The Real Impact of Sales & Marketing Education for 3PLs
The Real Impact of Sales and Marketing Education in Third-Party Logistics
Jennifer Zhao | Transportation Intermediaries Association
A strong sales and marketing strategy is the foundation of every successful business, and this is particularly true in the competitive third-party logistics (3PL) industry. TIA’s instructors, Dr. John Drea and Dr. Jim Kenny, have extensive experience in teaching sales and marketing in the logistics industry. Dr. Drea has been teaching at TIA for nearly 25 years, while Dr. Kenny has more than 40 years of experience at TIA. Together, they’ve developed a curriculum specifically designed to meet the unique challenges of the 3PL industry. I interviewed them to gain a stronger understanding of their courses and the importance of sales and marketing in 3PL.
The Critical Role of Sales and Marketing in 3PL
Dr. John Drea and Dr. Jim Kenny both discussed with me the importance of differentiating yourself and generating revenue. These are the keys to success in 3PL and they couldn’t be achieved without sales and marketing skills.
“I think one of the biggest reasons that marketing has become more important every day in this field is due to the need for brokerage companies to differentiate what they do,” says Drea. “Everybody price shops, and that’s common in the industry, but you have to offer something that your competitors don’t – while keeping the price reasonable. You have to differentiate, and I think that’s the future of the industry.”
To keep up with the intense competition in the industry, it is crucial to be able to understand your target audience and understand their needs. Then, you must be able to address them and show how your services provide more value than that of your competitors. Differentiation is not only important for business growth but is equally important for personal growth.
“It’s not enough just to do marketing activities, but you have to be able to show results. If somebody can set specific and measurable goals and then use some of the things that we cover in the class to help meet those goals, then they have something that they can take with them that shows the way they’ve been able to create value. You learn how to how to differentiate yourself from other people in the field,” Drea explains.
From a sales perspective, business growth is driven by driving revenue. Kenny states, “The top line of any profit and loss statement is revenue, which is driven by sales. We’re in a business that’s B2B, and thus more sales-driven than marketing-driven.” He emphasizes that the combination of a strong salesforce and an effective marketing team is key to success.
Often, revenue is driven by long-term customer relationships, who are loyal customers and increase word-of mouth-marketing (WOM). However, these relationships must start from somewhere. In the world of logistics, the sales process often starts with small, transactional interactions that can grow into long-term relationships.
Kenny says, “Sales professionals who understand this progression can turn single transactions into lucrative contracts, making sales a powerful driver for growth.”
Being able to garner these relationships is a skill that must be trained. Kenny highlights that it is a common misconception that great salespeople are born, not made.
“There’s overwhelming academic evidence that sales is a learned skill,” he says. “Personality is not a predictor of success in sales.” Being a good salesperson requires training, practice and continuous development.
The Need for Continuous Education
To stay competitive, logistics professionals must keep up with emerging technologies in the supply chain.
“If you’re not constantly evolving your methodologies and knowledge, you’re setting yourself up for failure,” Kenny warns. The same principle holds true in marketing. In today’s rapidly evolving marketing landscape, staying on top of strategies is essential, especially in digital marketing.
Drea explains, “Continuing education in general, and continuing education in marketing, in particular is critical, given how much the field changes. Someone who graduated with a marketing degree 10 years ago didn’t get exposure to the digital technologies we use today, like Google’s analysis tools.”
Over the last decade, consumers have gained power through the ability to find any information about any product or service within seconds online. Drea noted that his background prior to TIA was teaching primarily consumer behavior courses. This topic remains extremely relevant in marketing today; however, the way it is applied has changed.
Drea adds, “Newspapers are dead. Radio is dead. Even broadcast television and cable are greatly reduced. It’s fun trying to connect with people through social media and email, but AI is the future.
No matter which industry you are working in, it is impossible to deny the fact that understanding and adapting emerging technologies is unavoidable. To stay in-tune, continuous learning is crucial. TIA offers a variety of courses designed to equip 3PL professionals with the sales and marketing skills that are necessary to succeed in the competitive landscape. Dr. Jim Kenny teaches three courses that provide foundational and advanced skills for 3PL sales:
- Fundamentals of 3PL Sales: an introductory sales course that teaches the basics of the sales process, covering the three essential phases of sales—before, during and after the call
- Coaching the Coach: a course designed for 3PL sales managers, teaching them how to create a supportive and effective environment to drive performance
- 3PL Sales Certification: a certification course designed to equip 3PL sales professionals with essential tools and techniques for selling, including video content, interactive exercises, knowledge assessments and resources
Kenny states that teaching at TIA is extremely rewarding due to the several success stories he has heard over the years. “I mean, what’s more enjoyable than knowing that that you’ve helped somebody launch a very successful career!” he proclaims.
Dr. John Drea teaches marketing courses, created for 3PL professionals looking to gain knowledge on marketing tools and strategies to differentiate themselves from competition. These courses include:
- Data-Driven Marketing for Freight Brokers: this course equips professionals with the knowledge and technological skills needed to effectively use your existing data, improve marketing strategies and drive business growth
- Freight Brokers’ Guide to Social Media Mastery: this course teaches how to navigate social media platforms such as LinkedIn, X and Instagram, along with how to leverage each to maximize reach and engagement
- Certified Transportation Marketing Professional (CTMP): this certification program is made for professionals looking to elevate their skills and advance their transportation careers
Dr. John Drea has been teaching courses at TIA since 2006 and values the personal connections he has made with members, especially the executive-level students who ask “meta questions” from both marketing and broader business perspectives. Drea is passionate about helping his students grow and forming connections with them.
“One of the most rewarding parts of teaching at TIA has been the opportunity to work alongside incredible colleagues like Cindy Amos, Jonathan Baker and many others,” says Drea. “I’ve never worked with anyone at TIA who wasn’t just a great person.” This sense of collaboration and shared passion for student success reflects the simple magic behind what makes both teaching and learning effective – dedication and passion.
This focus on passion and progress extends beyond the classroom and into industries like 3PL, where technology and automation are reshaping how businesses operate. As the supply chain embraces new tools like CRM systems, AI and automation, businesses must evolve to stay competitive.
“The more you automate, the lower your transaction costs and the higher your profitability,” explains Kenny. By learning about automation, salespeople not only improve efficiency but also gain a significant competitive edge – something he dives into during his courses.
Kenny emphasizes the value of continuous learning, stating, “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.” This ongoing education, especially in areas like sales and marketing, is essential for staying ahead.
The Personal and Career Growth Benefits
Kenny notes that investing in education leads to faster career progression. “Attending conferences, reading and participating in online courses correlate with faster career growth.” For TIA members, the association’s educational offerings provide both technical knowledge and a sense of community, with learning materials shaped by 3PL professionals.
TIA’s courses are tailored to the specific needs of the logistics industry. Drea states, “It’s a very focused approach, and it’s great that you can take that approach for people who aren’t working in traditional marketing. You get rid of the unnecessary parts and really focus on what’s important to everyone’s needs.”
This tailored approach is especially valuable in today’s fast-paced 3PL landscape, where brokers must be adaptable, tech-savvy and skilled in both sales and marketing. TIA’s sales and marketing courses provide the knowledge, tools and strategies necessary to succeed in this competitive environment. Whether it’s mastering core sales principles or implementing data-driven marketing tactics, these courses offer unmatched value, helping both individuals and companies advance their knowledge and positioning themselves for long-term success.
Jennifer Zhao is the digital marketing specialist with TIA.
