Unlocking sales performance: sales as a true profession
Sales professionals can learn a great deal from well-respected professional bodies like those in medicine, accounting, law, engineering, and architecture. These fields have developed systems of governance, continuous education, and ethical standards that have ensured consistent high performance, credibility, and public trust. Here, we share a few examples:
1. Establishing clear professional standards and ethics
Professions like medicine, law, accounting, and engineering have well-defined codes of ethics and professional standards that guide practitioners’ behaviour and ensure consistent quality of service.
What does this mean for sales?
The sales profession would benefit from adopting standardised ethical guidelines and best practices to improve accountability, reduce unethical practices, and ensure that clients trust the sales process. Establishing a code of ethics would enhance the reputation of sales as a professional and respected field, like these long-standing professions.
2. Credentialing and certification for credibility
In fields like accounting (e.g., CPA) or architecture (e.g., licensing boards), professionals must undergo rigorous credentialing and certification processes to prove their competence before practicing. These certifications signify that they have met industry standards.
What does this mean for sales?
Implementing formal certifications and credentials for sales professionals (e.g., sales certifications from a recognised body) can elevate the credibility and trust of the profession. When clients see sales professionals with recognised certifications, it gives them confidence in the salesperson’s expertise and integrity.
3. Continuing Professional Development (CPD)
Professional bodies for medicine, law, and engineering often mandate continuing education to ensure that members stay updated with the latest knowledge, tools, and practices. Without continuous development, professionals in these fields risk losing their licenses or becoming irrelevant.
What does this mean for sales?
Continuous Professional Development (CPD) can be adopted in sales, ensuring that salespeople keep their skills current as market dynamics, technology, and buyer behaviour evolve. By mandating ongoing training and learning, sales can remain competitive and adapt to future challenges.
‘There is no nobility in being superior to your fellow man; true nobility lies in being superior to your former self’
– Ernest Hemingway
4. Peer networks and knowledge sharing
Professional bodies in law, engineering, and medicine have strong networks for knowledge sharing, mentorship, and peer support. Conferences, seminars, and publications help professionals stay on top of industry advancements and innovations.
What does this mean for sales?
Sales professionals could benefit from more robust peer networks and knowledge-sharing platforms. Learning from peers through industry events, sales summits, and professional organisations could inspire best practices, foster innovation, and create a community of shared expertise.
5. Career development pathways
Medicine and law have clearly defined career paths, where each level of advancement is associated with specific qualifications, responsibilities, and rewards. Professional bodies play a role in defining these paths, giving clarity and structure to career progression.
What does this mean for sales?
Professional sales organisations can provide clearer career development pathways, including certifications and achievements that lead to higher positions such as Sales Manager, VP of Sales, or Chief Revenue Officer. Sales organisations could develop formalised tiers of recognition and advancement like the tiers in established professions (e.g., junior to senior to expert).
6. Advocacy and industry representation
Long-established professions often have strong advocacy arms, with professional bodies lobbying for industry interests, pushing for policy changes, or raising public awareness about the profession.
What does this mean for sales?
A sales professional body can represent the interests of sales professionals at industry and governmental levels, advocating for fair practices (e.g., compensation models, commission structures) and helping shape policies that impact the sales profession.
7. Trust and professional identity
Professions such as medicine and law enjoy a high level of trust due to the structured education, licensure, and ethical oversight in place. The identity of professionals in these fields is linked to their knowledge, integrity, and societal contribution.
What does this mean for sales?
By establishing similar trust through formalised education, certification, and ethical standards, the sales profession can evolve beyond the stigma of aggressive or manipulative selling. Sales professionals can be seen as trusted advisors and partners who are focused on helping clients achieve success, rather than merely closing deals.
Sales as a true profession
Sales professionals can benefit enormously by adopting practices from long-established professional bodies in fields like medicine, accounting, and architecture. By implementing ethical standards, formal certifications, ongoing learning, peer networks, and a clear career path, the sales industry can elevate itself to the level of other respected professions. Ultimately, this will create a higher level of trust, credibility, and performance, transforming sales from a transactional activity into a highly regarded and structured profession.
Introducing the Institute of Sales Professionals (ISP)
We are the leading, not-for-profit professional body for sales. We offer membership, internationally recognised qualifications, and a world leading CPD platform.
We are proud of our profession and passionately believe that sales deserves the recognition enjoyed by other disciplines. We are bringing sales into parity with other professions by providing qualifications and lettered accreditation (post-nominals), underpinned by life-long learning, for those who choose sales as a career. We uphold the quality, ethics and standards of professional selling and are here to celebrate everything that is great about being a sales professional.
If you’re serious about taking your sales career to the next level, join the Institute of Sales Professionals today. It’s more than just a membership; it’s your gateway to credibility, growth, and long-term success in the sales profession.
Written by Leslie Hines FF.ISP Managing Partner Europe, RevenueTEK
Les is a dynamic force in the professionalisation of sales, an advocate for elevating the discipline to stand proudly alongside law, engineering, and marketing. With a relentless drive to reshape how sales is perceived and practiced, Les works to establish it as a trusted, respected, and indispensable function within any organization.
Across a distinguished global career spanning EMEA, North America, South America, Asia, and Australia, Les has mastered the art of transformation, of businesses, markets, and mindsets. He brings sharp strategic thinking and real-world execution to leadership roles in general management, consulting, marketing, product development, and commercial operations. His expertise in revenue growth, market development, and product innovation has helped companies redefine their value in competitive landscapes.