Mastering Your Freight Broker Script: A Guide to Cold Calls and Follow-Ups

If you’re not a fan of cold calls, here’s a fact that might change your mind: 82% of buyers are open to meeting with a salesperson after a cold call.

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Yes, it’s true. Even still today, cold calls are one of the most effective ways to connect with potential clients — but only if you do it right. You don’t need to spend weeks reading freight broker training books. This guide will help you close deals faster and build long-term relationships that keep your business thriving.

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From cold call techniques to personalized follow-ups, you’ll get actionable templates, case studies, and proven strategies that top brokers rely on. Let’s dig in.

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Why Freight Brokers Need a Strong Sales Script

Freight isn’t a  “one size fits all” business.

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Every potential client is unique. Each one has different concerns, from carrier delays to tight budgets. If your freight broker sales script doesn’t address those personal pain points, it’ll fall flat, fast. That’s why personalization isn’t just some buzzword— it needs to be the foundation of your freight sales process. For instance, if a client struggles with carrier delays, your script could address this issue directly, showing that you understand their pain and have a solution.

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Remember, in the world of freight, personalization is not just another churn-and-burn strategy, it's essential if you’re trying to get the attention of potential customers. The better you can answer your customers’ unique concerns, the better your chances of winning their business.  

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"Every sales conversation is going to go differently, and it’s important as a sales rep to be able to have your go-to responses  for different situations and different people."

— Maverick Paul, CEO of MAV Inc.

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The Importance of Personalization

Cold calling shouldn’t feel cold. If you’re just reading a script that could apply to any client, you will get ignored.

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Freight is too dynamic for generic pitches. Brokers who succeed are the ones who adapt, who ask the right questions, and who make their prospects feel understood. This isn’t just sales — this is relationship-building. As Blair Warren writes in The One Sentence Persuasion Course, “People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”

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In other words, if you’re targeting a specific type of business, take time to map out their fears, dreams, challenges, and goals. The more directly you can speak to these emotions, the more likely you are to connect and build trust. When you find a way to connect with the unspoken thoughts in your prospects mind, and make them feel understood, you position yourself as not just another broker — but a partner.

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Cookie-cutter scripts kill deals. You’re not being authentic or understanding their business and they can sense it.

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Common Challenges and Pain Points in the Industry

Freight brokers deal with a lot of the same challenges and pain points, and I’ve broken them down so I can address them one-by-one with actionable solutions.with real challenges and pain points requiring real actions and real solutions.

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You’ve got gatekeepers blocking your way, prospects questioning your prices, and a whole lot of competition trying to do the same thing you are. These challenges can make it much more difficult to make a deal, but I’ve found some predictable ways to stand out from the crowd. ,

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Here’s what the common obstacles you can expect on every call:

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• Gatekeepers: These are the front-line defenders who stop you from talking to decision-makers. A well-timed, confident script helps you get past them without sounding pushy.

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• Pricing Objections: No one wants to pay more than they have to, which means you will face a lot of pricing pushback. You need to be ready to handle these objections by shifting the conversation from cost to value. Value here means the benefits and solutions your service provides, not just the price.

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• Building Rapport Quickly: You don’t have much time to make an impression. A good script builds rapport fast by focusing on the prospect’s needs and avoiding the hard sell in those early moments. For instance, you can start by asking about their business and showing genuine interest in their challenges. Everyone likes to talk about themselves, use this to your advantage to make the call enjoyable for your prospects, and to better understand their needs.

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• Competition: The freight market is saturated with brokers offering similar services. Your script needs to show why you are different — reliability, customer service, or a deep understanding of their specific kind of business. For example, maybe they’re a horse farm and you happen to be an expert in equestrian shipping. Or a CPG company that needs refrigerated transport.

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Is Cold Calling Still Worth It?

Cold calling isn’t easy, but if you can master it, it’s one of the best ways to grow your business in the freight industry. Anyone can send a bunch of emails, but the skill to get someone on the phone and build a real relationship is rare. You’ll have less competition, making it easier to stand out from the noise.

