Hey there! I keep getting asked the same question: “Why has truck dispatching become so difficult lately?” It’s a fair question, and I want to address it head-on because there’s an important distinction to make here.
The Truth About Dispatching Difficulty
First, let me be clear: truck dispatching itself hasn’t become more difficult. The fundamentals remain the same. If you follow established protocols, understand the load booking process, and stick to proven methods, dispatching is still very manageable. The core skills haven’t changed from a year or two ago.
What HAS changed dramatically are the market conditions we’re all operating in. When people say dispatching has become difficult, they’re really talking about the challenging freight market we’re currently experiencing.
The Market Reality: Supply vs. Demand Imbalance
The current difficulty stems from a fundamental imbalance in the freight market:
Too Many Trucks, Too Few Loads
We’re seeing relatively low freight volumes coupled with an oversupply of available trucks. This creates intense competition among carriers, which inevitably drives rates down. When dozens of trucks are competing for the same load, brokers can afford to be selective and choose the lowest bidder.
This isn’t a temporary blip – it’s been building for months and represents a significant shift in market dynamics.
Why This Affects You as a Dispatcher
You might wonder: why should you care what rate your client accepts? The answer is simple – unhappy clients don’t stick around.
When rates are low, clients become frustrated, and unfortunately, they often blame their dispatcher first. Even though you don’t control market rates, you become the messenger delivering bad news, and we all know how that usually goes.
Low rates create a cascade of problems:
- Clients question your effectiveness
- Relationships become strained
- Client retention becomes challenging
- Your reputation can suffer unfairly
Strategies for Surviving Tough Market Conditions
- Communication is Everything
The most critical thing you can do right now is communicate proactively and transparently with your clients. Don’t just send them load options – provide context.
What to communicate:
- Current load availability in their area (“There are only 8 loads available in your radius today”)
- Market rate averages (“The national average for dry van is $1.80 per mile right now”)
- Realistic expectations (“While I’ll keep trying for $2.50/mile, the market data shows that’s 40% above current averages”)
Example conversation: “I know this load is only paying $1.85/mile, which is below what we’d like. But I’ve called on 12 other options today, and this is actually the highest rate available in your area. The national average right now is $1.80, so we’re slightly above market.”
- Get Creative with Routing Strategies
Traditional out-and-back routes that worked great in better markets might not be optimal now. Consider suggesting:
Triangle Routes: Instead of going from Point A to Point B and back to A, create routes that go A→B→C→A, potentially capturing better rates on different legs.
New Territory Exploration: Encourage clients to consider markets they haven’t traditionally served. Sometimes less popular lanes have better rates because fewer carriers want to go there.
Multi-Stop Loads: Look for loads with multiple pickups or deliveries that might pay better overall rates even if individual segments are lower.
Regional Focus: Sometimes staying within a specific region provides more consistent freight and better rates than long-haul runs.
- Build Trust Through Transparency
Show your work. When you tell a client that rates are low, back it up with data:
- Screenshot load boards showing available options
- Share industry rate reports
- Explain why certain loads pay what they do
- Demonstrate the effort you’re putting in on their behalf
Additional Strategies
Focus on Relationship Building
During tough times, strengthen relationships with brokers who know and trust you. These relationships often lead to better loads or advance notice of good opportunities.
Diversify Client Portfolio
If possible, work with clients who have different equipment types or serve different industries. When dry van rates are terrible, maybe flatbed or reefer markets are performing better.
Emphasize Total Cost of Ownership
Help clients understand that the lowest-cost loads aren’t always the best. Factor in:
- Fuel costs for different routes
- Tolls and permits
- Loading/unloading time
- Potential for quick turnaround
Market Timing
Understand daily and weekly patterns. Sometimes waiting until Tuesday for a Friday pickup yields better rates than booking Monday for Wednesday delivery.
Managing Client Expectations Long-Term
Help your clients understand that freight markets are cyclical. Explain:
- Historical context: Show them how current conditions compare to previous years
- Seasonal patterns: Remind them that certain times of year are traditionally slower
- Economic factors: Help them understand how broader economic conditions affect freight demand
- Recovery timeline: While you can’t predict exactly when things will improve, you can explain what typically drives market recovery
The Light at the End of the Tunnel
Remember, these challenging conditions won’t last forever. Freight markets are cyclical, and when demand picks up again:
- Load booking will become easier
- Clients will be happier with rates
- Your job will feel much more manageable
- Relationships strained during tough times will likely recover
The key is surviving until that happens while maintaining as many client relationships as possible.
Final Thoughts
Yes, dispatching feels harder right now – but it’s not because the job itself has changed. It’s because we’re operating in one of the most challenging freight markets in recent memory.
Your success during this period won’t be measured by the rates you can secure (since everyone’s struggling with that), but by how well you communicate, how creative you get with solutions, and how effectively you maintain client relationships through transparency and collaboration.
Remember: you and your clients are on the same team. Work together, communicate openly, and focus on getting through this challenging period together. The market will eventually improve, and the clients who stick with you through the tough times will be your strongest advocates when things get better.
How are you handling the current market conditions with your clients? What creative strategies have you tried? I’d love to hear your experiences in the comments!
Copyright by Roman Shmundyak June 2025
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