Standing Out: A Podcast About Sales, Marketing and Leadership
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Standing Out: A Podcast About Sales, Marketing and Leadership
LTL Carrier Updates with Curtis Garrett from FreightPlus
With the state of LTL carriers in the industry today, it’s time to talk to Curtis Garrett of FreightPlus to hear from an expert on what to expect in the coming months. Join us on Thursday, August 17th at 2:00pm CT for Episode 256 of Standing Out as we talk about the impact of Yellow shutting down, the role unions play, and what shippers and brokers need to do to thrive in LTL in the next 12 months.
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Standing Out is a sales, marketing & leadership podcast powered by BETA Consulting Group, created to highlight best practices from industry leaders with incredible experience and insights! The goal is to entertain, educate & inspire individuals & companies to improve their sales, marketing & leadership development outcomes.
Don't give me all all your mind. Don't give me all all your mind. Don't give me all all your mind. Don't give me all all your mind. Don't give me all all your mind. Don't give me all all your mind.
Speaker 2:Don't give me all all your mind.
Speaker 2:Don't give me all all your mind. Yes, I'm Curtis Garrett. I've been in the LTL industry for 16 years. Basically, my whole career started back on the dock with Old Dominion Freightline, spent some time driving with them, went into weights and inspections and then pricing and costing. In 2016 jumped over to the dark side, as some of the carriers would say, and started working with a 3PL managed transportation provider, and have been doing that, along with working on some technology, some consulting here and there and different projects for about the past seven, eight years. And then recently sorry, just launched an education brand late last year called Understand Old TL.
Speaker 1:There's a lot to unpack there. I got questions just from that alone. Starting on the dock at Old Dominion and driving a little bit what was that like? I haven't talked to many people that have actually been on the dock. What was that like?
Speaker 2:I really, I honestly miss it. I put this on LinkedIn a little while back that I'm a future part-time dock worker. So I would love to come full circle and go back and just get a part-time dock job somewhere and move some freight around. It's kind of relaxing. It's like mowing your lawn. You just sit there and you're focused. There's no emails, there's no calls, nobody's angry and you just work yeah.
Speaker 1:It's all right there on the dock. A little technology now in a lot of these warehouses which helps out, but certainly not like what you're doing with a typical desk job that you have, that's for sure. You're going to be the guy that curse, you're going to hit it big and then you're going to retire and people are like what are you going to do? And I'm like I'm just going to go sit on the dock and help some people out, just sit around. Whatever Most people go to Walmart to greet, you're going to go to docks. That's going to be the dream. Yeah, that's cool. All right, real quick. Before we go any further, what hat up there is your favorite? Is there one that you actually wear? Are those just for display?
Speaker 2:So I have a large head. Most of them don't fit me, to be honest. I've got a few. I haven't really shown these yet, but there's some Understand LTL hats. Oh nice, I've run, I'm doing kind of a contest and so these are some of the submissions. I'm still waiting on a few more Nice. Hopefully I can wear some of those. Hopefully one of my favorites and it's one of the first hats that was sent to me, so maybe I'm sentimental, but the Freight Vana hat is just. It's made well. It's a cool logo you can be at like a barbecue. Nobody knows it's a, you know a freight company. It looks right, it looks really good. So I do wear that one a fair amount.
Speaker 1:I have the gray one and I take it on vacation and I always tell people that if you can give swag that somebody will take on vacation. You know you've knocked it out of the park Right and Freight.
Speaker 1:Vana hat definitely fits that. So I have that. Well, listen, I've got. I've got some industry hats up here, if you can see up up top there. So when you get, when you get that hat in place, man, send us one. We'll gladly put it on the wall of fame here on the office. So that would be great. Yeah, those branded bills hats are good. That actually turned me on to branded bills hats. So we now buy branded bills hats. All of our hats are branded bills hats. So, yeah, so it's, it's, it's, it's it's. You can't beat it. I've never heard of them before Freight Vana. And then they sent the hat and I'm like well, here we go. So what's up, dan? Thanks for joining the show. More great guests yet. Chris is great. Glad to join with us today.
Speaker 2:Dan is a good guy Dan's on the LTA team. He's on the understand LTA team.
Speaker 1:Oh, nice yeah.
