About PRIMEO

How we can help you grow through sales and strategy

Only a fool will try repeat the same action with a different result. To achieve your goals of the company, you must operate all the levers of growth of sales in a specific sequence for your company.

Our Team

Made up of inspired and inspiring individuals, the PRIMEO team stands out with its high-level experts who are committed to helping teams achieve their goals and get results.

Frédéric Lucas, President of PRIMA and recognized Sales Growth Expert, built his career on the conviction that sales success comes from structured development rather than innate talent. Although trained as an engineer, he quickly gravitated toward sales, only to face early setbacks marked by limited support and poor preparation. Determined to find a better way, he immersed himself in training and continuous learning, shaping the vision that now drives PRIMA. For almost 20 years, he has helped hundreds of leaders and sales teams unlock their full potential. His work is fuelled by a deep belief that potential is only the beginning of the journey toward excellence.

Frédéric Lucas

President & Sales Growth Expert

LinkedIn
frederic.lucas@primaressource.com 514.909.2383

Louis Larochelle, Sales Growth Expert, has built his career on a deep commitment to helping people grow—professionally and personally. Initially choosing sales to finance his studies, he quickly excelled, discovering a natural talent for connecting with others and solving problems. His path was not without challenges, but perseverance, ongoing training, and key mentors shaped his development. At PRIMA, Louis now supports sales teams across multiple companies, guiding their long-term evolution. He is driven by a desire to inspire, believing that effort leads to results and that anyone can rise to their full potential with the right coaching and encouragement.

Louis Larochelle

Sales Growth Expert

LinkedIn
louis.larochelle@primaressource.com 514.497.7493

Jonathan Lucas, Sales Growth Expert, has built a career shaped by early entrepreneurship and a strong interest in business management. His entrepreneurial drive emerged when he made an offer to acquire the first company he worked for, an experience that deepened his understanding of finance and business evaluation. He later combined his passion for sports and business by launching a high-end ski equipment distribution company, which he eventually sold to take shares in a manufacturing firm. These diverse experiences—start-ups, acquisitions, and operations—led him to join PRIMA, where he now helps business leaders navigate growth challenges and implement performance-driven sales technologies.

Jonathan Lucas

Sales Growth Expert

LinkedIn
jonathan.lucas@primaressource.com 514.951.3293

Sophie Rivest is a seasoned sales professional with over 20 years of experience and a strong expertise in B2B prospecting. Passionate about helping companies build high-performance sales teams, she implements targeted strategies to uncover the best growth opportunities. Sophie joined PRIMA driven by her conviction that data reveals the true causes of performance challenges. Her sharp observation skills and adaptability help managers understand and correct sales inefficiencies. With an approach centered on each company’s specific needs, she guides teams toward stronger results. As a facilitator, she promotes collaboration, idea sharing, and collective success within sales organizations.

Sophie Rivest

Sales Coach

LinkedIn
sophie.rivest@primaressource.com 514.228.5428

Lisa Leitch, Sales Growth Expert, is known for her mantra: “Be Strategic. Be Proactive. Be Brave.” For over fifteen years, she has coached sales leaders and teams across North America, helping them adapt to an ever-changing sales environment. As President of Teneo Results, she has trained thousands of professionals in more than 250 companies, equipping them with practical tools to elevate skills, set strong goals and win major opportunities through purposeful customer conversations. A distinguished Certified Sales Professional and acclaimed speaker, Lisa’s career includes two decades as a top-performing salesperson.

Lisa Leitch

Sales Growth Expert

LinkedIn
lisa.leitch@primaressource.com 519.421.8294

Jasmine Prygiel is deeply committed to ensuring a successful outcome for every client she works with and every sales trainer & coach she supports. Her attention to detail, and excellent rapport-building skills enable her to effectively strengthen client relationships, as well as support and understand their training needs. Jasmine joined PRIMA because she is passionate about working with innovative companies that value their people. She feels privileged to be working with a team that truly helps organizations reach their goals and achieve success.

Jasmine Prygiel

Project Manager

jasmine.prygiel@primaressource.com 514.865.9572

Jade Soucy, Admin & Marketing Coordinator at PRIMA, joined the team in 2018 with a background in communications. Starting in an administrative role, she quickly gained insight into how the company’s values and methodologies come to life daily. Her passion for creativity and visual storytelling led her to the marketing team, where she contributes to promoting the PRIMA brand through events, resources, and educational content. With a broad range of experience, Jade supports colleagues across development projects and helps clients grow their businesses, combining organizational skills with a keen eye for creative communication.

Jade Soucy

Admin & Marketing Coordinator

LinkedIn
jade.soucy@primaressource.com 514.448.0827

Customer success stories

  • 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

  • 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 Rioux, Vice 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

  • 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 Robitaille, Co-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 Mustafa, President and CEO, Ralik Packaging

  • 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

  • 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 Bouayad, Vice President of Sales and COO, Perkuto

  • Miralis boosts sales with PRIMA

    “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 Paquette, Sales Manager, Miralis

Our strategic partners

Our partners help us fuel our clients’ growth by being at the forefront of best practices. The best part is… you don’t have to lift a finger. We do all the heavy lifting to ensure you get the perfect combination of services for your needs and goals.

  • Objective management group

    Objective Management Group is the pioneer and industry leader in competency, candidate and process assessment for sales organizations. Always at the forefront of developments in the field of sales performance, Objective Management Group’s tools are distinguished each year on the international scene for their excellence.

  • Entre chefs PME

    PRIMA is an official partner of the first French-speaking network dedicated to sharing experiences for entrepreneurs and the unavoidable reference in supporting these leaders on a long-term basis. EntreChefs PME provides a stimulating environment that serves as a catalyst for development opportunities through their events events.

  • Membrain

    Membrain is a sales enablement platform for B2B companies handling complex sales. As the ultimate sales performance tool, Membrain helps reinforce the behaviors that consistently win B2B sales, while reducing effort.

Want your own piece of PRIMEO?

PRIMEO Franchises

PRIMEO offers driven entrepreneurs the opportunity to operate their own franchise focused on leading sales transformation for clients. As a franchisee, you build and guide your own team while helping organizations strengthen their performance through targeted training, hands-on coaching, and strategic sales development. This model gives you both the autonomy to run your business and the framework to create meaningful, measurable growth for your clients.

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