Discipline: the secret to carrier success in a down market

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By Shefali Kapadia | The Inside Lane

In a freight market of depressed rates and tariff uncertainty, it can be tempting for carriers to chase whichever shiny object is in their peripheral vision. But that's a mistake, says one trucking company founder. 

We chatted with Malinda McFarlane, co-founder and CMO of Warrior Logistics, a company with more than 150 trucks and brokerage services, who says network discipline is just as essential in a down market as an up one. 

What's the biggest challenge for small trucking businesses in navigating the current freight market? 
Network discipline. It is tempting in a down market to go anywhere or provide anything to chase "better" rates without giving full consideration to the overall economics and business implications of these short-term decisions. It is easy to get away from core operating principles and maintain one's network discipline. Small carriers have to be careful not to chase "the bright shiny object" but rather stay disciplined in their strategy and service that drives excellence. 

What should fleet executives pay attention to related to tariffs?Our approach is related less to the price of the tariff but rather to what we term "customer intimacy." We believe strongly in understanding our customers' business and knowing where they may be challenged in the macroeconomics of the global supply chain. It helps us be proactive in managing our own exposure to those clients experiencing high tariff risk. For example, we have multiple customers in the steel and pipe industry. We have been proactive in managing our capacity with those experiencing port volatility and prioritizing those whose focus is on domestic manufacturers.    

What's your top piece of advice to small fleets to stay profitable in today's market?
Be laser-focused on strategic investment. We make targeted investments in areas that position us for long-term growth; functions and capabilities that will enhance our scalability and service delivery when the market turns, thus providing above-average ROI. For us, more recently, this has been in technology efficiencies to better serve our customer base in the long haul.

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The Inside Lane is curated and written by Shefali Kapadia and edited by Bianca Prieto.