Shifting My Approach: Pricing with Intention

If the rate doesn’t cover my time, I’m not moving the load. That’s the standard I’ve set for my business—and it didn’t come overnight. It came from years of running loads that looked good on paper but didn’t hold up in real life. Between long wait times, unpaid detention, and constantly chasing updated rate confirmations, I realized something had to change. I’m no longer in the business of hoping a load works out. I’m in the business of making sure it does—before I ever accept it.

The Reality Most Carriers Face

Too many independent carriers (myself included) are not pricing accurately for the full scope of the job. It’s not just about miles. It’s about:

• Time spent waiting at shippers and receivers

• Delays that impact your ELD and schedule

• The stress of trying to stay compliant while being held up

• Missed opportunities for better-paying loads

  
  

Detention is one of the biggest issues. We sit for hours—sometimes half a day or more—and too often, we’re either:

• Not compensated at all, or

• Forced to chase down payment after the fact

  
  

And let’s be honest…

Even when detention is approved, it can take 5 to 7 days just to receive an updated rate confirmation. That’s after emails, follow-ups, and sometimes feeling like you’re being ignored on purpose.

The Broker Hurdle

Every broker has a different process for detention. Some require check calls. Some promise detention right away, but upon request mention their customer has to approve it. Some want macros submitted. Some need timestamps in a specific format. And sometimes, it feels like the process is intentionally difficult—like if they make it frustrating enough, you’ll just give up and move on. I’m not doing that anymore. If I’ve earned it, I’m going to pursue it.

If the Rate Doesn't Cover My Time, I'm Not Moving the Load

Instead of reacting after the load is done, I’ve started building time into my pricing system upfront. Because miles don’t tell the whole story—time does. Not just drive time—but total time. Because every load requires more than just moving the truck from point A to point B. There’s:

• Drive time

• Time at the shipper

• Time at the receiver

• Time at each stop on multi-stop loads

• Unexpected delays that still impact my clock

Time is the one thing you don’t get back—and in this industry, it’s often the one thing carriers forget to charge for properly. I use tools like DAT every single day to check spot market averages—but I also understand something critical:

Those averages do not include the true cost of time or accessorials. That means if you’re only pricing based on those numbers, you’re already leaving money on the table. So now, when I negotiate, I’m not just thinking in miles. I’m thinking in hours invested. And I price accordingly.

Becoming More Selective

Here’s the biggest shift: If the rate doesn’t make sense—including the potential for delays—I don’t take the load.

Simple as that.

Not every load deserves your truck.

Leaning on Experience

With over 15 years as an independent motor carrier, I bring more than just a truck to the table. I bring:

• On-time performance

• Well-maintained equipment

• Clear and consistent communication

• Reliability brokers can count on

  
  

Whether I’m using tracking software or direct communication, I make it easy for brokers and shippers to trust that the job will get done right.

And that has value.

Why This Matters

The money we fail to collect isn’t just lost income—it’s money that could be reinvested into:

• Fuel

• Maintenance

• Insurance

• Equipment upgrades

• Business growth

  
  

Every dollar matters.

Final Thought

At the end of the day, this business isn’t just about moving freight—it’s about running a profitable operation. My time has value. My experience has value. My reliability has value. And I’m done negotiating against myself just to keep the wheels turning. If the rate doesn’t account for the full scope of the job—including delays, detention, and everything in between—then it’s not the right load for my truck. Because I’m not just trying to stay busy anymore. I’m building a business that pays.

Busy doesn’t mean profitable—and I’m choosing profitable every time.