Jun 7 • General discussion
Is Asset-Based the Shortcut to Winning Freight?
Answer: NOPE!
👉 Many shippers believe cutting out the broker saves money — assuming the "middleman" just adds margin.
👉 Others think going directly to an asset carrier guarantees better service, tighter visibility, and locked-in capacity.
But... here's the truth:
If you're strictly asset-based, getting a shipper's attention is often easier — they tend to be more open to the conversation.
The real challenge? Converting that interest. 🤌
You're limited by your fleet's capabilities, which means your reach is drastically smaller than a broker who can leverage a vast network of vetted partners.
👇Let's break down the myths:
"Cut out the broker, save money."
Wrong. Asset carriers have fixed costs. Brokers often beat them with flexible, market-driven pricing & larger reach.
"Assets guarantee capacity."
They don't. Even assets reject loads due to driver issues, peaks, or better-paying freight.
"More control over freight."
Not really. Many asset carriers broker overflow — you're still dealing with a middleman, just with less transparency.
"Better visibility."
Visibility comes from tech, not truck ownership. Many brokers offer superior tracking.
"More invested in my business."
Not about assets — it's about consistency, volume, and real partnership.
"Brokers only chase margin."
Weak ones do. Strong brokers act like extensions of your team, solving, managing, and scaling.
"Asset carriers don't broker freight."
Plenty do — especially under pressure. They just don't tell you, and their vetting? Often nonexistent. 😱
"Direct access to the driver."
Rare. You're usually routed through dispatch. Brokers often provide faster, clearer updates.
(P.S. Dispatchers are basically brokers... especially when they’re running owner-ops. Curious what I mean? Drop a comment. It might just blow your mind.)
⁉️ What if you're Asset-Based + 3PL?
Answer: Yes! — but it's nuanced...
Assets get you in the door. Add a 3PL division and a dedicated sales team (inside reps, agents, field reps), and you've got serious firepower. You'll surface more opportunities
💡Now maybe you're thinking:
"But asset carriers can build sales teams too!?"
Sure — but here's the issue...
Cost....🚨
Carriers carry higher CapEx and OpEx than brokers. Most can't justify scaling sales teams that convert less than 5% — especially when they're hunting only the freight that fits their fixed network.
But if you've got both sides and can supplement your assets with strong carrier partnerships?
That's gold.
Use It as Ammunition — Not a Crutch.
Having trucks gives you better word tracks:
"Most brokers haven't even been in a truck — we operate them. We know what it takes."
(Slide those tandems, am I right?) 😁
That hits — but don't forget:
Most "hybrid" models out there are so siloed that they split entire companies (FedEx… RXO… XPO… you know who you are).
Bottom line: Assets add value, but execution, perception, and results win the deal.
Build partnerships.
Solve real problems.
Lead with proof.
Sell your carrier network like it's your own fleet!
→ Then check out the Strategic Carrier Development and Proven Sales Process courses to stack even more weapons in your kit.
Assets make it easy — just point and shoot.
I don’t need a crutch — I can sell anything, anywhere.
Give me both — I want all the ammo.
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Is Asset-Based the Shortcut to Winning Freight?
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