What I Learned From 23,000 Cold Calls as a Freight Broker
- Matthew Krause
- Mar 15
- 33 min read
Updated: 12 hours ago
Introduction: 23,000 Calls and Counting
I’ve made 23,000 cold calls as a freight broker – yes, twenty-three thousand. That number still blows my mind. Along the way I’ve heard every response imaginable: angry hang-ups, awkward silences, unexpected laughs, and the sweet sound of “sure, let’s talk.” Cold calling might sound like torture to most people, and at times it was, but those calls taught me invaluable lessons about what works (and what fails miserably) as a freight broker. I’m condensing those 23k calls into the most actionable tips and sales psychology techniques that you can use to win shippers and grow your freight brokerage.
Let’s just put it out there, cold calling isn’t easy it can really suck when you first start..reeeeally suck man, in fact, most salespeople dread it and it’s why most quit. I remember my first day on the phone: my heart was racing, palms sweating, and I had a shaky script in front of me. Call #1 was a train wreck (more on that in a minute). But I kept dialing. Why? Because I learned that cold calling is like digging for gold – you have to sift through a lot of dirt to find a nugget, but the nuggets make it all worth it. Even a small shipper account can bring in over $10,000 a year in profit, and a single big client can mean $100,000 to $1,000,000+ annually. Those are life-changing numbers I’d say for most people. That potential reward kept me motivated through that daily grind.
Now, I won’t lie: there were days I wanted to quit after hearing “Not interested!” for the 50th time. But I discovered that success in cold calling is as much about mindset and resilience as it is about technique. The average freight broker faces rejection on 95%+ of cold calls. The most important part is not taking it personally. I had to learn to treat “no” as “not yet”. In fact, many of those “no” responses were really “not right now”– shippers who weren’t ready to switch providers at that moment, but could be open to me later. I’ve turned some of those into “yes” over time bringing my freight brokerage into the 7 figure range in a little under a year. Let’s dive in!
The Cold Hard Truth About Cold Calling (Mindset & Motivation)
Cold calling will test your sanity. That’s the cold hard truth. It’s uncomfortable, it’s often thankless, and it’s absolutely necessary if you want to build a thriving freight brokerage. The first lesson I learned from thousands of calls is that you must embrace the grind and manage your mindset. One day you’ll make 50 calls and get 49 voicemails and one person who tells you you’re the 68th person to call them that day, which is when you say I could be your 69th… alright don’t say that. The next day, you might strike gold on call #3 with a shipper who is desperate for help. It’s a roller coaster, and you have to stay off the emotional roller coaster to push past that mental block and imposter syndrome and start landing some freight. In other words, don’t let a bad call sink your mood for the whole day, and don’t get too high on a good call either…the emotional kinda high alright. Keep a level head through the ups and downs (easier said than done, I know!). Early on, I let one rude prospect completely ruin my morning – I was so shaken I stopped calling for hours. Big mistake. Now I treat each call as a fresh start, no baggage from the last.
Rejection is part of the game. Like I mentioned, you’ll hear “no” a lot – possibly on 70-80% of calls when you’re new. Expect it, and don’t take it personally. The prospect isn’t rejecting you as a human being; they’re usually just busy or happy with their current setup. I learned to literally tell myself: “They’re not saying ‘no’ to me, they’re saying ‘no’ to an offer from someone they don’t know yet.” This reframing helped me shrug it off and dial the next number with optimism. Remember, persistence pays off. I like to say each “no” gets you closer to a “yes,” statistically speaking. In fact, I tracked my calls and found it took roughly 47 calls to get one solid quote opportunity on average when I started out. Knowing that number turned rejections into a kind of progress bar – each dial was 1/47th of the way to my next lead. It became almost like a game to hit those metrics.
Speaking of games, a little mental trick: gamify your calling. I used to set targets and small rewards for myself. For example, if I made 20 calls in a block, I’d treat myself to a nice coffee or a 5-minute YouTube break. This kept me motivated. Another tip: take breaks to reset. Don’t try to call 8 hours straight; nobody thrives on that much rejection without a breather. Do power sessions of 20-30 minutes of dialing, then step away for a few minutes. One study suggests a “three-call rule” – after three tough calls in a row, take a short break to clear your head. I absolutely live by this. I’d walk a quick lap around the office after a string of voicemails or cranky responses. It’s amazing how a brief reset can boost your energy for the next round.
Lastly, stay positive and driven by focusing on your long-term goal. Picture the success you want – maybe it’s a six-figure income or building a brokerage that runs like a well-oiled machine. Every cold call is a step toward that vision. On days I felt zero motivation to pick up the phone, I’d literally visualize what I wanted my business to look like in 6 months. That future success depends on the calls I make today. As cheesy as it sounds, that thought does light a fire under you. And if you need external motivation, turn to books, podcasts, or speakers that pump you up. I often listened to a quick motivational clip each morning to get into a winning mindset. Cold calling is as much a mental game as it is a sales game, so get your head in the right place first.
Quick Mindset Tips:
Detach from the outcome: Treat each call like an experiment, not a do-or-die situation. Celebrate the activity (dials made, conversations had) as much as the results. This keeps you from getting too discouraged by a string of “no”s. Remember, consistent effort is the foundation of long-term success.
