01
Why tenders get rejected
A tender is rejected when the provider cannot cover it at the contracted rate on the day it appears. For a broker, that means it could not find a truck at a margin; for an asset carrier, it means no truck was positioned. In tight markets spot rates rise above contract and rejections spike for both, but MIT research found asset-based primary carriers were roughly five times more likely to stay with contract-priced loads than non-asset providers.
02
Award freight the carrier can plan around
Carriers reject least on lanes they can build a driver’s week around: consistent days, predictable volume, reasonable appointment windows. Split volatile freight from steady freight in the bid, and give the steady lanes to a carrier that will position trucks against them.
03
Fix the routing guide, not just the primary
Every rejection falls to a backup or to spot. MIT research on historical truckload data measured backups at roughly 9–12% above contract and spot at 23–35% above; your premiums will move with the market. Track acceptance by lane and by provider weekly. A primary at 85% acceptance on a lane is often more expensive than a primary at 100% with a slightly higher rate.
04
Reduce the reasons to reject
Detention that is not paid, appointment windows that cannot be met legally, and short lead times all push a carrier toward saying no. Publish dock hours, pay detention from documented timestamps, and tender 24 hours ahead where possible.
05
Measure what matters
First-tender acceptance, fall-through rate, backup premium paid and spot spend by lane. Those four numbers tell you what tender rejections actually cost last year.