Wouldn’t it be nice to have the perfect freight broker cold call script? One that magically worked 100% of the time? While we would be delighted to share such a script, it does not exist. However, our sample cold calling script combined with the best way to respond to shippers has a high rate of success for many of our Independent Freight Agents. Curious? Read on!
Cold Calling Isn’t Dead
Did you know 49% of buyers prefer a phone call as their first point of contact? According to RAIN Group Center for Sales Research, a phone call is the top preference for buyers after email. Freight Agents, cold calling is NOT dead. It is still one of the most effective ways to facilitate initial conversations with shippers.
Why does it feel so hard, then?
Because it takes hard work, consistency, and dealing with lots of rejection. As Dennis Brown wisely said, “Fear thrives in the place of inaction.” Don’t let it stop you from pressing on.
Cold Calling Tips
First, if you’re new to cold calling, start with just five calls a day. Then, add five more. Think of it as stretching your cold call muscle. Build up each day until you have developed a consistent routine.
Second, consider how you make your calls. Instead of sitting down, try standing. When you stand you breathe more freely. This simple action may be key to selling with confidence.
Third, if you work from home alone, consider asking someone to be an accountability partner to check in with you from time to time on how you are doing. You can do the same for them. It is also beneficial to practice cold calling with each other to calm any nerves you may have. Use a cold call script, such as the one below, then adjust it as you gain experience.
Sample Freight Broker Cold Call Script
While we are calling this a script, it is really more of a guide. A cold call should be a fluid conversation rather than feeling scripted. It is essential to actively listen instead of making common communication mistakes. When you don’t have much experience, a script is a helpful tool. Start with this cold calling script example and these 9 questions.
1. Give a brief introduction.
[Greeting], [prospect name]. My name is [your name], and I am an Independent Freight Agent for Kopf Logistics Group in Elkhart, Indiana. I am calling today because I would love to introduce myself and our company to you and hopefully have the opportunity to work with you on lanes that could use our assistance.
2. State what makes your company stand out.
Kopf is financially sound and has been in business for more than 40 years with a proven track record of success, working with high profile customers. We are committed to excellence and personalized service and both have allowed us to maintain longevity in the markets we serve. Our company is built on hard work, integrity, reliability, and passion.
3. Wrap it up.
If given the opportunity to work with you, I believe you’ll find me to be the perfect choice to partner with. I would love the opportunity to earn your business!
As noted in the tips earlier, make sure you’ve done your research before calling a prospect. That way you’ll be able to personalize your call with the name of the person who makes decisions, whether it be the shipping manager or warehouse manager. You’ll also want to understand their business and what freight they ship. Then, be prepared for the shipper’s response.
A Typical Shipper’s Response
When you’re cold calling freight shippers you must keep in mind they are busy. They will often be anxious to get you off the phone. In fact, they probably received several calls asking for their business before connecting with you.
You’ll likely hear one of these two responses:
- “I’m too busy to talk right now.”
- “My freight is already taken care of.”
Plan ahead of time as to how you will respond. Independent Freight Agents must be quick on their feet and a master at overcoming objections. You must be able to get the attention of the shipper quickly before they hang up.
What to Say to Shippers
Wondering how to talk to shippers and overcome their objections? It’s likely the customer’s freight is already being moved. In this instance, here is an example of what to say to shippers.
“I understand your freight is being moved; but, are you happy with the results? Do you have lanes that need improvement, lanes that you consistently have issues with? I would love the opportunity to work those lanes for you to show you what I can do to make your job easier!”
Listen to their response and be willing to offer a good rate to tackle the shipper’s problem lanes. You might be surprised at how quickly this gains your prospect’s attention because it offers value they may not have previously considered.
According to the RAIN study mentioned earlier, 58% of sales meetings are not valuable to buyers. When you provide solutions that will make a difference, you’ll be able to convert more initial conversations into sales.
As an Independent Freight Agent, cold calling can be an effective sales strategy in lead generation and prospecting. While a freight broker cold call script can help get you started, it is not the answer. Use the example as a guide for practice.
When you make your actual calls, be prepared to hear the shipper say he is busy and that his freight is already being moved. Then, focus on how you can stand out and provide value by asking to take on problem lanes. This will set you on the path to gaining shippers and becoming a trusted source for your customers. We’re cheering you on!
If you are interested in becoming an Independent Freight Agent for Kopf, get recruited! We’re here for you 24/7 and offer 70/30 commission splits and weekly settlements. Apply here or give us a call at 574.349.5600.