Use mini-goals and breaks: Set a goal like “10 calls in the next 30 minutes,” hit it, then reward yourself with a break. This sprint-and-rest approach prevents burnout and keeps you motivated.
Keep perspective: When you do face rejection or rudeness, remind yourself why you’re doing this. One good client could be worth tens of thousands in revenue. “One call could change my business.” I used that mantra a lot. It only takes one gold nugget to pay off all that digging.
Learn from every call: Good or bad, reflect on what happened. Did the prospect hint at a need or pain point? Did you stumble on a certain objection? Each call can make you a little better for the next if you pay attention.
Debunking Bad Sales Tactics (What NOT to Do)
When I was a brand-new broker, I unknowingly used a grab bag of bad sales tactics. It wasn’t my fault – I was imitating what I thought a “sales pitch” should sound like, based on zero experience. It only took a few hundred calls (and getting hung up on more times than I care to admit) to realize these approaches just don’t work. Let me save you some pain by debunking the common mistakes new brokers make on cold calls. If you catch yourself doing any of these, stop immediately! – we’ll cover better alternatives next.
Don’t sound like a telemarketing robot. If you open your calls with a monotone, scripted intro about you and your company, you’re dead in the water. I learned this the hard way. My early script went something like: “Hi, my name is from Logistics, we’re a full-service 3PL offering competitive rates and great service...” Click. The prospect hung up before I even finished my second sentence. Why? Because I was doing what every other broker does – a self-centered mini speech. Prospects don’t care who you are or how great you think your company is, especially not in the first few seconds. In fact, beginning a call by rattling off your company’s virtues is a surefire way to trigger a hang-up. I was effectively saying “Let me talk about me, me, me” – a huge turn-off. New brokers often focus on themselves and not the prospect – a big mistake. So drop the generic pitch; we’ll talk about a better opening strategy soon.
Don’t focus only on rates or “we have trucks!” A lot of rookie brokers think the secret sauce is offering the lowest rate or boasting about truck capacity. “We have great rates and a huge network of carriers, do you have any loads we can help with?” – I cringe when I hear this now, because I used to say it. The truth is, if you compete only on price or generic promises, you become forgettable. Every broker claims to have good rates and lots of trucks. That’s baseline, not a differentiator. Plus, focusing solely on rates can make you come across as desperate for a quick sale (and you’ll attract clients who will drop you for $5 if someone else underbids – not loyal customers). Don’t sell price; sell solutions and value. We’re going to shift that approach: ask about the prospect’s needs first, instead of leading with an offer they’ve heard a thousand times.
Don’t badmouth the competition. This is a rookie error that can really backfire. You might be tempted to tell a prospect, “Oh, your current broker messed up that load? That wouldn’t happen with us, those guys are unreliable.” Resist the urge! Trashing another company doesn’t make you look better; it makes you look unprofessional and petty. Shippers actually trust you less if you sling mud at competitors. Instead, take the high road. Stay respectful and positive about the prospect’s current partnerships – even if you’re dying to point out their flaws. Remember the old saying: “if you don’t have something nice to say, don’t say anything at all.” In business, that wisdom pays off. Never badmouth another carrier or broker – it only lowers your credibility. If a prospect brings up a competitor, I usually say something like, “They’re a good outfit; a lot of folks use them. We do a few things differently that might complement what they offer.” Professionalism and respect make you look like the kind of person they’d want to work with.
Don’t ask closed yes/no questions early on. If your questions can be answered with “yes” or (more likely) “no,” you’re shooting yourself in the foot. For example, asking “Do you use outside carriers?” or “Are you happy with your current broker?” right off the bat can end the conversation fast. If they say “No” or “Yes, we’re happy,” you’ve given them an easy out. Early in the call, you want to get them talking. I learned to use open-ended questions to kickstart dialogue. Instead of “Do you have any freight needs?” I’d ask, “How do you handle your freight currently?” or “What do you look for in a logistics partner?” These invite a conversation rather than a shutdown. We’ll dive more into great questions to ask, but just know that yes/no questions too soon = conversation killers.
Don’t forget to do a little homework. Blindly smiling-and-dialing a list of companies without any research might yield the occasional lucky hit, but you’ll have much better success with some prep. Early on, I was guilty of calling whatever list I could find, with no clue about the company beyond maybe a name. It showed in my pitch – I sounded clueless. Don’t spend hours on research (that can become an excuse to procrastinate calling), but do get the basics: what the company does, what they ship, who the likely decision-maker is, etc. Even a quick check on LinkedIn or their website can give you a nugget to personalize your call (“Congrats on the new warehouse opening – I saw the news on your site!”). That little effort can set you apart from 90% of brokers who just cold call without context. We’ll talk about using research to craft a strong opening next.
