Greeting

Stage 1: Introduction

“Hi, this is {Name} with {Company Name}.”

You know the owner's name: Is {name} available?

You don’t know the owner’s name: I was dialing for {Company name}, did I get to
the right place?

Hook
“Look, I found your contact online. I am the owner of a truck dispatching company.
We specialize in helping new trucking companies get access to a larger number of
load opportunities. If that’s something I could interest you in, I’d love to give you a
short introduction. It won’t take more than 2 minutes of your time.”

Stage 2: Needs identification

Identifying questions
What type of equipment do you have?
How many trucks do you currently have in your fleet?
How old is your MC authority?
Do you operate your own truck?
Do you have company drivers or owner operators in your team?
Do you run over the road?
What areas do you operate in?
How long do you/your drivers stay out on the road?
How do you handle your dispatching needs at the moment?
What tools do you currently use to find loads?
Do you think you could be getting better loads but don’t have access to
them? Have you tried working with a dispatcher or a dispatch service
before?
How many miles would you like your truck(s) to run per week?
What rate per mile are you aiming at?

The key goals of this stage are:

- to get the customer talking and engaged in the conversation;
- to identify the customer’s need for your service;
- to identify whether you will be able to assist this customer with his
dispatching needs;
- to smoothly move the conversation towards the presentation and sale stage.

Stage 3: Presentation and Sale

Once you’ve identified a specific need of a customer, move on to product presentation.

Product Presentation
“This is exactly something that we can help with. When you sign up for our service,
you will get a personal dispatcher who is dedicated to working with you. The
dispatcher will be contacting multiple brokers, negotiating on your behalf and
chasing high paying load opportunities, as well as filling out all the paperwork,
booking loads and taking care of your invoicing.”

In case your presentation caught an interest, use the value proposition to

showcase your benefits over other solutions available to the customer. Adjust the
proposition to the specifics of the customer’s needs.

Value Proposition
“We book loads with rates above the market and here is how we do it. We use all
available load boards, as well as our own direct broker contacts. Our dispatchers
always manage to find the best possible option because that’s what they do all day.
While you are driving and don’t have the time to look for loads, your dispatcher will
be working and sending you offers based on your financial goals. This way you will
never miss a good opportunity even if you are busy doing something else. And the
best thing is - we only charge a small commission if we actually book a load for
you. If you find your own load, you don’t have to pay a dime, your money is
completely safe. Is that something that would be of interest to you?”
Stage 4: Closing the Deal
If the customer is ready to sign up, move straight to closing the deal.
Closing the deal
“Signing up with us is a very simple process. I will send you a setup email right
away. You will need to reply with your company documents - MC, W9 and COI. You
will also need to sign a dispatcher-carrier agreement. There are no additional fees
for setting up, pausing or canceling the agreement. What’s your email address?”

In order to create urgency for processing the documents, offer the customer
an expedited way of getting started with your service.

Creating Urgency
“While you are taking care of the documents, I can start looking for your next load
and sending you load offers. Tell me, when and where will you need your next load
from?”

Before agreeing to sign up, the customer will typically want to know the details of
your service.

How much do you charge?

Adjust based on your rates.

“We charge 4% of load value when you book a load through your dispatcher (10%
for box trucks and hotshot). We only charge you if you accept a load, the
dispatcher booked it and you have delivered it. In that case we will send you an
invoice for the percentage at the end of the week. There are no setup or
cancellation fees. There are no hidden fees.”
“Another option is a flat weekly fee of $200 per week. In that case we only charge
the flat rate without the percentage.”
How much can I make per week with your service?
This is a tricky question. It’s best to identify the customer’s target weekly income
and then to answer the question based on his goals. However, in case you weren’t
able to identify his goals, here are some averages. Adjust them monthly based on
average market rate statistics.

Is there forced dispatch?

“There is no forced dispatch. The dispatcher will be providing load offers to you and
you can choose to accept or decline a load.”
WIll I be bound to a long-term contract?
Adjust this based on your contract terms and conditions.

“No, you can pause or cancel the agreement at any time with no additional fees.”

Will you book loads under your MC and resell them to me?
“No, the loads are booked under your MC. We do not take any additional cuts from
your rate. You will receive the original rate confirmation directly from the broker the
load was booked from.”

Stage 5: Handling objections

Objections can and will come up at any point during the conversation. There are 4
most common objection types.

Objection 1: No thank you. I’m not interested. Or, I dispatch on my own.

Use the long answer version if the customer is engaged in the conversation
and is ready to listen. Use the short version if the customer is about to drop the
call.
Short answer
“Listen, why not get more load offers that could be higher paying loads without
taking any financial risk? From this you can only gain. We will only charge if you
actually book a load with us, so why not have two dispatchers instead of one?”

Long answer
“I understand, but you can also use our service as an additional source of load
opportunities, just like you have your load boards and your broker contacts, you can
have a dispatcher send you load offers that are specific to your preferences and your
financial goals. We only charge a commission if you accept a load, the dispatcher
books it and you deliver it. In that case we will send you an invoice for the
percentage at the end of the week. Otherwise, there are absolutely no fees.”

Objection 2: Just send me your info by email. I will take a look and call you
back. “I will certainly send you our info by email. In order for me to send you the
most relevant information, let me ask you a question.”

Move to identifying questions and try to get the customer into the need
identification stage.
- “What type of equipment do you have?”
- “How many trucks do you run?”
- “How do you currently handle your dispatch?”
Objection 3: I’m busy right now. Or I’m driving, can’t talk.
The key to handling this objection is to schedule the next call as soon as possible.
You will have a higher chance of success during the second scheduled call, so use
this objection to your advantage.

“My apologies. I won’t bother you any longer. What time can I call you back today?”

“I’m sorry. I won’t take any more of your time. I will schedule a call for a later time
today. Does 4 pm work for you?”

Objection 4: It’s too expensive. Or your fees are too high.

“I understand, you might have seen lower prices for a similar service, but in
dispatching, quality outweighs the cost. I book loads that are 10 to 15 percent above
average market
price, but I charge only 4% commission. Plus, considering that you only pay if you
accept a load, you can do your own calculation for each offer. Take away 4% and
see if my load still makes financial sense to you. I’ve had many customers tell me
that in the beginning. But they gave me a chance to prove myself and now they
book loads only through me.”