Speaker 2:It's a group of of industry experts. Dan's a shipper, We've got Todd Poland from OD, We've got Lance Healy kind of assembled a cast of characters that you know can give input and kind of put their, their knowledge and name behind the course.
Speaker 1:Yeah, no, it's good to have those kind of people around, for sure, dan. Thanks for watching the show. Man appreciate that. Yeah, man, well, a good hat is hard to find. He says, yep, they got a great load on a great hat. It's true, dan, can't beat it, man, it's such a great hat, that's for sure. All right, let's jump in here. What's up, sonny? Thanks for watching the show. Let's talk about your journey, man. Why LTA? So you got on the docs, you got to understand if they're old Dominion, but you and you loved it. So you just stuck around, you just stuck in the industry. So talk a little bit about this. You know this new venture that you're doing with, understand LTA and you know what you love about it.
Speaker 2:Yeah, I really. You know, like so many others, just stuck around the industry long enough. But looking back, I've always been interested in maps and geography and economics and the different industrial physical industries. All these parts and pieces all literally intersect in LTL for 8. It is the perfect place for me to hang out.
Speaker 1:I'm smiling because you said you love maps. I don't know if it was you, but back in the I grew up in the 80s, born in 78, grew up in the 80s We'd go on road trips and I would just literally read the map. I'd read the, you know just pull out the old Atlas and just check all the roads and all that, the towns. I don't know what it was that fascinated me about that. Was that you as well Were you kind of a map reader?
Speaker 2:Totally? Yeah, Sitting in church I just look at the maps at the back of the Bible.
Speaker 1:Those are actually pretty cool, Like looking back and seeing some history. I think maps are really pretty amazing. I'm blown away. This is what's crazy. I'm blown away at how accurate they were when they first made some of these maps. They're not perfect, but they got pretty accurate with some very limited technology and tools.
Speaker 2:I've thought the same thing. Like they haven't changed much between you know some of the early ones, and then we have satellite images. So, yeah, they did a good job.
Speaker 1:And how do they draw such perfectly straight lines? Some of these states are like perfect you know perfect right angles. It's impressive how they came up with all that, and so yeah, that's an interesting question too.
Speaker 1:I mean, if you have a satellite, you just put a, you put a line down and go this is, you know, this is New Mexico and this is Colorado, whatever Right. But when you don't have that, to me it's pretty impressive. I'm sure there's some science behind it and somebody could, you know, teach me a lesson, but anyways, I don't have that Very cool, all right. So so you started to understand LTL, which is an online class which we're going to put some of this down there. People can go to understand LTLcom to check it out and, specifically, to sign up for the class. They can go to LTLbrainunderstandLTLcom to sign up for the class. Talk about this class, why you created it and what you hope that the people who take it will really get out of it.
Speaker 2:Yeah, I basically decided to create and launch this is, you know, for the reason that most LTL training out there is. First of all, there's not much for industry-wide training, most of it is like company-specific and we've all kind of worked on you know LTL guides and training programs just in our own little silos. And then, secondly, I just didn't like what I most of what I saw out there. It was all kind of starting in the weeds and memorize these you know, 14 freight classes and look up this NMFTA item number and it's just a lot of, it's thousands of moving parts. So I didn't want to start there. I wanted to kind of boil it down to like some of the big ideas. So my goal with understand LTL is if somebody can run through my material and then obviously keep it as a resource and refer to it. But it'll give them the mental framework to then look at any other situation that come across an LTL and kind of figure it out with some of those basic ingredients.
Speaker 1:So it's designed for, like a freight broker who maybe is truckload and thinking about getting into LTL, or is it more of something that could go along, for example, like with a certified transportation broker or some other class, like just a partner, like is there something, is there something like what's the ideal person that would jump in and buy this course?
Speaker 2:The first one is kind of a general overview. I mean I've had people from shippers, brokers, ltl carriers. I've actually got a small regional carrier that's bought it and used it for some of their new people when they onboard it. I've had I actually had the owner of one of the LTL carriers buy it. I don't know if it was for him or not, but it definitely was under his name. So yeah, it's kind of a general overview. It's called Building an LTL Brain. And then right now I'm working on number two, which is a deep dive on LTL pricing and costing and rates and just that whole headache that people just are intimidated by typically as well, because there's all the moving parts there. So yeah, it's kind of a. I'm not trying to take over the world by any means, it's just build something that helps.