Let me share a quick failure story to tie these mistakes together. In my first month, I called a manufacturing company and violated every rule above in one go. I had no research (didn’t even know what they produced), I launched into a rambling intro about my brokerage, then immediately asked, “So can we handle any lanes for you?” The traffic manager on the line paused and replied, “You have any idea what we do here, kid?” My stomach dropped because I didn’t. He then said, “We don’t work with brokers – and certainly not ones who waste my time,” and click – hung up. Ouch. I felt about one inch tall. But you can bet I never made that mistake again. Take it from me: if you don’t show that you understand the prospect’s needs, you’ll get shown the door. Now that we’ve covered what not to do, let’s switch gears and talk about what you should do to absolutely crush it on your cold calls.
Sales Psychology 101: Influence and Rapport-Building
To turn cold calls into warm conversations (and eventually deals), you need to tap into sales psychology techniques. Freight brokering is a people business – shippers typically give their freight to brokers they like, trust, and find credible. So how do you quickly build likeability and trust with someone who doesn’t know you? By using a few psychological hacks that make the conversation more natural and customer-focused. Here are the top techniques I learned and how to apply them to freight sales:
Active listening (two ears, one mouth). One of the hardest lessons for me (and many salespeople) is to talk less and listen more. As the saying goes, we have two ears and one mouth for a reason – use them in that ratio. On a cold call, your instinct might be to barrage the prospect with information to prove your value. Resist that urge! Instead, ask a good question and then truly listen to their answer. Don’t just wait for your turn to speak – focus on what they’re saying. I sometimes literally wrote “SHUT UP AND LISTEN” on a sticky note by my phone as a reminder. When the prospect is talking, you’re winning. People are more receptive to you when they feel heard. Rapport is built when they are speaking and you are actively listening, not the other way around. So use verbal nods (“I see…”, “Got it.”) and follow-up questions to show you’re engaged. Not only will you learn valuable info (pain points, decision criteria, etc.), but the prospect will start to trust you because you’re demonstrating you care about their needs. It’s basic human psychology: we like people who listen to us.
Mirroring and matching. This is a classic technique: subtly mirror the prospect’s tone, pace, and even wording to build subconscious rapport. We tend to trust people who sound a bit like us. If the person on the other end is formal and soft-spoken, you don’t want to be overly loud or chummy – and vice versa. Freight brokers talk to all kinds of personalities; I’ve spoken with fast-talking New Yorkers and laid-back folks from rural Georgia in the same afternoon. I learned to adjust my style accordingly. For example, in the Northeast, prospects often speak quickly and get to the point. I’d pick up my pace, keep it efficient, maybe use a little local lingo. In the South, a warmer, slightly slower approach goes over better. These are generalizations of course, but the point is to meet them where they are. Also listen for the terms they use – if a prospect refers to “shipping challenges” instead of “freight problems,” I’ll use their phrasing. It subtly signals “I’m on your wavelength.” Just don’t overdo this to the point of parody. The mirroring should be natural and respectful. When done right, the prospect feels “hey, I vibe with this person” without even knowing why.
Make it about them, not you. This might be the golden rule of sales psychology: people care about their own needs, not your product. On a cold call, you have a few seconds to answer the question in the prospect’s mind: “What’s in it for me?” If you waste that window talking about yourself, you’ve lost them. Instead, frame everything in terms of their problems, their industry, their goals. This starts with your very first sentence (which we’ll cover in the next section on opening hooks). Throughout the call, keep bringing the conversation back to how you can help them. One useful approach is to mention pain points or challenges common in their industry and ask if they relate. For example: “Many food manufacturers struggle with finding refrigerated trucks on short notice. How’s that been for you guys?” Now you’re addressing a specific need of theirs. They’ll perk up if it’s a relevant issue, and you come across as a problem-solver, not a salesperson. Dennis Brown (a highly successful freight broker) puts it simply: focus on offering solutions, not just trying to pressure a quick sale. Your mindset should be helping, not selling. Ironically, that makes you far more effective at selling!
Leverage social proof and stories. Humans are wired to follow the crowd and find safety in numbers – that’s social proof. If you can name-drop a relevant success story or reference (without breaching confidentiality), do it. For instance, I often mention, “I work with a couple of other plastic suppliers in your region, and they’ve struggled with X until we helped them solve it.” This signals to the prospect that others like them trust me, which lowers their skepticism. You can also share a quick customer success story: “One client had a carrier cancel last minute on a Friday, so we jumped in and covered the load within an hour. They went from skeptic to one of our best partners after that.” Stories are powerful because they engage emotion and show, not just tell, the value you bring. Just keep them brief and relevant. The prospect is thinking, “What can you do for me?” so choose a story that mirrors something they might face. Case studies and examples make you more credible – you’re not just claiming you can deliver; you’re proving it with real-life evidence.
Use the person’s name and be personable. A person’s name is, as Dale Carnegie said, the sweetest sound to them. Don’t overdo it, but sprinkle their name a couple of times in the call, especially when they first introduce themselves and towards the end when you’re firming up next steps (“Thanks for your time today, Sarah.”). It creates a bond. Also, be human! Sometimes we get so nervous cold calling that we turn into stiff corporate drones. It’s okay to have a personality – even crack a light joke if the situation allows. If the prospect answers and sounds a bit frazzled, I might lightly say, “Sounds like a busy morning over there! Don’t worry, I’ll be quick.” Saying something relatable can break the initial ice. I’ve even used mild humor as a pattern interrupt – one time a prospect answered very gruffly, “What do you want?” I responded in a slightly comedic tone, “Honestly, just a chance to cure your freight headaches – got any you want to get rid of?” He actually chuckled, and it completely shifted the tone. We ended up talking for 15 minutes and that call led to business. So don’t be afraid to be warm, friendly, even a little humorous if appropriate. People want to do business with people they like.
