MARKETING AND SALES CONFERENCE - IWLA.com

2007
MARKETING AND SALES
CONFERENCE
All new content and speakers.
July 18-19
2007
•
Chicago, IL
Consultative Sales of 3PL Services
What do you have on the line
www.iwla.com

2007
MARKETING AND SALES
CONFERENCE
Consultative Sales of 3PL Services
In today’s competitive marketplace, no 3PL
wants to be forced into a proposal response
based solely on price. Selling value over price is
the goal, especially for major accounts which
can have a significant impact on keeping your
warehouse full and profitable. Learn how to
focus on value, overcome emerging challenges
and seize new opportunities from 3PL industry
and academic experts at IWLA’s annual
Marketing and Sales Conference. Spend one-and-a-half information-packed
days gaining the cutting-edge marketing and sales tools, techniques and
strategies you need to find new business and hold onto the customers you
have. Build critical skills that will keep your warehouse full, active
and profitable.
Register now while space is available!
WHAT YOU’LL GAIN BY ATTENDING:
• Identify the who, what, why, where, when and how of key channel
identification to build your customer base.
• Find out how to develop your major account selling skills and not just
be another feature/benefit low-cost seller.
• Learn the steps a buyer goes through when making a purchasing
decision in a major account sell.
• Acquire the key consultative selling technique of assessing customer
needs to move them to the value proposition.
• Understand the recent changes in the key areas of Internet marketing
including pay-per-click campaigns, organic search engine optimization
and e-mail marketing.
• Get the good, bad and ugly of CRM for the warehouse-logistics
industry.
• Increase your peer network.
Register online at www.iwla.com.

HERE ARE JUST A FEW OF THE
TOPICS TO BE COVERED:
Keynote – Interviewing for Value
James T. Kenny, Ph.D., Professor of Marketing, Western
Illinois University
Interviewing for value requires that a salesperson behave like a
therapist – constantly asking questions that delve deeper into
the clients needs. Price is a single item differentiator. Value is
a multi-item differentiator. In order to advance past a single
item source, a seller must develop his questioning or
interviewing skills. Using his extensive experience working with
warehouse logistics firms, Dr. Kenny will describe key techniques (needs assessment,
advancing questions) and approaches you can take away from the session to help you
understand the customer needs to move him/her to the value proposition.
Grow Your Business – Channel Development
Bob Moran, CLP – Executive Vice President, Alliance Warehousing and Distribution, Inc.
Building your customer base beyond your existing customers and their product lines is an
important strategy to expand your business but finding entrée points is never easy. Bob will
identify the who, what, why, where, when and how of key channel identification and share
examples from his success using this approach with trade groups, professional associations,
customers and vendors.
Internet Marketing – Get the Newest Addendums to Your Play Book
Kim Nelson-Gommes, President, ebasedEVOLUTION
This session will address and present examples of best practices to illustrate recent changes
in the key areas of Internet marketing including pay-per-click campaigns, organic search engine
optimization and e-mail marketing. Common questions being asked by 3PLs will be
addressed. These include:
• Why have my listings dropped from Google
• What should we now do about emails from people who want to trade links
• When should we use pay-per-click and why
• I want a flash intro on my web site, what will that do for me
• I want to send emails to prospects. What are the new rules
Choosing and Using CRM Software Solutions to Produce Results
Chad Collett, Vice President of Marketing, WOW Logistics Company , Adrian Potgieter, Vice
President Business Development, DSC Logistics and Julie Thomas, Marketing and Inside
Sales Manager, Evans Distribution Systems.
In this panel discussion, 3PL Customer Relationship Management (CRM) users will describe
the good, bad and ugly of CRM for our industry. They will identify their experiences in
selecting software tools, key functions/implementation steps, success strategies, failure
avoidance techniques and alternative solution cost ranges.
Maximize Visibility through the Logistics Services Locator
Ben Stephens, Director of Public Relations, IWLA
Due to popular member demand, IWLA has re-engineered its online warehouse logistics
services search engine. Learn how this new tool works and how your company can maximize
its exposure to potential customers, hear about business opportunities and initiate business
relationships with other members.
Additional Half-Day Session – Wednesday Morning July 18, 2007
Major Account Selling
James T. Kenny, Ph.D., Professor of Marketing, Western Illinois University
Do you know the specific differences between simple (transactional) or major account
(contract) sales Do you know the steps a buyer goes through when making a purchasing
decision in a major account sell Do you know how to design and build a multi-attribute
model so that your client can make a more informed decision regarding total value instead of
just price This seminar addresses these and several other value questions. Learn how to
develop your major account selling skills and not just be another feature/benefit
low-cost seller. Space is limited for this session – Register Early!

