Seven Reasons Every 3PL Leader Needs to Take the Class Accelerating Logistics Excellence: A Coaching Playbook
Let’s be honest: running a 3PL truck brokerage is not for the faint of heart. You’re juggling volatile markets, impatient shippers, capacity rollercoasters, and a team that needs coaching—not cheerleading—to perform at consistently elevated levels. That’s why Accelerating Logistics Excellence: A Coaching Playbook for 3PL Leaders isn’t just another leadership seminar. It’s the playbook for leaders who need sharper coaching skills, stronger performance frameworks, and a results-driven approach to developing brokers in one of the most competitive sectors of logistics.
Here are the seven critical reasons this class will make you a more effective, more confident, and more future-proof 3PL leader.
1. You’ll learn the five phases of coaching that turn average brokers into consistent producers.
Most brokerage leaders rely on tribal knowledge and “Just listen to me—I’ve done this for 20 years.” But coaching is a discipline with five clear phases, four components, and five measurable outcomes. This course teaches you how coaching works in a 3PL environment—where speed, clarity, and repetition matter.
2. You’ll understand the vital behaviors that separate good 3PL coaching from sloppy shadowing.
Training a carrier rep is different from coaching a shipper rep, and neither is it the same as teaching a new hire how freight even moves.
This class clarifies the vital behaviors of teaching, training, and coaching—and why mixing them up creates confusion and underperformance. You’ll work through real-life 3PL case studies to understand what behaviors to use, when to use them, and how they change revenue, carrier relationships, and customer experience.
3. You’ll learn how to build habits that stick—because skill fade is real in a brokerage.
Brokers often learn fast and forget faster. Module Three gives you the secret to habit formation: the cue–routine–reward loop, and the most powerful way to reinforce new skills so they show-up in performance metrics. You’ll also see how the Why–How–Do model ties directly to KPIs like margin %, conversion rates, and carrier utilization.
4. Matrix development will become your new coaching superpower.
If you’ve ever wished for a coaching tool that instantly shows strengths, gaps, and development priorities—welcome to Matrix Development.
This module teaches you how to design a matrix, diagnose performance issues, and coach individuals and teams using a visual, logical structure. It also covers five benefits of matrix thinking, including better forecasting, more precise coaching, and fewer “I didn’t know I was supposed to do that” conversations.
5. You’ll learn to use metrics like the asset they are, not a reporting burden.
In truck brokerage, metrics aren’t decoration—they’re the source code of productivity.
This class teaches you exactly what to measure on the customer sales, carrier sales, and operations sides. If you can coach these metrics, you can improve almost any brokerage operation.
6. You’ll walk away with a fully built coaching plan you can implement immediately.
No vague templates here. You will build a detailed coaching plan, learn the components that make it effective, and practice it through structured role-plays.
7. Because coaching—not technology, not pricing, not luck—is the ultimate differentiator in 3PL.
This course gives you the tools to develop talent, accelerate revenue, improve carrier performance, and end guesswork from coaching conversations. If you want a brokerage that scales, you need leaders who can coach with clarity and discipline.
Bottom line: If you’re a 3PL leader, this class is not optional. It’s how you turn your brokerage into a high-performance machine—one coached conversation at a time. Check out the January issue of TIA’s 3PL Perspectives for a detailed discussion of the course’s learning objectives.
To Register for the Freight Leadership Lab today, email TIAIRE at education@tianet.org. Registration includes a complementary ticket to Capital Ideas Conference.
