By Sagar Shankaran, Founder of CallSphere
Carrier shortlists are built by software before dawn. What makes a 38-truck fleet invisible: stale MCS-150, no lane page, and a phone that stops at 6pm.
Key takeaways
Marcy has dispatched for the same 38-truck reefer carrier outside Springfield, Missouri for nine years. She opens DAT One at 6:05am with coffee, and the Laredo-to-Atlanta produce run she has covered a dozen times since April is gone. Nobody undercut her. The broker's sourcing tool assembled a covered-carrier list at 4:10am from what it could verify on its own, handed six names to a human coordinator at 7:00, and the coordinator called down the list. Marcy's MC number was not on it.
She will never know that happened. There is no rejection email. The load simply never appears in her world, and at the end of the quarter the owner looks at a lane that used to run three times a week and wonders whether the shipper changed 3PLs.
Here is the sentence worth pinning to the wall: being readable by another company's software is now a distribution channel — if a machine cannot verify your authority, your equipment, your lanes and your available capacity without a phone call, you are not on the shortlist it hands to a human buyer.
The thing doing the research is not browsing your website looking at your truck photos. It is pulling from the places where carrier facts live in machine-readable form, and it is doing it in the middle of the night because that costs almost nothing now. In order, it reads:
Four of those five are records other people keep about you. Only the last one is yours, and for most 20-to-60-truck carriers it does not exist anywhere except in Marcy's head and a spreadsheet named lanes_final_v3.xlsx.
Every carrier I have visited in the last year that complained about "the freight drying up" had at least two of these. None of them are about safety scores. They are about being legible.
A stale MCS-150. You bought eleven trucks since the last update and the federal record still shows 27 power units. A sourcing tool screening for a fleet that can commit to five loads a week on a lane will filter you out on size before a human ever sees your name.
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No published lane list. You run Springfield-Dallas-Laredo-Atlanta all day long. Nothing on the open internet says so. The tool cannot infer a lane preference from a homepage that says "Serving the Midwest with pride since 1998."
A phone that stops working at 6pm. Half the tenders on time-sensitive produce and retail replenishment freight get worked between 4pm Friday and 7am Monday. If the research agent's follow-up call — or a human coordinator's call at 6:40pm — lands in voicemail, you are dropped and the next carrier is called. Nobody is waiting until Tuesday.
No answer to "what's open Thursday." Capacity is the one fact only you have, and it is the fact that decides the award. Anyone can look up your authority. Nobody but you knows you have two 53' reefers deadheading out of Dallas Thursday afternoon.
flowchart TD
A["Broker sourcing agent builds list, 4:10am"] --> B["Pulls FMCSA authority, MCS-150, CSA scores"]
B --> C["Checks COI limits in Highway or RMIS"]
C --> D{"Can it verify lanes, equipment and capacity?"}
D -->|No| E["Carrier dropped before a human sees the list"]
D -->|Yes| F["Carrier added to shortlist for coordinator"]
F --> G["Call or email to dispatch, 6:40pm"]
G --> H["Answered: quote given, tender accepted in TMS"]
Same carrier, three changes made. The MCS-150 is current. There is one plain page on their site listing their eight regular lanes, their equipment mix (31 multi-temp reefers, 7 dry vans, all 53'), their SCAC, their operating radius, their insurance limits and their onboarding profile links — written in flat sentences, not a brochure. And the dispatch line rolls to a voice agent after 5:30pm and on weekends.
At 5:52am a coordinator's assistant emails asking about Laredo-Atlanta, 42,000 lbs, temp 34, pickup Thursday 1400. At 6:40pm the same coordinator calls about a reload. The voice agent answers on the second ring, confirms the equipment, confirms that Thursday out of Dallas is open, does not quote a rate, takes the reference number and the lane, and drops a callback on Marcy's queue in McLeod LoadMaster with the shipper name, the pickup window and the temperature spec already typed in. Marcy calls back at 6:15am with a number. She is first, not fourth.