Registration Form
Register now while space is available! Complete a registration form for each
registrant and fax it to 847-813-0115. Ask about our group discount.
Please register me for IWLA’s Marketing and Sales Conference being held at the Ramada
Plaza Hotel, 5615 N. Cumberland Avenue (5 minutes from O’Hare International Airport),
Chicago, IL on July 18-19, 2007.
Please (✓) indicate membership status: ■ IWLA Member ■ Non-Member †
Name/Title
Badge Nickname
Company Name
Address
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Phone
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Please ( ✓ ) indicate payment method: ■ Check
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■ Visa/Mastercard
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How did you hear about this event
■ E-mail ■ E-news ■ Colleague ■ Brochure
■ Other__________________
Registration Fee (US Dollars)
■ IWLA Member $649 ■ Non-Member $999 †
Registration Fee (US Dollars)
1-1/2 day conference 1/2-day session only Full two days
■ IWLA Mem. $679 ■ IWLA Mem. $279 ■ IWLA Mem. $929
■ Non-Mem. $999 † ■ Non-Mem. $399 ■ Non-Mem. $1299 †
Registration fee covers course materials, binder, lunch,
breaks and networking reception.
† Non-members can join IWLA now and save over $300!
To learn more about IWLA membership, contact
Faith Ramey at 1-800-525-0165 or framey@iwla.com.
Fax all completed registration forms to 847-813-0115.
If paying by check, fax registration separately and mail
check payable to:
IWLA Education & Research Foundation
Department 20-5031
PO Box 5988
Carol Stream, IL 60197-5988
Direct questions to Jennifer Urias, Education Coordinator,
at jurias@iwla.com or to Linda Wood, Senior Director of
Education, at lwood@iwla.com. You may also call IWLA
headquarters at 847-813-4699 with your questions.
HOTEL INFORMATION
The Ramada Plaza Hotel is located only 5
minutes from O’Hare International Airport
and 15 miles from downtown Chicago.
A block of rooms has been reserved for
conference participants, with a special group
rate of $129.00 + tax per night
single/double for attendees who register by
July 10, 2007. This rate also includes
complimentary airport shuttle service,
breakfast buffet and high speed Internet
access in your hotel room. To get the IWLA
rate call 773-693-5800 or 800-272-6232.
Ramada Plaza Hotel
5615 North Cumberland Avenue
Chicago, IL 60631
Phone: 773-693-5800
Attendees are responsible for hotel
accommodations.
Special Needs
It is important to us that you get the most from
the conference. If you have special needs or
requirements, please notify us in writing by
June 27, 2007 and we will do our best to
accommodate you.
Cancellation Policy
All cancellations must be received in writing
by June 27, 2007, for a full refund less a
$150 cancellation fee. No refunds will be
given after this date. Substitutions will be
accepted, but no-shows will be billed in full.
Please note that in the unlikely event of
program cancellation, the IWLA Education &
Research Foundation is not responsible for
incidental costs incurred by registrants.
Register online at www.iwla.com.

Bringing the Experts to You!
Our distinguished speakers and panelists teach practical
solutions based on years of proven results in marketing and
sales.
SPEAKERS*
Tim Barrett, Chief Operating Officer, Barrett Distribution
Centers
Chad Collett, Vice President of Marketing, WOW Logistics
Company
Doug Dobbe, President, Strategies
Don Jordan, Vice President of Warehousing, Landstar Global
Logistics
James T. Kenny, Ph.D., Professor of Marketing, Western
Illinois University
Bob Moran, CLP, Executive Vice President, Alliance
Warehousing & Distribution, Inc.
Kim Nelson-Gommes, President, ebasedEVOLUTION
Adrian Potgieter, Vice President of Business Development,
DSC Logistics
John Rowan, Midwest Warehouse & Distribution System, Inc.
Ben Stephens, Director of Public Relations, IWLA
Julie Thomas, Manager of Marketing and Inside Sales, Evans
Distribution Systems
Kevin Westervelt, Senior Vice President of Business
Development, Ozburn-Hessey Logistics
And more!
NOTHING BEATS
CHICAGO IN THE
SUMMER!
Enjoy the Chicago lakefront, “the
Friendly Confines,” Navy Pier, the new
Millennium Park, the Magnificent Mile
and the Loop. With world-renowned
music, nightlife, dining, museums,
architecture, theater, shopping and
more.
The Ramada Plaza Hotel is just 15
miles from downtown Chicago and
only two miles east of O’Hare
International Airport.
WHO SHOULD ATTEND
• Anyone concerned with increasing sales and profits.
• Warehouse-based logistics owners, executives
and managers.
• Marketing, sales, business development and customer
service professionals.
• Warehouse logistics professionals who want to invest in
their company and career.
This conference counts toward the prestigious Certified
Logistics Professional** designation.
*Subject to change without notice.
** The Certified Logistics Program (CLP) is a unique
program offered only by IWLA. It is designed specifically for
the warehouse logistics professional. The CLP sets the
standard for logistics management excellence and is
recognized by hundreds of companies. To learn more,
go to www.iwla.com.
Schedule at a Glance:
Wednesday, July 18, 2007
New Session for 2007 - Major Account Selling
Breakfast Buffet: Complimentary for registered hotel guests
6:00 a.m. – 7:30 a.m.
Registration: 7:30 a.m.
Session: 8:00 a.m. - Noon
2007 Marketing and Sales Conference
Registration: 1:00 p.m.
Conference: 1:30 p.m. – 5:00 p.m.
Reception: 5:15 p.m. – 6:00 p.m.
Thursday, July 19, 2007
2007 Marketing and Sales Conference (continued)
Breakfast Buffet: Complimentary for registered hotel guests
6:00 a.m. – 7:30 a.m.
Conference: 8:00 a.m. – 11:30 a.m.
Luncheon: 11:30 a.m. – 12:30 p.m.
Conference: 12:30 p.m. – 5:00 p.m.
Location: Ramada Plaza Hotel Chicago O’Hare Airport, Chicago, Illinois