Speaker 1:Come on, Curtis, you got to do that man.
Speaker 2:Well, maybe I'll have time for that later, but build something that helps people and they enjoy, and kind of like what you said about the hat offline, if you give somebody swag, they take on vacation. My goal is always put out LTL or industry material that people are willing to read on the weekend, and if I've done that, then that's a win.
Speaker 1:That is. That's a good measuring stick, and when I think of LTL, I think of this massive ecosystem of hundreds of moving parts that seem to work pretty seamlessly, pretty well overall, to get a pallet or two from point A to point B. I think it'd be interesting to have an animated video to tell people all the things that happened with their shipment in LTL, because truckload they pick it up, they drive, they stop at a trucks up here and then they deliver, but LTL has a lot more going on when it comes to that. Have you thought about doing anything like that, like an animated video series or some sort of graphic to make it really easy for people to understand? This is what happens in an LTL shipment.
Speaker 2:Right, yeah, I'm big on visuals. That's a lot of what's built into this course too, and I've always said Cartoon.
Speaker 1:We need an LTL cartoon, then that's what we need.
Speaker 2:Well, look at like a carrier's rules tariff. It's literally about fitting shapes into other shapes. You have freight that goes in the rectangle trailers, and yet there's not a single picture in there. It's all just words and rules. And so, yeah, I'm big on using visuals and design to explain concepts and ideas. I've actually thought it'd be really neat as far as documenting the life of a shipment. Get like a square plexiglass box or crate, stick it on a pallet, put some GoPros in there and then send it across the country with an LTL carrier and just see what happens when it pops out the other side.
Speaker 1:Yeah, that'd be worth watching a little documentary on all of that. But I'm thinking an LTL cartoon, LTL for dummy, something along those lines, for the rest of us to really understand what happens when you book an LTL shipment. That'd be pretty fascinating to see that out. So there could be not only the courses but maybe some animated videos coming our way as well. So you're making another course. You're probably going to make several courses. Do you have an outline of how big you think this is going to get? How many courses do you think you're going to do?
Speaker 2:My strategy here is build a community in the industry and listen to people that give their time and their ears to listen to what I'm saying and whatever they want built. That's the route I'll take. So again, I don't have a master plan per se. I just want to keep making the industry better, building what's needed and from a community aspect it could grow broader, with getting people involved and giving everyone a platform to have the safe spot to talk about new ideas and throw dreams and moonshots out there. So I think I'll get to like 10 courses or anything. I'm actually be on the lookout here in the next couple of days. I'll be talking about a bit of a mastermind like live event that we're going to do with UnderstandLTL. That's going to coincide with the launch of that next course, the pricing course. So that's really exciting. But yeah, just having fun with it. Building a brand is a lot of fun. It's a way to just tinker and experiment and what happens happens. It's a good time.
Speaker 1:Yeah, it is fun. You get to figure out what works, what doesn't work. You get to write the rules. Essentially, I mean, there's some best practices but you get to do whatever you want, which is I found that creative freedom to be really exciting when building a brand, which is great. So, understandltlcom, or go directly to LTLbrainunderstandLTLcom, sign up for the class and check it out and support man Curtis. That's awesome man. Fun fact you grew up in Western Canada. I did. Yeah, where in Western Canada did you?
Speaker 2:grow up Fairly close to Vancouver, basically in the province of British Columbia. You've got Vancouver is the major metro area and then just a lot of small to mid-sized towns.
Speaker 1:So yeah, good place to grow up fun fact on my side I honeymoon to Vancouver, british Columbia.
Speaker 1:Oh yeah it was beautiful. We were looking for private log cabins. We actually went over to Victoria, to Vancouver Island, yep, and I got. I got a really great private log cabin with a west sunset every night and a private hot tub. I guess it was pretty legit. This is back in 05 and when the internet was still relatively new. Like he couldn't really trust everything, I had to call out there and be like is this place legit? I need you to be honest. I'm bringing you a ride.
Speaker 1:Please tell me, yeah, I ended up being great. I mean, what a beautiful part of the country. And so you. You grew up there, then met your wife doing some service projects over, I believe, in Africa. Is that correct?
