The Effica Group

Our mission is to improve the overall sales of our clients in both a long-lasting and measurable way.

The Effica Group is a firm of expert consultants who offer customized sales training aimed at improving sales efficiency. Sales efficiency is defined as the implementation of best practices with sales and sales management. It also includes the coaching of all the stake-holders.


Effica was established in 1991 by Jocelyn Richard under the name of Performance D.O. Soon after, the biggest corporate names in Quebec such as Desjardins, the TD Bank, Bell and the National Bank were all relying on Performance D.O. for their sales training. Since then, many other Canadian companies have joined our long list of clients.

The Effica Group adapts its training methods according to the specific needs of its clients. Whether it be sales training via e-Learning, with videos or by Webinar, courses offered in a classroom setting or in the workplace, Effica can propose a dynamic way to best suit the client's reach to the market.

How does the Effica Group differentiate itself ?

  1. By the skill and expertise of its consultants who have worked extensively in sales and sales management for many years.
  2. By the use of customized simulations and role-play modelled on your work environment.
  3. By offering dynamic customized training sessions adapted to your specific industry.
  4. By implementing methods adapted to your market coverage.

At Effica Group, we are not just offering sales training. We will work with you to reach your sales objectives. At Effica, we also guarantee your investment by proposing a long-term coaching and support program.

Call us now to discuss your business needs!

Sales of services
to individuals
Retail store sales
Call center sales
Business to
business sales (B2B)