Confidence is contagious. Finally, psychology 101: if you sound confident and positive, people trust you more. Now, you might not feel confident at first (totally normal), but there are tricks to boost your presence on calls. One trick I live by: stand up and smile while you dial. It sounds silly, especially if you’re alone, but it works. Standing automatically makes your voice more energetic and assertive, and smiling actually comes through in your tone. (Ever notice you can “hear” when someone’s smiling on the phone?) Studies and sales trainers back this up – motion creates emotion, as the saying goes. I often walk around or even do a couple of jumping jacks before a call to get the blood flowing. Anything to avoid sounding like Eeyore from Winnie-the-Pooh on the phone. Early on, I even put a mirror by my desk to remind myself to smile (and also so I could see if I looked too tense). The more upbeat and assured you sound, the more a prospect will feel that you know what you’re doing. Confidence convinces. And if you catch a rejection, stay upbeat for the next call – don’t let your tone drop into defeated mode. Each prospect should feel like they’re the first call of your day when you talk to them – fresh, enthusiastic, and confident in the value you offer.
Before we move on to specific call tactics, quick check-in: Are you finding these tips helpful? If so, awesome – because we’re just getting to the juicy parts, like how to open a call and handle those dreaded objections.
Mid-Video CTA: If you really want to blow up in a similar way like Daniel did, and like the idea of creating a freight brokerage nobody else can compete with, then watch this video next and I'll show you how to create a freight brokerage that generated me millions and millions and billions in business… alright, just millions. (Don’t worry, we’ll also hit you with more cold calling gems in the meantime!)
The First 15 Seconds: Hook ’Em or Lose ’Em
Let’s talk about the first 15 seconds of your cold call – arguably the most important part of the entire conversation. Why? Because if you don’t grab the prospect’s attention in those first few moments, you’re likely getting a quick brush-off or a hang-up. In fact, not getting the prospect’s attention in the first 3–5 seconds is a primary reason cold calls fail. Think about it: your prospect probably gets multiple calls a week (or a day) from freight brokers all saying the same generic things. You need to stand out from the crowd immediately. This is where pattern interrupts and engaging hooks come in.
So, how do you open a call in a way that breaks the usual pattern? The goal is to surprise or intrigue the prospect just enough that they don’t automatically go into “not interested” mode. Here are a few strategies that served me well:
Lead with something about them. Remember, make it about the prospect ASAP. One effective hook is to mention a specific detail about their company or industry that shows you’ve done your homework. For example: “Hi Mark, this is Jane with XYZ Logistics. I noticed you guys just expanded your warehouse in Dallas – congrats! The reason I’m calling is I have trucks delivering in Dallas weekly, and I think we might help you keep that new facility busy.” See how that opener is about Mark’s company and a potential benefit to him? It’s not “Hi, I’m Jane, let me tell you about my services…”. It answers “what’s in it for me?” right away. In my experience, a tailored opener like that makes the prospect pause and listen instead of reflexively trying to get off the phone. It shows respect for their time because you’ve clearly prepared. Have an intention or specific angle before you dial – maybe you specialize in their niche, have a relevant lane, or know a pain point in their sector. Lead with that. It could be as simple as, “I’m calling because we work with several {insert their industry} companies and noticed something interesting that might help you…” The key is, within the first two sentences, they should think, “Hmm, this person seems to understand my business,” or at least be curious to hear more.
Use a pattern interrupt question. Another technique: start with a question that the prospect isn’t expecting. Something that isn’t the typical “How are you today?” (which just screams “sales call!”). For example, I might open with, “Quick question: Are you locked into seasonal contracts for capacity, or do you spot quote when things get busy?” That kind of question is specific, it’s about their process, and it makes them think before they respond. It’s a pattern interrupt because it’s not how most cold calls start. I’ve had prospects answer on instinct and now we’re in a dialogue. You could also do a softer version: “I know you weren’t expecting my call, but do you have 30 seconds to let me know if I’m even in the right ballpark here?” Surprisingly, many people will actually say “Okay, 30 seconds” – and now they’ve given you permission for a short pitch. It’s a psychological commitment. Of course, you then respect that and be concise, or ask a question that gets them talking.
Offer a quick insight or observation. Sometimes I start by sharing a quick insight to pique interest: “Hey John, I was looking at the freight volume out of Charleston port this month – rates have spiked 15%. How are you guys managing that?” If John is involved in that lane, this will grab his attention because it’s immediately relevant news he cares about. You’ve basically delivered some value up front (the insight) and posed a question. This positions you as a knowledgeable partner, not just a random caller. It’s a bit of a bold approach because you’re assuming something about their business, but if you’re in the right realm it can hook them into a conversation about current challenges.
