Shippers get calls from brokers all the time, and most sound the same: "we have capacity, we have great rates, can we quote you?" The person who answers has heard it before and has no reason to listen. A better cold call starts from the shipper's world, which is lanes, deadlines and the cost of a late truck.
This guide gives you a cold call script for freight brokers calling shippers, with a dialogue, an answer to the most common objection and a drill. Adapt the wording to your business and respect your own company's rules for calling.
Who to ask for at a shipper
Titles vary, and so do structures. At a smaller business, the owner or operations manager may decide. At a larger one, it could be a logistics manager, a transport planner or a purchasing lead. Receptionists seldom know the detail, so ask in a way that helps them route you.
Rep: Good morning, this is Jake Moreno from Crossland Freight. Could you tell me who looks after outbound shipping and carriers for your site?
Receptionist: That would be Linda, in logistics. Can I ask what it is about?
Rep: Of course. I work with shippers on their regular lanes, and I would like to ask Linda one or two questions about how they cover them. Is she available?
State a reason in plain words and avoid mystery. A receptionist who understands the reason is more likely to help. Never claim a relationship that does not exist.
If Linda is unavailable, ask what a good time would be and whether you may leave a short message.
Opening with a lane, not a pitch
A lane is a concrete thing a logistics person recognises. "We cover a lot of routes" is vague. "I move freight between the Midlands and the north west every week" is specific, and it shows that you know the work.
Rep: Hello Linda, this is Jake Moreno from Crossland Freight. I know I am calling out of the blue. I work with shippers who send full loads from the Midlands to the north west, and I wanted to ask if that is a route you use. Have you got thirty seconds?
Linda: Possibly. What is this about?
Rep: Fair enough. I would like to understand how you cover that lane today, and whether there is anything I could do that would be useful. Does that sound reasonable?
Only mention lanes you really serve, and do some research first. If you do not know the shipper's lanes, ask instead of guessing: "Which routes do you ship on most often?"
Qualify volume and pain
You are looking for three things: how much freight, how often and what hurts. Ask open questions and let the shipper talk.
- "Roughly how many loads a week or month do you ship on that lane?"
- "Is the volume steady, or does it spike at certain times?"
- "What type of equipment and what kind of goods?"
- "When a load goes wrong, what usually causes it, for example a late pickup or a missed delivery?"
- "How do you book a truck today, direct to carriers, through a platform or through brokers?"
The fourth question is the most revealing. It uncovers the pain, and the pain gives you the reason to meet.
Linda: About ten loads a week on that lane. And yes, late pickups are a headache.
Rep: Late pickups are frustrating, especially if the customer is waiting. What happens when one goes wrong?
Linda: We have to chase, and sometimes we find another carrier at short notice.
Write down her words. They will form the opening of your next call.
Handling "we have a carrier"
This is the standard reply, and it is rarely final. It usually means "I do not see why I should change". You are not asking them to change. You are asking for a conversation.
Linda: We already have a carrier for that.
Rep: That makes sense, and I am not suggesting you change them. Most shippers I speak to have a main carrier. I am asking whether you have a second option for when the main carrier cannot cover, such as the late pickups you mentioned. Is that something you would want?
Linda: Maybe. We do sometimes get stuck.
Rep: Then it could be worth a short conversation about how I would cover those loads for you, with no obligation. Would fifteen minutes on Tuesday at ten work, or Wednesday at two?
The pattern is to agree, position yourself as a backup instead of a replacement and offer a small step. Never criticise their carrier. If she says no, ask whether it is worth calling again in a couple of months.
Setting a rate-review call
The aim of the first call is a short review conversation, not a quote on the phone. A rate depends on lane, equipment, timing and volume, and a number given without information is a guess.
- Offer two specific times.
- Say what you need from them: lane details, equipment and typical volume.
- Say what you will bring: a comparison on their lane or a plan for peak weeks.
- Send an invitation and a short summary the same day.
Rep: For the review, could you send me two or three typical lanes and the equipment you use? I will come with a view on how I would cover them. I will send an invitation for Tuesday at ten to your email.
Log the call straight away, with the lane, volume, pain point and the date of the next step.
Drill: three practice rounds
Round one, the lane opening. Say your opening aloud with a real lane. Cut anything that sounds like a brochure.
Round two, the gatekeeper. A partner plays a receptionist who asks "what is it about?" three times. Practise giving a plain reason.
Round three, the carrier objection. The partner repeats "we have a carrier" in different tones. Practise agreeing, offering the backup and asking for a small step.
You can also run the rounds as a voice call with DIRI AI, where the AI customer plays a logistics manager reacting to what you actually say. The AI feedback afterwards points to specific moments to retry. See the sample dialogues for how a practice call looks.
Related: Wholesale Reorder Call Script, B2B Cold Call Opening Lines, Getting Past the Gatekeeper on a Cold Call, Booking the Meeting on a Cold Call.
FAQ
Should I quote a rate on a cold call?
Not usually. Ask about the lane and volume, and offer to come back with something specific.
How do I find the right contact?
Ask the receptionist who looks after outbound shipping, and check the shipper's own website and public listings.
What if they only use a platform?
Ask how it works for them, and where it falls short. Some shippers want a human option for difficult loads.
How many times should I call?
Set a rule, such as three attempts over two weeks at different times, then pause and try again later.
To rehearse the lane opening out loud, try DIRI AI. The Free plan gives you 3 voice calls a month of up to five minutes each, with no card needed. Start free and choose a cold call scenario.