So to spite that broker, shipper whom ever you'd sit there for 3 more days incurring costs just so you can keep that .15 cents?
No, I wouldn't, but that's a different issue than the CPM case you're making.
another poke: a fleet of vans comes out and they get 50 mpg... You think they will really sit there and not be competitive?
I'm sure some will, but the reason for getting a 50 MPG vehicle is to make more profit, not simply to run cheaper so you can net the same as other vehicles.
Ken all I am trying to point at is the competitive nature and the supply and demand issue.
I know its touchy when one has a higher cost to do the same business then the next guy..., and lower pricing threatens his way of life.... They tend to get defensive and that's ok quite natural
Having a lower CPM allows one to have flexibility in taking lower rates when needed, but it's not much of a case for actively seeking out lower rates routinely when it's not necessary.
Don't forget that once you hit a certain number of miles your CPM actually goes up (tires, maintenance, repair). 80,000 miles at .95 is $76,000, and 100,000 miles at .80 is $80,000. That's just a $4000 difference for 20,000 miles driven. Rule of Thirds show that that $4000 becomes roughly $1333 net additional for those 20,000 miles. Even if you round up to $1500, that's still just 7.5 cents a mile extra for all those additional miles. At 2000 miles a week that's 10 weeks worth of work for an extra $1500 at the end of the year. So running more miles for less money with a lower CPM looks like significantly more revenue, and it is, but it's mostly just an illusion. Instead of driving less to make more, you end up driving more to make the same, or less.
Another example :
2 stores side by side but straddling the border of states... 1 has higher state business taxes and a higher minimum wage so .... One either has to drop his prices to compete or move from area across state line! Or find a supplier with cheaper prices.
It depends on whether his mental state and business is price-driven. If it's retail, you're probably right, but if it's service-oriented, value-added services can mean the difference even with higher costs and prices. Near where I live you have Fulton, KY and South Fulton, TN where that very thing happens daily.