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The logistics industry has evolved, and so have prospects' expectations. A hard-sell approach might have worked years ago, today’s leads want to feel heard, not pressured.

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On the first call, instead of pushing for a deal, your focus should be on understanding their business challenges and showing how you can help. Your goal isn’t to close immediately. It’s to plant the seed for a partnership.

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But Remember, Cold Calling Isn’t Enough on Its Own

Cold calls are one of the best ways to build rapport with new leads. But to stay top of mind, they must fit into a larger strategy. Pair cold calls with digital marketing efforts — email campaigns, social media, and inbound marketing — to create multiple touchpoints.

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Today’s leads are more informed, often preferring online research over phone conversations, so you must be present across multiple channels. The more places they see your name, the more likely they are to engage when you reach out again. It’s about being strategic and forward-thinking in your approach:

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Here’s why cold calling alone isn’t enough anymore:

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• Caller ID and Voicemail: With spam filters and voicemail, reaching the right person is more complicated than ever.

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• Informed Prospects: By the time you’re calling, they’ve often done their homework online. A cold call must fit into a broader strategy including digital touchpoints.

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• Preference for Email and Chat: Prospects often prefer to communicate through email or chat, which gives them more control over the pace of the conversation.

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These challenges are part of the job, but you can turn each obstacle into an opportunity with a personalized, well-crafted script.

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Preparing for the Cold Call: Timing and Strategy

First, you must prepare.

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Success in the call starts before you pick up the phone. Do your homework — know who you're calling, understand their business, and be ready to speak to their specific needs. It’s not just about following a script. Set your intention. Make sure you’re calling at the right time and with the right message.

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When Is the Best Time to Call?

Hitting the right time window can significantly boost your chances of getting through to the decision-maker. Research shows that certain days and times are more effective for cold calling than others:

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• Best Days to Call: According to Indeed, Wednesdays and Thursdays tend to be the most productive for reaching prospects. Mondays and Tuesdays are typically too busy with catch-up work, and Fridays often have people wrapping up for the week.

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• Best Time of Day: Late morning, between 10 a.m. and noon, or early afternoon, from 2 p.m. to 4 p.m., are ideal windows. You’re more likely to catch people between meetings or after lunch, when they’re less likely to be swamped with tasks.

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However, every industry and prospect can be different, so it’s important to test these time frames and adjust based on your experience.

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What to Have Ready Before the Call

Preparation isn’t just about knowing when to call—it’s also about having the right information at your fingertips.

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Here’s what you should have ready before dialing:

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1. Research the Company: Know their industry, common pain points, and any recent news. This helps you tailor your pitch to what matters most to them.

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2. Know the Decision-Maker: Make sure you have the correct name and title of the person you need to speak with. If you end up with a gatekeeper, this helps you get through with confidence.

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3. Personalized Questions: Have a few key questions ready that will get the prospect talking about their shipping or logistics challenges.

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4. A Clear Goal: Are you aiming to set a follow-up meeting, send over a quote, or schedule a demo? Be clear about what you want to achieve from the call.

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“We want to be someone who knows what’s going on at the company, like I know who I’m looking to speak to personally, like I know who she is and her job, and I’m just getting through her like it’s something I’ve done 1 million times before.”

— Maverick Paul, CEO of MAV Inc.

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The Best Freight Broker Script for Cold Calls

The opening of your call sets the tone. Nail it, and you’re in. Stumble, and you’ve lost them.

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It’s tricky, but don’t get discouraged. More calls and better calls mean more wins. Forbes points out that cold calling is only successful 2% of the time, so that means you should expect to make 100 calls for 2 deals. Your numbers may vary, but at the end of the day it’s a simple equation and the more you can remove emotion from the equation, the more successful you’ll be. The key is maximizing both quality and volume. Every conversation — even the ones that don’t go anywhere — get you one step closer to a deal. First, focus on volume. Then as your quality improves over time you can see how high you can get your conversion rate.

