10 Must-Read Cold Calling Scripts & Tips for Freight Brokers

“Hello [Name], this is [Your Name] from [Your Company]. We specialize in [specific freight services]. Many shippers in [their industry] are struggling with [common pain point]. Does this resonate with your situation?”

Objection: “We already have established relationships with several carriers. Why should we consider working with a broker?”

Response: “I understand you have existing relationships, and that’s great. Many of our clients started that way too. What they’ve found is that our brokerage can actually enhance those relationships by providing additional capacity during peak times, optimizing routes to reduce costs, and offering a single point of contact for all your shipping needs. Would you be open to exploring how we could complement your current setup?”

Context:Use this when first reaching out to potential clients. Shippers are struggling to find reliable carriers, often facing delayed shipments and increased costs. They’re likely open to new partnerships that can guarantee capacity and maintain efficiency in this challenging environment.

“I’m glad to hear you’re satisfied. Many of our current clients felt the same before partnering with us. They were surprised to learn we could [unique value proposition, e.g., ‘reduce transit times by 20%’]. Would you be open to a quick comparison to see if we could offer similar improvements to you?”

Objection: “Our current provider has been reliable for years. Switching seems risky and time-consuming.”

Response: “I’m glad you have a reliable provider. Consistency is crucial in logistics. We’re not asking you to switch entirely. Many of our clients started by using us as a backup option for peak seasons or challenging routes.

Context: Use when prospects are satisfied with their current setup. Many shippers are unaware of new cost-saving opportunities emerging from technological advancements in the industry. They might be interested in learning about innovative solutions that could further optimize their operations and reduce expenses.

“I understand cost is a crucial factor. Many of our clients initially had similar concerns. However, they found our [specific service, e.g., ‘optimized route planning’] actually reduced their overall logistics spend by [X%]. Could I share a quick case study that illustrates this?”

Objection: “Your rates seem higher than what we’re currently paying. We can’t afford to increase our shipping costs.”

Response: While our rates might seem higher at first glance, our clients typically see a reduction in overall logistics spend. Would you be open to a cost analysis to see how we might actually save you money in the long run?”

Context:Use when potential clients express budget worries. Shippers are actively seeking ways to offset cost increases without compromising service quality, making them receptive to cost-saving proposals from freight brokers.

“Hi [Name], it’s [Your Name] from [Your Company]. I’m following up on the [specific information] I sent last [day]. Did you have a chance to review it? I’m particularly excited about [highlight a key benefit] and how it could impact your operations. Do you have any questions I could clarify?”

Objection: I glanced at it, but honestly, it looks similar to what other brokers offer. What makes you different?

Response: Thank you for taking the time to look it over. You’re right that at first glance, many brokers might seem similar. Where we truly differentiate ourselves is in our [unique selling point, e.g., proprietary AI-driven matching system, specialized industry expertise, etc.]. This has allowed us to [specific benefit, e.g., reduce empty miles by 30% for our clients]. Could I walk you through a quick example of how this would apply to your specific shipping needs?”

Context:Use when reconnecting after sending requested materials. They may have genuine interest in your proposal but haven’t had time to thoroughly review it. A well-timed follow-up can bring your solution back to the forefront.

“Based on what we’ve discussed, I believe we could [specific benefit, e.g., ‘streamline your supply chain’]. I’d love to dive deeper into your specific needs and demonstrate how we can help. Would you be open to a 20-minute meeting next Tuesday or Wednesday?”

Objection: “We’re really busy right now and don’t have time for meetings. Can you just email me your best rates?”

Response: “I completely understand how valuable your time is, especially in this fast-paced industry. While I can certainly send over our rates, our most successful partnerships come from understanding your unique needs, which allows us to tailor our services and often find unexpected cost savings. How about a brief 15-minute call where I can learn about your specific challenges?

Context:Use when you’ve piqued interest and want to secure a meeting. With over 17,000 freight brokerages in the U.S., shippers are inundated with options. However, they’re always on the lookout for partners who can provide tangible value, such as reducing deadhead miles or improving load efficiency.

“Hello [Name], [Your Name] here from [Your Company]. We spoke [timeframe] ago about your freight needs. Since then, we’ve introduced [new service/technology] that’s helping businesses like yours [specific benefit]. I thought this might interest you. Do you have a moment to discuss how it could apply to your operations?”

