Freight brokers live and die by the cold call. In 2025, shippers are busier than ever, rates are volatile, and the most common pushback is: "We're already covered" or "We have brokers we work with."
This objection isn't a no—it's a test. Handled wrong, the call ends. Handled right, you uncover pain and book a meeting.
Key takeaways
- Isolate First: Never pitch over the objection—clarify if coverage is truly meeting needs.
- Focus on Pain: Great brokers sell solutions to capacity issues, service gaps, or cost savings.
- Real-Time Edge: Tools like Nomi flash rebuttals instantly during live calls.
Table of contents
- Why "Already Covered" is the #1 Freight Objection
- The Wrong Way vs. The Right Way to Respond
- Full Freight Broker Cold Call Script for 2025
- 5 Proven Rebuttals to "We're Already Covered"
- Best Practices for Logistics Cold Calling
- Nomi: Your Real-Time Partner on Freight Calls
Why "Already Covered" is the #1 Freight Objection
Shippers often default to existing relationships for stability. But "covered" doesn't mean "optimized." Common hidden pains:
- Missed capacity during peak seasons
- Inconsistent service or damaged freight
- Overpaying on lanes due to lack of competition
- No dedicated support for complex loads
Your job: Politely probe to reveal if their coverage is truly sufficient.
The Wrong Way vs. The Right Way to Respond
Wrong: "We're better/cheaper—let me send info." (Sounds desperate, gets ignored.)
Right: Isolate the objection, acknowledge their setup, then ask permission to explore gaps.
This builds trust and turns the call into a discovery conversation.
Full Freight Broker Cold Call Script for 2025
Opening (Build Credibility Fast):
"Hi [Prospect], this is [Your Name] with [Your Brokerage]. I specialize in helping shippers like you optimize lanes and secure reliable capacity. Quick question—how are you currently handling your [specific lane, e.g., reefer/dry van] freight out of [location]?"
(If they engage: Transition to discovery. If objection:)
Prospect: "We're already covered/we have brokers."
You: "Totally understand—most of the shippers I work with had coverage before we started partnering. Mind if I ask—are you 100% satisfied with your current capacity and rates across all lanes, or are there spots where you're still scrambling during peaks?"
(Pause and listen—this isolates the real issue.)
5 Proven Rebuttals to "We're Already Covered"
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The Isolation Rebuttal: "Fair enough, a lot of our best partners thought the same initially. Quick question: On a scale of 1-10, how confident are you that your current setup will handle your volume without issues next peak season?"
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The Multi-Broker Rebuttal: "Most shippers I work with use multiple brokers to ensure competition and backup capacity. Do you have a secondary provider for when your primary falls short?"
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The Pain Probe: "Got it. Just out of curiosity—what's been your biggest headache lately with freight: capacity, damages, or pricing volatility?"
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The Value Add: "Makes sense. We don't replace existing relationships—we supplement them with dedicated lane expertise and real-time carrier vetting. Would it be worth 10 minutes to see if we can save you on specific high-volume lanes?"
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The Permission Close: "I respect that. If I could show you a quick comparison on your top 3 lanes that might beat your current rates without switching everything—would that be worth a look?"
Link to general objection handling: 10 Objection Handling Scripts That Save Deals.
Best Practices for Logistics Cold Calling
- Research First: Know their lanes, volume, and recent pain (e.g., via Loadboard data or news).
- Keep It Short: Aim for 2-5 minute conversations—goal is booking a follow-up.
- Use an Upfront Contract: "This is a quick call—if it makes sense, we can chat more; if not, no worries."
- Track with Scorecards: Monitor adherence to scripts via Sales Call Scorecards.
- Multi-Touch: Follow up with personalized emails referencing the call.
Nomi: Your Real-Time Partner on Freight Calls
Cold calling freight shippers is high-volume and high-rejection. Nomi changes that with live coaching:
- Instant rebuttals flashed when "already covered" is mentioned
- Suggested probes based on shipper responses
- Live enforcement of your Living Playbook tailored to logistics objections
Brokers using Nomi book more meetings because every rep handles objections like a veteran—in the moment.
Ready to crush your freight prospecting?
See Nomi in action on your next cold call.