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But one of this changes your initial goal, which is simple: get past the gatekeeper, or if you're lucky, engage the decision-maker immediately. You don’t have to reinvent the wheel here — just keep it sharp, professional, and personal.

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Here’s a freight broker script for you to follow:

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Opening the Call

Start strong, or don’t start at all.

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Gatekeepers aren’t your enemy, but they are the barrier between you and the decision-maker. The trick is to treat them like you already know the person you're asking for, like it’s just routine. And the same goes for decision-makers: you must sound like you’ve done this a million times.

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Here’s a simple but effective opener for both:

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Gatekeeper:

“Hi, could you transfer me to [Decision-Maker’s Name]?”

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Decision-Maker:

“Hi [Decision-Maker’s Name], this is [Your Name] from [Your Company]. I understand you're shipping [Product] out of [Location]. How are you currently managing those shipments?”

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Direct, to the point, and confident. That’s the key.

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Questions that Build Rapport

After the opener, it’s time to shift gears and make it about them.

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Freight is personal. To build rapport, focus on their specific shipping challenges. Remember, the goal is to talk less and listen more. Aim for a conversation that’s 80% them and 20% you.

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Here are some solid questions to keep them talking:

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• “What’s your biggest challenge when it comes to shipping?”
• “How do you usually handle [specific problem] in your supply chain?”
• “What’s been working well for you lately in managing your freight?”

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These questions show you’re genuinely interested in solving their problems — not just selling a service. The last thing you want is for your potential clients to think you’re selling to them.

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Rapport-Building Techniques

Lighten things up. A bit of humor can go a long way.

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The best brokers know that freight doesn’t always have to be all business. Throw in some light conversation, but keep it professional. Repeating their name a few times also helps build familiarity and trust.

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For example:

“Thanks, [Prospect’s Name], sounds like you’ve got a lot on your plate. I’d love to help lighten that load.”

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Mix humor with authenticity, and you’ll come across as someone they want to do business with — not just another pushy salesperson. Remember, we’re all humans here!

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“I’m not saying that you should be a complete goofball on the phone, but it definitely helps to be able to make someone laugh or at least let them know that you’re intelligent enough to see a humorous situation when it is presented.”

— Maverick Paul, CEO of MAV Inc.

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Cold calling is all about the right tone, the right questions, and the right timing. Get through those first few seconds with confidence, and the rest of the conversation will flow.

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Handling Common Objections Like a Pro

Objections are inevitable in freight sales — but they don’t have to be deal-breakers. In fact, getting hit with objections is part of the job.

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Price is often the biggest one, but it's not the only roadblock you’ll face. How you handle these objections will make or break the deal. The good news is that you can turn objections into opportunities with the right strategy.

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“We must avoid being placed in their memory as an annoying salesperson at all costs.”

— Maverick Paul, CEO of MAV Inc.

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Price Objections

Price is a hurdle, but it’s not insurmountable.

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Prospects often push back on pricing because, let’s face it, everyone’s looking to save money. Your job is to shift the focus from the upfront cost to the long-term value. If they’re fixated on the price tag, show them how your service provides more efficiency, fewer headaches, and savings down the road.

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Example Response:
“We understand that cost is always a concern. That’s why many of our clients, who initially had the same worry, found that our efficiency actually reduced their overall shipping expenses by minimizing delays and damages.”

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When you show how your service pays for itself, price objections lose their power.

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Objection-Reframing

Objections are often just disguised concerns. Reframe them, and move on.

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Let’s say your prospect hesitates because switching carriers sounds like a hassle. Instead of letting that stop the conversation, reframe it in a way that highlights how easy the switch can be.

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Example Response:
“We understand that switching carriers can be a hassle, but we’ve streamlined our onboarding process to make it as smooth as possible. Our clients are often surprised by how quickly we can get everything up and running without disrupting their current operations.”

