About us

PRIMA, (much) more than sales consultants

Great adventures start with a great intro. Discover who we are and drop us a line if you feel, we’re a good fit.

PRIMA Manifesto

At PRIMA, we’re passionate about sales, strategy and coaching.

We're the rm that brings a stimulating shake up of actions and ideas that enlightens as much as they innovate and propel you forward to your goals. These words get us up (early) in the morning.

A day at PRIMA starts with a strong coffee and ends with an even stronger coffee. Because we never stop. Because we want to do whatever it takes. Do whatever it takes to reach our goals, do whatever it takes for your business.

That's called PRIMA thinking.

And so you know: We don't do sales pitches. We don't do long reports that will get shelved.

Instead, we ask the real questions. Even the ones that give you pause… and make your squirm. But only because we love our clients and know that on the other side of those questions lies greater trust and understanding.

At PRIMA, trust and understanding our customers is our key to success.

We are masters at reading between the lines and bringing out the unwritten. We always go beyond what you want to hear. We take you out of your comfort zone.

We put you in a different zone. An “Ohmygod, so THIS is what insanely good sales is like” zone that marks the turning point in your business from meh to freaking magnificent.

Our mindsetis quite intense. However, we never lose sight of your values and our common mission: to act on the growth and transformation of your sales.

With us, there’s’ no magical thinking. We rely on proven expertise, methodologies and tools that allow us to remain objective and deliver tangible and sustainable solutions.

No, our approach isn’t for everyone.

But if you’re a business leader with guts and ambition…

If you’re unafraid of change and challenges...

If you’re driven to grow your organization, achieve great success, change the game, and bring your team with you…

You’re in the right place.

The PRIMA team

Made up of inspired and inspiring individuals, the PRIMA team stands out for its high-level experts with complementary skills who are fully dedicated to achieving the best results to ensure your success.

PRIMA partners

PRIMA's recipe for success is based on a network of exceptional partners, who help us propel our clients' growth by being at the forefront of best practices.

Transform your sales

Consulting in sales optimization

Repeating the same actions in hopes of achieving a better result often leads to disappointment.

To achieve your business objectives, you need to activate all the sales growth levers in a specific sequence for your company.


Sales Force Analysis

Identify the growth opportunity and action plan to develop the team, optimize processes and close sales performance gaps.


Sales Process & KPIs

Implement processes and metrics to eliminate inefficiencies and enable sales teams to close more sales, in a shorter cycle.


CRM & Sales Tech

Optimize the reliability of your sales forecasts and the performance of your team with technological tools customized to your organization.



Keep teams trained on best sales and management practices with concrete and applicable training that is continually upgraded.


Sales Talent Development

Ensure the impact of learning by supporting your sales team with coaching, ongoing development programs and constant measurement of results.


Sales Recruting

Hire top-performing talent through a comprehensive, sales-specific recruiting process.


Sales Compensation

Ensure the impact of learning by supporting your sales team with coaching, ongoing development programs and constant measurement of results.

Do you want to mark a turning point in your company growth?

Get an analysis of your sales force

They came on board with PRIMA and won

Pinc. collectif double their sales with PRIMA

Pinc. collectif achieves over 75% closing rate

“There was too much fuzziness. I was looking for an angle that was much more professional, comprehensive, with somewhat scientific tools. For us, [working with PRIMA] transformed the whole company. It doubled our sales. We now have a closing rate that is over 75%.”

Sylvain Lessard, President, Pinc. collectif

Unicor regains control of its sales cycle with PRIMA

“One of the benefits we got from working with PRIMA is that we are now the master our sales process. Before it was our clients and that has had an enormous difference in the energy and the length of our sales cycle.”

Louis Gaudreault[Former] General Manager, Unicor

Syscomax hits goals 2 years ahead of prevision with PRIMA

Work on the right business opportunities to achieve growth objectives

Before working with PRIMA, our sales were uneven, so we had some difficulties to have predictability in our sales. We were wasting a lot of energy in the wrong place. [Now], we have a better deployment, a better qualification because we work the right way, and we work on the right opportunities.”

Jean-Philip RobitailleCo-President, Syscomax

Ralik hits aggressive growth goals with PRIMA

“I would recommend PRIMA to companies that know they have a greater sales growth potential than the results they achieve, but especially to companies that are willing to make changes that are not always easy to achieve their goals.”

Ali MustafaPresident and CEO, Ralik Packaging

Perkuto creates predictability in sales with PRIMA

Well-structured and easy to implement plan to develop the sales team

“I would recommend PRIMA to every B2B company regardless of their current sales performance because there's always room for improvement. With PRIMA, you will discover the strengths and weaknesses of your team, improve your sales process and create what I call predictability of your sales cycle.”

Youcef BouayadVice President of Sales and COO, Perkuto

Miralis boosts sales with PRIMA

Miralis boosts sales by leveraging sales management training

“My experience as a sales manager with PRIMA is exceptional because it allowed me to find the right ways to work with my team, then to be able to have better outcomes, both in terms of people and results for the company as well.”

Caroline PaquetteSales Manager, Miralis

Biron develops a stronger sales culture with PRIMA

Biron develops a stronger sales culture with PRIMA

“Working with PRIMA means working as a team, in partnership. You never feel as though there's a client/provider relationship. One of the elements that set PRIMA apart is the accompaniment they provide. Instead of coming in, training and being a sporadic consultant, they accompany, and that's the real key to success compared to other firms.”

Jean-François RiouxVice President, Sales, Biron

agileDSS increases sales by 15% with PRIMA

15% increase in revenue for an IT consulting firm with PRIMA

“We're talking about a 15% increase in sales after our first year of work [with PRIMA], which is not negligible given we're in the consulting business. And […] we also eradicated the rollercoaster pipeline phenomenon by implementing the system suggested by the PRIMA experts.”

Louis-Michel Mathurin[Former] Owner, agileDSS 

Laurentide Controls make big wins with PRIMA

"When COVID hit, so did the recession. Yet, with what we had put in place in sales only a few months before, the sales team continued to generate sales opportunities and bring in business. That's when it hit me and I realized we had made tremendous progress."

Steve Dustin, President of Laurentide Controls