Freight prospecting

6 Decisions to Put on a New Customer's Freight Pilot Scorecard

A new shipper offers a trial load. Before booking it, agree on what the trial will help both sides decide and what evidence will support that decision. This scorecard is a suggested working template for freight sellers and operations teams, not an industry benchmark or a promise that a small pilot predicts future service.

1. Define the next decision before defining success

Ask what happens after the trial: repeat the same lane, test another pickup window, discuss a limited allocation, or stop. Write the decision in one sentence. A pilot meant to test communication after hours needs different evidence from one meant to test a facility handoff. Avoid asking one shipment to prove every claim in the sales presentation.

2. Specify exactly what the pilot covers

Record the lane, facilities, equipment, commodity requirements, shipment count, and dates. Note conditions the pilot will not encounter, such as weekend receiving or a seasonal volume surge. Identify who can approve a scope change and how it affects the review. This prevents a successful Tuesday pickup from quietly becoming evidence for an untested weekend operation.

3. Agree on observable acceptance criteria

For each criterion, define the event, evidence, and responsible reviewer. “Good communication” might become “the agreed exception notice reached the named contact within the agreed interval after the desk learned of the event.” The interval must come from the parties' agreement. Record the event time and notice time; do not invent a universal service standard.

4. Keep facility events separate from billing conclusions

Capture arrival, check-in, loading or unloading start, completion, and release where the parties can document them. FMCSA's detention research page identifies separating ordinary loading activity from delay as a measurement gap. Its research does not set your contract's free time or billing entitlement. Add the governing commercial terms separately if charges are part of the pilot review. FMCSA detention research.

5. Review exceptions and missing evidence openly

Use “met,” “not met,” and “not assessable” rather than forcing every row into a pass. Record what happened, the supporting record, the response, and any disputed interpretation. If the contact acknowledgment is missing, leave that criterion unresolved. A seller's recollection should not silently replace the evidence both sides agreed to use.

6. Make a bounded recommendation at the review

Show counts and scope before percentages. Report “two of three trial loads met the agreed check-in window” and identify the third load's circumstances. Do not describe that as the account's established long-term service level. Recommend a specific next step, name any change required, and agree who will decide after the next observation.

Copyable pilot scorecard

Criterion or decisionAgreement before dispatchEvidence and outcome at review
Next commercial decisionWhat the pilot may authorizeRepeat, expand within stated scope, revise, or stop
Pilot scopeLanes, facilities, dates, load count, conditionsActual scope and approved deviations
Appointment performanceDefined event and agreed windowTimestamp/source; met, not met, or not assessable
CommunicationTrigger, recipient, interval, ownerEvent time, notice time, acknowledgment if required
Facility timeEvents to record and separate billing termsAvailable timestamps, missing records, unresolved charges
Follow-upReview date and decision-makersAction, owner, date, next evidence required

Worked example: one missing acknowledgment changes the recommendation

In a hypothetical three-load pilot, all three arrivals meet the agreed window. Two required exception notices have recipient acknowledgments; the third has a send timestamp but no acknowledgment. Because the parties agreed to review acknowledgment, the third communication row is “not assessable” pending confirmation. The review records three of three qualifying arrivals and two confirmed acknowledgments out of three required notices. The recommendation is to resolve that evidence gap and repeat the communication check on the next agreed movement, rather than claim the pilot proves readiness for every lane.

Put it to work: Carry the agreed operating criteria into the ProspectSentinel dispatch handoff guide. The next shift should see the current requirements and open questions that the pilot review will later assess.