Is Your Truck Blending In or Standing Out? Plus, A Hard Look at the Market and Roadcheck Countdown
I was working with a client recently, helping them close a deal with a shipper. The shipper hit them with a simple question: “Do you offer driver assist?”
Without hesitation, my client — who runs six reefers — said, “No.” The shipper moved on. Just like that, an opportunity was gone.
Here’s the problem: They never even asked what “driver assist” meant in this situation.
Driver assist could mean full-on unloading, pallet breakdowns or heavy labor — something most carriers would prefer to avoid. But it can also mean something as simple as tailgating flowers, wheeling carts to the back of a trailer or even breaking a pallet into two smaller ones. There’s a wide range in what shippers expect, and a lot of times, it’s minimal effort for additional revenue.
Meanwhile, there are plenty of carriers out there automatically saying “no” before even understanding the ask. That’s where the smart ones stand out.
What This Has to Do With the Market Right Now
We’re seeing a moderate increase in rejections, which usually means spot rates could see some short-term pressure upward. But don’t get too comfortable — overall freight volumes are still behind last year, and with rejection rates hovering around 5%-6%, fewer loads are being declined, which means more carriers are taking what’s available.
That’s not great news for owner-operators. Rates have barely budged, and while the current spot rate average is up 0.3% over the past seven days, it’s still down 1.3% compared to last month and 3.1% compared to this time last year. Contract rates are following the same trend — slightly higher this week but down overall from last month and last year.
The good news? Markets shift. The bad news? You can’t just sit around waiting for them to shift in your favor.
The carriers who are thriving aren’t just running harder — they’re running smarter. They’re standing out in a sea of competition by offering shippers more value, better service and small differentiators that separate them from the pack.
How to Stand Out in a Market With Too Many Trucks and Not Enough Freight
There are 338,000 active motor carriers right now, all fighting for declining freight volume. The ones who get it know that shippers aren’t looking for “just another truck.” They want reliability, flexibility and service that make their life easier.
Instead of automatically saying “No,” here’s what you should be doing:
- Ask for details before turning something down. For example, not all driver assists are equal. If tailgating a load of flowers gets you more dedicated freight, is it really that much effort?
- Find ways to add value. Small services — like moving wheeled carts to the back of the trailer — might separate you from another carrier competing for the same load.
- Know what the competition is saying no to. If every other carrier is refusing simple driver assist, be the one who says yes — at the right price.
- Sell your strengths, not just your equipment. A reefer is a reefer. A dry van is a dry van. The difference is in the carrier running it.
Shippers aren’t short on options. If your truck is just like everyone else’s, they have no reason to pick you. But if your service is better, if you offer more, if you make their job easier? That’s how you win. The tweet below should hit home for you as a carrier.
The Real Competition Isn’t Brokers – It’s Each Other
Right now, there are 338,000 active motor carrier authorities, all fighting for freight in a market that doesn’t have enough volume to support everyone. It’s easy to get caught up in thinking that brokers, shippers or 3PLs are the problem, but the truth is: Your real competition is the other trucks on the road.
Think about a red rose in a bed of white roses — that one stands out. But in trucking, most carriers are just another truck with a trailer, offering the same service, in the same lanes, for the same rates. So why should a broker or shipper pick you over someone else?
- Service matters. Be the carrier that communicates proactively, delivers on time and solves problems before they happen.
- Technology matters. Carriers that use load-tracking software, optimize fuel and provide visibility get repeat freight.
- Relationships matter. The more people know your name, the less you have to fight over cheap load board scraps.
The biggest mistake you can make is thinking that “just doing the job” is enough. Right now, you need to show why you’re different and better.
How Much Extra Should You Charge a Broker for Additional Weight?
We’ll use 6.9 miles per gallon as our baseline fuel efficiency when hauling 45,000 pounds as a flatbedder.
- At $4 per gallon, if you run 1,000 miles, that’s 145 gallons of fuel = $580 in fuel costs.
Now, let’s see what happens when you add weight.
What Happens When You Haul 1,000 More Pounds?
- Fuel efficiency drops by 0.1 MPG for every extra 1,000 pounds.
- So at 46,000 pounds, your MPG drops to 6.8 MPG.
- Running that same 1,000-mile trip now burns 147 gallons of fuel = $588 in fuel costs.
That’s an extra $8 in fuel cost per 1,000 miles. Not much, right? But if you’re running 100,000 miles a year, that’s an extra $800 per truck in fuel costs just for an extra 1,000 pounds.
Now think about shippers who want to push you to haul 48,000-plus pounds.
- At 48,000 pounds, you’re now at 6.6 MPG.
- That same 1,000-mile trip now costs you $610 in fuel.
- That’s $30 more per trip compared to hauling 45,000 pounds.
What You Should Be Charging
- If you’re taking on heavier loads, you should be factoring in an extra 3-5 cents per mile per 1,000 pounds just to cover your fuel loss.
- On a 1,500-mile run, that’s an extra $45-75 for fuel costs alone — before factoring in wear and tear.
Don’t take heavier loads at the same rate. If a broker wants you to haul 47,000 pounds of shingles instead of 43,000, that’s a cost to your business, not theirs. Price accordingly.
International Roadcheck Is Coming – The Countdown is On
We’re less than 60 days from CVSA’s International Roadcheck (May 13-15), and this year’s enforcement is going to be tougher than usual. With the new out-of-service (OOS) violations kicking in on April 1, this isn’t the year to take your chances.
What They’re Looking For This Year
- ELD violations – Unassigned driving time, false logs, shift violations. If your logs don’t match fuel stops and tolls, you’re in trouble.
- Tires – Air leaks, tread separation, sidewall damage. If you wouldn’t trust your tires for 1,000 miles, neither will an inspector.
- Brakes and suspension – The new OOS rules mean unplugged gladhands and cracked U-bolt bottom plates will automatically get you parked.
What You Should Be Doing Right Now
- Run a full maintenance check before April. If your truck isn’t 100%, get it there.
- Audit your ELD logs. Clean up unassigned miles and fix duty status mistakes.
- Get your medical card and paperwork in order. If it’s missing, you’re parked.
- Check your tires. If you wouldn’t drive cross-country on them, replace them now.
Roadcheck used to be something you could dodge. Not this year. With brokers requiring clean inspections, a good Level I could set you up for more freight opportunities. Get ahead of it now.
The Long Haul Podcast – Jamie Hagen on Fuel Efficiency
If you’re not constantly looking for ways to get more miles out of every gallon, you’re just burning money. That’s why last week’s Long Haul Podcast with Jamie Hagen was a must-listen.
Hagen broke down some real-world fuel-saving strategies, including how he bought his second truck off fuel savings alone. If you missed the episode, go back and catch it — it’s worth it.
Key Takeaways from the Episode
- How to spec a truck for maximum fuel efficiency.
- Why small improvements in aerodynamics make a huge difference over time.
- How your driving habits affect your bottom line.
- The best fuel-saving investments that actually pay for themselves.
If you’re serious about cutting costs and running a more profitable operation, this episode should be in your queue. Subscribe to The Long Haul Podcast and stay ahead.
Final Thoughts
Freight volumes are still soft. Spot rates aren’t climbing fast enough. The carriers who win in this market will be the ones who stand out, run smart and charge what they’re worth.
If you’re still running the same way you were last year, you’re going to struggle. But if you’re making strategic moves — pricing smarter, reducing costs, standing out from the pack — you’ll be in a position to stay profitable while others are scraping by.It’s time to separate from the pack. The real competition isn’t brokers — it’s the truck parked next to you.