Industrial sales has never been simple. But over the past few years, it has become noticeably harder.
Sales teams today are expected to do far more than quote prices and manage relationships. They are navigating price volatility, supply chain disruption, evolving customer expectations, and increased pressure to clearly articulate value. At the same time, many organizations are facing workforce transitions, and the challenge of developing sales talent without pulling people out of the field for extended periods of time.
Despite those realities, sales training often misses the mark. Programs are either too theoretical, too generic, or disconnected from what sales professionals are actually experiencing day to day.
That disconnect is what led the Industrial Supply Association to launch the Industrial Sales Academy.
Training That Connects to the Industry, Not Just the Classroom
The Industrial Sales Academy was built around a simple idea: sales training is more effective when it’s grounded in real business challenges and when participants are learning alongside peers who understand the environment they work in.
The program focuses on core sales skills that matter in complex, value-driven environments, such as communicating value, navigating pricing conversations, and engaging multiple stakeholders. While the curriculum itself is not limited to a single segment of the industrial channel, the experience is shaped by the people participating in it.
Participants move through the program alongside other professionals from across the industry, creating space for shared perspective and honest conversation about what’s working, what’s changing, and where challenges persist.
As one participant, Mike Hall, business development manager at Stellar Industrial, put it, “It was really interesting to hear how other people in the industry think about value and what they perceive as valuable. I was able to use what I learned the same day I finished the course, working with accounting, operations and shop teams all in the same room.”
That ability to learn with others who are facing similar pressures gives the training an immediacy that many sales programs lack.
How the Learning Experience Works
The Industrial Sales Academy follows a simple but intentional flow that balances individual learning with group discussion.
Each program begins with a kickoff call that brings all participants together. This session gives attendees a chance to meet one another, understand the structure of the program, and hear how others in the group are approaching similar sales challenges.
From there, participants move into the core of the training through a virtual, interactive learning platform. This portion is self-paced, allowing individuals to complete the coursework on their own schedule while applying what they’re learning directly to their day-to-day sales conversations.
Once the coursework is complete, participants come back together for a wrap-up session. These closing discussions create space to reflect on key takeaways, share real-world experiences, and hear how others applied the material in their own roles.
That rhythm, moving from group conversation to independent learning and back again, has become a defining part of the experience.
Built Around Member Needs and Modern Sales Teams
To bring the Industrial Sales Academy to life, ISA partnered with Alignor, a firm with deep experience in sales effectiveness and performance development. Together, they designed a program that reflects how sales teams actually work today.
According to Brendan Breen, president and CEO of ISA, the program was shaped directly by member feedback.
ISA President and CEO Brendan BreenISA
The result is a learning experience that balances structure with flexibility. Participants engage in guided coursework, apply what they’re learning in real time, and then return to group discussions to compare notes with peers facing similar challenges.
For Hall, who transitioned into sales after more than two decades working in a shop environment, that approach mattered.
“I came from over 20 years in the shop, so the sales side was new to me,” Hall said. “The Academy gave me education I could actually use, and the flexibility to fit it into a busy schedule.”
Relevant for Newer Sellers and Experienced Leaders
The Industrial Sales Academy offers open enrollment programs for individuals as well as private programs for teams and organizations. Courses are grouped into “Core” and “Advanced” certifications, allowing participants to build skills progressively rather than trying to absorb everything at once.
One of the more notable outcomes of the program has been its appeal across experience levels.
Tim Johnson, senior key account manager and business development lead at 3M, joined the Academy looking to learn from peers and revisit foundational skills.
“I was really looking to learn best practices from other people and see how they’re applying these principles in their own environments,” Johnson said.
For experienced sales professionals, the value often comes from reinforcing fundamentals that can fade into habit over time.
“It was a good reset on the fundamentals and a reminder of skills that experienced sellers sometimes gloss over,” Johnson added.
Why This Matters Right Now
The role of the salesperson continues to evolve. Customers expect clearer communication, stronger justification for pricing, and a better understanding of how solutions impact their business.
Meeting those expectations requires more than experience alone. It requires ongoing skill development and exposure to how peers are adapting to change.
The Industrial Sales Academy reflects that reality by pairing proven sales principles with industry-connected learning and peer discussion.
As Johnson summed it up, “You always pull some kind of nugget out of it. Even if it’s just a new twist on something you already know, it helps you be better tomorrow.”
In a sales environment where change is constant, that kind of shared learning can make a meaningful difference.
Christina Bertino is the director of marketing and communications for the Industrial Supply Association. Learn more about the Industrial Supply Academy at isapartners.org.
This column originally appeared as part of the 2026 Guide to the Modern Sales Organization in the March/April issue of Industrial Distribution magazine. Sign up here to subscribe to ID’s Today in Industrial Distribution daily newsletter.
