Freight Broker Cold Calling Script (With Brush-Off Answers)

A freight broker cold calling script works best when it's built around the shipper's lanes, not your company. Ask for whoever books the outbound trucks, open with a lane or capacity you have near their facility, ask one question about how that freight moves today, and ask for one trial load or a quote on one lane. Below you'll find the full script, answers to the brush-offs shippers use every day, gatekeeper and voicemail lines, and what to write down after each call.

Who to Ask For at a Shipper

The person you want books the trucks. Their title depends on the size of the shipper:

You don't need the name before you call. Ask whoever answers: "Who books the trucks for your outbound freight?" Write the name down and ask for that person on the next call.

The Freight Broker Cold Calling Script

Fill in the parts in brackets. Learn the parts and say them in your own words. Shippers can hear when someone is reading.

Opener: "Hi [name], this is [your name] with [your company]. I'll be quick: I know I called out of the blue."

Reason for the call: "We move [mode, such as dry van or reefer] freight out of [city or region] every week, and we have trucks heading toward [destination region] on [days]. I'm calling shippers near you who ship that way."

The one question: "How are you moving freight out of [city] right now, mostly with your own carriers or with a few brokers?"

Then listen. Follow up with one or two of these, depending on what they say:

• "Which lanes give you the most trouble finding a truck?"
• "Is your freight mostly full truckload, or a lot of LTL?"
• "Do you have busy seasons when capacity gets tight?"

The ask: "Would you be open to giving us one load on [the lane they mentioned], so you can see how we handle it? If it goes well, we talk about more. If not, you've lost nothing."

If a load isn't possible today: "Could I send you a quote on that lane, and call you [day] to see how it compares?"

Close-out: "Great. What's the best email for the rate confirmation, and who should I contact when the truck's assigned?"

Answers to the 5 Brush-Offs You'll Hear Most

The pattern for each one is the same: agree, give one short reply, then ask a question. If they say no a second time, thank them and move on.

1. "We have our carriers already."

"Most shippers I talk to do. I'm not asking you to replace anyone. When one of your carriers can't cover a load, especially on [lane], who do you call?"

2. "Just send me your rates."

"Happy to. So the quote's accurate, which lane, what equipment, and how often does it move?" Then: "I'll send it today and call you [day] to see how it compares."

3. "We only use asset-based carriers."

"That makes sense. A lot of shippers start that way. When their carriers are full in a busy week, that's usually when a broker helps. Can I be your backup on [lane] for those weeks?"

4. "We're under contract."

"Understood. When does the contract come up for review? I'd like to quote it then." Write down the date and call a few weeks before.

5. "I'm busy right now."

"No problem. Is tomorrow morning or afternoon better for two minutes?" Then call back exactly when you said you would.

Gatekeeper Lines

At many shippers, the front desk or a dispatcher answers. Be direct:

• "Hi, who books the trucks for your outbound freight?"
• "Could you put me through to [name] in shipping?"
• If asked what it's about: "It's about trucks for your freight out of [city]. Is [name] the right person, or is someone else?"

Thank them by name. You'll talk to them again.

Voicemail Script

Keep it under 20 seconds and make it about their freight:

"Hi [name], [your name] with [your company]. We have trucks running [lane] on [days] and I'm calling shippers near [city]. If you ever need a backup truck on that lane, call me on [number]. That's [number] again. Thanks."

Then send a two-line email with the same lane and your number.

What to Write Down After Every Call

A cold call is also research. Even a no tells you something useful. After each call, note:

• Lanes: origin, destination and how often each one moves
• Mode and equipment: dry van, reefer, flatbed, LTL
• Current setup: their own carriers, other brokers, or both
• Timing: contract or bid dates, busy seasons
• The person: who books the freight, and who approves new providers

Over a few weeks, these notes tell you which shippers to call back and when, and which lanes to pitch.

When Shippers Are Most Open to a New Broker

Shippers rarely look for a broker when everything is working. Calls land better around these moments:

• A late pickup, missed delivery or damaged load on a lane
• A rate review, contract renewal or annual bid coming up
• A new customer, product or plant that adds new lanes
• A busy season, when their regular carriers run out of trucks

When there's no opening, ask when they next review providers, and call back before that date.

Need Someone to Make the Calls?

A good script still needs someone to make the calls every day. Our cold calling for logistics companies gives freight brokers, 3PLs and carriers a dedicated caller who finds shippers with freight on your lanes and books meetings with your team. Two ways to work with us:

• We Call for You (from $2,199/month per caller): we supply, train and manage the caller, write the script with you, and send call recordings and a weekly report.
• Hire a Caller (from $1,499/month per caller): a vetted, full-time caller works your list during your shippers' business hours and reports to you.

Getting quote requests from your website too? A caller can phone those first. See inbound lead follow-up. Both services have no setup fee, run month to month and start in about two weeks. See prices by caller country.