Top Sales & Marketing Courses at TIA to Advance Your Career
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 over 40 years of teaching at TIA. Together, they’ve developed a curriculum specifically designed to meet the unique challenges of the 3PL industry.
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, you must be able to address your audience’s needs and show how your services provide value, in comparison to your competition. 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 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 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. 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
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 and staff at TIA.
“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.
TIARE’s tailored approach is especially valuable in today’s fast-paced 3PL landscape, where brokers must be adaptable, tech-savvy and skilled. TIARE’s courses provide the knowledge, tools and strategies necessary to succeed in this competitive environment.
