Trucking Tomorrow, Episode 3: Unlocking Direct Freight Opportunities with Ryan Holland

In this episode of Trucking Tomorrow, we sit down with Ryan Holland, CEO of 2PL Advisors, to explore strategies for small and mid-sized fleets looking to secure direct freight opportunities. With market conditions tightening and brokers increasingly driving rates down, asset-based carriers must adapt to stay competitive. Ryan offers valuable insights into how these carriers can leverage technology, relationships, and operational consistency to thrive in today’s trucking landscape.

Key Takeaways for Asset-Based Carriers:

1. Consistency is Your Greatest Asset
   One of the most important factors for shippers when working with asset-based carriers is consistency—both in rates and service. Ryan emphasizes that “partnering with really good asset carriers brings consistency... knowing who you have on certain lanes or regions that you can count on and trust to be there every single day”​​. Carriers should focus on building reliability into their operations by assigning trusted drivers to specific lanes, ensuring shippers know they can depend on the same high-quality service each time.‍
2. Opening Doors Without a Dedicated Sales Team
   For many smaller fleets, securing direct freight contracts is a challenge because they lack the resources for a dedicated sales or business development team. Ryan points out, “We’re more focused on that small to midsize fleet range that doesn’t necessarily have the resources... It takes some effort to do that”​. Even without a sales team, asset carriers can focus on building strong relationships with shippers by maintaining service consistency, negotiating fair rates, and focusing on specialized lanes or regions.‍
3. Technology is Non-Negotiable
   In today’s competitive market, having the right technology is no longer optional—it’s a must. Ryan advises that carriers invest in a solid TMS (Transportation Management System) and connectivity through EDI or API. “At the bare minimum, you need to have some kind of TMS and ideally some kind of connectivity,” he stresses​​. These systems enable carriers to streamline operations, improve communication with shippers, and reduce manual work. Carriers without this technology risk missing out on higher-value contracts and operational efficiency.‍
4. Direct Contracts Offer More Stability
   The volatility of brokered freight markets has been particularly challenging in recent years, with fluctuating rates and unpredictable service levels. Carriers that secure direct relationships with shippers are better positioned to provide consistent pricing and service, which in turn helps them achieve long-term stability. “When you're partnering with asset-based carriers, you know the people operating those trucks, and that brings trust and reliability,” Ryan says​​. This is a key takeaway for asset-based carriers looking to reduce their dependence on brokers and win more reliable, higher-paying contracts.

‍Final Thoughts

For small and mid-sized asset-based carriers, staying competitive in a shifting market requires a combination of operational consistency, technology investment, and relationship building. By focusing on these areas, carriers can position themselves for long-term success and create more direct opportunities with shippers.

For more insights from the world of trucking and logistics, subscribe to Trucking Tomorrow on your favorite platform (Spotify or Apple Podcasts).