Peter Legge Institute for Sales Excellence

Peter Legge

Established in 2012, the Peter Legge Institute for Sales Excellence at Ƶ offers a variety of sales training programs for both new salespeople and experienced professionals.

The Sales Institute’s patron, Dr. Peter Legge, LL.D (Hon), is an internationally acclaimed professional speaker, a bestselling author, and the CEO and Chairman of Canada Wide Media Ltd. In addition to being the recipient of multiple awards for his service to the community, Peter is recognized as one of Canada’s top business leaders and was inducted into the Canadian Professional Sales Association Hall of Fame in 2003 alongside other business leaders including Jimmy Pattison, Timothy Eaton, Garfield Weston, and Brian Tracy.

Having been in sales for most of his life, Peter learned from the hundreds of deals he closed (and lost) that a simple and direct approach to sales is best – be honest, create value, and come from a place of giving to get. His philosophy is reflected in all of the Sales Institute’s programming.



Crucial Skills That Turn Opportunities into Results

Sales Institute Group

The Sales Fundamentals program delivers strategic professional development for both new salespeople, as well as experienced sales pros who may benefit from a refresher. This two-day workshop includes interactive presentations, lively role-play, peer-to-peer roundtables, and industry-relevant examples throughout all curriculum topics.

Training topics will include:

  • Setting sales goals & tracking results
  • Understanding your target market
  • Effective lead generation strategies
  • Features, benefits, and solving problems
  • Creating incredible value
  • Why clients buy - wants vs. needs
  • Effective communication & presentations
  • What is said vs. what is meant vs. what is heard
  • The sales cycle
  • Closing and handling objections
  • Client life cycle and loyalty
  • Repeat and referral sales
  • Upselling techniques
  • Overcoming roadblocks to success
  • … and much more!

The price per on-site group workshop is $4,995.00 plus applicable taxes (up to 18 seats).


The following workshops are designed for more experienced sales professionals that are looking for a way to focus on improving specific elements of their sales techniques and take their skills to the next level.

B2B & B2C Lead Generation Strategies that Work (4 Hours)

Do you feel like your B2B and/or B2C business is not getting enough high-quality leads? Are you out of inspiration about what new strategies you could use for effective lead generation in a post-pandemic world?

This workshop focuses on building lead-generation campaigns that will grow your business, your network, and your opportunities. Our experienced sales trainers will teach you how expert marketers generate leads for B2B, B2C, and local businesses, using various lead-generation concepts, strategies, tools, and techniques. The program incorporates foundational principles, a customer-centric focus, emerging technologies, and essential tools that have reshaped marketing during COVID-19 and tools that will remain a key driver of organizational growth in the years ahead.

Program participants will explore:

  • The differences between B2C and B2B lead generation
  • How to access your current B2B & B2C marketing strategies
  • The Lead Generation Funnel
  • Lead capture, qualification, and connection
  • Marketing automation
  • Powerful lead generation tools
  • Effective Inbound and outbound marketing strategies
  • The customer decision-making process
  • How to close deals and make money

The price per on-site group workshop is $1,795.00 plus applicable taxes (up to 18 seats).

Powerful and Persuasive Presentation Skills (4 Hours)

Wouldn’t it be a shame if all your hard (and expensive) marketing efforts finally got you in front of a potential client only to lose out on a sale or contract due to an ineffective sales pitch? The reality is that this scenario happens every day. Sales reps rarely get training on how to deliver effective presentations for their products and often lose out on opportunities because they lack the skill to successfully communicate, connect and close.

This workshop will allow sales professionals to learn how to prepare for and deliver all types of sales presentations (formal and informal), either individually or as a team. Participants will build the skills required to make a compelling case to get customers to act and win more business by delivering high-impact, customer-focused presentations that actively involve their customers.

Program participants will learn and practice how to:

  • Manage nervousness and enhance their delivery
  • Practice effective verbal and non-verbal communication
  • Use a Presentation Framework to craft a persuasive message matched to customer needs
  • Tell their story from the customer’s perspective
  • Utilize an interactive approach that tests customer perceptions and allows for immediate adjustments
  • Build relationships and trust by generating audience-centered discussions and comments
  • Recognize and resolve potential objections, before they become objections
  • Create incredible value and differentiate from the competition
  • Respond to tough questions with clarity and confidence

The price per on-site group workshop is $1,795.00 plus applicable taxes (up to 18 seats).

