When you’re a small carrier or owner-operator trying to grow, one of the biggest challenges is getting noticed and trusted by brokers and shippers who have plenty of other options. If you’re hauling the same lanes at the same rates as everyone else, how do you stand out?
It’s a question that comes up early for most new trucking company owners. Booking freight is one thing. Earning repeat business is something else entirely. And that’s where standing out becomes less about price and more about trust, relationships, and service quality.
This article is grounded in the real-world advice shared by Rob McCutcheon, Vice President of Strategy and Growth at TAFS, during Episode 4 of the Miles and Mentors Podcast. Rob has spent years working with carriers of all sizes, helping them make smarter business decisions and build lasting relationships with the people who matter most. His advice is clear and consistent: it’s not the flashiest carrier that wins, it’s the most dependable one.
Being easy to work with gives you the edge
Rob shared that one of the most consistent pieces of feedback he hears from brokers and shippers is that they want carriers who are easy to work with. That may sound simple, but it’s where many small fleets and new owner-operators fall short. They might get the load done, but if communication is poor or updates are missing, it leaves a bad impression.
It starts with something as basic as how you answer the phone. Rob gave the example of answering with confidence: “Hey, this is Alex from ABC Trucking.” That level of clarity builds trust right away. From there, it’s about following through, confirming pickups and deliveries, staying in touch when things change, and being respectful at every stage of the job. Those habits are what make brokers want to work with you again.
Focus on building repeat relationships
Rob often sees carriers fall into a cycle of constantly chasing loads without thinking about how to build longer-term relationships. Load boards might keep you moving, but they rarely lead to consistent, higher-margin work. If you want to grow a business instead of just surviving week to week, you need brokers and shippers who remember you and want to call you first.
When you complete a load and follow up with professionalism, you start to become more than a number. Rob said it clearly: “If you do a great job, and you’re responsive and respectful, they’re going to call you again.” That second call is where momentum starts. If you keep showing up, keep doing the little things right, and make their job easier, you move from being just another carrier to being a trusted partner.
Your brand is built on how you deliver, not just what you say
Rob emphasized that branding isn’t just your name or your logo. It’s your reputation. And in the world of freight, your reputation is built load by load. The tone of your emails or calls, the condition of your truck, and the way you show up all matter. They’re not just professional courtesies. They’re signals to brokers and shippers about whether they can count on you.
He explained that many shippers and brokers keep informal lists of carriers they prefer. And that list isn’t based on who’s the cheapest or fastest. It’s based on trust. If you’re the one who always delivers on time, communicates clearly, and keeps your paperwork clean, you rise to the top of that list over time, even if no one tells you.
Reliability is what people remember
One of the most valuable points Rob made was that your reputation is often built when you’re not in the room. It’s in the conversations brokers have with each other. It’s in the quiet confidence a shipper feels when they assign a load to you. And all of that comes from how consistent you are in the details.
Showing up early, handling delays with professionalism, submitting your paperwork correctly, and keeping your truck in good condition—these are small actions, but they send a clear message. Rob made it clear that the carriers who stand out most aren’t always the biggest or most visible. They’re the ones who don’t create extra problems. And in an industry where time and trust are everything, that kind of reputation is hard to beat.
Standing out isn’t about doing more, it’s about doing it right
Rob’s perspective on standing out is simple and practical. You don’t need a massive budget or a slick marketing plan. You just need to do the job well, and do it consistently. That’s what builds loyalty over time.
If you can pair great service with basic professionalism—clear communication, proper follow-through, and a willingness to take ownership when things go sideways—you will stand out. Not because you said you’re different, but because you’ve shown it again and again.
Need more mentor advice?
If you’re trying to build a trucking business that gets callbacks, not just first-time bookings, your relationship with brokers and shippers matters more than almost anything else. Reputation, follow-through, and how you handle the tough days are what define your future in this industry.
At Miles and Mentors, we’re committed to bringing you insights from people who’ve seen it all. Rob McCutcheon is one of many mentors helping small carriers avoid common mistakes and build something that lasts. If you want help connecting with professionals who understand how to grow strong broker and shipper relationships, fill out the form below. Or subscribe to the podcast to keep learning from those who’ve already walked the road ahead.
