We wrote a blog very similar to this one nearly 10 years ago, and it’s a severe understatement to say that a lot has changed since then. Armed with the incredible wealth of information provided by new technology like AI, clients have more information than ever at their fingertips, so where does a customs broker fit into the new modern paradigm? 

More than ever, importers must rely on their Customs broker for up-to-date accuracy, tenured expertise, practical experience, and a nuanced understanding of the more complicated elements of the international marketplace. With that in mind, we know that it can be intimidating to know what to ask, why to ask it, and where to begin when establishing a relationship with a broker in this modern age, especially since the closer that relationship gets to a trusted partnership, the more effective it will be. After all, to paraphrase a great mind, just when you think you’ve got the answers, somebody starts changing the questions. 

To get your thinking on the right track, here are 10 Questions you should be asking your broker in today’s trade landscape, along with PCB’s answers to those questions: 

1. Do They Communicate Well?

One of the most important factors to consider when selecting a new broker is how effectively they manage their communication channels. A Customs broker is the kind of relationship that you may need to get hold of quickly, and even during non-typical hours, so having a broker that is within reach more often than not could be vital to your success. 

• Do they answer their phone promptly? 
• Can you call them at any time, or are there specific windows of operation?
• Do they rely on automated forms of communications like phone trees or AI chatbots? 
• Are you going to be able to talk to a person when you have an issue? 
• If your broker is acting with overseas or long-distance partners, how long will it take to get answers regarding specific shipments?
• How many communication channels do they have? Portals, email, chat, phone, social media, etc.
• What efforts are being taken to keep you informed of what’s going on with your shipments? 

Essentially, you’re looking to see if they will be easy to reach when you need them, or if you will be handed off to an automated process when you call, or if your emails will go unanswered because the one and only person who can answer them is on vacation. Understanding a broker’s communication system is the first and best predictor of the kind of experience you will have working with them, and it should be among the first conversations you have when choosing a prospective broker. 

PCB Answer Example: 

PCB hangs its hat on its ability to communicate well with our clients. We prioritize human communication in everything we do. We are open 24/7, 365 days a year, and are constantly innovating new ways to keep your business in the loop about your shipments and evolving regulatory issues. 

Some of the ways we communicate with our clients include the following: 

• Customs Experts - From the very first moment you contact PCB, whether by phone or through our live chat services, you are in touch with an expert equipped to guide you where you need to go. 
• Trade Manager: This includes one-on-one conversations with a representative who knows your imports well.
• Weekly Emails: A monthly compilation of top trade news stories, events, and updates.
• Websites: Our website (pcbglobaltrade.com) is designed to meet clients’ needs at every stage of the importer journey. In addition to commodity-specific information, our website serves as a hub for guidance and support relevant to current market situations worldwide. Sites detailing ongoing concerns like new tariffs and emerging processes like CARM are common and comprehensive in their approach. Add to that our weekly blog, which features a new story each week based on current trade events, seasonal reminders, and relevant case studies. It's the first and last place you need to go for up-to-date information on the world of trade.
• PCB365®: Our custom-built client portal is our one-stop shop for information specific to you. Not only does it display shipment-specific details such as release status, e-bills, and document imaging, but it also highlights trade news that’s relevant to you. 
• Education: At PCB, we believe in making every effort to give back to the trade community, and that starts with sharing a little bit of what we know. To this end, our Learning Center offers on-demand, online, and in-class sessions over a variety of topics, with new topical subjects added throughout the year.

2. Do They Know What They Are Talking About?

You need a broker that can answer your questions, and this is particularly true of those wondering if you need a customs broker for small business import shipments. If your broker doesn’t know how to answer the issues you are facing, or if they appear unconcerned with providing accuracy in those answers, then that’s something you are going to want to know about early on in the process. Now, this may seem silly - why would you work with a broker who doesn’t know the intricacies of Customs regulations inside and out, but understand that there are many different kinds of brokers, and not all of them are compliance-first. 

• Do they answer your questions accurately and effectively?
• Are they often called upon for their expertise in the industry, e.g., through media quotes, guest articles, conference appearances, or educational engagements?
• Do they participate in advocacy work with industry and government organizations? 
• What experience level do they have with your shipment type? 
• Does it feel like they care more about you understanding the process, or are they hurrying you through it?
• If the person you are talking to doesn’t know the answer, do they have the resources to find it? 
• How long have they been in business?

A broker that prioritizes specific shipment types may not be familiar with other types of shipments, or they may prioritize speed and leave the details of compliance to you. Understanding where your broker is coming from in terms of receptiveness to questions and concerns can make a stark difference and lead to real consequences at the border. 

