4d • Load Decisions
Why Cheap Freight Exists
One of the biggest questions in trucking is:
"Why does cheap freight exist if nobody can make money hauling it?"
After a few years running my own authority, I don't think there's just one answer.
Sometimes it's because a carrier doesn't know their true operating costs.
Sometimes they're trying to get home.
Sometimes they're repositioning into a better market.
Sometimes they're trying to keep a driver moving.
Sometimes they already have the next load booked.
Sometimes they're short on cash and need revenue today, even if it hurts tomorrow.
Sometimes they're simply making a bad business decision.
The broker doesn't know which one it is.
The shipper usually doesn't either.
They only know someone accepted the load.
That's why the market keeps moving.
The lesson I've taken from this isn't to get angry when someone else takes a load I won't.
The lesson is to understand why it makes sense for them—and why it may not make sense for me.
Every trucking company has different:
costs customers goals equipment cash flow risk tolerance
The objective isn't to win every load.
The objective is to build a business that can consistently make good decisions.
Because in the long run, trucking isn't won one load at a time.
It's won by making hundreds of good decisions over thousands of miles.
Question:
What's the biggest reason you think carriers accept freight that you would turn down?
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Why Cheap Freight Exists
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