Last week, our very own Justin Lu, Founder and CEO of Truckpedia, joined FreightWaves at the Small Fleet & Owner Operator Summit 2025 for a power-packed session on one of the most pressing topics for small carriers today: how to get off the load boards and build lasting relationships with direct shippers.
As the freight market continues to shift, it’s clear that surviving on the spot market alone isn’t sustainable. Carriers need consistency. They need margin. And most of all, they need control. That’s exactly what direct shipper relationships bring to the table—and Justin brought the blueprint.
Here are the key takeaways from the session!
From 3 to 50 Trucks: The Journey that Started It All
Justin’s trucking journey began by helping scale his father's fleet from 3 to 50 trucks. The secret to that explosive growth? Moving away from 100% load board freight to a 60/40 split—60% direct shippers and 40% broker loads.
That shift wasn’t just about volume; it was about profit. Most carriers don’t realize that working with direct shippers can increase margins by 10% or more. For a trucking company doing $1M in revenue, that’s an extra $100,000—money that can go toward new hires, better equipment, or investing in technology.
The $500 Task: Finding Direct Shippers
Most carriers are busy handling the day-to-day: dispatching, invoicing, dealing with drivers. But as Justin put it, that’s all $5 work. The real money—the $500 task—is in finding shippers.
Carriers often skip this step because they don’t know where to start, or they get discouraged too quickly. But as Justin reminded everyone: it takes an average of 10–12 touchpoints to land a shipper. Most give up after three.
If you stick with it, the payoff is huge: consistent outbound loads, reduced stress in daily dispatching, and time back to work on the business—not just in it.
Direct Shippers = Predictable Operations
One of the biggest operational wins of working with direct shippers is predictability.
When you know your loads, your routes, your pickup/drop times, and your lanes week after week, it’s a game changer. You know where the truck stops are. You know how long loading takes. You know your revenue forecast. That kind of consistency leads to smarter business decisions, improved P&Ls, and a better lifestyle for owners and drivers alike.
Mistakes to Avoid When Approaching Shippers
According to Justin, two common mistakes hold carriers back:
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Giving up too early: Rejection is part of the process. Keep following up—every two weeks, every month—until you hear a firm “no.”
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Going to the wrong place: Don’t walk through the front door. That’s where the gatekeepers are. Go to the back. Smaller warehouses with two or three docks? That’s where decision-makers often are. Talk to the forklift driver. Ask questions. Build a relationship.
Final Thoughts
If you’re serious about building a sustainable trucking company, you can’t rely solely on brokers and load boards. As Justin said during the summit:
Whether it’s email marketing, cold calling, knocking on warehouse doors, or attending trade shows—just start. Pick a strategy and don’t stop until you hear a hard no.
Watch the full session below:
Want Help Finding Direct Shippers?
If you're ready to move beyond the load board hustle and start landing consistent, profitable freight, reach out to Truckpedia is here to help make that process easier—with tools that connect carriers directly with shippers and manage those relationships at scale.
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