Not every broker is focused on educating their clients, and that’s a perfectly valid position, but it’s something you need to know from the very beginning. 

PCB Answer Example: 

PCB completes over 400,000 entries per year, and we staff a significant number of US and Canadian Certified Customs Specialists (CCS), Canadian Certified Trade Compliance Specialists (CTCS), Canada Border Services Agency (CBSA) Professional Designates, US Master Customs Specialists (MCS), US Licensed Customs Brokers (LCB), Global Agency Experts, Global Regulatory Analysts, and industry leaders. 

Our team is regularly asked to provide experts and guest speakers for speaking and learning engagements across North America, and we are called on to sit on many international trade committees, such as the CSCB Pacific Region Executive Team and the Border Commercial Consultative Committee. Beyond that, we routinely leverage our position in the industry towards advocacy, such as the recent concerns brought before the government raised by CARM. We see ourselves as both importing experts and educators to importers around the globe. 

You may have even seen some of the times we’ve been tasked with speaking to the media, including contributions to the Wall Street Journal, MSN, the CBC, and others. 

We also host a series of free webinars throughout the year, based on frequently asked questions we have received, with our senior Trade Advisors providing expert answers to the trade community for free. It is open to both clients and our competitors, who are always invited to benefit from our knowledge and experience.  

3. Can They Help in a Consulting or Trade Advisory Capacity? 

A recurring theme of this post will be the idea that not all brokers do the same things. Some brokers possess specialized skill sets that enable them to perform more nuanced tasks in the realm of international trade. If you have a specific task in mind, for example, duty drawback or remission applications, knowing whether your broker is capable of doing that task for you is something you’ll want to learn early on.

• Do they do remissions or duty drawbacks? 
• Do they look out for government programs that can save you money on your trade endeavors?
• Do they have extensive experience performing specific tasks for clients like you? 
• Do they have a track record of success doing those specific tasks? 
• Are they up to date with the latest Canadian International Trade Tribunal and Customs binding rulings?
• Are they up to date with the latest on the US Federal Register, regulations, and trade actions?
• Did they provide help in the mitigation if you receive a penalty? 
• Do they assist in supporting you through trade actions that impact your business?
• Do they have the expertise required to dispute or mitigate difficult government requests?

It’s always worth asking if your broker can help in a trade advisory or consulting capacity.  However, maybe more importantly, it’s vitally important that you know how much experience they have with that particular task before proceeding. 

PCB Answer Example: 

If it’s related to the world of international trade, PCB can handle it. Through our Trade Advisory Services, we can handle all manner of issues from remission requests to duty drawbacks, binding rulings, disputes, and everything in between. Our Tariff Relief Services have helped many importers handle increased tariffs and find ways to navigate high-duty environments. Additionally, more niche services, such as Provisional Entry Applications, have helped importers save millions at Customs. If it’s not something we can do, we are certain to know someone in our network who can.

Of course, you don’t have to take our word for it - we have thousands of reviews that can speak to our aptitude in a wide range of services, many beyond that of brokerage.

4. Do They Have Experience Importing/Exporting Your Goods?

This question may seem obvious, but again, remember that not all importers have the exact same experiences, and if you’re looking to import specific or unique goods, a specialization could be a huge boon. 

• Do they have experience in assessing and filing for your goods? 
• Do they have an industry specialization? 
• Do they have examples of successfully importing your specific goods? 
• Are they up to date with PGAs that oversee your specific goods? 
• Are they up to date with the standard requirements of these goods? 
• Do they keep you up to date with regulatory changes, and can they express what these changes will mean for your imports in an understandable way? 

The truth is that every importer and exporter needs an expert in their corner when navigating the international marketplace - it’s how you stay out of trouble, especially in a high-tariff environment! With that said, it always makes sense to find the broker that best matches your specific needs. Knowing what your broker is good at and how much experience they have importing your specific goods can be a real difference maker at Customs. 

PCB Answer Example:

As you might imagine, with over 100 years in the industry, our expertise now encompasses every type of import. However, our focus and most notable expertise today is on challenging or complex imports, such as engineering, mining, heavy industry, and high-volume commodities. Which makes sense because, after all, PCB got its start as a Customs broker largely due to our skill and knowledge in importing produce - a famously complex good to clear due to its many government regulations, processing requirements, and overall time sensitivity. 

If you are looking for an expert on your particular kind of import, no matter the size, shape, time sensitivity, or complexity, PCB has the experts and the experience to help.

5. What Protective Measures Do They Have In Place?

This one is important to know in a world that is increasingly dangerous and risky for international businesses. As an importer, you should look for the safeguards, programs, and other processes your broker has in place to protect your imports, information, and business. You are looking for assurances of safety for the physical goods, intellectual property, and personal data you are entrusting them with. 

