Freight Broker Cold Calling Scripts That Actually Work
Word-for-word scripts to win shipper accounts. Includes objection handling for every "no."
The Opening Script (15 Seconds)
// Opening - Get permission to continue
"Hi [NAME], this is [YOUR NAME] with [COMPANY]. I help shippers like [THEIR COMPANY] move freight reliably and on budget. Did I catch you at an okay time for 30 seconds?"
If yes, continue. If no, ask: "When's a better time to reach you?"
The Pitch Script (45 Seconds)
// Value proposition - specific and shipper-focused
"I work with companies shipping [EQUIPMENT TYPE / COMMODITY] out of [LOCATION], and I keep reliable capacity ready for lanes like yours so your freight moves on time.
What I do is source and vet the carriers, cover your loads, and handle the tracking and paperwork - so you have one accountable point of contact. You only pay the all-in rate we agree on per load.
Are you happy with how your current carriers and lanes are performing, or is there room to improve coverage or pricing?"
Common Objections & Responses
"We already have a broker (or carriers we use)"
"That's great - most shippers I work with do. What do they handle well for you? [Listen] And where do they fall short - capacity on tight lanes, communication, claims? [Listen] I'd love to be your backup for when your primary can't cover a load. Can I send my info and quote your next overflow lane?"
"Your rate is higher than what we pay now"
"I understand - price matters. But a cheap rate that falls through costs you far more in missed appointments and reloads. I price to actually cover the load with a vetted carrier the first time. Give me one lane to prove the reliability, and let's compare total cost, not just the line-haul number."
"We book our own trucks directly"
"That works well until a core carrier runs out of capacity or a lane spikes. How much time does your team spend chasing trucks when that happens? I can be the call you make when you're stuck - no commitment, just reliable backup capacity on the lanes your direct carriers can't cover."
"We got burned by a broker before"
"I'm sorry to hear that - a missed load or a claim that wasn't handled is exactly why shippers lose trust. What happened? [Listen] I operate differently - [address their specific concern], I vet every carrier on FMCSA before tendering, and I keep you updated proactively. Start me with one non-critical load so you can see how I work before any commitment."
Best Times to Call
9-11 AM
After the morning rush
2-4 PM
Mid-afternoon lull
Tue-Thu
Best connect days
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