Objection: “We’ve made some internal changes and are actually looking to reduce our number of logistics partners.”

Response: “I appreciate you sharing that information. Many companies are streamlining their operations. Interestingly, that’s exactly why some of our recent clients have partnered with us. By consolidating their freight with our brokerage, they’ve actually reduced administrative overhead and improved efficiency. Our new [technology/service] has been particularly effective in this regard.

Context:Use when reaching out to a prospect who’s gone quiet. A previously uninterested lead might now be facing new challenges or seeking to leverage these technologies. They could be open to reconnecting, especially if you’re offering solutions that address their challenges.

“Hi [Name], I’m [Your Name] with [Your Company]. [Referral’s name] suggested I reach out. They mentioned you might be looking to [specific goal, e.g., ‘expand your distribution network’]. We’ve helped several companies in your industry achieve this. Would you be interested in hearing how?”

Objection: “I appreciate the referral, but our shipping needs are quite different from [Referral’s name]’s company. I’m not sure you’d be a good fit.”

Response: “Thank you for that insight. We specialize in creating customized solutions for a wide range of industries. For instance, while we helped [Referral’s name]’s company with [specific solution], for a company in your industry, we [relevant example of a tailored solution]. Could I ask a few questions about your specific shipping challenges to see if we might be able to offer a valuable solution?”

Context:Use when you’ve been referred by a mutual connection. A referral from a trusted source, combined with your expertise in their target market, can be extremely valuable. They’re likely to be receptive to insights that can help smooth their expansion process.

“Hello [Prospect’s Name], this is [Your Name] from [Organization]. I’m reaching out to discuss how you could leave a lasting impact through our legacy program. We’re developing sustainable solutions for [ongoing issue], aiming for [long-term impact]. Would you be open to a conversation about shaping the future of [cause]?”

Objection: “I’ve heard similar promises from other brokers before, and they rarely pan out. How can I trust that you’re different?”

Response: “I completely understand your skepticism. Trust is earned, not given. That’s why we don’t just make promises – we back them up with data and a track record. For instance, we’ve helped companies in your industry reduce claims by [Number] and improve on-time delivery rates to [Number]. We’re so confident in our ability to deliver results that we offer performance guarantees in our contracts.”

Context:Use when facing a doubtful potential client. Shippers are constantly looking for ways to mitigate risks. However, they’re wary of empty promises. A broker who can demonstrate a proven track record of reducing such issues presents a compelling case for engagement.

“[Name], based on our conversation, I believe our [specific service] could significantly [benefit, e.g., ‘reduce your deadhead miles’]. We offer a no-obligation trial that’s helped many clients see the value first hand. Would you be interested in experiencing how it works for your specific routes?”

Objection: “A trial sounds time-consuming. We can’t afford to disrupt our current operations, even temporarily.”

Response: “I appreciate your concern about disruption. We’ve designed our trial process to be as non-intrusive as possible. In fact, it runs parallel to your existing operations, allowing for a true side-by-side comparison without any risk to your current processes. Many of our clients have found this method actually saves them time in the long run by clearly demonstrating the benefits without any operational risk.

Context:Use when you want to showcase your services hands-on. Peak seasons and unexpected events like the 2021 Suez Canal blockage can wreak havoc on supply chains. Shippers are always on the lookout for solutions that can provide reliability during these challenging periods.

“Thank you for your time today, [Name]. To summarize, we’ve discussed [key points]. My next step is to [specific action, e.g., ‘send you our service proposal’]. In the meantime, do you have any questions I can address? I’ll follow up [specific timeframe] to ensure you have everything you need.”

Objection: “This all sounds good, but I need to discuss it with my team before making any decisions. I’ll get back to you if we’re interested.”

Response: “I completely understand the need for team discussion, especially for important decisions like this. To help facilitate that conversation, I’d be happy to provide a summary of the key points we’ve discussed, along with some specific examples of how we’ve helped similar companies in your industry.”

Context:Use to wrap up the conversation positively, regardless of outcome. With the rise of digital freight platforms offering instant quotes, traditional brokers need to demonstrate their value through personalized service and industry expertise.