• What cybersecurity programs do you have in place? 
• What do you offer in terms of disaster recovery? 
• What can you offer in terms of legal resources?
• What cargo safety certifications do you have? 

Most brokers offer more than you might expect in terms of safety and security, and knowing the full depth of these offerings can not only help when things get complicated out on the road but can also offer peace of mind throughout the process. 

PCB Answer Example:

PCB believes in prioritizing innovations in IT security and recovery for importers, and our team is constantly developing new and bespoke brokerage solutions to address cybersecurity concerns. We house a full staff of IT specialists with over 30 years of experience in the industry who work from a centralized, in-office location, so if things go wrong, we have a team on this shore that is working around the clock to get it back up and running. Our teams are constantly working to push the envelope and develop even more advancements in recovery and redundancy measures, often with an eye towards future needs. 

In addition to that, we are always looking for ways to keep our clients safer, and are members in good standing with several programs designed to further protect your goods. PCB is an active participant in the Customs-Trade Partnership Against Terrorism and the Partners in Protection programs, both of which are designed to increase the safety and security of international trade and the businesses that participate in it. 

6. Are They Asking YOU Questions? 

Importing any good compliantly involves transferring a lot of information, so your broker should be asking you questions essentially from start to finish. It might be a bit of an exaggeration, but by the end of this process, you should be slightly annoyed at how often your broker is asking for forms, certificates, or other crucial information - especially during new account onboarding. 

If your broker isn’t confirming details and asking questions about your business ad nauseam during setup, then it speaks, potentially, to missed or skipped steps in the process, and non-compliant shipping could potentially follow. Regardless of the broker you are working with, a steady stream of questions is almost always a good thing and indicates a commitment to compliant importing. 

• Is your broker asking you detailed questions about your goods and processes? 
• Does your broker seem to have an interest in your business and its future success?
• Do they have a working knowledge of what you have provided, what you currently need, and what you will need in the future? 
• Are they asking probing questions to get the most complete picture of your product? 

The role of a Customs broker for import/export compliance depends a lot on the broker itself. For some, it’s checking a box; for others, it’s taking on the role of an engaged and active participant in the importing process. Finding a broker that meets your needs and will take the time to ensure your imports are compliant is worth pursuing. The truth is that your broker should be a bit of a pain in the neck in this process, so that Customs won’t be a pain in your wallet down the road. 

PCB Answer Example:

Not to worry, PCB has more than once been described as ‘persistent’ when it comes to pursuing what we need to get you crossing compliantly. We will be in contact often and across as many different channels as necessary to make sure that your goods are in perfect compliance and have what they need to cross. As a matter of process, we include three separate checks for compliance and regulatory standards with every import. No matter what PGA your goods are subject to, PCB is here to make sure your goods cross compliantly and headache-free.  

7. Do They Have a Full Breadth of Services? 

The world of trade is changing, and any Customs broker that only does brokerage isn’t keeping up with the times in a way that you deserve. Many associated services can complement and advance your business, and your broker should be able to perform those services for you. 

Whether it’s sample audits or free trade agreement reviews, the days of brokers only clearing imports are gone, and you should work with a broker that does more for you and your business. 

• Do they offer any trade-advisory services? 
• Do they have logistical or administrative support for their clients?
• Do they have EDI, a portal, and other relevant technology offerings to help streamline your trade endeavors?
• Can they assist with freight or transportation services? 
• Do they help your carriers cross the border? 

It’s not over the line to want to see the full breadth of what a broker can do for your business, and for the most part, these businesses are going to be excited to tell you what they can do to help. Ask for the menu; you never know what offering will add value to your business. 

PCB Answer Example:

PCB has a host of services beyond brokerage, the most prolific of which are our Trade Advisory Services. This collection of intellectual services helps businesses like yours maximize the benefits of international trade. Some of our trade advisory services include: 

• Assistance with associated programs like the Canada Border Service Agency’s CBSA Assessment and Revenue Management (CARM) program and the US Customs and Border Protection’s Automated Clearinghouse (ACH)
• Binding Rulings
• Tariff Classification Analysis
• Sample Audits
• Free Trade Agreement Reviews
• Supply Chain Audits

We also offer a range of additional services in logistics, including freight, carrier, and warehousing needs. Some of those services include the following:

• Carrier Bond Applications
• Barcode label printing
• e-Manifest Services
• Freight forwarding 
• On-Site Warehousing and 24/7 Short-Term Storage
• And More

Whether you are an importer or a carrier, we offer a range of services to support your business, along with several options you may not have considered yet. Be sure to look at the complete list of services on the Trade Advisory Services and Carrier Services pages to see what could work for you. 

