Broker Toolkit · Outreach

Cold Call Scripts &
Email Templates

Stop winging it. Industry-specific scripts for freight brokers who know who they're calling. Research the shipper first — then pick your script and dial.

💡 Pro tip: Use AI Research to learn a company's freight profile before you call — then customize any script with their actual lane and facility data.
Cold Call General Manufacturer

The Opener — General Manufacturer

Use when you have the company name and general location but not their freight details. Best for first-time outreach to any manufacturer.

"Hi, this is [YOUR NAME] with [YOUR COMPANY]. Can I speak with whoever handles your outbound freight or transportation — the traffic or logistics manager?"

[When connected:]

"Hi [NAME], I'm [YOUR NAME] at [YOUR COMPANY]. We're a freight broker that works with manufacturers in [THEIR STATE/REGION], and I wanted to introduce ourselves. Do you use outside brokers for any of your freight — or are you all in-house carriers?"

[If they use brokers:]

"Perfect. We specialize in [THEIR REGION/LANE TYPE], and we have strong carrier relationships in that area. I'm not trying to take over all your freight — I just want to get on your backup list for when your primary guys are stuck. Who do I send our carrier packet to?"

Why it works: Leading with "backup list" removes the pressure. Every shipper hates being caught without a truck — and getting on the backup list is an easy yes.
Cold Call 🇲🇽 Cross-Border Mexico

The Mexico Opener

Use when you know a company has Mexico manufacturing or facilities. Lead with their specific Mexico presence — it shows you've done your homework.

"Hi, this is [YOUR NAME] at [YOUR COMPANY]. Can I speak with whoever manages your cross-border freight — US-Mexico logistics?"

[When connected:]

"Hi [NAME], I'm reaching out because I know you have operations in [MEXICO CITY/STATE] — and we specialize in cross-border freight out of [THEIR US PLANT CITY] through [LAREDO/EL PASO/MCALLEN]. Do you currently use outside brokers for any of that corridor?"

[If interested:]

"We work with a carrier network that does door-to-door between [THEIR US LOCATION] and [THEIR MEXICO LOCATION]. We handle all the customs coordination and work directly with agents on both sides. I'd love to get you a quote on a lane you're currently moving — even if just to benchmark what you're paying. What does your heaviest lane look like?"

Why it works: Naming their Mexico city immediately proves you're not a blind cold call. Most shippers with Mexico ops talk to a lot of brokers who don't specialize — someone who actually knows their lane gets attention.
Cold Call 🚗 Automotive Tier Supplier

The Automotive Tier Supplier Script

Automotive tier suppliers ship JIT (just-in-time) to assembly plants. They care obsessively about on-time delivery and have low tolerance for missed pickups. Lead with reliability.

"Hi, this is [YOUR NAME] with [YOUR COMPANY]. Can I speak with your traffic manager or logistics coordinator?"

[When connected:]

"Hi [NAME], I know automotive suppliers live and die by their OTD — one late delivery and you're talking chargebacks. We're a freight broker that specializes in the [MICHIGAN/OHIO/INDIANA/KENTUCKY] automotive corridor. We have carriers who know the JIT windows and have the equipment to handle your sequencing requirements."

"I'm not asking to move your primary dedicated freight — I just want to be the broker you call at 4pm Friday when your carrier calls out. That one scenario is worth thousands of dollars a year in chargebacks avoided. Who do I need to get qualified with?"

Why it works: The "4pm Friday" scenario is real and painful for automotive shippers. You're solving a specific problem they've experienced — not pitching abstractly.
Cold Call 🍎 Food & Beverage

The Food Manufacturer Script

Food manufacturers care about temperature compliance, FSMA documentation, and clean trucks. If you specialize in reefer or food-grade freight, lead with your compliance expertise.

"Hi, can I speak with the person who handles your outbound freight logistics?"

[When connected:]

"Hi [NAME], I'm [YOUR NAME] with [YOUR COMPANY]. We specialize in food-grade freight — specifically reefer and dry van for food manufacturers in [THEIR REGION]. Do you currently use freight brokers, or are you working direct with carriers?"

[If they use brokers:]

"We only work with FSMA-compliant carriers — they're all on the Food Safety Modernization Act Sanitarians database. What are your biggest pain points right now — capacity, rates, or documentation? I want to understand where we'd actually be able to help before I waste your time."

Why it works: Asking about their biggest pain point shows you understand their business. Food shippers constantly deal with capacity issues on reefer and compliance headaches — lead with solutions.
Email General Intro

Cold Intro Email — Manufacturer

Short, specific, and asks for one thing. Avoid long email introductions — shippers delete them. Three sentences max.

