Prospecting shippers as a freight broker can sometimes feel like a cold, icy endeavor. You're reaching out to potential clients who may not know you yet, and breaking the ice can be a bit challenging. In this tutorial article, we'll guide you through the process of creating an engaging cold script while focusing on gathering essential information and maintaining a respectful approach.
1. Navigating the Gatekeeper Challenge
Gaining access to the decision-maker often involves navigating past gatekeepers. Here are some tips for successfully getting through to the person you need to speak with:
Be Polite and Professional:
Treat gatekeepers with respect and professionalism. They are more likely to assist you if you maintain a courteous demeanor.
Clearly State Your Purpose:
When asked why you're calling, provide a concise yet compelling reason. For example, "I'm calling to discuss potential logistics solutions that could benefit your company's shipping needs."
Build a Relationship:
If you frequently call the same organization, try to build a friendly rapport with gatekeepers. Over time, they may become more cooperative.
Ask for Assistance:
Sometimes, gatekeepers can be valuable allies. You can say, "I'm hoping you can help me reach the right person to discuss our logistics services. Could you please direct me to the appropriate contact?"
2. Establishing Respectful and Effective Openings with Decision-Makers
When starting the conversation, seek their permission to continue. This shows respect for their time and willingness to engage. This approach is more likely to be well-received.
Examples:
"Nick, thanks for taking my call. It's Michael from Relaymile. Listen, Nick, I know my call caused an interruption to your day. Can I have 27 seconds to tell you why I call?"
"Hey Nick, real quick because I know you weren't expecting my call, would you mind if I took just a moment to explain why I'm reaching out today?"
"Nick, thanks for taking my call. I appreciate your time. Is it alright if I briefly share why I called today?"
Avoid Being Pushy:
It's important not to be too pushy during the initial conversation. Instead of immediately pushing your services, focus on understanding their needs and challenges.
Don't Sound Salesy:
Be genuine in your approach. Avoid sounding overly salesy or scripted. Build a rapport with the prospect by actively listening and responding to their specific situation.
Be Prepared for Objections:
Anticipate objections and have thoughtful responses ready. If a prospect raises concerns, address them calmly and professionally. Use objections as opportunities to provide solutions.
The "90-Day Challenge":
Before diving into the script, consider this: record yourself for 90 days. Listening to your calls will help you fine-tune your approach, identify areas for improvement, and build confidence in your cold-calling skills.
3. Gathering Important Information
During your cold call, aim to collect essential information to better understand the shipper's needs and tailor your solutions.
Understanding Shipping Organization:
Ask questions like, "Could you briefly explain how your shipping operations are currently organized? This helps us customize our solutions to your specific setup."
Use of Freight Brokers:
Inquire about their experience with freight brokers, saying, "Have you worked with freight brokers before, and if so, what has been your experience?"
In-House Fleet Information:
To understand their fleet, ask, "Do you operate any of your own trucks for shipping, or do you rely solely on external carriers?"
Shipment Types (FTL/LTL):
To determine their typical shipment sizes, inquire, "Do you primarily ship Full Truckload (FTL), Less Than Truckload (LTL), or a combination of both?"
Common Shipping Lanes:
Learn about their primary shipping routes by asking, "Could you share the main lanes or routes your shipments typically run on?"
Prospecting shippers as a freight broker requires a well-crafted cold script, a permission-based approach, effective gatekeeper navigation, and the ability to gather vital information. By mastering these skills, you can build meaningful connections with potential clients and lay the foundation for successful partnerships in the logistics industry. Remember, persistence and continuous improvement are key to success in the world of cold calling.
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