8. What is Their Accuracy Rate? 

It may seem a bit blunt to ask this, but we assure you it is a very fair question. As has been the theme throughout, different brokers prioritize different things, and while some might pursue perfect accuracy in their entries, others may prioritize speed or breadth of service. Knowing if your broker is accurate in its work, or if it even cares about accuracy, cannot be overstated as an essential piece of information.

• What is their accuracy rate for entries with Customs authorities?
• What programs or training incentives do they have in place to promote accuracy with their staff? 
• Is there a place where you can read reviews of their services?
• Is there evidence that they are trying to keep your business compliant and your entries accurate (Do you recognize your broker on the caller-ID?)

Knowing how accurate your broker is will give you some insight into what they consider important, and having that align with your priorities is worth the time to investigate. 

PCB Answer Example:

PCB is a compliance-first brokerage, which means that accuracy is a top priority. Making sure that your goods are perfect when they cross their port of entry is what we pride ourselves on. Some of the ways we differ from our competitors in this regard include the following: 

• Our operational process checks for errors multiple times throughout the entry process.
• Our team’s average employment tenure exceeds 15 years, with management tenure in excess of 20 years, and some of our Customs brokers have enjoyed terms of employment of over 40 years. 
• Our current employee turnover rate in our Trade Compliance Department is less than 1%.

But you don’t have to take our word for it; reviews for our services can be found on Google, and again, we have a reputation for bordering on the tenacious when it comes to ensuring your goods are compliant and anomaly-free when they arrive at Customs. 

9. Is their Process Customizable for Your Needs?

If your import needs are atypical or unique, then knowing if your broker can handle those needs is going to be a high priority. Often, brokers will either have the resources required to assist you in-house or will have a relationship with a firm that can. Still, it is entirely possible that what you need is outside the scope of what a specific broker can manage, so talking to them about what they can offer is going to be necessary early on. 

• Are they able to assist with specific import types? 
• How customizable are your service offerings? 
• How much will additional customization cost? 
• What are their reporting capabilities? 
• Do they do shipment tracking? 
• Can they incorporate specific business needs, for example, ensuring that company-issued PO numbers are in place before an entry is cleared? 

Always establish your customization needs and expectations early, along with prices and specific requirements of that customization - nobody likes a surprise. The earlier you make these needs known and discover the broker’s capacity to fill those needs, the better off everyone involved will be. 

PCB Answer Example:

Our services are highly customizable, and our goal is always to meet your needs exactly. A good example comes in the form of our PCB365® technology, a highly customizable dashboard for the continued management of our clients’ imports. From the very beginning, we have our team of in-house IT experts work to match the system to your specific use case while also connecting you with the specialists and services that you will most benefit from. PCB offers a wide range of experience in varied fields and a full and growing breadth of services, so you can count on us to have the right combination of offerings and services for your business’s specific needs. 

10. Are They Paying Attention?   

This final question is among the most important for our current trading situation. To what extent will a prospective broker be actively engaged in the compliant crossing of your imports? Will they be able to detect complications before they arise at the point of crossing? 

The reality is that audits are currently on the rise at Customs, and a significant portion of this increase is attributed to the increasingly sophisticated technology used in detecting anomalies. Having someone on your side with their eyes open and actively looking for problems before they emerge at Customs will be one of the most important things you can ask of your broker in the long run. 

• What steps do they take to notify you of anomalies with your shipments? 
• What steps do they take to detect anomalies in your shipments? 
• What do they offer in terms of long-term support for your international business? 

The value you gain by having a broker with your whole business in mind and looking for the signs of anomalies before you ever reach Customs is incalculable. The relationship you form with your broker and the steps they take to keep your business on the proverbial straight and narrow have never been more critical, and are worth establishing before you even begin. 

PCB Answer Example:

When you work with PCB, you aren’t just another client working with a random broker. You get a trade manager who knows your business inside and out. We also maintain a sophisticated in-house Customs release dashboard that allows us to track all incoming shipments while affording us the ability to prioritize their handling and identify issues well before they become problems. 

Your compliance manager knows what you import, they know how often you import, and they know what oddities look like when they see them. Our clients benefit from a proactive approach; if we see something that strikes us as strange or as a potential issue, we are quick to reach out and find out what’s going on. PCB believes in maintaining long-term relationships with its clients, and that relationship continues to yield increasingly beneficial fruit the longer it lasts, especially for international businesses. 

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Our team has been helping importers for a long time, and we have the answers to these and any questions you might have ready to go. If you are looking to hear our answers directly from the source, don’t wait! Get in touch with our brokerage or trade advisory teams today to get started!