A cold call script for new freight brokers

You have about ten seconds. Waste them on your company's founding year and you're done.

On the callUpdated 2026-08-19~4 min

This is the call, start to finish. Not a pitch — a conversation with a specific shape, where the goal of the first call is information and permission, not freight.

Getting through the front desk

It isn't a trick. It's not sounding like a salesman.

You"Morning — could you put me through to whoever handles outbound?"

Not: "Hi! Who would I speak to about your transportation needs today?" One sounds like a vendor. The other sounds like a guy with a question.

If they ask what it's regarding"I run trucks out of the [your market] area and wanted to introduce myself to whoever handles outbound. Is that still [name]?"

The opener — you have ten seconds

You"[Name], this is [you] with [brokerage] — I'm a freight broker over in [market]. I know you didn't ask for this call, so I'll be quick. Do you have thirty seconds?"

Then"We move a lot of freight out of this area, and I noticed [company] is shipping [product] out of [city]. I'm not asking for freight today — I just want to know what your lanes look like, so when you've got a truck fall through I already know whether I can actually help you or not."

The part that matters is "I'm not asking for freight today." No request means no reflex to refuse. They'll usually just answer.

The five questions

Type the answers as they talk. Whatever they tell you is the entire value of the first call, and it's gone within an hour if it isn't written down.

What are you shipping out of here, and where does most of it go?
How many loads a week is that, roughly?
Is that contracted or spot?
Who handles it when your regular guy can't cover?
When you're in a bind — driver falls off, hot load — what do you actually do?

The ask

Not "can I quote you." Their good freight is already covered and you're not going to talk them out of that on a cold call.

You"Put my number somewhere you'll find it. Next time the lane nobody wants is the one you're stuck with, call me first. I'd rather earn it on the ugly one than talk you into an easy one."

You're not asking for their best freight. You're volunteering for their worst day. Nothing to say no to — and it sets you up to be judged on the load where being good actually shows.

What a good first call produces

No freight and no commitment. What it produces: a lane you know is loose, a frustration you can come back to, and permission to call again. That's a win. It just doesn't feel like one until call four.

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