At IGNITE 25, Techdinamics’ user conference, one of the standout sessions was led by Nathan Goobie, Director of Parcel & Shipping Solutions. His presentation explored how 3PLs can rethink their approach to carrier management through data, transparency, and smarter tools to achieve better rates and stronger client relationships.
Right after his session, we sat down with Nathan to dive deeper into the key ideas he shared on stage.
Q: What are some common challenges 3PLs face with carrier negotiations?
One common challenge I see is that many shippers want to secure competitive rates but lack the volume to negotiate directly with carriers. This puts them in a bit of a catch-22: they need rates to win business, but need business to get rates.
What we do at Techdinamics is leverage the aggregated volume of millions of shipments processed on techSHIP every month. Instead of carriers pricing each customer individually, we negotiate on behalf of this collective volume, which unlocks better pricing than most users couldn’t achieve alone. This approach is key to helping users grow efficiently.
Q: How do you describe the different approaches companies take to carrier strategy?
When it comes to working with carriers, we often talk about two main approaches. The first is a standard method we call the "cost-plus" model: simply adding a fixed markup across the board. It’s straightforward, but not always optimal.
The second is a more strategic, dynamic model where we analyze their actual shipment data—weight, destination, service requirements—and choose carriers accordingly. This lets our 3PL customers fine-tune pricing and service levels to their clients’ needs. I encourage moving toward this dynamic strategy because it results in wins on both sides: their customers save money and get reliable service, and our customers increase their profitability and client retention.
Q: You mentioned a Carrier Optimization Analysis tool. How does it work?
One of the most powerful tools our team built is the Carrier Optimization Analysis. We take our customer’s shipment data, feed it into this tool, and it identifies exactly where they can save—breaking down potential savings by parcel, client, zone, and service level.
For example, in a real case, a user could reduce their monthly carrier spend by 22%, a significant impact on their bottom line. Another great feature is highlighting the clients with the largest savings opportunities, so they can prioritize their efforts where it matters most. We take pride in helping customers uncover these opportunities they might otherwise miss.
Q: Can you explain how you help users with markup strategies?
In addition to carrier optimization, we focus on helping users master advanced markups with techSHIP’s sophisticated customization capabilities. They can markup by zone, weight, service level, and many other factors (over 80 customizable options!).
Our team supports users by performing markup analyses that compare their current pricing to predicted ranges based on shipment volume and carrier rates. This way, they can set smart, competitive markups rather than guessing. The result is a win-win: their customers get fair pricing, and our customers protect their margins.
Q: What should users know about working with your team and technology?
Our core mission is to be a trusted partner in our customers’ growth journey. We’re not carriers or middlemen; we focus on technology and transparency, connecting them directly to carriers to give them peace of mind that we are fully agnostic and don’t add any markups to the recommendations we make.
This is actually something that makes us very unique in the industry, as most groups that provide aggregated volume discounts are adding a markup to every shipment, and we don’t do this. It also gives our users the peace of mind that they can load any carrier they need, and we will not stand in the way of new carrier accounts and are only focused on what is best for their carrier strategy, whether it’s something we recommend or something they find on their own.
Whether they need help running shipment analyses, optimization reports, or markup strategies, they can count on our team to lift that workload off their shoulders. We want to help them build smarter carrier strategies, win more clients, and grow their business sustainably.
Q: Finally, what’s your message to 3PLs looking to improve their carrier strategy?
The shipping landscape is complex, but with the right data, tools, and partnerships, you can turn challenges into opportunities. I look forward to working with more techSHIP users to unlock these advantages and help you become true pros at carrier optimization and pricing. If you want to explore these strategies further, don’t hesitate to reach out. We’re here to support your success!