Clients care about awards because it tells their senior management, who is paying for the course development, that the course is awesome. That it is everything that they said it is, that it’s going to change behavior, and that it’s the best of what’s out there. So it is marketing for them internally. Clients also love awards because everyone loves awards! Who wouldn’t want to get an award and say that they are the best at whatever it is they do? Everyone likes to get that pat on the back, that third party that says hey, job well done.