Reference

Scripts & Templates

Cold call scripts, voicemail scripts, email templates — all in one place

How to Use These Scripts

These aren't meant to be read word-for-word like a robot. They're frameworks — starting points you adapt to your style and the situation.

Practice them until they feel natural. Then make them your own.

COLD CALL SCRIPTS

Opening Option 1: "Steal a Minute"

"Hi [Name], this is [Your Name] with RGL. Let me steal a minute — I'll be brief.

I'm offering a free rate analysis to shippers — I'll look at your top lanes and show you exactly where you're overpaying and by how much. Most companies we analyze are leaving 12-18% on the table.

Takes 10 minutes of your time to share your lane details. I'll have results back in 48 hours. Worth a look?"

Opening Option 2: "Name Has Come Up"

"Hi [Name], this is [Your Name] with RGL. We work with a lot of logistics managers in your area. Has my name come up at all?

[They'll likely say no]

No problem — that's why I'm calling. We're offering a free rate analysis to shippers. I'll look at your lanes and show you exactly where you could be saving. Most companies we analyze are overpaying by 12-18% on at least a few lanes.

Worth 10 minutes to find out where you stand?"

Opening Option 3: "Customized Consent"

"Hi [Name], this is [Your Name] with RGL. I'll be honest — this is a cold call. Can I tell you why I reached out, and then you decide if it's worth continuing?

[Wait for yes]

Appreciate it. We're offering a free rate analysis to shippers. I'll look at your top 5-10 lanes and show you exactly where you're overpaying — and by how much. No cost, no obligation. Most companies we look at are leaving 12-18% on the table.

Worth a look?"

Asking for Lane Details (3 Ways)

Direct:

"Great. I just need your top 5-10 lanes — where you're shipping from, where it's going, how often, and what type of freight. I can grab that now, or send you a quick form. What works better?"

Alternative:

"I'll send you a quick form — takes about five minutes to fill out. Once I get it back, you'll have results within 48 hours. What's the best email?"

Low-commitment:

"Let's start small. Give me your top 2-3 lanes. If the analysis shows something interesting, we can go deeper. If not, no harm done."

VOICEMAIL SCRIPTS

Voicemail 1: Plant the Seed (Under 15 seconds)

"Hi [Name], this is [Your Name] with RGL. I'm sending you an email about a free rate analysis — shows you exactly where you're overpaying on freight. Take a look when you get a chance. My number is [number]. Talk soon."

Voicemail 2: Add the Stat (Under 20 seconds)

"Hi [Name], [Your Name] with RGL again. Wanted to make sure my email didn't get buried. Most shippers we analyze are overpaying by 12-18% on at least a few lanes. Worth a look. [Number]. Thanks."

Voicemail 3: Last Attempt (Under 20 seconds)

"Hi [Name], [Your Name] with RGL. I hope I haven't worn out my welcome — this is my last voicemail. If you ever want to see where you're leaving money on freight, the offer stands. [Number]. Take care."

EMAIL TEMPLATES

Email 1: Initial Outreach

Subject: Quick analysis of your shipping lanes

Hi [Name],

I'll get straight to it — I'd like to analyze your top 5-10 shipping lanes and show you exactly where you're overpaying.

Most shippers we look at are leaving 12-18% on the table on at least 2-3 lanes. I'll show you the numbers, the carriers who can beat your current rates, and what you'd save annually.

No cost, no obligation. Takes 10 minutes of your time to share your lane details — I'll have results back in 48 hours.

Worth a look?

[Your Name] | [Phone]

Email 2: Follow-Up After Voicemail

Subject: Tried calling you

Hi [Name],

Left you a voicemail — wanted to make sure this didn't get buried.

I'm offering to analyze your shipping lanes for free and show you where you're overpaying. No pitch, no obligation — just data.

Interested?

[Your Name] | [Phone]

Email 3: Value Add

Subject: Idea for [Company Name]

Hi [Name],

One thing I've seen with companies like yours — they often have a solid primary broker but no reliable backup. When peak season hits or something goes wrong, they're scrambling.

We help companies avoid that. One call to us and you've got coverage.

Worth a quick conversation?

[Your Name] | [Phone]

Email 4: Different Angle

Subject: [Company Name] + shipping

Hi [Name],

I know you're probably busy, so I'll keep this short.

If you've ever been frustrated by a broker who doesn't call back, a carrier who no-shows, or just feeling like you're not a priority — that's the problem we solve.

Happy to share how. 15 minutes?

[Your Name] | [Phone]

Email 5: Breakup Email

Subject: Should I close your file?

Hi [Name],

I've reached out a few times about the free rate analysis and haven't heard back — totally understand, you're busy.