Be different (in a friendly way). One pattern interrupt I often use is injecting a bit of friendly candor. For example: “Mike, I’ll be straight with you – this is a cold call. But I promise to be quick. Can I steal one minute to tell you why I think it’s worth your time?” People appreciate honesty and humor. I’ve had prospects chuckle and say “Alright, you got one minute.” Then I deliver my best value prop tailored to them. By being upfront that it’s a cold call (something they already know) in a lighthearted way, I diffused the tension. It doesn’t work with everyone, but it’s disarming to some. The whole idea is to jolt them out of the “ugh, another sales call” mentality and into actually listening to what you have to say.
Now, let’s contrast a bad vs good opening to make it crystal clear. Bad opening (what not to do): “Hello, is this John? … Hi John, my name is Sam, I’m with Acme Logistics, a third-party logistics provider. We offer competitive rates on nationwide freight. I’d love to see if we can save you money on your shipping.” — This is the kind of intro that gets a “We’re not interested, thanks” immediately. Why? It’s generic, it’s all about me (the caller), and it doesn’t acknowledge John’s situation at all. Good opening, incorporating what we discussed: “Hi John, this is Sam with Acme Logistics. I saw that Acme Manufacturing just launched a new product line – congrats! I’m calling because we actually help several manufacturers in your niche with last-minute freight cover when things get busy. Quick question – how are you handling those sudden spike shipments when capacity is tight?” — See the difference? I greeted him, gave a relevant compliment/acknowledgment, stated a reason for calling that’s about helping companies like his, and ended with a question about his operations. This invites John to talk about a potential challenge. If he says, “Actually we do struggle with spike shipments sometimes,” boom, conversation opened. If he says, “We’re fine on that,” I can pivot to another angle, but at least I didn’t get outright shut down.
One more tip for the first 15 seconds: avoid sounding uncertain or timid. Come in with that confident tone we talked about. Speak as if you’re talking to a busy colleague – polite but assertive. Also, no fake enthusiasm or over-the-top cheeriness (“HI JOHN!! HOW ARE YOU TODAY!!!”). That reads as insincere telemarketer energy. Be authentically you and genuinely interested in them. If you nail the opening, the rest of the call gets so much easier.
Handling Objections
Ah, objections – those pesky responses like “We’re all set, thanks” or “Just send me info” that threaten to derail your call. Early on, I used to dread objections. I saw them as brick walls I’d slam into. But with experience I realized objections are more like speed bumps – you can get past them with the right approach. In fact, handling objections well is often the moment a prospect shifts from brushing you off to actually considering what you’re saying. So let’s arm you with strategies to address the most common objections freight brokers hear, without sounding pushy or getting flustered. The key is to stay calm, empathetic, and have a game plan for each major objection type.
First, a general rule: always acknowledge the objection sincerely before trying to overcome it. People want to feel heard (remember active listening!). If a prospect says, “I’m happy with my current broker,” jumping straight into a counter-argument will just make them defensive. Instead, affirm them: “I hear you – and honestly, that’s great. You should be happy with your providers.” This disarms the situation. You’re not arguing; you’re agreeing with their perspective. Only then do you gently offer a different perspective or a low-risk proposition. There’s a classic framework often called “feel, felt, found” – “I understand how you feel... others felt the same... but they found that...” It’s a bit old-school but it works when delivered naturally. Here are some specific objections and how to handle them with finesse:
“We’re happy with our current provider.” This is probably the #1 objection you’ll hear. Many prospects default to this as a polite way to end the call. Don’t be discouraged – it doesn’t mean they’ll never consider you, just that you haven’t given them a reason to yet. A powerful response is to use a bit of social proof and curiosity: “I totally understand. In fact, many of our best customers told me the exact same thing at first – they were satisfied with their broker. What got them to give us a shot was discovering a few extra benefits we could offer that their old brokers couldn’t. For example, we have a 24/7 tracking portal that saved them a ton of hassle. If you don’t mind me asking, is there one thing that your current broker could do better?” This kind of reply does a few things: it validates their contentment, gives a subtle hint that others in their shoes found additional value with you, and then asks a smart question. By asking if there’s one thing that could be better, you get them to reflect on any pain point. Maybe they’ll say, “Well, sometimes communication could be better,” or “They struggle during produce season.” That’s your in! Another approach is the “Plan B” strategy: “Sounds like you’re in good hands. Out of curiosity, do you have a backup plan if your usual carrier falls through or hits capacity? I’d be happy to be your Plan B when things get hectic. No pressure, just someone you can call in a pinch.” Offering to be their contingency can plant the seed for future business. You’re showing you respect their current relationship (important) but also positioning yourself as a safety net. Many shippers like knowing they have an emergency option. I’ve had prospects call me months later when their primary provider stumbled, because I left that door open.