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By flipping the script, you take their concern and turn it into an opportunity to showcase how you can solve it. Handling objections is an art. The key is to listen, reframe, and always focus on value.

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When done right, objections don’t stop the conversation — they drive it forward.

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Key Takeaway: Objections aren’t the end of the conversation. They’re an opportunity to show the value that goes beyond price.

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How to Follow Up and Close the Deal

Cold calling is just the beginning of the sales process.

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Even the best initial conversation won’t get you far if you don't have a solid follow-up strategy. Timing and persistence are key — but you need to find the right balance between staying top of mind and not coming across as pushy.

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Let’s break it down.

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Timing and Frequency of Follow-Ups

Strike when you have the opportunity, but don’t overdo it.

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Your first follow-up should happen within 24 hours of your initial call. This keeps the conversation fresh in the prospect’s mind and shows that you’re serious about working together.

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From there, you want to create a consistent cadence. Here’s a basic timeline to follow:

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• First Follow-Up (within 24 hours): Send an email summarizing the conversation and offering to answer any additional questions.

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• Second Follow-Up (1 week later): Reach out with a value-driven message—offer a helpful resource or insight related to their business.

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• Third Follow-Up (2 weeks later): Check in to see if they’ve had any thoughts or additional questions since your last conversation.

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"Don’t be general here. It’s important to set a specific time and date to follow up that they agreed to so that when you call back, they remember who you are and that they had a commitment to speak to you at another time."

— Maverick Paul, CEO of MAV Inc.

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Keep this rhythm until you close the deal or get a clear “no.” Adjust the timing if the prospect provides their preferred follow-up window. Some clients may prefer bi-weekly check-ins, while others might prefer more frequent communication.

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Follow-Up Freight Broker Email Templates

Don’t leave your follow-ups to chance. Use email templates that hit the right notes.

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Here’s a sample template you can use after your first cold call:

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Subject: Checking In – Let’s Streamline Your Freight Operations

“Hi [Name],
I wanted to circle back regarding our conversation on [Date]. I enjoyed learning about your shipping needs and would love to explore how we can help streamline your freight operations.
Please let me know if you have any questions or if there’s a good time for a quick follow-up chat.
Best regards,
[Your Name]
[Your Company]”

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For follow-ups after handling objections:

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Subject: Continuing Our Conversation

“Hi [Name],
Thank you again for discussing your shipping challenges with me. I completely understand your concerns about [specific objection], and I wanted to share how we’ve helped other companies in your industry overcome similar hurdles.
I’d love to continue the conversation and find a solution that fits your needs. Let me know when you’re available to connect.
Best regards,
[Your Name]
[Your Company]”

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Templates like these help you stay consistent while keeping your tone professional and helpful.

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Persistence vs. Pushiness

It’s a fine line, but you really, really don’t want to cross it.

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Persistence is vital in sales, but it can quickly become pushiness if not handled right. You want to be thinking about the services, but without annoying your prospect. One of the best ways to do this is by asking for permission to follow up at the end of every interaction.

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Example:
“Is it okay if I check back with you in two weeks to see how things are going?”

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This puts the control in their hands and makes it feel less like you’re hounding them. If they give you a specific timeframe, stick to it. And always offer value with each follow-up—whether it’s sharing an industry insight, offering a case study, or just a friendly check-in.

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Remember, follow-up isn’t about pushing for a sale every time. It’s about staying relevant and helpful until the timing is right.

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Take Control of Your Freight Broker Sales Process

Timing, personalization, and persistence set successful freight brokers apart. The old-school hard sell is out. Today’s winners build relationships, ask the right questions, and stay top of mind through intelligent follow-ups.

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The real key? Treating each call like an opportunity to connect — not just close.

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Ready to Elevate Your Freight Operations?

Bounty is your mission control for managing freight, not just sales. From tracking shipments to automating workflows, Bounty helps you stay ahead without the hassle.

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Ready to see how it works? Schedule a demo and take the first step toward streamlining your freight operations.

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