What I Learned from 23,000 Cold Calls as a Freight Broker (My Script Included)

Introduction

This tutorial provides actionable insights and strategies derived from extensive cold calling experience in the freight brokerage industry. Whether you're starting fresh or seeking to improve your cold calling skills, the following steps will guide you in developing an effective cold calling approach that can enhance your success rate.

Step 1: Shift Your Mindset

• Understand that your mindset greatly impacts your cold calling success.
• Avoid approaching calls with desperation; it can be sensed by the prospect and may turn them away.
• Cultivate a confident and positive attitude before making calls.

Step 2: Avoid Common Misconceptions

• Don’t Compete on Price: Focus on value rather than price. Prospects are more likely to work with you if they see the value you bring.
• Skip the “Is Now a Good Time?” Opener: This is often seen as a weak opening. Instead, dive straight into the value you offer.
• Limit Follow-Ups: Don’t overwhelm prospects with constant follow-up calls. Space them out and provide value in each interaction.

Step 3: Cold Calling Is Still Relevant

• Recognize that cold calling is not dead; ineffective cold calling is.
• Focus on refining your approach and techniques rather than abandoning the method entirely.

Step 4: Energize Your Pre-Call Routine

• Use psychological hacks to boost your energy before calls:
  • Take a few deep breaths.
  • Visualize a successful call outcome.
• Prepare mentally to match the energy of the person you're calling.

Step 5: Personalize Your Approach

• Conduct thorough research on the prospect before calling.
• Tailor your opening statement to reflect your understanding of their business. This creates a more engaging conversation.

Step 6: Handle Objections Effectively

• Be prepared for common objections such as “We already have a broker.”
• Respond by asking insightful questions that encourage dialogue rather than defensiveness.

Step 7: Ask Smart Questions

• Inquire about their current logistics needs and challenges.
• After asking, give them time to respond without interrupting. This shows respect and encourages open communication.

Step 8: Build Rapport

• Match the prospect's energy and communication style to establish a connection.
• Use small talk to break the ice, but keep it relevant to their business.

Step 9: Secure the Next Step

• Aim to book a discovery call as the next step in your conversation.
• Clearly communicate the value of this follow-up meeting to encourage agreement.

Step 10: Log Your Calls

• Keep a record of your calls to track what works and what doesn’t.
• Regularly review your logs to identify patterns and areas for improvement.

Conclusion

By following these steps and adjusting your approach based on experience and feedback, you can enhance your cold calling effectiveness as a freight broker. Remember to stay persistent and always look for ways to improve your techniques. For further training and resources, consider exploring freight broker training programs that can provide additional support in your journey.