Speaker 2:Yeah, so I, you know, I finished high school and was was 18 in Western Canada and I was like I was actually accepted to go to a college out in Ontario and just kind of wanted to take a break and, and you know, see the world. And so I I linked up with an organization, mainly cause I was, I was a little, I wasn't bold enough to just go travel, book a ticket and backpack and travel by myself. So I linked up with like an international missions and development work type group and went to Ethiopia for six months and and my wife just my wife now just happened to be there with the same group, she, she grew up in Columbus, ohio, so yeah, we met there in 2004, 2005. And then I basically been in the U S since then.
Speaker 1:So yeah, very cool and that's actually that's a good story. I'm going to have to tell it to my daughter. We've been talking about you know she's 15. She's got a ways to go before she gets married, but we're starting to talk about it, right, and I've always been telling her hey, just make sure that what you're walking, the path that you want to walk, in the person who's walking that path as well, you guys will meet and that'll be a good mix, cause it sounds like you and your wife probably have a shared vision for mission work and for serving and those types of things. I'm sure that's gone a long way to your marriage.
Speaker 2:Yeah, we it's interesting we both kind of evolved. You know, that was definitely the focus for the first few years and we came back and worked with some refugees and did different things. You know, in Ohio where we lived at the time, I still eventually would love to go back somewhere and serve, but it's more if I can take my trucking and freight knowledge and maybe help, you know, on on that side of things. My wife is a. She's getting into jeeping, she's like, uh, like becoming an overlander and she does all these crazy off road things. So you know, maybe she can drive around some, some doctors or something, but I'm sure we can find a way to help later on. We we have five kids right now. Our oldest is 15 as well, down to a three year old.
Speaker 1:So we're we're stuck here and pretty busy for the time being yeah, exactly, well, kudos to you guys for for keep going. We had two kids and we stopped, and I'm actually wishing that we had had more. So if you feel like you wish you had less, just remember the people on this side wish we had more. So.
Speaker 2:I was going to say I have some extras, if you know we can work something out. Yeah, I'll have a plexiglass box. We can. I can ship you one.
Speaker 1:We'll figure it out. Well, my, my youngest, is 13 and you know you just missed some of those, like you know, seven, eight, nine year old moments and those are gone now, right, and we're we're not moving on to other things, and so I missed those. I'll look forward to those in the grandpa stages, but definitely miss it now. Wish we had a few more, but it's kind of the way that it, the way that it goes, so anyways, all right, we got a pause for a minute.
Speaker 1:We like to have a little bit of fun on this show, and so we like to celebrate the national day. Just something silly. Some of them make a lot of sense we got Labor Day coming up here soon but some of them are kind of weird. Do you know what today's national day is that we are going to be celebrating on the show?
Speaker 2:I have no idea. Is it? Is it a US only or international?
Speaker 1:This one's US. This is a US one, and there's several, by the way, like there's sometimes three or four. I don't know who's making all these up. Today's national day that we're celebrating is National Thrift Shop Day. Do you like to go thrift shopping? Do you like to jump into a thrift store from time to time?
Speaker 2:I like those price tags.
Speaker 1:No doubt. Here's what I like, and this is a little little little hack. If you like a college football team or if you like a certain professional sports team, if you're ever in that town, go to the thrift stores in those towns because usually people you know drop some stuff off T-shirts or things like that. They're in decent shape sometimes. I found some pretty good stuff at thrift stores when it comes to that type of stuff, probably some vintage stuff too. A few things yes, definitely some some some old tennis rackets, golf clubs I love looking for golf clubs because finding like the seventies, sixties and seventies golf clubs that the pros played back in the day the McGregors, and some of those are hard to find. So yeah, I'm a big fan of the thrift store. I love to hop in there once while I see what's there. So it's national thrift shopping day. Everybody enjoy. So I don't even know if, if anybody does that and more besides people like myself. It's kind of like antiquing a little bit, but it's a little fun thing to do.
Speaker 2:All right. The other thing I'm a fan of is dropping stuff off at the thrift store.
Speaker 1:It's got to go both ways. You need people to drop stuff off, they need people to come and buy it, so it all works out. We do that. Quite a bit of work, yeah Well, which is good. Then get travel light, get stuff off your plate, that's for sure. All right. The other thing we like to do is ooh, sunny says grandpa stages, by the way. Sunny says going to buy your course. So again, I saw that. Yeah, that's great. Thank you, son. No, let us know what you think, sonny.
