How to Make Cold Calls to Onboard New Carriers: A Comprehensive Guide

Introduction:

Cold calling can be an effective strategy for businesses looking to onboard new carriers and expand their network. By reaching out to potential carriers directly, companies or independent dispatchers can showcase their services, establish rapport, and ultimately convince carriers to join their network. In this blog post, we will provide you with a script and valuable tips on how to make successful cold calls to onboard new carriers.

Start with a Professional Introduction:

When making a cold call, it’s essential to introduce yourself and your company in a professional manner. Begin by stating your name, your affiliation (if any), and inquire about the person you are speaking to.

Example: “Hey is this (trucking company‚Äôs name)?— May I know who I am speaking to? (Repeat name of carrier) This is (your name) with (your company name) .”

Briefly Explain the Purpose of the Call:

Acknowledge that the carrier may not have been expecting your call and assure them that you will be brief. Clearly state the reason for your call, which is to discuss opportunities for them to join your carrier network and access high-paying loads.

Example: “I wanted to discuss potential opportunities for you to join our carrier network. We have some great paying loads available.”

Understand the Carrier’s Business Needs:

To provide tailored solutions, gather essential information about the carrier’s trucking operations. Ask questions about their truck and trailer, load booking process, weekly earnings, mileage, workdays, and more. This helps you better understand their needs and how you can assist them.

Example: “May I know what sort of truck and trailer you have? How do you currently book loads? How much are you currently making in a week? What’s your weekly gross?”

Evaluate Current Dispatching Situation (If Applicable):

If the carrier already has a dispatcher or handles dispatching themselves, inquire about their satisfaction level and identify any pain points or areas for improvement. This helps you highlight the benefits your company can offer in comparison.

Example: “If you currently work with a dispatcher, how satisfied are you with their services? Are there any aspects you feel could be improved?”

Present Your Company’s Services:

Once you have gathered sufficient information, it’s time to present the benefits and services offered by your company. Highlight key features such as access to high-paying loads, negotiation with brokers, paperwork handling, and personalized support. Emphasize how your company can streamline their operations and help them increase profitability.

Example: “Our company specializes in providing dispatch services to carriers like yourself. We have a network of brokers and shippers, ensuring access to high-paying loads. Additionally, we handle all the paperwork and provide personalized support, allowing you to focus on driving and maximizing your earnings.”

Address Pricing and Negotiation:

When discussing pricing, emphasize the value that your company offers. Provide options such as a percentage of the carrier’s weekly gross revenue or a weekly flat rate. Highlight any flexible payment terms or cancellation policies that may exist.

Example: “Our pricing options are flexible to accommodate your needs. We offer a percentage-based plan, typically around 5% of your weekly gross revenue, or a weekly flat rate. We believe in providing transparent pricing with no hidden costs.”

Address Concerns and Provide Reassurance:

If the carrier expresses hesitation or raises concerns, address them directly and provide additional reasons why they should consider partnering with your company. Highlight the expertise of your team, the success stories of existing carriers, and any additional support or resources your company offers.

Example: “We understand your concerns, and we want to assure you that our team of experienced professionals is dedicated to supporting carriers like you. We have helped many carriers increase their profitability and streamline their operations. We value building long-term partnerships based on trust and mutual success.

Offer Follow-up and Additional Information:

If the carrier needs more time to make a decision or requires further information, offer to send them an email summarizing your services and benefits. This allows them to review the details at their convenience and provides an opportunity for future follow-up.

Example: “If you need more time to consider our services or would like more information, I can send you an email that outlines everything we’ve discussed. You can review it at your convenience, and we can follow up at a time that works best for you.”

Address Frequently Asked Questions:

Be prepared to answer common questions about your company, such as its name, location, and pricing. Provide clear and concise responses to establish credibility and trust.

Example: “Our company, ABC Dispatching Services, is located in [Location]. We offer competitive pricing options starting at $250 per week or 5% of your weekly gross. Our transparent pricing structure ensures you know exactly what to expect.”

Maintain a Professional and Trustworthy Approach:

Throughout the cold call, maintain a calm and professional tone. Listen actively to the carrier’s responses and concerns. Remember that building trust is crucial, and being respectful and attentive will go a long way in establishing a positive impression.

Additional Tips:

  • Understand that cold calling can be challenging, but with persistence and the right mindset, you can succeed.
  • Consider your mood before starting cold calling. If you’re having a bad day, it’s better to wait for another day.
  • Boost your mood before making cold calls by listening to motivational music or engaging in activities that put you in a positive mindset.
  • Focus on listening to the carrier’s pain points and addressing them. Understand their frustrations with load boards or having a spouse handling dispatching.
  • Instead of mentioning load boards, emphasize that you have a network of brokers and shippers that you work with, highlighting the value and exclusivity of your services.
  • Choose the right time to call carriers, such as after 5 PM Eastern Time when they may have more availability to discuss your services.
  • Be prepared for rejection. Cold calling typically yields more “no” responses than “yes” responses. Plan your day accordingly and pace yourself to avoid burnout.

Conclusion:

Making cold calls to onboard new carriers can be a successful approach for expanding your dispatching business. By following a well-prepared script and focusing on addressing carrier needs, you can effectively showcase your company’s services and establish valuable partnerships. Remember to personalize your approach, emphasize the benefits you offer, and be responsive to any concerns raised by carriers. With persistence, a positive mindset, and professionalism, you can successfully onboard new carriers and earn good money.

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