It’s officially Fall, and Black Friday is already at the top of fleet owners' minds; and dare I say it, Christmas. Over the next few months, truck drivers will be hauling more loads on tighter schedules.

Large brokerages have been preparing for peak season by pursuing mergers, absorbing competitors, and accelerating expansion. Recent years have witnessed a cascade of multimillion-dollar consolidations, absorbing mid-sized firms. 

The result? Fewer, mightier players now dominate the freight market, controlling volume, pricing, and capacity.

For fleets too modest to court the attention of industry giants, competing is harder. But it’s still doable with the right techniques. Being agile enough to pick up loads with good spot rates is helpful, but it should be an addition to the core strategy: serving long-term contracts.

Operational transparency helps small trucking fleets stand out as reliable partners in today’s data-driven freight ecosystem.

Transparency is Key to Long-Term Partnerships Between Fleets, Shippers, Brokers

Trucking company managers, even of smaller fleets, can win contracted, recurring freight by positioning themselves as a preferred carrier for specific lanes.

To do that, truckers must be reliable. In a 2025 survey of nearly 100 shippers, 67% rated service level and reliability as their top criteria, while only 10% prioritized cost.

Perishable goods suppliers and manufacturers with just-in-time production tend to favor reliability and consistency above all, since they depend on precise delivery schedules. Similarly, high-value, fragile, or specialty goods that require careful handling will prefer a more predictable, long-term contract they can trust, rather than the best rate in the moment.

Some best practices for fleet operators to guarantee reliability include:

• Consistent communication: Regular, honest updates about freight status, delays, and changes build trust and prevent misunderstandings.

• Real-time visibility: Sharing live tracking and shipment data helps both parties anticipate issues and plan proactively.

• Open problem-solving: Transparent partners address challenges collaboratively rather than hiding or downplaying problems.

• Clear expectations: Defining service levels, timelines, and responsibilities upfront avoids surprises and strengthens the relationship.

What all these points have in common is transparency. 

Fleet owners need the communication channels in place to stay up-to-date themselves, and to keep their stakeholders informed at the same time.

It’s common for trucking companies to rely heavily on Excel or manual workflows, which are great for giving a personal touch. But they’re not so great for sharing continuous updates when juggling several plates to fix a problem. 

One of our clients, with just under 100 trucks, switched from analog to digital by bringing together data from GPS, telematics, and a modern TMS. That change let them plan orders weeks ahead, taking into account location, cargo, and fleet availability. Even better, it made communicating with everyone involved way easier, with real-time alerts that kept the whole team on the same page.

Diversify Your Customer Base to Weather Industry Consolidation

Relying too heavily on a handful of clients leaves heavy duty trucking fleets vulnerable — especially if those lanes are hit by tariffs.

The Trump administration’s continuing addition of import tariffs injects heightened volatility into a peak revenue season. Fleet operators should spread risk by serving multiple shippers across a few core lanes — enough to stay focused but not exposed.

It helps to look where the money is.

As shown in DAT Freight & Analytics' rate trendline, there has been a huge surge in demand for flatbeds and reefers. Specialized freight services such as refrigerated, hazardous materials, or oversized loads typically earn higher rates and cater to niche markets with specific logistical demands.

Trucking companies also need to track where they're running the most empty miles. 

If they're running regular loads from Dallas to Atlanta without any freight for the way back, that's over 200 miles spent before picking up the next load. However, if a trucker is always taking that return route, they’re more valuable than someone chasing random loads; they’re consistent. Leverage that reliability to target shipper freight contracts in Atlanta or the surrounding suburbs to fill those backhauls.

In 2024, logistics companies accelerated diversification more aggressively than other sectors. Over 52% expanded into new geographic markets, surpassing the global average by six points. Meanwhile, 80% widened their supplier networks. 

As larger logistics firms diversify, small carriers must also broaden their customer base and lane coverage to reduce risk from market or client disruptions. Consider segmenting clients across industries and freight types, and prioritize those with consistent year-round volume, not just seasonal spikes.

Data-Driven Decisions Keep Trucking Fleets Nimble Under Pressure

Parallel to trade policy shifts, evolving import enforcement is creating additional friction at the border. 

Small fleets should build flexibility into their schedules and routes to accommodate potential delays. Leveraging real-time tracking and communication tools can help anticipate disruptions and quickly adjust dispatching. These tools let fleets spot disruptions early and adjust dispatch plans to keep things running smoothly.

Real-time tracking provides up-to-the-minute location and status updates, so fleet managers can see when shipments are delayed or held up. 

With integrated communication tools, they can instantly alert drivers, customers, and dispatchers to adjust pickup or delivery times and reorder loads to minimize downtime.

Earlier visibility into freight status helps fleets manage expectations and optimize load planning despite border uncertainties. As clearance times extend, domestic carriers, especially those servicing retail and cross-border freight, will feel downstream impacts. Fleet operators should monitor key ports and border crossings for dwell time trends. 

Stay Agile and Avoid Complacency When the Freight Market Shifts

Just because a client agreement works today doesn’t guarantee it will hold up tomorrow. 

It's important for shippers and fleet operators with long-term contracts to evolve together, and to make sure everyone is playing fair, keep an eye on how contract rates compare to spot rates.

Spot rates can climb or fall rapidly depending on market conditions, while contract rates tend to lag by four to six months. This lag can create a gap where contract rates trail the spot market, sometimes significantly.

If that's the case, it’s time to evaluate whether renegotiation or capacity reallocation is needed. Otherwise, small fleets may find themselves underpaid on contracted lanes when the spot market surges. It's good practice to monitor load-to-truck ratios and spot pricing trends 3–6 months ahead of contract renewal to anticipate mismatch risks.

Industry data shows freight volumes have declined for 28 consecutive months as of mid-2025. Thousands of carriers have exited the market recently, underscoring the importance of monitoring broader trends. Staying alert to these signals enables fleets to reposition capacity into steadier segments, such as reefer or specialty freight. 

Maintaining agility in contracts is crucial, especially when customers show volatility, such as delaying loads during peak season. Fleets should proactively secure spot or short-term freight and restart the cycle of diversifying their shipper base to mitigate risk and sustain revenue.

With peak season heating up, small fleets are under pressure from bigger players, shifting trade rules, and growing expectations around visibility. 

To win in this market, keep a close eye on how your lanes are performing and watch for shifts in customer needs and industry trends.

Stay flexible by strengthening your shipper relationships, spreading your risk across different clients, and using smart tools that give you real-time insights. That way, you can pivot quickly and stay strong no matter what comes next.