Nothing here required EDI. It required being findable and being answerable at the hour the freight is being covered.
Illustrative numbers for a 38-truck reefer carrier. Substitute your own — the shape is what matters.
| Tenders you never see (after-hours + unlisted lanes) | 12 per month |
| Conversion once you are actually reachable | 25% (3 loads) |
| Average linehaul, Laredo-Atlanta | $2,300 |
| Average length of haul | 860 miles |
| Variable cost (fuel, driver pay, tolls, maintenance) | $1.72 per mile = $1,479 |
| Contribution per load | $821 |
| Monthly contribution from 3 loads | $2,463 |
| Cost of an after-hours answering agent | a few hundred dollars a month |
Assumptions: trucks were available for those loads (not a fleet running at 100% seated), no new headcount, and the lane page took one afternoon to write. If your conversion is 10% instead of 25%, you capture one load a month and it still pays. The number to watch on your side is simple: count inbound calls answered between 5:30pm and 6:30am for one month before and one month after. That is the whole proof.
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Rating a load is judgment. On a Thursday in July out of the Rio Grande Valley, the right number depends on whether you have a reload out of Atlanta, what the produce season is doing to Laredo capacity that week, and whether that broker paid you in 32 days last time or 61. No agent should be authorized to quote a rate.
Neither should it accept a tender. Broker credit is real money — a load is an unsecured loan you make with your own fuel. Somebody in your office needs to look at the credit score in Ansonia or Compass and at your own aging before you commit a truck. And on any load with a permit, a hazmat placard, an escort or a temperature spec that requires a continuous recorder, the conversation belongs to a person who knows what a rejection at the receiver costs.
The agent's job is narrow: answer, qualify, capture, and get it in front of the human fast. That is enough to change the outcome.
Log into the FMCSA portal and file the MCS-150 with your real truck and driver counts. Ask your agent for a fresh ACORD 25 and make sure the limits and the effective dates are right in Highway and RMIS. Then write one page — literally one — listing your lanes, your equipment by type and length, your operating radius, your SCAC, your DOT and MC numbers and your dispatch hours in plain sentences. Publish it. Last, decide who answers the phone at 6:40pm on a Friday, because that is when the freight you are missing is being covered.
It matters at bid time and it matters when a shipper's routing guide fails. When your primary contract carrier rejects a tender, the load falls to backup, then to the spot market, and the sourcing pass that finds the backup runs on the same machine-readable facts. Being current in Highway and having a real lane list is how you get pulled up from tertiary to secondary on a lane you already serve.
Publishing lanes and equipment is not publishing rates. Every broker already knows which lanes you run — they can see it in their own history with you. What they cannot see is the lane you want and do not currently get. That is the one you should publish.
Related but not the same. Search optimization is about ranking a page for a human who is typing. This is about a machine being able to state, without ambiguity, that MC 123456 runs 53' multi-temp reefers between South Texas and the Southeast and carries $100K cargo. Short, factual, boring pages beat marketing copy here.
Not to get on the shortlist. You will need it to keep the freight at volume with large shippers, because tender acceptance and status updates by email do not scale past a few loads a day. Get findable first; a 204/214/210 setup is a next-quarter project, not a Monday one.
If the gap you recognize is the 6:40pm call that goes to voicemail, that is the piece CallSphere handles — AI voice and chat agents that answer the dispatch line and the website around the clock, confirm equipment and lane details, capture the reference number and the pickup window, and hand a ready-to-work callback to your dispatcher. It does not quote rates or accept tenders, and it should not. It makes sure the tender reaches a human who can.
Written by
Sagar Shankaran· Founder, CallSphere
LinkedInSagar Shankaran is the founder of CallSphere, where he builds production AI voice and chat agents deployed across healthcare, hospitality, real estate, and home services. He writes about agentic AI, LLM engineering, and shipping voice agents that handle real calls in production.
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