Many moons ago we used to haul flowers for Fernlea (remember those days?). Every year, about this time actually, they would reach out to every carrier with a reefer and ask for rates. Subsequently they would create a list of lanes with cheapest carriers at the top, and most expensive at the bottom. Quite frequently I was at the bottom of the list for most lanes.
About 1/2 way through the season we get a call for a load to Rochester, NY. I am at the bottom of that lane list, and I know it.
Shipper: We need a truck to load this afternoon and deliver to Rochester tomorrow morning.
Me: I have one. You know what my rate is.
Shipper: Yes, I know what your rate is, but we have carriers with lower rates.
Me: Then you better call them. Click.
Oddly, that was last season we ever hauled for them ... LOL. Frankly, one of my better decisions.