Maple Associates’ recent endorsement by the Institute of Sales Professionals (ISP) highlights the growing importance of professional accreditation in the sales training industry. While endorsements from recognised bodies have long been common in fields such as law, medicine and finance, sales has historically lagged behind in being recognised as a true profession. Maple Associates’ experience provides a strong case for why that is changing and why professional validation is becoming a competitive advantage for sales training providers.
One of the key takeaways from Maple Associates’ story is the role ISP endorsement played in helping them win business from larger clients. In a competitive market where multinational corporations tend to favour established training providers with strong reputations, smaller firms need to demonstrate credibility to compete. Maple Associates’ managing director, Simon Batty, makes this clear when he explains that “it is essential that our work is endorsed by professional bodies” in order to secure contracts that might otherwise go to much larger firms.
The article also highlights the rigorous nature of ISP’s endorsement process. Batty acknowledges that while the process was “simple,” it was not “easy or automatic.” This suggests that endorsement is not merely a rubber stamp but rather a thorough review of training content, delivery methods and business processes. The fact that Maple Associates successfully completed the process adds weight to their claims of quality and consistency in their training delivery.
From a client perspective, ISP endorsement appears to have made a tangible difference in how Maple Associates’ programmes are perceived and valued. A global equipment manufacturer specifically required external validation for its pilot sales management programme before rolling it out to its dealership network. The success of this initiative led to further demand, with the programme becoming a standard offering within the manufacturer’s Dealership Academy. Furthermore, it prompted the creation of a new programme, the “Territory Sales Foundation,” tailored to the needs of sales representatives. This demonstrates how professional endorsement not only secures initial contracts but also provides a foundation for expansion and adaptation based on client demand.
One of the more striking insights from the article is the suggestion that many professionals outside the sales industry fail to recognise sales as a profession in its own right. According to Batty, many learners on Maple Associates’ programmes come from technical backgrounds—such as engineering, agronomy and construction technology—and only realise the depth of sales as a profession once exposed to structured training. This raises an interesting question about the perception of sales as a career and whether wider industry recognition, through accreditations such as ISP endorsement, could play a role in elevating its status.
Another notable outcome of ISP endorsement for Maple Associates is how it has led to a broader adoption of structured sales training across different sectors within their client base. One dealership client, after seeing the impact of the training, requested similar programmes for its animal feeds and animal healthcare sales teams. This suggests that endorsement acts as a mark of quality that helps training providers gain credibility in new sectors and expand their offerings.
Beyond the benefits to Maple Associates itself, there are wider implications for businesses investing in endorsed training. The article points out that dealerships who participated in the training saw improvements in market analysis, sales forecasting, customer retention and overall sales performance. This supports the argument that sales training, when properly structured and accredited, has measurable business benefits. It also counters the outdated notion that sales skills are best developed through experience alone, reinforcing the value of professional development.
Overall, Maple Associates’ case study provides strong evidence that professional endorsement can offer sales training providers a competitive edge. It builds credibility, helps secure larger clients, encourages industry recognition of sales as a profession, and drives the expansion of structured training into new markets. For businesses looking to improve their sales capability, investing in an accredited training provider appears to be a sound decision. However, for training providers considering accreditation, it would be wise to assess the demands of the process and the long-term return on investment before proceeding.
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