4 #1 Generating sustainable revenue and driving profitability Finding customers, lanes and loads that have freight at the right price are what keeps the wheels turning in your fleet. There’s no such thing as bad freight, only badly priced freight or loads that simply don’t make sense from an operational standpoint. Identifying freight and setting rates that yield a profit is about knowing your strengths and weaknesses, presenting your core competencies to customers, and having the right resources to find the right mix of shippers and brokers. It’s also a matter of realizing a balance between primary and developing lanes and matching the freight you choose to haul based on meeting each client’s timing for pick-ups and deliveries. Not to be overlooked as well is an understanding of your competition in a region, across different lanes, or with specific shippers. Ask yourself this: Without hauling unprofitable freight, what does it take to compete with other small or larger carriers? Trimble Transportation Your Official Small Carrier Playbook