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Counter-offer calculator: your target rate before you call

By Fernandez · Updated October 2026

Know your walk-away number and your target before you pick up the phone.

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mi
mi
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Walk-away minimum

$1,190

Target to quote

$1,428

Gap to the offer

$78 short

Minimum covers every mile, loaded and empty, at your cost. Target adds your margin. Per loaded mile: minimum $1.98, target $2.38.

Your target on this load is $1,428. Our dispatchers counter every load with a reason the broker can take to the shipper.

Our dispatchers find and negotiate the loads; you approve each one and sign the rate con. 5% of gross for one truck with an MC 6 months or older, no setup fee.

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How it is calculated

  • Miles = loaded miles + empty miles to the pickup.
  • Walk-away minimum = miles x your all-in cost per mile.
  • Target to quote = minimum x (1 + margin).
  • Gap = target - the broker's offer.

The calculator also shows both numbers per loaded mile, because that is how brokers usually talk about rates.

Worked example

ItemEXAMPLE
Cost per mile$1.75
Loaded and empty miles600 + 80
Margin20%
Walk-away minimum$1,190
Target to quote$1,428
Broker's offer$1,350
Gap$78 short

EXAMPLE numbers.

How to negotiate freight rates with the result

Open with the target. A useful line is the reason plus the number: the pickup is 80 miles from my truck, I can do it for $1,430. If the broker meets you in the middle, $1,350 to $1,430 here, you are above your minimum and can take it with a clear head. If the broker stays below $1,190, the load loses money and the answer is no.

Get your real cost per mile from the rate per mile calculator and the cost tools, and think about cost savings like an APU with the APU ROI payback calculator. Financing costs drive the payment part of your cost; see commercial truck financing rates and zero down semi truck financing.

Mistakes when countering a broker

  • Countering without a number. Decide your minimum and target before the call, or you will anchor on the broker's offer.
  • Leaving out empty miles. The miles to the pickup cost you the same as loaded miles; price them in every time.
  • Giving no reason. A number plus a reason the broker can pass to the shipper moves rates more than a number alone.
  • Taking below-cost loads to stay busy. One cheap load is sometimes worth it to reach a better market, but a habit of it teaches brokers what you will accept.
  • Forgetting accessorials. Ask about detention, stop pay and lumper reimbursement before you agree, and make sure they appear on the rate con.
BOOKED

Let a dispatcher make the counter-offer

We negotiate every load against your floor, and you approve the final rate.

Have a dispatcher negotiate

Questions

How do you negotiate freight rates with a broker?
Know your walk-away number before you call, ask for more than the first offer, and give a reason the broker can pass on: the lane, the timing, the empty miles or the market. Be ready to say no. Brokers move when they believe you will walk away and have another load waiting.
What margin should I add to my cost per mile?
Enough to pay you, cover slow weeks and repairs, and leave profit. There is no standard figure; it depends on your lanes and how much your costs vary. The calculator defaults to 20%, which you can change. Your walk-away minimum should never be below your full cost.
Should empty miles count when negotiating rates?
Yes. The truck runs and burns fuel on the way to the pickup, and the broker does not pay for those miles separately. The calculator adds empty miles to the minimum and target, so a load far from your truck needs a higher rate to be worth it.
What if the broker will not move off the first offer?
Then compare the offer with your walk-away minimum. If it is above the minimum and the load sets up a good next load, it may still be worth taking. If it is below, say no politely. Taking loads below cost teaches brokers you will take less next time.
How do I counter a broker's rate?
Quote your target, not your minimum, and explain why in one sentence. Then let the broker respond. If they come back between your minimum and target, decide on the spot. Writing both numbers down before the call keeps you from agreeing to a rate you regret.
Is it worth countering a load that is close to my target?
Often, yes. Brokers expect a counter on many loads, and a small move per mile adds up over a long run and a full year. Give a reason: the deadhead, the appointment time, an extra stop or the weight. If the gap is too small to argue and the load fits your week, taking it may be the better use of your time.
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