“Just send me some information.” Ah yes, the classic polite brush-off. Often, when a prospect says this in response to your intro, they’re trying to end the call without confrontation. If you blindly agree and send your brochure, don’t hold your breath for a response. Instead, treat this as an opportunity to keep engagement. A good response: “Sure, I can send over info – what specifically would you like to see that’s most relevant to you?” This question does two things: it filters out the serious interest (if any), and it might reveal what they actually care about. Occasionally, a prospect will clarify what they want (e.g. “Send me your lane specialties and references”), which at least tells you how to tailor your follow-up. More often, they’ll realize you’re not a pushover and maybe give you another objection or reveal they were just being polite. Another angle: “I’d be happy to email you our info. To make sure I don’t waste your time, could I ask two quick questions to send you the right info for your needs?” If they agree, boom – you’ve bought yourself a few minutes to ask about their needs (and now it’s not a cold call, it’s a needs assessment!). If they insist “No, just send general info,” then get their email and definitely follow up after sending (they might ignore it, but you can call in a week: “Wanted to see what you thought of the info.” At least it keeps the conversation alive).
“I don’t have time to talk.” You’ll hear this a lot in various forms (“I’m busy right now,” “Make it quick, what do you want?” said in an annoyed tone, etc.). The worst thing to do is keep rambling and disrespect their time. Instead, apologize and get permission for a tiny window: “I understand – you probably get a bunch of calls. I’ll be super quick. In 30 seconds I’ll explain why I called, and you decide if it’s worth a chat later. Fair?” I’ve found most people begrudgingly say, “Alright, 30 seconds.” Then stick to it – briefly hit your key value point or question. Another tactic: “When would be a better time for a 5-minute chat? I have some ideas on {X} I think you’ll find useful.” But be careful – often “I don’t have time” is just a reflex to dismiss you, not a literal statement. That’s why I prefer the first approach to at least get a quick pitch in. If they truly are slammed, they’ll tell you a time or say never. In which case, respect that (“No worries, I’ll shoot you an email and reach out down the line.”) By handling it professionally, I’ve had people actually call me back later when things calmed down, simply because I wasn’t pushy and respected their schedule.
“What rates can you give me?” This one can either be an opportunity or a trap. Sometimes a prospect is actually interested and this is a buying signal. Other times, they’re testing to see if you’re just another price-chaser. Never respond with a random lowball rate just to appease them. You likely don’t have enough info yet to quote accurately, and throwing a number out can backfire (“You said $X, now you can’t find that rate? Goodbye.”). Instead, turn it around with a question to better understand their needs: “Great question – every lane and situation is different. Which lanes or lanes are your biggest priorities right now? If you can give me an example, I can quote something very competitive for that specific lane.” This way, you engage them to reveal their lanes or current rates. Another approach: “I can definitely discuss pricing, but I don’t want to give you a fluff number. If you don’t mind me asking: what are you currently paying for [LANE]? I want to see if we can realistically beat that while still providing good service.” Some prospects will share, some won’t. If they won’t, you might offer a ballpark but with conditions: “On similar lanes, we’ve been around $1200 per load recently, but of course, it depends on capacity and timing. If you’re open to it, I’d love to gather a bit more info and get you a firm quote that could save you money.” The goal is to avoid just being a rate monkey. Emphasize that you provide value and reliability, not just price. If they only care about price and want a quote right now, give a range and ensure you follow up with a formal quote after the call.
“We don’t work with brokers” or “We have our own trucks/asset carriers.” This objection is tough because it can be deeply ingrained (especially among certain shippers who had bad experiences or just prefer asset carriers). The key here is to empathize and gently challenge their perspective by highlighting a scenario where a broker can help. For example: “I totally respect that – a lot of companies use their own fleet or asset carriers first. That’s smart. In fact, many of my current clients told me initially they ‘don’t work with brokers’ either. What they found is, during crunch times or unexpected surges, a broker like me can be a lifesaver to supplement capacity. Let me ask: if your go-to carriers are ever booked up, or a truck breaks down last minute, do you have a backup plan?” By asking that, you get them to consider a what-if scenario. Maybe 9 times out of 10 they’re covered – but that 10th time, if you’re there to rescue the load, you become the hero. This is similar to the Plan B approach. You can also stress that you’re not asking to replace their carriers, just to be another resource in their toolbox. Some will still say “Nope, never use brokers.” If so, politely say you’ll check in down the road. Persistence – I’ve had a “never use brokers” prospect take my call months later when their trucking arm was overwhelmed and we stepped in. Never say never!
The main point with objections is to stay cool and think of it as a conversation, not a confrontation. If you sound defensive or desperate, you lose. If you treat objections as natural and even welcome (they indicate the prospect is at least engaging with you), you’ll come across as confident and professional. Anticipate the common objections and have your responsive questions or statements ready. That way you’re not caught off guard and fumbling for words.
Here’s a quick bullet list of objection-handling formulas as a handy reference:
“I’m happy with my current provider.” – Acknowledge: “Makes sense, I’d be happy too if I were you.” Then intrigue: “Some of our best clients felt the same until they realized they could improve [X]. What’s one thing you wish could be even better with your current setup?” or offer to be a backup (Plan B).
“Just send info.” – Redirect: “Sure, I can send info. To make it relevant, can I ask what specifically you’d like to know?” (Keeps them talking) or “Can I get 2 quick answers so I only send what matters to you?” Turn the brush-off into dialogue.
“No time now.” – Respect and compress: “Understood – give me 30 seconds with a quick idea, and I’ll let you go if it’s not useful.” If truly busy, schedule a follow-up: “When’s a better time for a brief chat?” (And actually call at that time!).
