Finding Success in 3PL Sales: A Conversation with Jim Kenny
A strong sales strategy is the backbone of any thriving third-party logistics (3PL) business. In such a competitive industry, understanding how to drive revenue and build long-term customer relationships is essential. Few individuals have contributed more to advancing sales education in this space than Dr. Jim Kenny, a long-time instructor at the Transportation Intermediaries Association (TIA) with over 40 years of experience.
Sales: The Engine for Growth in 3PL
Dr. Kenny emphasizes that business growth in 3PL is fundamentally driven by sales. “The top line of any profit and loss statement is revenue, which is driven by sales,” he explains. “We’re in a business that’s B2B, and thus more sales-driven than marketing-driven.”
While marketing may help open doors, it’s the sales professionals who build relationships and close deals. Kenny emphasizes that in logistics, lasting client relationships often begin with small transactions. When nurtured properly, these can evolve into long-term partnerships that drive consistent revenue.
“Sales professionals who understand this progression can turn single transactions into lucrative contracts, making sales a powerful driver for growth,” he asserts.
Sales Skills are Learned, Not Inherited
One of the most common myths about sales is that success comes with natural born skill. Kenny challenges this notion and deems it as a misconception.
“There’s overwhelming academic evidence that sales is a learned skill,” he states. “Personality is not a predictor of success in sales.” According to Kenny, the most successful salespeople are those who commit to learning, practice consistently, and continuously improve their techniques.
He highlights that like any profession, effective selling requires structured training and development, which is what TIA’s sales courses aim to provide.
Courses That Shape 3PL Sales Professionals
Dr. Kenny teaches several core courses at TIA that equip logistics professionals with practical, actionable sales knowledge:
- Fundamentals of 3PL Sales
This introductory course lays the foundation for effective sales, walking students through the three essential stages of the sales cycle: before, during, and after the call. - Coaching the Coach
Designed for sales managers, this course focuses on creating a performance-driven, supportive environment where sales teams can thrive. - 3PL Sales Certification
A comprehensive certification program that blends video content, interactive exercises, assessments, and resources to prepare participants for real-world selling.
These courses are tailored to the unique demands of the 3PL sector, where differentiation, responsiveness, and long-term relationship building are critical.
The Role of Technology and Continuous Learning
With automation and AI transforming logistics, Kenny stresses the importance of staying current.
“The more you automate, the lower your transaction costs and the higher your profitability,” he notes. His courses often include discussions on CRM tools, automation, and emerging technologies that improve both efficiency and customer engagement.
Continuous learning isn’t optional in today’s logistics landscape, it’s a competitive necessity. “If you’re not constantly evolving your methodologies and knowledge, you’re setting yourself up for failure,” Kenny warns.
Education as a Career Catalyst
Dr. Kenny is a strong advocate for the link between professional development and career acceleration.
“Attending conferences, reading, and participating in online courses correlate with faster career growth,” he says. He believes that TIA’s learning programs not only build technical skill sets but also foster a community of committed professionals.
“Education expands your mind to look at the situation differently and provides you with information and knowledge that you didn’t have before. There are no negatives to this,” Kenny asserts.
Over the years, he has heard countless success stories from students who’ve advanced in their careers after completing TIA courses. “What’s more enjoyable than knowing that you’ve helped somebody launch a very successful career?” he reflects.
In an industry defined by tight margins, evolving technology, and high customer expectations, 3PL professionals need more than intuition—they need education. Through decades of teaching and mentorship, Dr. Jim Kenny has helped shape the next generation of logistics sales leaders. His courses at TIA deliver the tools, strategies, and mindset required to excel in 3PL sales today and into the future.
Are you interested in learning more about 3PL Sales? Kenny’s 3PL Sales Fundamentals Course takes place from July 14 – 28. Don’t miss out – register today!