Speaker 1:We also like to celebrate the random question of the day. Now, curtis, listen, this is a question that we let our podcast director come up with. I don't know if it's funny, I don't know if it's serious. It could be a good question, it might be a dud, I don't know. Let's see. The random question of the day today is what music do you usually play on a road? Oh, this is a good question. What music do you usually play on a road trip? You like to road trip? First of all, do you like to drive or eat more of a flyer?
Speaker 2:I do both, but we've actually and I think this is maybe something we have in common as well We've done a lot of road tripping with our kids from Before COVID all the way through. So we've, in the last four years, we've hit, I think, 39 states.
Speaker 1:That's so awesome. Do you have an RV, or you literally just driving and doing it?
Speaker 2:We've so our first trip to Montana and down a big loop, we had a minivan pulling like a pop-up trailer and then now we've got a big van like it, like it's well passenger van. We don't have a trailer right now but we're actually planning a trip for next summer To drive the van and then my wife's gonna drive her Jeep and she wants to go out West and get some good you know, good content for for jeeping.
Speaker 1:There's some good, there's some good spots out there, that's for sure. The 12 passenger van everybody pretty much, pretty much gets their own Row, I mean that's right.
Speaker 2:Yeah, that's a beautiful thing.
Speaker 1:No fight, it works out, works out pretty well. So we so my kids have been to 43 states so far not all from the road trips, but they've been to 43, and one of our goals sounds like it might be on your your goal Chart as well. We want to get them to all 50 states before they graduate high school.
Speaker 2:Yeah, we were gunning for At least a lower 48 by the time our oldest was done with high school. I don't know if we're gonna hit that at this point, but yeah same kind of thing.
Speaker 2:So I guess we I got sidetracked. So the music that we typically play Me too, yeah, let's get back to the question, right, it's so I I'm known to listen to a podcaster too. If if you looked at my playlist, it's pretty random. It's it's all over the place. The white buffalo is a good like kind of old-school country rock type got type singer. I've got a little Eminem on there, a little corn, little what else, just a random, you know eclectic playlist. That, yeah, is probably I don't know a hundred songs or so at this point. It's a macy DC. So I just I get bored with the same stuff. So I like a nice variety and rotation some movie, a little classical here and there.
Speaker 1:You guys are. We're cut from the same. On the same way I, like I listen to a lot of other stuff. For me it depends on what time of day and what the situation is. So, for example, if it's late, late at night, like one in the morning, I've got the headphones in and I'm rocking out. Just you know, it's trying to make sure I stay awake and very attentive. If I'm in traffic Then I'm listening, like Nord Jones or Jack Johnson. Just a relax a little bit. We're just depends on, depends on what's going on. But yeah, we switch up.
Speaker 1:Can you imagine like with with Apple music, with Amazon and Spotify and all these things? We listen to any song we want, any time. That's like. For those of us that are a little older, that's Incredible. Kids these days have no idea how lucky they have it. I mean, back in the day it was like two CDs and you just play them over and over with a little radio mixed in and yeah.
Speaker 2:That's the best you do. I've spent a lot of time in my life Creating mixtapes and and burning CDs eventually, so yeah it's, it's a luxury.
Speaker 1:Yeah, hey, sunny, it's a. Understand LTL calm. Or you can go directly to LTL brain Dot, understand LTL calm and sign up directly for it right there. We'll put it in the comments here of the show so you click on it, for if you forget, we'll make sure we get that done. So not a problem with that. All right, that's a good question. That was a good. That was a good random question base. I appreciate that one.
Speaker 1:Yeah all right. So let me ask you about this. You're an LTL guy. What's going on in the market right now, especially with yellow, with what happened with that situation, like what do you see now? Where do you think this is headed? It's just gonna kind of fit it, fizzle out a little bit like it's gonna resolve itself in the next couple of weeks. Is it gonna take a while? I know pricing's gone up for several carriers. What are you seeing out there?
Speaker 2:Yeah, it's, it's really been a mixed bowl of reactions and how different carriers have, you know, position themselves. First of all, a lot, of, a lot of LTL carriers take the stoic route. They don't want to, you know, publicly come out and say we're struggling here or we're Embargoing this or whatnot, and that's just because a lot of them are, you know, large public companies and they don't want to rattle, you know, any shareholders or possible investors. So it makes sense. But there's, there's, you know, without naming any names, there's, there's been just a few that I've seen that have actually, you know, blocked service in certain points. There's been one or two that have Taken out the old pricing bat and started swinging it pretty, pretty vigorously.
