ISA launches Industrial Sales Academy
The Industrial Supply Association (ISA) has launched the Industrial Sales Academy, a new sales development program built specifically for the industrial supply channel in response to the growing pressure sales teams are facing in today’s market.
Across the channel, manufacturers, distributors, and independent manufacturers’ representatives are navigating increasing pricing pressure, more complex customer expectations, AI disruption, and tighter demands on sales performance. According to ISA member feedback, many organizations are looking for practical ways to strengthen sales capability without taking teams out of the field for extended periods of time.
To address these challenges, ISA partnered with Alignor, a global sales training firm that has worked with organizations such as 3M, Caterpillar, and Cummins, to develop a practical, industry-relevant sales development program tailored to the realities of industrial selling.
“Sales teams today are being asked to do more in a tougher environment and the old playbooks aren’t holding up the same way they once did,” said ISA President and CEO Brendan Breen. “What we kept hearing from members was clear: They need a more modern, practical approach to strengthening sales capability. The Industrial Sales Academy was built directly in response to that need.”
The Industrial Sales Academy is designed to help sales professionals strengthen the skills required to navigate today’s industrial sales environment, including:
- Communicating differentiated value
- Navigating pricing pressure and defending margin
- Leading difficult commercial conversations
- Closing more effectively in uncertain market conditions
- Strengthening long-term customer relationships
The program combines live virtual instruction, applied learning, peer discussion, and real-world sales simulations to help participants apply what they learn immediately.
The Industrial Sales Academy offers:
- Core Program (Level 1): Foundational selling capability for the industrial supply industry
- Advanced Program (Level 2): Skills for managing pricing pressure, defending margin, and selling in the age of AI
- Industrial Sales Academy Certification: Earned upon completion of both levels
The fully virtual format was intentionally designed to deliver high impact with low friction, allowing companies to develop their teams without long off-sites or significant operational disruption.
“Industrial sales requires more than product knowledge,” Breen added. “Today’s sales professionals need to confidently communicate value, manage complex customer conversations, and navigate changing market conditions. This program is designed to help them do exactly that.”
The Industrial Sales Academy is now open for enrollment, with the Core Program beginning June 9.
To learn more, visit: https://www.isapartners.org/industrial-sales-academy
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