Let’s face it—cold calling isn’t just about dialing a number; it’s about creating opportunities. Every time you pick up the phone to give your sales pitch to a Shipper, you’re either opening a door to a new relationship or slamming it shut.
Here’s the truth: winging it won’t cut it.
The most successful Freight Brokers don’t leave their calls to chance. They use a script, not because they want to sound robotic, but because they know preparation equals confidence.
So let’s take a look at the power of a strong script, 10 real-world scenarios Freight Brokers face when reaching out to new Shippers, and how to handle them with confidence.
The Power of a Strong Script
A great script is your roadmap to steering the conversation, handling objections, and closing the deal.
Think of it this way: if you were heading into a big game, you’d have a playbook, right? Your cold call script is no different. It’s your secret weapon to stand out, connect with prospects, and position yourself as the Broker or Agent they didn’t know they needed.
The question isn’t “Should I use a script?” The question is “Do I want to win?” Having a script that’s sharp, conversational, and tailored to your audience isn’t optional—it’s essential. Let’s break down how to build one that gets you from “Who is this?” to “Let’s work together.”
10 Scenarios to Plan for in Your Sales Pitch
Shippers are busy and focused on their bottom line. If they don’t currently have a need for a Freight Agent or they’ve already been pitched to that day, they won’t be fully invested in your conversation and are likely to dismiss you.
Successful Freight Agents come to the conversation prepared by practicing what to say in advance when a Shipper objects to their pitch.
1. “I Already Have a Broker”
- What this means: This is a polite but firm way to say they aren’t interested in switching. Shippers often use this to avoid a lengthy conversation.
- Your approach: Position yourself as a backup option. Highlight your unique services or reliability.
- Script: “That’s awesome. Loyalty to a great broker shows you know what you’re doing. But here’s the thing: having a backup plan is about being proactive, not disloyal. When things get busy, or you need a hand with those hard-to-cover lanes, I could be the solution you didn’t know you needed. Let’s chat about how I’ve helped others in your situation.”
2. “Your Rate Is Too High”
- What this means: Shippers often use price objections to test if you’ll lower your rates or to avoid engaging further.
- Your approach: Focus on value, not price.
- Script: “I hear you, and price is always part of the conversation. But let me ask: are you confident that a cheaper rate delivers the reliability your business deserves? I don’t just sell rates—I sell trust, consistency, and peace of mind. Let’s talk about how working with me saves you time, money, and stress in the long run.”
3. “I’m Just Shopping Around”
- What this means: Shippers often use this to avoid committing and to compare rates across Brokers or Agents.
- Your approach: Offer a follow-up.
- Script: “That’s exactly what you should be doing—comparing options is smart. But here’s the kicker: anyone can give you a rate, but not everyone can guarantee the kind of results you need. While others are quoting, I’m delivering. Let me know when you’re ready to discuss how I can make things happen.”
4. “We Don’t Work With Brokers”
- What this means: The Shipper may have had bad experiences with Brokers or think they add unnecessary costs, so they might prefer to work directly with Carriers.
- Your approach: Reframe the conversation.
- Script: “Totally get it—working directly with Carriers seems like the cleanest way to go, right? But here’s the thing: when it comes to tight lanes, specialty loads, or those moments when your carriers just can’t deliver, Agents like me are the secret weapon. I’m not just another voice on the phone—I’m a resource that helps when no one else can. Let’s keep the door open—you might be glad we did.”
5. “Send Me an Email”
- What this means: This is often a polite brush-off to end the call.
- Your approach: Agree but set a follow-up. (Use this email template to get you started.)
- Script: “Happy to! But let me ask you this: are you going to read it, or is it going to sit in your inbox with 500 others? Here’s the deal: let me send you something short, sweet, and tailored to your needs. Then I’ll follow up with a quick call to make sure it’s exactly what you need. Fair?”
6. “We Handle Everything Internally”
- What this means: This indicates they might not see the value of working with an Agent.
- Your approach: Highlight niche opportunities.
- Script: “That’s impressive—you’re clearly running a tight ship. But let me ask you: what happens when things get overloaded, or a lane opens up that you can’t cover? That’s where I come in. I don’t replace what you’re doing—I enhance it by being there when you need that extra support. Let’s talk about how I can help you win in those situations.”
7. “Call Back Later”
- What this means: Often a way to delay or avoid the conversation altogether.
- Your approach: Nail down a specific time.
- Script: “I get it—you’re slammed right now. Let me make it easy for you: I’ll call back next week on Tuesday at 10 a.m., and if that doesn’t work, just tell me when is better. My only goal is to make this worth your time.”
8. “Our Needs Are Covered”
- What this means: Shippers use this to avoid engaging further, especially if they’re satisfied with current providers.
- Your approach: Position yourself as a future resource.
- Script: “That’s fantastic—you’re in a good spot. But here’s a quick story: I had a client just like you who thought they were fully covered until their carrier canceled at the last minute. They called me in a panic, and guess what? I delivered. Let’s connect so you’ve got me in your corner if you ever need that kind of backup.”
9. Asking About Impossible Rates
- What this means: Shippers often test to see if you’ll lower your rates significantly.
- Your approach: Be honest about feasibility. Don’t promise a rate you can’t deliver. (Keep these tips in mind to increase your profit margins.)
- Script: “I hear you—you’ve got a budget, and I respect that. But let me ask you: if you’re only focused on the cheapest rate, are you getting the best results? My clients stick with me because I deliver reliability, quality, and peace of mind. Let’s find a way to make this work that aligns with your goals and my standards.”
10. “I’m Not the Decision-Maker”
- What this means: A way to pass you off without committing to anything.
- Your approach: Secure an introduction.
- Script: “Got it—appreciate you pointing me in the right direction. Here’s what I’d love: introduce me to the decision-maker, and I’ll make sure they’re equipped with everything they need to make an informed choice. My goal isn’t just to close a deal—it’s to deliver value that makes your team’s job easier.”
Why These Freight Broker Sales Pitch Scripts Work
In each of these scenarios, the scripts work because they focus on your value while being direct, respectful, and relationship-focused. Use them as a springboard to help practice overcoming objectives but personalize them as you gain confidence.
Here are four keys to success to keep in mind:
- Ask value-driven questions: Make the Shipper rethink their current solutions by asking sharp, business-focused questions that showcase gaps in their current approach.
- Share stories and case studies: Use quick examples of real wins to establish credibility and relevance. Make a list with data so you can pull from it in your conversation. Keep these short and sweet.
- Be direct and respectful: Shippers are busy. Don’t waste their time. Be sure to get to the point and highlight how you can help.
- Focus on relationships: Build trust by positioning yourself as a long-term resource, not a transactional seller. Most Freight Agents don’t do this. By doing so, you’ll not only begin a positive relationship, you’ll also position yourself as an expert in your field.
Ready to Take Your Freight Game to the Next Level?
Gaining confidence in cold calling is a muscle you build over time. Scripts like these aren’t just tools to hook prospects with an amazing sales pitch. They are the foundation for building relationships, closing deals, and growing a successful business.
If you’re looking to maximize your potential as an Independent Freight Agent, Kopf Logistics Group is here to back you every step of the way.
With industry-leading 70/30 commission splits, weekly settlements, and 24/7 support, we’re committed to helping you thrive as part of our team.