The mindset
You are a service provider, not a beggar. The broker has a load to move; you have a truck to move it. That's a transaction between equals.
Know your numbers cold. Your fuel cost, your maintenance reserve, your insurance, your truck payment, your salary — per mile. If you don't know your break-even, you'll accept loads that lose money.
The first ask is usually 10-15% under what they'll actually pay. Brokers expect you to counter.
Before you call
Check the Profitability Heatmap for the lane. Is it green or red right now?
Run the Deadhead Optimizer on the destination — is there a backhaul?
Look up the broker — have you worked with them before? Pay terms?
Calculate your minimum acceptable rate (your break-even + your target margin).
On the call
Opening:
"Hey, this is [your name] with [your company], MC [number]. I'm calling about the load from [origin] to [destination] picking up [date]. Is it still available?"
If yes, get the details first, talk rate second:
"Great. Tell me about the freight — weight, dims, any special handling?"
Then bring up rate:
"I'd love to take this. I can do it for $[your number]. That works for me given [reason — fuel, deadhead, lane conditions, urgency]."
If they push back:
"I hear you. The market in [destination region] is soft right now — I'll have a deadhead leg coming back. I can be at $[slightly lower] but I can't go below that on this lane."
Levers you can pull
Speed: "I can be there for pickup in 2 hours" → premium.
Reliability: clean MC, good safety score, no late deliveries → premium.
Backhaul friendly: "I'm heading that direction anyway" → discount okay.
Multi-load: "I can take this AND the [other lane] load — give me a package rate."
Lines to use
"What's your max on this one?"
"If I can pick up [earlier than asked], can we get to $X?"
"I appreciate the offer. My break-even on this lane is $X — let's find a number that works for both of us."
"I can take this at $X, all-in, with quick pay."
Lines NOT to use
❌ "I really need a load." (Tells the broker you'll take anything.)
❌ "Whatever you can pay." (You just lost the negotiation.)
❌ Anger or threats. (Industry is small — burned bridges burn you.)
When to walk
If after a fair counter the rate is still below your break-even, walk politely:
"I get it, but I can't make this one work on my side. Keep me in mind for [your typical lane] — I'd love to work with you when the numbers line up."
That sets you up to get the next call from them.
Detention, layover, and accessorials
These should be in the rate con — don't forget to negotiate them upfront:
Detention: usually $50–$75/hour after 2 hours free (cargo van/box truck rates may differ from class 8)
Layover: $150–$250/day if you're held overnight
Liftgate, pallet jack, inside delivery, residential: typically $25–$100 each
TONU (Truck Order Not Used): if the broker cancels after you've already deadheaded to pickup, you should get paid — $150–$300 is common
If the rate con doesn't include these, ask before you sign.