I'll assume the timing isn't right and won't keep bothering you. If things change down the road and you want to see where you're leaving money on freight, the offer stands.

All the best,

[Your Name] | [Phone]

LINKEDIN MESSAGE TEMPLATES

Connection Request

Hi [Name] — I work with companies that ship freight and came across your profile. Would love to connect.

Follow-Up After Connection

Thanks for connecting, [Name]. I noticed you're at [Company] — if you ever need a reliable freight partner, I'm here. Happy to chat anytime.

POST-MEETING FOLLOW-UP EMAIL

Subject: Good talking today

Hi [Name],

Thanks for the time today. To recap what we discussed:

• [Key point 1 — their situation or pain]

• [Key point 2 — what they're looking for]

• [Key point 3 — next step you agreed on]

I'll [your next action] by [date]. Looking forward to showing you how we work.

[Your Name] | [Phone]

RESULTS REVIEW FOLLOW-UP EMAIL

Subject: Your rate analysis results

Hi [Name],

Thanks for reviewing the analysis with me today. Here's a quick recap:

• [Lane 1]: Currently paying [X], market rate is [Y] — [Z]% gap

• [Lane 2]: Currently paying [X], market rate is [Y] — [Z]% gap

• [Lane 3]: Currently paying [X], market rate is [Y] — [Z]% gap
  
  

Total annual savings potential: [Amount]

Next step: [Whatever you agreed on]

Let me know if any questions come up. Looking forward to working together.

[Your Name] | [Phone]

Objection Response Guide

Word-for-word responses to common objections

How to Use This Guide

Objections aren't rejection — they're conversation. These responses follow the Mr. Miyagi method: acknowledge, encourage dialogue, pivot.

Don't argue. Don't get defensive. Stay calm and keep the conversation going.

DISMISSIVE OBJECTIONS

These are brush-offs. They're trying to end the call quickly.

"I'm not interested."

"I hear you — most people say that before we talk. All I'm asking for is 10 minutes to share your lane details. If the analysis doesn't show anything useful, I'll be the first to tell you. What does Thursday look like?"

Or:

"Totally understand. Out of curiosity — is it the timing, or is there something about your current setup that's working really well?"

"Just send me some information."

"Happy to. So I send you something relevant — what's most important to you when it comes to shipping? Reliability? Rates? Communication?"

Or:

"I can do that. What would be most useful — something on our capabilities, or a quick overview of how the rate analysis works?"

Or:

"Sure. But honestly, a brochure won't tell you much. What will is seeing your actual lanes analyzed. Give me your top 3 lanes and I'll show you something useful. If it's not valuable, I'll leave you alone."

"Call me back in six months."

"I can do that. Before I go — is there something happening in six months, or is that just a polite way of saying not now?"

Or:

"Sure. Just so I have context when I call back — what would be different in six months that would make it a better time?"

"I don't have time right now."

"No problem. When would be better — later this week or early next?"

Or:

"Totally get it. I'll be quick — can I get 5 minutes later this week to introduce myself? If it's not a fit, I won't bother you again."

SITUATIONAL OBJECTIONS

These are real constraints — budget, timing, contracts.

"We don't have budget right now."

"Makes sense. I'm not asking for a commitment today. What if we just had a quick conversation so when budget frees up, you've already done your homework?"

Or:

"I hear you. The rate analysis is free — no cost to see where you stand. If the numbers make sense down the road, we can talk then. Worth a look?"

"We're locked into a contract."

"Understood. When does that contract come up for renewal?"

[Wait for answer]

"Got it. Let's schedule a call a month or two before that so you have options when the time comes. Does that make sense?"

"We're too busy to take on anything new right now."

"I hear that a lot — especially from companies that are growing. That's actually when having a reliable logistics partner matters most. What if we just did a quick intro call so when things settle, you've got a resource ready?"

"We need to hire someone first / get organized internally."

"Makes sense. Would it help to have a freight partner in place before that person starts, so they're not building from scratch?"

EXISTING SOLUTION OBJECTIONS

They already have a broker or carrier.

"We already have a broker."

"That makes sense — most companies do. I'm not asking you to switch today. I'd just like to show you where you stand. If your current broker's getting you the best rates, the analysis will confirm it. If not, you'll know exactly where. Can we grab 15 minutes?"

Or:

"Glad to hear it's working. What I'd suggest is having us as a backup. When something goes wrong — a missed pickup, a capacity crunch — you'll have someone to call. No risk in having options, right?"

"We've been using the same carrier for years."

"Loyalty matters — I respect that. What I've found is that even the best relationships have gaps. We work with a lot of companies as their second call — the backup when their primary can't deliver. Worth a conversation?"

