A freight RFP (request for proposal) is the formal process shippers use to choose carriers for contract freight. But the most important decision happens before the RFP is ever sent: who gets invited to bid. Shippers build that list from carriers they already know and trust. If your company isn’t on their radar beforehand, you’re unlikely to see the bid at all.
Many carriers put their energy into pricing and paperwork once an RFP arrives. That matters. But carriers that consistently win contract freight do much of their work earlier, making sure shippers know who they are.
What is a freight RFP?
A freight RFP, sometimes called a transportation RFP, is a structured bid process for contract freight. A shipper lists its lanes, volumes, service needs, and requirements, then invites carriers to submit rates and capabilities. Shippers typically run them once a year, though some run them more often or put specific lanes out to bid as needed.
Most freight RFPs follow a similar pattern:
- Planning. The shipper reviews its network, current carriers, and performance.
- Shortlisting. Procurement and transportation teams decide which carriers to invite.
- Bidding. Invited carriers submit rates, capacity commitments, and company information.
- Evaluation. The shipper scores each bid against its carrier selection criteria.
- Award and onboarding. Lanes are awarded, often split across several carriers.
Step 2 is where many carriers are ruled in or out.
How shippers decide who to invite
Shippers usually invite carriers they already know: current partners, carriers they’ve met at trade shows, companies a colleague recommended, and names that keep coming up in their research. Procurement teams under time pressure rarely go looking for strangers.
So the question isn’t just “How do we write a better bid?” It’s “How do we make sure the shipper thinks of us when they build the list?”
Carrier selection criteria shippers use
Once you’re invited, your bid is scored. Criteria vary by shipper, but most evaluate some version of the following.
| Criteria | What shippers look for |
|---|---|
| Rates and total cost | Competitive pricing, accessorial charges, fuel surcharge structure |
| Service performance | On-time pickup and delivery, tender acceptance, claims ratio |
| Capacity and coverage | Ability to cover the lanes consistently, including peak season |
| Safety and compliance | Safety scores, insurance coverage, regulatory record |
| Technology and visibility | Real-time tracking, EDI or API integration, reporting |
| Financial stability | Confidence the carrier will be around for the length of the contract |
| Relationship and fit | Responsiveness, account management, cultural fit |
Rates usually carry the most weight. But when rates are close, which they often are, the other criteria decide the award. Your reputation, the proof you’ve published, and the relationships you’ve built tip the balance.
How to get on more freight RFP shortlists
Target the shippers you want before the bid cycle
Identify the shippers whose lanes and freight match your network, and find out when they typically run RFPs. Then reach them months ahead of that window. Account-based marketing coordinates outreach to the transportation managers, procurement leads, and supply chain executives involved, so your name is familiar to everyone at the table.
Make your executives known
Procurement teams are more likely to invite a carrier whose leaders they recognize. Executives who post regularly on LinkedIn about capacity, service, and the market build that recognition over time. Executive thought leadership is one of the most effective ways for a carrier to stand out from dozens of others with similar rates.
Publish proof shippers can check
Before inviting a new carrier, shippers look them up. Your website should make the scorecard answers easy to find: lanes and coverage, equipment, safety record, technology, and case studies with results. A website built for shippers answers their questions before they have to ask.
Show up in search and AI answers
Transportation teams increasingly ask Google or an AI assistant for carrier recommendations by lane, region, or vertical. SEO and AI search optimization help your company appear in those results. Pages that clearly describe your services, coverage, and specialties are more likely to be cited. For more on how this works, see our guide to AI search for logistics companies.
Meet shippers in person
Trade shows are still one of the best places to start relationships with shippers before bid season. The value comes from planning: booking meetings with target accounts in advance and following up quickly afterward. Our list of logistics trade shows is a good place to plan your year, and trade show marketing helps turn those conversations into invitations.
Tips for the freight bid itself
Once the RFP arrives, a few habits improve your odds:
- Bid where you’re strong. Focus on lanes that fit your network instead of bidding on everything.
- Answer every question completely. Incomplete responses are often scored lower or set aside.
- Back up claims with data. On-time percentages and safety scores carry more weight than adjectives.
- Be realistic about capacity. Over-committing can hurt the relationship and your score in future bids.
- Follow up after the award. Whether you win or lose, ask for feedback. It shapes your next bid and keeps the relationship going.
Frequently asked questions
What is the difference between a freight RFP and a freight bid?
The terms are often used interchangeably. A freight RFP is the full request a shipper sends to carriers. The freight bid is the carrier’s response, including rates, capacity, and company information.
How often do shippers run transportation RFPs?
Most run a major RFP once a year. Some run them more often, or put individual lanes out to bid when their network or the market changes.
What are the most common carrier selection criteria?
Rates, service performance, capacity, safety and compliance, technology and visibility, financial stability, and relationship fit. When rates are close, the non-price criteria usually decide the award.
How can a carrier get invited to more freight RFPs?
Build relationships before bid season. Target the shippers you want, make your executives visible on LinkedIn, publish proof of performance on your website, show up in search and AI answers, and meet shippers at trade shows.
Want to be on the list before the next bid goes out? Let’s talk about your network.