Price-focused questions. – Don’t take the bait blindly: “Happy to talk rates. Every lane’s different – what lanes are you moving the most? Let’s see if we can beat what you’ve got.” Pivot to specifics so you can tailor a competitive quote rather than tossing generic numbers.
Anti-broker sentiment. – Empathize and offer a fail-safe: “I hear you – nothing beats your own trucks when they’re available. We’re here for the overflow, those times when a truck falls through. Think of us as a pressure relief valve you can open when needed.” This way you’re not asking them to change their philosophy, just to keep you in mind for exceptions.
One more pro tip: keep your cool and sense of humor. Sometimes an objection might be delivered rudely (“We’re not interested! click”). If it’s not an immediate hang-up, you can even defuse tension with humor if appropriate: Prospect: “I don’t have time for this.” You: “If I were you, I wouldn’t have time for me either, haha. I know this is out of the blue. Give me one reason to call you back later when you do have time.” A little chuckle can reset the tone. Of course, use judgment; if they’re clearly upset, just apologize for interrupting and move on.
Finally, know when to cut your losses gracefully. Not every call will end with a win. If a prospect is giving you the absolute cold shoulder or ends the call, let it go and move on. You can always try them again in a few months – situations change. I’ve had prospects who hung up on me in spring actually take my call in summer because the market shifted and they were suddenly in a bind. So a “no” today isn’t a “no” forever. Keep good notes in your CRM about what they said, and circle back later if it makes sense. Tenacity (without being a stalker) is crucial.
Closing the Call: Always Have a Next Step
One of the biggest lessons from 23,000 cold calls: never end a call without a clear next step – or better yet, a commitment. This is where many new brokers drop the ball. You have a pleasant conversation, the prospect seems mildly interested, and you say, “Well, thanks for your time, I’ll shoot you an email, bye.” And… you never hear from them again. I’ve been guilty of this early on. I’d hang up and think, “They said to send info, they seemed positive!” but without pinning down something concrete, the lead went cold. The reality is no one is going to offer you their business; you have to ask for it. Closing a cold call doesn’t mean you get a freight booking on the spot (that’s rare), but you should aim to advance the relationship one step further down the sales funnel.
Here are a few effective ways to close out a cold call with momentum:
Ask for the business (the soft close). If the call went really well and you sense genuine interest, don’t be afraid to go for a soft close. For example: “This has been great – I’m glad we found some common ground on your lane challenges. Let me ask you, do you have any loads this week that I could quote for you, just to show you what we can do?” That’s a straightforward ask. If they do have something, great – you just got an opportunity. If they say “Not at the moment,” then segue to another next step (like a follow-up meeting). But notice, I phrased it as offering to demonstrate value (“show you what we can do”) rather than “can I have your business, please.” It’s less pressure, more trial. Another version: “Is there an upcoming lane or lane that typically gives you trouble? I’d love to provide a quote or a backup option on that, so you have a comparison on file.” The idea is to get a foot in the door by handling one shipment or giving one quote. Many shippers will give you a “test load” if you ask confidently and have built some trust during the call.
Schedule a follow-up (meeting or call). If it’s too early to ask for a load, the next best thing is to lock in a future conversation. Don’t leave it at “I’ll call you sometime” – get a commitment on calendar if possible. For instance: “Okay, since you’re heading into budget season, how about we set up a 15-minute call next Tuesday to go over some ideas I have for saving on your southern lanes? Does 10 AM work?” Be specific when suggesting a time and topic. People are more likely to agree when you propose a concrete slot and reason. If they say, “Just email me some times,” nail it down over email immediately. You want to create an expectation that you will talk again. Another approach: if they need to loop in a colleague (say, the logistics manager or boss), set a meeting: “Would it make sense to schedule a call with you and your team to explore this further? I can prepare a short presentation of how we’d approach your lanes.” Getting that meeting means the cold call succeeded in moving to a warm discussion.
Agree on a trial or next action. Sometimes the next step could be something like sending a rate proposal for specific lanes, or reviewing their lane data if they’re willing to share. If a prospect mentioned a pain point like “we pay too much on LTL” and you have a solution, close with: “How about this – send me a typical lane or two where you feel rates are high. I’ll do a market analysis and email you a comparison. If it looks good, we can discuss from there.” This way, you’ve got an actionable task from them (sending info), which indicates interest. And you have a reason to follow up with your analysis. Always aim for a tangible next step, no matter how small: a quote, a follow-up call, a meeting, a demo, access to their facility – something.
Set a follow-up touch if it’s a “not now.” Sometimes despite a good conversation, the prospect just isn’t ready to take any action – no immediate needs or they literally can’t add vendors right now. That’s okay; your goal then is to not lose the connection. I often close those calls by getting permission to follow up later: “Totally understand you’re set for now. Would it be alright if I check in with you in a month or two, just to see if anything’s changed or if you have a spot need? I can even send the occasional market update if you’re interested.” Most people will say “Sure, that’s fine.” Now you have license to reach out again. And make sure you do – put a reminder in your CRM for whatever timeframe you agreed. I personally like the 60-day follow-up cycle for lukewarm leads. Every couple of months, I’d call or email with something useful (not just “ready to ship yet?” but maybe sharing a freight trend or a friendly check-in). Persistence and polite “touches” over time build familiarity. I’ve landed accounts on the 5th or 6th call simply because I stayed politely persistent and they eventually had a need at the right time.