"We handle logistics in-house."

"That's impressive. What happens when you hit capacity or need something outside your usual lanes? We work with a lot of companies as overflow support — there when you need us, out of the way when you don't."

PRICE OBJECTIONS

"Your rates are too high."

"I understand price matters. Can I ask — when you compare rates, are you factoring in the cost of things going wrong? Missed deliveries, no-shows, damaged freight? We're not always the cheapest, but we're reliable. What's that worth to you?"

Or:

"We might not be the lowest rate. But we're the call you won't have to make twice. What's a missed delivery cost you in terms of customer relationships?"

"We can get it cheaper."

"You probably can. The question is whether cheaper comes with reliability. We've seen companies save a few bucks on a load and lose a customer over a late delivery. What's your experience been?"

STALLS

These aren't objections — they're avoiding a decision.

"Let me think about it."

"Of course. What specifically do you want to think about? Maybe I can help clarify."

Or:

"Totally understand. Let's put a follow-up on the calendar for Thursday. That gives you time, and we don't lose momentum. Does 2pm work?"

"I need to talk to my boss / partner / team."

"Makes sense. What would be helpful for you to share with them? And can we schedule a follow-up so I can answer any questions they have?"

Or:

"Of course. Would it help if I joined that conversation? Sometimes it's easier to address questions directly."

"We'll get back to you."

"Appreciate that. So I can follow up appropriately — when should I expect to hear from you? And what would be the best way to reach you if I don't?"

Or:

"Sounds good. Let's put something on the calendar just in case — that way we don't lose track. Does next Tuesday work for a quick check-in?"

"I need to see how this quarter goes."

"That makes sense. When does the quarter end? Let's schedule a call for right after so we can pick this back up when the timing's better."

THE MINDSET

Objections are part of the process, not the end of it. Expect them. Welcome them. Handle them with confidence and calm.

Remember: the first "no" is usually automatic. Stay in the conversation. The third ask is often where the breakthrough happens.

Discovery Question Bank

50+ questions organized by category

How to Use This Bank

Don't ask all of these in one conversation. Pick the ones that are most relevant based on what you know about the prospect and where you are in the sales process.

Listen to the answers. Follow up on anything interesting. The goal is conversation, not interrogation.

LANE DETAIL QUESTIONS

These gather the information you need for the Rate Analysis.

1. What are your highest-volume lanes? Where's most of your freight moving from and to?

2. How often are you shipping those lanes — weekly, monthly, seasonally?

3. What type of freight are you moving — full truckload, LTL, refrigerated, flatbed?

4. What's the typical weight and commodity?

5. Do you know what you're currently paying on those lanes?

6. Are there any lanes that have been giving you trouble — capacity issues, inconsistent pricing?

7. Do you have any new lanes coming up — new customers, new facilities, new markets?

8. What percentage of your freight is planned versus urgent/last-minute?

9. Are there peak seasons when your volume spikes?

10. Do you have any specialized requirements — temperature control, oversized, hazmat?
    
    

PERSONAL QUESTIONS

Understanding what matters to the individual you're talking to.

11. What's your role when it comes to shipping and logistics?

12. How long have you been handling this area?

13. How are you measured? What does success look like in your role?

14. What would make your job easier when it comes to moving freight?

15. If you could fix one thing about your current logistics setup, what would it be?

16. What's the most frustrating part of your day when it comes to shipping?

17. What do you wish your current provider did differently?

18. When things go wrong with a shipment, who hears about it?

19. What keeps you up at night when it comes to logistics?

20. What would a perfect freight partner look like for you?
    
    

STRATEGIC QUESTIONS

Understanding the bigger picture.

21. Tell me about your company. What do you do?

22. How has the business changed over the last year or two?

23. Are you expanding into new markets or adding new locations?

24. What's driving your shipping volume — is it growing, steady, seasonal?

25. What's the biggest challenge your company is facing right now?

26. Are there any big changes coming up — new products, new facilities, new customers?

27. How does logistics fit into your company's priorities?

28. What does your supply chain look like? Where are you shipping from and to?

29. Are there any industry trends affecting your shipping needs?

30. What's your company's approach to working with vendors — do you prefer fewer partners or multiple options?
    
    

ISSUE-FOCUSED QUESTIONS

Uncovering pain points.

