Freight Broker Sales Pitches To Secure More Shipments

April 23, 2025

Freight Broker Sales Pitches To Secure More Shipments

Are you struggling to get shippers to trust you with their freight? More often than not, it’s your sales pitch that’s letting you down – which is why we created this guide.

It covers the core elements that make an effective freight broker sales pitch, gives you proven examples, and helps you craft the kind of outreach that actually secures shipments.

What Makes A Freight Broker Sales Pitch Successful?

Of course, the most important thing for a sales pitch is that it’s persuasive. However, it also needs to be timely, relevant, and confident. Remember – shippers are very busy and they want solutions, not fluff. So, bear the following tips in mind before and during your freight broker sales calls, emails, or meetings.

Be prepared

Before cold calling potential clients or meeting them face-to-face, get yourself prepared. This means researching the client’s industry, their shipping patterns, and any relevant recent news. Your pitch should be tailored to the specific shipper you’re calling.

Lead with your value proposition

Shippers are used to the generic cold call script talking points of “reliable service and great rates”. That’s why successful brokers start their pitch with the unique value they can provide. This could include things like simplifying logistics, reducing delays, or helping a shipper to scale.

Build trust with confidence

Make sure you present your pitch in a confident tone, but be careful not to come across as pushy. The aim is to sound like a consultant rather than a desperate salesperson. If you seem confident, shippers are more likely to trust you and your services.

5 Freight Broker Sales Pitch Openers

Here are five examples of how to open a sales pitch. Using openings like these will help you turn potential clients into loyal customers.

1. The Problem-Solver Pitch

This pitch works well when you know a shipper is dealing with specific logistics challenges like missed pickups and delays.

“Hi [Name], I specialize in helping [industry] shippers reduce late deliveries and carrier no-shows. A client of mine in [industry] was facing 20% missed pickups, but we cut that to 2% in three months. I’d love 10 minutes to show you how we did it and discuss whether it could work for you too.”

2. The Relationship-First Pitch

A pitch like this is ideal when you’re focusing on forming long-term relationships with shippers.

“Hi [Name], I’m not calling to win a lane today. I’m here to understand your shipping goals and how we can support them in the long run. Most of our clients come to us after getting burned by brokers who overpromise. We prefer a consistent, honest approach. Is that worth a 5-minute conversation?”

3. The Niche Specialist Pitch

This pitch is great if you specialize in a specific niche within the freight industry, such as ecommerce or manufacturing.

“Hi [Name], I only work with [industry] shippers and know your freight isn’t one-size-fits-all. We’ve built a carrier network around [seasonal challenges/regulatory concerns] so your loads move without surprises. Can I send you a few examples of how we’ve helped companies like yours?”

4. The Efficiency Booster Pitch

In the transport and logistics industry, efficiency is everything. So, you can use the following pitch to highlight your proven track record of streamlining operations.

“Hi [Name], we streamline freight for [industry] companies so their team doesn’t waste hours tracking down trucks or dealing with missed pickups. I can show you how we’ve automated scheduling and tracking to save 5 to 10 hours per week. Would that be useful to your ops team?”

5. The “Let Me Prove It” Pitch

Use the following pitch when you want to offer a trial or a low-risk starting point.

“Hi [Name], I don’t expect you to switch brokers based on one call. Let us prove ourselves. If you’ve got a tough lane or a backup load, we’ll move it and show you how we operate. If it’s not a good fit, no pressure. How does that sound?”

Key Elements Of A High-Converting Sales Pitch

Whether you’re cold calling, going door-to-door, or reaching out via email, there are several core elements you need to include in your pitch:

A strong opening line

The first 10 seconds of your pitch are crucial, as you need to grab the shipper’s attention immediately. This means you should always open with a benefit rather than a long introduction.

Instead of “Hi, I’m Tom with XZY Logistics” try “I help shippers cut down on late deliveries. Can I ask you a quick question?“.

Personalization

Personalize your pitch by mentioning things like their niche, a common pain point, or a mutual connection. This shows you’re not just another spam caller, but someone who’s taken the time to understand the shipper’s needs.

Proof and credibility

It’s always a good idea to include some social proof within your pitch to demonstrate credibility. Just remember to keep it short and simple. It could be something like: “One of our manufacturing clients saved 12 hours a week by switching to us“.

A compelling call-to-action (CTA)

End every pitch with a clear CTA that makes it easy for the shipper to say yes. Instead of ending with “Let me know” say something like “How about a 10-minute call tomorrow at 2 pm to see if this could work for you?“.

How To Customize Your Pitch By Shipper Type

Now, let’s take a look at some examples of how to tailor your pitch for different types of shippers.

Manufacturers: Focus your pitch on reliability, consistency, and coordination with production schedules. Manufacturers simply can’t afford late deliveries that halt production.
Distributors: Use your pitch to emphasize your flexibility and ability to handle spikes in volume. This can be effective as retailers often juggle multiple suppliers and work within tight windows.
Ecommerce companies: Ecommerce companies are focused on keeping the delivery promises made at checkout. Talk about speed, tracking, and customer experience.
Retailers: In the retail industry, a single late truck can seriously disrupt things like promotions. You can use this to your advantage by highlighting visibility and on-time performance.

Freight Broker Tips For Timing & Follow-Ups

When it comes to sales pitching, timing is incredibly important. However, the pitch is only the first step on the journey toward securing a shipment. With that in mind, here are some tips for pitch timing and follow-ups:

Timing: If you’re cold calling, the best times to do so are between 10 am to 12 pm or between 2 pm to 5 pm on a Tuesday or Thursday. Decision-makers are more likely to answer and engage with your calls at these times.
Follow-ups: If you don’t secure a shipment after one call, email, or meeting, don’t give up. Sometimes, it can take as many as six to eight interactions before you make a sale. Stay persistent and reach out via a mix of channels including phone, email, and social media.
Follow-up example: When you follow up, make sure you reinstate your value. For instance: “Just wanted to circle back. I help [industry] shippers reduce missed pickups and late deliveries. Do you have 5 minutes to talk?”.

Learn How To Pitch With Online Freight Broker Training

Whether you’re completely new to brokering or you have some experience in the industry, the best way to hone your sales pitching skills is through an online training course.

The 90-Day Freight Broker Course is the most comprehensive online training program available. As well as learning how to pitch, you’ll also gain access to modules covering important topics like:

How to start your own freight brokerage
An introduction to Transportation Law
Identifying shipper niches
Researching and vetting carriers
Managing invoices and payments

The course costs just $890 and, if you’re not satisfied, we’ll give you a full 30-day refund. Join the waitlist now to begin your journey!

Final Thoughts

The key to a successful freight broker sales pitch is to keep it clear, personalized, and focused on the shipper’s specific needs. Avoid sounding like every other broker by showing that you understand their pain points and how to solve them.

Also, remember that your first pitch won’t always land. To secure shipments you need to be persistent and timely with your follow-ups to drive sales.

FAQs

1. Is cold calling still a popular way for freight brokers to make sales pitches?

Cold calling remains a very common way for freight brokers to make sales pitches. However, most successful brokers use a multi-channel approach that involves email sequences, referrals, word-of-mouth, and outreach via social media platforms.

2. How long should my sales pitch be when cold calling?

When cold calling, your pitch should be between 30 to 60 seconds long. The aim is to communicate your value quickly before the shipper tunes out or hangs up. Then, allow the shipper to respond.

3. How can I analyze the success of my sales pitches?

The easiest way to analyze your success is by using CRM tools like Zoho, HubSpot, and Salesforce to keep track of leads and conversations.

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