Speaker 2:Then several others, you know, business as usual. Yeah, their numbers are up. I saw Cy yesterday was was up 14% year over year for August volumes. It's busy, but it's not, you know it's, it's not ridiculous, it's not COVID era business, lack of labor, lack of capacity, yeah, so I think it's being handled really well by by most the LTL carriers out there and Really my prediction coming into this was it would kind of get swallowed up in 30 to 45 days from a business and a volume perspective, and I still stand by that. It might even be quicker to be honest.
Speaker 1:So it seems like we're not hearing much about it, which is a which is a good sign, right, no news is good news in this regard, and it's more just a repositioning of some of that freight to some of the other carriers that are out there. So, right, yeah, it seems like it seems like it should resolve itself. So a little bit of an artificial inflation of freight volume, just because they're just Reallocating where they go to yeah, there's just chaos, there's some dust being kicked up.
Speaker 2:There's, you know, it's not just the reallocation of that freight. It's then when other carriers react stronger to maybe getting some of that freight, they, you know, they take some large increases so that kicks off an exodus of some of their other accounts and so there's just a little bit of churn, you know, going on and and and. That was the trigger point for it. But again, it's a great industry, a lot of capable companies that have been, honestly, this is easy. Again, going back to the pandemic day, that was tough operating. I was never jealous of any of the LTO carriers during that phase, just the job they had to do.
Speaker 1:So they're a lot stronger and smarter.
Speaker 2:If this same event with Yellow were to happen in 2018, 2019, it might be a different story, but companies and carriers in the industry are stronger, smarter, have more capacity, both physical and figuratively, to deal with things like that. Yeah, exactly.
Speaker 1:I'm excited to see your second course about pricing because I've always wondered why does LTO industry not have dynamic pricing, like the airlines and like other things? It seems like the pricing has been stuck in 1980 for a long time. I'm sure you'll address that in your course. Just a little teaser for everybody to check out course number two when it comes out. What's your quick 30-second answer on that?
Speaker 2:I've said in the past what we call dynamic pricing, other industries just call pricing. We're so far back and this once per year look and running perspective data through a cost model. It's kind of wacko when you think about it.
Speaker 1:I agree I don't know why there's such a stronghold on this pricing to stick around. We haven't been able to move to that. But again, I'm sure you'll probably address some of that as you go through the pricing one on the next time. Curtis man, congratulations to what you've built. I'm so excited for you. As a fellow entrepreneur, I'm excited that you're building something, something useful in the industry, which is really great. I think we need to help you.
Speaker 2:Thank you. I also need to shout out I still am working with a managed transfer provider called Freight Plus. They're a great company Out of Boston, right, yeah, out of Boston. They understand LTO. We use that internally there for new folks as well, which there's been a lot of usage here lately. There's a lot of growth and hiring going on there.
Speaker 1:That's awesome. Yeah, I like the team up at Freight Plus. I've had a chance to be in that office before when I was up in Boston. Of course. How were you on the podcast that they have? I was not on the podcast, but I was up there just visiting. I was there. I was actually there with Ryan Schraber was up there, one just visiting around. It was good to be up and just meet everybody and be in the office, and all that. I got a t-shirt out of it.
Speaker 2:Nice Well Tim you used to work there. Yeah, exactly Part of the podcast there.
Speaker 1:That's right. Yeah, so I didn't get on the podcast, but I got to meet everybody, which was great. Well, curtis, thank you so much for being on the show man, great to hear what you're building, what you're doing. Good luck to you. We'll see you on another episode sometime soon. Thanks, trey, great to be here. We'll see you. All right, everybody, Remember, next week we got a bunch of great shows as well Tuesday and Thursday, 2 pm Central. Please join us for that. Don't forget to check out understand LTLcom and go sign up for Curtis' classes and learn a lot about LTL. Understand LTLcom. And thanks once again to our sponsor, SPI Logistics. We're making it possible. Check them out at successspi3plcom. Everybody, have a great Thursday afternoon. We'll see you. Bye.