Subject: Freight coverage for [COMPANY NAME]'s [CITY] plant

Hi [NAME],

I specialize in freight out of [THEIR CITY] — specifically [FTL / cross-border / reefer / flatbed] to [THEIR MARKET]. I've helped similar [INDUSTRY] manufacturers get better coverage on their [LANE TYPE] lanes.

Do you have 15 minutes this week to talk freight? Or if you're happy with your current setup, no problem at all — I just like to get on the radar of the right folks in the area.

Thanks,
[YOUR NAME]
[YOUR TITLE] | [YOUR COMPANY]
[PHONE]

Why it works: The subject line includes their company name and city — gets opened. "No problem at all" in the ask removes pressure. Low-commitment ask with a specific time suggestion.
Email 🇲🇽 Cross-Border Email

Cross-Border Mexico Email

Use when you know a company has Mexico operations. Reference their specific Mexico location — it proves you've done homework.

Subject: US–Mexico freight coverage for [COMPANY NAME]

Hi [NAME],

I know [COMPANY NAME] has manufacturing in [MEXICO CITY/STATE]. We specialize in cross-border freight between [THEIR US LOCATION] and [MEXICO CROSSING / MEXICO CITY] — door-to-door, with customs coordination on both sides.

Most shippers we work with use us as a capacity backstop when their primary carrier is short on trucks — especially around model changeovers or peak season. Worth a 15-minute call to see if we'd be a fit?

Thanks,
[YOUR NAME]
[TITLE] | [COMPANY]
[PHONE]

Why it works: Naming their Mexico city immediately differentiates your email from every other generic broker intro. The "model changeover" reference signals automotive knowledge.
Voicemail Any Manufacturer

The 15-Second Voicemail

Voicemails rarely get callbacks. Use them as a "caller ID preview" — keep it under 15 seconds and make one specific promise.

"Hey [NAME], [YOUR NAME] at [COMPANY] — number is [PHONE]. We specialize in [FTL / cross-border / reefer] out of [THEIR CITY] and I wanted to introduce ourselves. I'll shoot you a quick email too. Thanks."

Why it works: The email follow-up is the real outreach — voicemail just primes them to open it. Don't pitch on voicemail, just plant your name.
Follow-Up No Response

The "Bump" Follow-Up Email

Send 5-7 days after no response to your intro email. Ultra-short. Bumps your email back to top of inbox.

Subject: Re: US–Mexico freight coverage for [COMPANY NAME]

Hi [NAME],

Bumping this up — just want to make sure it didn't get buried. Are you the right person for freight / logistics at [COMPANY]?

Thanks,
[YOUR NAME]

Why it works: The "am I talking to the right person?" question almost always gets a response — either they reply, or they forward you to whoever actually does freight. Very low-effort way to find the decision-maker.
Cold Call 🏆 Fortune 500 / Enterprise

The Large Shipper Script

Large shippers have procurement teams, RFPs, and preferred carrier lists. Don't try to become their primary carrier. Focus on specific lanes or backup coverage that their TMS-managed carriers don't optimize for.

"Hi [NAME], this is [YOUR NAME] at [COMPANY]. I know you're working with a lot of providers — I'm not calling to pitch you on switching your core freight. We specialize in [SPECIFIC LANE TYPE / REGION / CROSS-BORDER], and we find that even companies with mature TMS setups often have specific lanes or backup situations where a specialized broker adds value."

"Is there a lane that's been giving you headaches — capacity, compliance, or rate issues — that might be worth a 10-minute conversation about?"

Why it works: Large shippers are tired of hearing "let us take over all your freight." Asking about a specific problem lane is refreshing — and most large shippers DO have one or two problematic lanes.
Before You Dial

How to Research a Shipper Before You Call

01

Find Their Industry

Know which industry segment they're in — automotive, food, chemicals, etc. Industry context lets you reference their specific freight characteristics (JIT, reefer, hazmat, cross-border).

Browse Industries →
02

Check Their Mexico Operations

Companies with Mexico plants ship cross-border year-round — and many don't have specialized cross-border brokers. If they have Mexico ops, use the cross-border script.

Find Mexico-Active Shippers →
03

Know Their HQ City

Reference their city in your opener. "I specialize in freight out of [THEIR CITY]" immediately proves you're not a spray-and-pray caller.

Browse by City →
04

Run AI Research

Type any company name into AI Research to get their facilities, lanes, Mexico score, and ready-to-use broker talking points. Takes 30 seconds before any call.

Research a Company →

Find Your Next Shipper to Call

Search 3,500+ manufacturers — filter by industry, city, state, or Mexico activity. Build your call list before you pick up the phone.

Build a Call List → Research a Shipper