Summarize and confirm. Whichever next step you secure, end the call by summarizing it so everyone’s clear. For example: “Great, so I’ll look out for that lane info you’ll send, and I’ll get back to you with a rate analysis by Thursday. Sound good?” Or “Awesome, Tuesday at 10 AM I’ll call you and Jim for a deeper dive. I’ll send a calendar invite to confirm.” This reinforces the commitment and shows you’re reliable. Also thank them for their time – a little courtesy goes a long way, especially if they gave you a chunk of their busy day.
Before we wrap up, let me share a quick personal story about closing. One of my biggest accounts (now doing six figures with me annually) started as a cold call that ended with no immediate business. The traffic manager liked our conversation but said he had no loads to give me at that time – he was locked in with a couple carriers unless something changed. I asked if I could follow up occasionally; he said sure, call him next quarter. So I did. Quarter after quarter, I’d call, chat, sometimes grab coffee at a conference, always staying on his radar (without being a pest). Almost a year later, one Friday afternoon he calls me out of the blue – his primary carrier had a truck break down and he was in a bind. Because I had kept in touch and built a friendly rapport, I was the first broker he thought of. I worked through the night to cover that load (and I did). After that, I became an approved secondary provider. Within a few months, I was handling regular loads for him. The moral: closing a cold call might be a very slow burn – but by setting a next step (in this case, permission to follow up) and actually doing it, I turned a “no business now” into a huge win down the line. Always leave the door open for the next step.
Conclusion: Mastering the Cold Call (Your Road to “Yes”)
We’ve covered a ton of ground – from mindset, to opening hooks, to psychology, to handling objections, to closing the deal. These lessons were hard-won through 23,000 dials, and I hope they give you a shortcut to cold calling success. Cold calling will probably never be your favorite thing in the world (and if it is, more power to you!), but it remains one of the most powerful tools in freight brokerage. In an age of endless emails and LinkedIn messages, a phone call is direct and human. In fact, about 49% of customers prefer a phone call as the first point of contact in sales– meaning your call isn’t as unwelcome as you might assume. If you can combine the tactics we discussed with sheer persistence, you’ll separate yourself from the pack. Most brokers give up after a few hundred calls or after hearing “no” too many times. But not you. Now you know that every “no” is just part of the journey to a “yes,” and you’re armed with strategies to turn that next dial into a genuine opportunity.
Let’s quickly recap the biggest takeaways:
Mindset is everything: Be resilient, treat it like a numbers game, and don’t ride the emotional roller coaster of daily ups and downs. Stay positive and keep dialing, knowing that each call is one step closer to success.
Avoid rookie mistakes: Don’t read a script like a robot, don’t make it all about you, don’t badmouth competitors, and don’t forget to listen. Instead, focus on the prospect’s needs from the get-go and sound like a human who cares.
Use sales psychology: Active listening, mirroring tone, and building rapport through empathy and humor give you an edge. People buy from those they like and trust. Be likable and trustworthy by genuinely engaging with what the prospect says.
Nail the first 15 seconds: Hook their attention by talking about their world, asking a provocative question, or offering a quick insight. A strong opening separates you from 90% of other calls and keeps the prospect on the line.
Handle objections with grace: Expect objections and welcome them. Acknowledge the prospect’s feelings (“I hear you”), then respond with a helpful angle or question that keeps the conversation alive. Objections aren’t rejections; they’re requests for more information or reassurance.
Always secure a next step: Whether it’s quoting a load, scheduling a follow-up, or simply permission to call again, end each call with a plan. If you don’t ask for some commitment, you’ll be stuck in limbo. Move the ball forward, even if it’s just an inch.
Persistence and follow-up win the long game: Don’t be discouraged if you don’t land a customer on the first call (you usually won’t). Use a CRM, take notes, and follow up consistently. That’s how you turn cold calls into long-term clients – by being there when their need arises, whether that’s next week or six months from now.
Mastering cold calling is a journey. You’ll have awkward calls, you’ll get tongue-tied, you’ll occasionally deal with a grumpy so-and-so having a bad day. But you’ll also experience the thrill of turning a complete stranger into a new customer just by using your voice and wits. Few things are more empowering in business. If I could do it 23,000 times, starting as a total newbie, you can do it too. Use these frameworks, refine your own style, and most importantly – keep calling. Each call is a fresh chance to help someone and grow your business.
Thank you for sticking with me through these stories and tips. I hope you found this helpful and that it boosts your confidence to pick up that phone and make things happen. Remember, every master cold-caller was once a beginner who refused to quit. You’ve got this!
If you really want to blow up in a similar way like Daniel did, and like the idea of creating a freight brokerage nobody else can compete with, then watch this video next and I'll show you how to create a freight brokerage that generated me millions and millions and billions in business… alright, just millions. Go check it out, and I’ll see you in the next one!