WEBINAR: How ISA Is Evolving to Solve Today’s Sales Pressure Points

Posted on May 15, 2026

What we’re hearing from members is consistent: sales teams are under pressure. Pricing volatility. AI disruption. The mandate to “do more with less.” And the old sales playbooks aren’t holding up.

In this on-demand executive briefing, ISA President & CEO Brendan Breen shares how ISA is responding, including a deep dive into the Industrial Sales Academy, a new sales development program built from what member companies are asking for and already finding value in.

You’ll hear how ISA partnered with Alignor, the global firm that trains teams at companies like 3M, Caterpillar, and Cummins, to bring Harvard-educated, real-world sales expertise directly to ISA members.

The approach: High impact, low friction.

No long off-sites. No heavy budget lift.

A virtual, industry-relevant program designed to make sellers better from Day 1.

Watch the briefing to learn how the Industrial Sales Academy can help your team:

Shore Up the Pressure Points: pricing, AI, and closing deals in an uncertain economy
Use a Proven Training Model: used by Fortune 500 companies, adapted for the industrial channel
Develop Affordably and at Scale: strengthen your team without pulling sellers out of the field

See what’s new, how companies like yours are using the Industrial Sales Academy, and how ISA is helping members improve close rates, strengthen performance, and protect margin.

This briefing is for: Senior Executives, HR and Training Leaders, Sales Managers, and Front-Line Sellers looking to strengthen sales performance in a rapidly changing market.

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To all ISA Members and ISA Atlanta 2020 Attendees,

After continuous monitoring of the evolving situation with the novel coronavirus (COVID-19) and much deliberation, the Industrial Supply Association (ISA) is announcing today that the ISA Board of Directors have voted to cancel ISA Atlanta 2020 scheduled to take place April 20-22 in Atlanta, Georgia. Everyone at ISA understands and appreciates the time, effort, and resources that you have put into preparing for this event. Like you, we have been working hard, and were looking forward to coming together to Engage, Learn and Lead.

This decision was made after careful review of the most recent facts from the Centers for Disease Control (CDC), World Health Organization (WHO), the Georgia Department of Public Health and other local authorities. Ultimately, the health, safety and well-being of our members, management team and the community at large led to this decision. Although difficult, as this decision comes at a significant cost to ISA which is a nonprofit, we know it’s the right thing to do.

With that in mind, it’s important to note that ISA is YOUR ASSOCIATION and ISA is OUR INDUSTRY. With over 118 years of history, our mission is to provide the strategies and tools to help companies remain relevant throughout industry change. This global pandemic, combined with the accelerating disruption we all are facing, demonstrates now more than ever the need for ISA to continue its pursuit of Leading the Channel Forward®.

The good news is that we have the financial strength to weather this storm. We plan to access our financial reserves to make that happen. These reserves are intended to protect ISA in times like this and for investing in value added programs that benefit ISA members and our industry.

With this decision, we are prepared to refund 100% of all registration, booth and sponsorship fees. However, recognizing the significant impact on our reserves, we are asking for your consideration in donating your registration, booth fees and/or sponsorships to the ISA Foundation, all or in part, at the level your organization is able to support. Foundation funds will only be used for education, research and/or scholarships and your organization will be recognized as a supporting patron of the Foundation helping ISA continue its mission critical purpose. Your donation will help continue the momentum and fuel the future of the Industrial MROP Channel. We recognize the magnitude of this ask, but if each company can help in some way, together, we will strengthen ISA, our community and industry overall.

In the coming weeks, a member of the ISA team will contact all ISA Atlanta 2020 participants to discuss refunds and or donations. Due to the large number of companies and attendees we ask for your patience as we begin this process. This is a priority and will be given the urgency it deserves.

In closing, I would like to thank everyone that has reached out with overwhelming support and positive feedback regarding the path and mission we are on. To all, please keep an eye out for upcoming announcements regarding the Lifetime Achievement Award, Innovation Impact Awards, Phase 2 Analytics for Distributor, Manufacturers and IMRs, Scholarships and so much more.

On behalf of the ISA Board of Directors, I would like to thank you for your patience throughout this decision-making process and your commitment to your association – ISA.

Stay up to date with the latest information we have here.