Sales Tips for Brokers: The Art of "Warm Calling"

Guest blogger Dennis Brown is founder and CEO of Logistic Dynamics Inc., a non-asset-based freight brokerage and transportation services company in Buffalo NY.

You can win business with cold calling, but it can be tough to say the least. If you really want to be successful as a freight broker or freight agent you need to master the art of the “warm call.”

Let’s say you wanted to call on my company, Logistic Dynamics, to sell us IT services. First, look up our web site and make yourself familiar with what we do, including products, services, locations, etc. Second, review the news page and become familiar with recent news events including articles and press releases. Third, go to and search for “Logistic Dynamics” news and see what you can find. Last but not least, go to and search for “Logistic Dynamics” CEO and learn more about me, my background, my hobbies, etc.

The final step is to take one or two pieces of relevant information you found during your research, and weave that into your first contact with me, via email or phone. That helps you to demonstrate your advanced knowledge about Logistic Dynamics. This approach only takes about 2-3 minutes and it will absolutely help you to build rapport and differentiate you from your competitors, to increase your success ratio.

For more tips on gathering this type of “sales intelligence” and integrating it into your sales process, sign up for this free webinar: “Work Smarter, Not Harder: How to Win More Freight Without Cold Calling.”