. And it’s not what your customers are paying for.
Technology Is the Differentiator
The future of brokerage isn’t about who can yell the loudest on WhatsApp. It’s about who adopts the right technology and actually scales through it.
I’ve seen what Cargado can do for some of the largest logistics companies in North America. Their leaders aren’t afraid to put the phone down and let technology amplify their reach, their speed, and their carrier relationships.
And here’s what they’re doing with our data:
Benchmarking → Checking rates against the p25 and p75 ranges so they know exactly where they stand with carriers. If they’re above p25, they know it’s time to drive rates down or source new capacity.
Spot Pricing → Unlocking the Market Rates UI for their entire sales team, so anyone can grab an accurate quote instantly and pitch a customer confidently.
RFPs via Excel Add-In → Running full RFPs in minutes, not weeks, by pulling market data directly into Excel.
This isn’t theory. This is live, repeatable, and driving real outcomes right now.
The Weekend Test
Still think “old school” works? Cover a load on Saturday. Gone are the days of stripping out freight by hammering the phones. The winners aren’t the ones with the loudest call floor — they’re the ones with technology that delivers instant reach to the right carriers. I see brokers regularly cover weekend spot loads in a matter of minutes, not hours or by making dozens of phone calls.
The Window of Opportunity
This market is slow. Which means it’s the perfect time to:
👉 Build your carrier base.
👉 Diversify services.
👉 Put in place systems that will scale when volumes come back.
Because when the market turns, the brokers who clung to phones and WhatsApp will be flatlined. The ones who invested in modern platforms will be sitting on stronger margins, deeper carrier networks, and customers who notice the difference.
Your Mexico or Canada leader doesn’t need more headcount. They need to stop hiding behind excuses, stop doing the wrong work, and start building the right kind of business.
Because the truth is simple: companies that evolve through this market will be the ones that adopt the right technology — not the ones that keep dialing phones like it’s 2012.
It’s time to get Cargado if you aren’t using it today. Your competition sure is.
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