31. How's your current broker or carrier working out?

32. What's working well with your current logistics setup?

33. What's not working as well as you'd like?

34. When's the last time a shipment didn't go as planned? What happened?

35. How do you handle it when you need capacity and your usual carriers can't help?

36. Have you ever had a load fall through at the last minute? How did you handle it?

37. What's communication like with your current provider? Easy to reach?

38. How do you find out where your freight is — do you have to ask, or do they tell you?

39. Have you ever had issues with carriers not showing up?

40. What happens when something goes wrong — how does your provider handle it?

41. Are you ever scrambling for capacity during busy periods?

42. How do you handle rate fluctuations in the market?

43. Have you had any billing or invoicing issues with your current provider?

44. What's your experience been with communication — do you feel like a priority?

45. If your current provider disappeared tomorrow, how would you handle your shipping?
    
    

DECISION PROCESS QUESTIONS

Understanding how decisions get made.

46. Besides yourself, who else is involved in decisions about logistics providers?

47. What would the process look like if you decided to try a new broker?

48. Is there a contract with your current provider, or are you free to move?

49. What's your timeline for making any changes?

50. What criteria matter most when you evaluate a freight partner?

51. What would need to be true for you to make a change?

52. Have you looked at other options recently?

53. Is there anything that would prevent you from trying a new provider?

54. If we were to work together, what would a good first step look like?

55. What would success look like if you switched to a new broker?
    
    

CLOSING QUESTIONS

Moving toward commitment.

56. Based on what we've discussed, it seems like we might be a fit. What do you think?

57. What would need to happen for us to move forward?

58. Is there anything holding you back from giving us a shot?

59. Would you want to start with a single shipment to test us out, or set up an account?

60. What's the next load you have coming up that we could handle?

Freight Glossary

Key terms and definitions

How to Use This Glossary

You don't need to memorize every term on day one. But you do need to speak the language. When a customer mentions BOL or accessorials, you should know what they're talking about.

Review this list. Highlight terms you don't know. Reference it when you hear something unfamiliar.

SHIPMENT TYPES

• FTL (Full Truckload): The entire truck is dedicated to one shipment. Typically 10,000+ pounds or 10+ pallets. Direct route, no stops. Faster transit but higher cost per shipment.

• LTL (Less Than Truckload): Multiple shipments from different customers share space on the same truck. Under 10,000 pounds. Goes through terminals. Longer transit but more cost-effective for smaller shipments.

• Partial: Between LTL and FTL. Too big for LTL pricing but doesn't fill a full truck. Often 6-18 pallets.

• Expedited: Time-critical shipment with guaranteed fast delivery. Premium pricing. Often uses team drivers or dedicated vehicles.

• Intermodal: Freight that moves by multiple modes — typically truck to rail to truck. Cost-effective for long hauls but slower than straight trucking.
  
  

EQUIPMENT TYPES

• Dry Van: Standard enclosed 53-foot trailer. Most common equipment type. Used for non-temperature-sensitive freight.

• Reefer (Refrigerated): Temperature-controlled trailer. Used for perishable goods — food, pharmaceuticals, anything that needs to stay cold or frozen.

• Flatbed: Open trailer with no sides or roof. Used for oversized, heavy, or awkwardly shaped freight — machinery, construction materials, steel.

• Step Deck: Flatbed with a lower deck height. Used for taller freight that won't fit under bridges on a standard flatbed.

• Conestoga: Flatbed with a rolling tarp system. Combines flatbed loading flexibility with dry van protection from weather.

• Sprinter Van: Small cargo van for lightweight, time-sensitive shipments. Typically under 3,000 pounds.

• Box Truck: Straight truck with attached cargo box. Used for local deliveries or smaller shipments. 10-26 feet long.

• Hotshot: Smaller flatbed pulled by a heavy-duty pickup. Used for urgent, smaller flatbed loads.
  
  

DOCUMENTS

• BOL (Bill of Lading): The most important document in freight. It's the contract between shipper and carrier. Lists what's being shipped, where it's going, and who's responsible. Required for every shipment.

• POD (Proof of Delivery): Document signed by the receiver confirming the freight was delivered. Shows date, time, and condition. Required to get paid.

• Rate Confirmation: Document that confirms the agreed rate between broker and carrier. Includes pickup/delivery details, rate, and terms.

• Lumper Receipt: Receipt for third-party unloading services. Common at grocery warehouses. Usually paid by shipper or broker.

• Carrier Packet: Documents a carrier must provide to work with a broker — insurance certificates, operating authority, W-9, signed agreement.
  
  

PRICING AND CHARGES

• Line Haul: The base rate for moving freight from origin to destination. Doesn't include accessorials.

• Accessorials: Extra charges beyond the base rate. Detention, layover, lumper fees, liftgate, etc.

• Detention: Charge when a driver waits longer than the free time allowed at pickup or delivery. Usually starts after 2 hours.