Managing Client Engagement & Building Long-Term Relationships (4 Hours)

Landing a new customer and securing a first sale should be just the first step in the long journey of turning your ‘customers’ into ‘clients’.

Your long-term sales success relies heavily on developing strong client relationships that last. Clients develop expectations about how suppliers should perform and behave. If you want to exceed those expectations and become your client’s trusted advisor that delivers value every time, then you need to develop high-impact client engagement skills that positively differentiate you from your competitors. To achieve this, you need to learn and master the key behaviours and relationship-building skills that put your clients first and foster strategic long-term customer relationships.

This workshop is designed specifically for account managers, client relationship/liaison managers, sales representatives, and technical people who support the sales process in a client-facing role. During the program you will:

  • Explore techniques to truly understand your client's needs
  • Review the different client types, behaviours, and expectations
  • Understand your client's journey and touchpoints
  • Develop a customer-centric mindset
  • Practice techniques to build credibility and reliability
  • Role-play advanced rapport-building skills
  • Master loyalty-building behaviours and strategies
  • Find out how to use social media and CRM tools to your advantage
  • Determine the value of and how to act on client criticism and feedback
  • Understand how to leverage customer relationships for referrals
  • Valuate the benefits of developing strong client relationships

The price per on-site group workshop is $1,795.00 plus applicable taxes (up to 18 seats).

Effective Negotiation Skills (7 Hours)

Do you want to discount less, enjoy higher close rates, shorter deal cycles, close bigger deals, improve relationships, upsell and cross-sell more effectively? If you master key negotiation skills and practice effective strategies, you can achieve these results and more.

In today’s budget-conscious/value-driven world, buyers are smarter than ever and are always on the lookout for the best ‘deal’.  Negotiation is crucial for them to achieve their goals and manage their resources, and it’s also crucial for you as a seller to keep your margins and profitability while keeping your client satisfaction high. Without effective negotiations, these two needs are at incredible odds and if not managed well, can lead to negative emotions and results on both sides.

This highly interactive and collaborative workshop focuses on practice and application, with real-time feedback from our professional sales trainer and program participants. During the program, you’ll gain actionable strategies for:

  • Adjusting expectations (both theirs and yours)
  • Making offers more appealing
  • Closing sales negotiations faster
  • Increasing the Value Proposition
  • What to say & when to say it
  • Why salespeople discount and why it’s a problem
  • Leading the Negotiation Process
  • Handling common buyer negotiation tactics
  • Managing emotions in negotiations
  • Managing your BATNA
  • Effective communication and body language
  • How to avoid and identify dirty tricks and manipulation
  • How to get the business and keep a strong positive relationship with the client

The price per on-site group workshop is $2,995.00 plus applicable taxes (up to 18 seats).

The Sales Enhancement Workshop Bundle

If you're interested in booking all the Sales Enhancement workshops, we have conveniently bundled them together for one low price.  This bundle can be delivered in a variety of ways, so contact us to discuss your needs and we can schedule the workshops, so they work best for your team and schedule.

All 4 Workshops are for $7,495.00, plus applicable taxes

Some BC employers may have access to funding through the B.C. Employer Training Grant (ETG) which supports skills training to address provincial labour market needs. The program is delivered by the Province of British Columbia and is funded by the Government of Canada through the Workforce Development Agreement (WDA). For more information on the Grant and to check eligibility. .



I just wanted to thank you again for coming out on Monday and putting on the course for our supervisors. I have spoken to all who attended and have heard only positive feedback about the information on the course and your presentation of it. Some of the guys said they were a bit skeptical before the course, but they all said that after only a few minutes you had their attention and held it. They said that they will be putting what they learned into practice.  

Alliance Grain, Vancouver, B.C.

Contact Us

For more information on available training programs or a free consultation contact:

David McLellan
T. 604-365-9564