If you are wanting your own direct customers there is a couple tips I would consider. First, find a couple of local accounts you might know that you believe might be a major shipper in the area, and give them a visit. Provide to them something others they use can't - perhaps you are the only local sprinter trucking firm in the city. He could be your ticket and freight that gets you out of town and then you start working his customer lanes to get you back. Second, don't discount your service, I don't care if that is what they are looking for or not. Once you do that you have set yourself up for being a bottom feeder and you will work harder and make less money than those of us who work smarter and not nearly as hard. Start local for your outbound freight and take it from there! Good luck.
I guess this is the kind of reply he was waiting for... if he's still expecting an answer...