• Layover: Charge when a driver has to wait overnight or longer between pickup and delivery due to shipper/receiver issues.

• TONU (Truck Ordered Not Used): Fee paid to carrier when a load cancels after the truck is already dispatched. Typically $150-350.

• Deadhead: Miles a truck drives empty to get to a pickup. Carriers factor this into their rates.

• Fuel Surcharge: Variable charge tied to diesel prices. Added to line haul rate.

• Liftgate: Hydraulic lift on the back of a truck for loading/unloading without a dock. Extra charge.

• Residential Delivery: Delivery to a non-commercial address. Extra charge due to access challenges.

• Limited Access: Delivery to locations that are hard to access — farms, construction sites, schools. Extra charge.

• Inside Delivery: Driver brings freight inside the building instead of just to the dock. Extra charge.
  
  

PICKUP AND DELIVERY

• Shipper: The company sending the freight. Where it picks up.

• Consignee: The company receiving the freight. Where it delivers.

• Origin: The city/location where freight is picked up.

• Destination: The city/location where freight is delivered.

• Appointment: Scheduled time for pickup or delivery. Some facilities require appointments, others are first-come-first-served.

• FCFS (First Come First Served): No appointment needed. Trucks are loaded/unloaded in the order they arrive.

• Drop Trailer: Carrier leaves an empty trailer at shipper's location to be loaded, then picks it up later. Requires extra trailer and agreement.

• Live Load/Unload: Driver waits while freight is loaded or unloaded. Most common arrangement.

• Driver Assist: Driver helps load or unload freight. Not standard — usually requires extra pay.
  
  

FREIGHT CHARACTERISTICS

• Commodity: What's being shipped. Important for insurance, carrier selection, and pricing.

• Pallet: Flat wooden or plastic platform used to stack and move freight. Standard size is 48x40 inches.

• Skid: Similar to pallet but without bottom deck boards. Terms often used interchangeably.

• Freight Class: Classification system for LTL shipments based on density, handling, stowability, and liability. Ranges from 50 (cheapest) to 500 (most expensive).

• Density: Weight per cubic foot. Higher density = lower freight class = cheaper LTL rates.

• Stackable: Freight that can have other freight stacked on top of it. Affects how much fits in a truck.

• Hazmat (Hazardous Materials): Freight requiring special handling, documentation, and certified drivers. Chemicals, flammables, etc.

• High Value: Freight worth more than standard cargo insurance covers. Requires additional coverage.

• Temperature-Controlled: Freight that must stay within a specific temperature range. Requires reefer equipment.
  
  

CARRIERS AND AUTHORITY

• Carrier: The trucking company that physically moves the freight. Owns or leases the trucks and employs the drivers.

• Broker: Intermediary that connects shippers with carriers. That's us. We don't own trucks — we coordinate.

• 3PL (Third-Party Logistics): Company that manages logistics for shippers. Broader than brokerage — can include warehousing, fulfillment, etc.

• MC Number: Motor Carrier number issued by FMCSA. Required for carriers operating interstate. Used to verify authority and safety record.

• DOT Number: Department of Transportation registration number. Required for all commercial vehicles.

• Operating Authority: Legal permission to operate as a carrier or broker. Must be active and in good standing.

• Carrier Packet: Set of documents a carrier provides to get set up with a broker — authority, insurance, W-9, agreement.
  
  

COMPLIANCE AND SAFETY

• FMCSA (Federal Motor Carrier Safety Administration): Federal agency that regulates trucking. Issues authority, tracks safety records, enforces regulations.

• ELD (Electronic Logging Device): Device that tracks driver hours electronically. Required by law. Replaced paper logs.

• HOS (Hours of Service): Federal regulations limiting how long drivers can be on the road. 11 hours driving max, 14 hours on-duty max, 10 hours off required.

• CSA Score: Carrier Safety Administration score. Measures carrier safety performance. Lower is better.

• Insurance Certificate: Document proving carrier has required insurance coverage. Minimum $1M liability for freight.

• Cargo Insurance: Insurance covering the value of freight if damaged or lost. Standard is $100,000.

• Contingent Cargo: Broker's insurance that covers freight if carrier's insurance doesn't pay.
  
  

COMMON ABBREVIATIONS

• PU: Pickup

• DEL: Delivery

• APPT: Appointment

• ETA: Estimated Time of Arrival

• OTR: Over the Road (long-haul trucking)

• P&D: Pickup and Delivery

• TL: Truckload

• DH: Deadhead

• RC: Rate Confirmation

• OS&D: Overage, Shortage, and Damage (freight claims)

• ARB: Arbitration

• COD: Cash on Delivery