norman rose

What norman rose does

Excel Sales Consulting Inc., doing business as Excel Sales Consulting, is a privately held Canadian professional training and consulting firm founded in 2001 by Norman Rose and headquartered in Heritage Pointe, Alberta. The company delivers sales, customer service, and leadership development programs, with a primary specialization in the automotive aftermarket channel — manufacturers, jobbers, automotive service providers, and collision centers — though it also serves adjacent verticals including oil and gas, paint and coatings, and financial services. Core products include Relationship Selling Skills Training, Inside Sales and Customer Service Training, Store Manager Leadership Training, and a Delivery Driver Online Course, each available in live in-person, virtual instructor-led, and self-paced online formats. Supporting measurement tools include the ASK LISTEN RETAIN (CSI) customer satisfaction index, the Mystery Caller Program with pre/post scorecards, and Business to Business Telephone Interviews, which together form a Train-Measure-Re-Measure value proposition.

Name

norman rose

Legal name

Excel Sales Consulting Inc.

Website

https://excelsalesconsulting.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Excel Sales Consulting is a Canadian sales, customer service, and leadership training firm founded in 2001 that primarily serves the automotive aftermarket channel across North America, delivering customized live, virtual, and online programs supported by customer satisfaction measurement tools.

Ownership category

akta.pro rank

Product category

Sales and Customer Service Training

NAICS

Administrative Management and General Management Consulting Services (541611), Management Consulting Services (54161), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device) (EDABABAL)

akta.pro secondary industries

Sales Management & Coaching (Frontline Leadership) (EDABABAI), Consultative Selling & Discovery (EDABABAC), Customer, Marketing & Sales Consulting (BPAHACAG)

Keywords

• Sales training programs
• Customer service training
• Leadership development consulting
• Automotive aftermarket training
• Sales coaching services

Headquarters

HQ city

Heritage Pointe

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Training Services: Live instructor-led training programs for sales, customer service, and leadership delivered in-person or virtually. Programs include Relationship Selling Skills, Inside Sales and Customer Service, Store Managers Leadership, and Delivery Driver Training. Pricing varies by course format and duration.
2. Online Course Sales: Self-paced online training courses sold individually or as full programs. Individual courses priced at $29.95-$59.95 per module, with full program bundles at $149.50-$299.00. Courses include Automotive Service Provider (ASP) series, Inside Counter series, Delivery Driver series, and Store Manager Leadership series.
3. Coaching and Consulting: Customized coaching programs including Sales Coaching and Consulting (Six Virtual 60-minute Training Sessions), Mastering Your Selling Skills Certification, and Leadership Management Consulting. These are billed as consulting engagements with duration-based pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Excel Sales Consulting delivers customized sales, customer service, and leadership training programs to businesses, with deep specialization in the automotive aftermarket industry. Programs are delivered through live in-person workshops, virtual instructor-led sessions, and self-paced online courses. The offering also includes integrated measurement tools (ASK LISTEN RETAIN CSI, Mystery Caller Program) that allow clients to assess performance before and after training.

Product overview

Excel Sales Consulting is a training solutions company offering a multi-product portfolio organized around sales training, customer service training, leadership development, and business measurement tools. The core offerings include Relationship Selling Skills Training, Inside Sales and Customer Service Training, Store Manager Leadership Training, and Delivery Driver Online Course—all available in live, virtual, and online formats. The product line extends through specialized add-on modules including the Automotive Service Provider (ASP) Training Series (7 individual courses), Inside Sales Counter Coaching Series (6 courses plus full program), Delivery Driver Customer Service Training (5 courses plus full program), and Store Managers Leadership Short Courses. Supporting these training products are measurement tools including the ASK LISTEN RETAIN Customer Satisfaction Index, Mystery Caller Program, and Business to Business Telephone Interviews. The company also offers an 'Advantage' webinar program focused on improving customer experience. Individual courses are priced at $29.95-$59.95 per module, with full program bundles ranging from $99.50-$299.00.

Differentiator

Problem solved

Functional benefit

Products and services

• Relationship Selling Skills Training Sales training program teaching the complete sales process including prospecting, rapport building, needs identification, presenting solutions, overcoming objections, closing techniques, and follow-up systems. Designed for sales professionals across industries.
• Inside Sales and Customer Service Training Training program for inside sales personnel focusing on advanced customer service and selling skills, available in 2-day live course, online training, and full virtual training series formats.
• Store Manager Leadership Training (Maximizing Your Potential) Interactive course for store owners, managers, and assistant managers focusing on developing, coaching, motivating, and measuring sales and service performance.
• Delivery Driver Online Course Customized training enabling delivery drivers to complete self-evaluation identifying strengths and opportunities. Covers attitude, teamwork, communication, organization, image, and best practices when delivering products. Available in live, full online, and French versions.
• Automotive Service Provider (ASP) Training Series Seven individual online short courses for automotive service providers covering organizational skills, professional phone skills, building customer rapport, developing professional image, preventative maintenance business, positive mindset and team development, and leading ASP teams.
• Inside Sales Counter Coaching and Consulting Series Six individual short courses (IC 1-6) for inside sales professionals covering positive mindset and teamwork, relationship selling skills and phone etiquette, creating positive impressions, identifying customer needs, closing techniques, plus a full Inside Sales and Customer Service Program.
• Delivery Driver Customer Service and Teamwork Training Five individual short courses (DD 1-5) for delivery drivers covering teamwork, organizational skills, creating positive experiences, and effective communication, plus a full Delivery Drivers Customer Service and Teamwork Program.
• Store Managers Leadership Short Courses Four individual leadership short courses for store managers covering positive mindset and work environment, organizational leadership and team goal setting, communicating with employees and creating employee value, and communication skills for customer experience.
• ASK LISTEN RETAIN (CSI) Customer Satisfaction Index Measurement program providing continuous customer feedback through telephone surveys, email campaigns, and web-based surveys. Uses a three-step process: Ask customers for feedback, Listen to responses, and Retain customers through follow-up. Categorizes feedback as positive, negative, or keyword-based, generates alerts for negative feedback, and provides reporting tools.
• Mystery Caller Program Measurement tool using mystery calls to analyze counter staff phone skills. Conducted before and after training with pre/post scorecards to identify improvements in customer service and salesmanship.
• Improving Customer Experience Beyond Your Competitors Webinar One-hour webinar covering a new approach to business with six steps: embrace staff development, embrace best practices, measure customer experience, train key roles, re-measure for improvements, and consistently review goals.

Quantifiable outcome

• 8 mortgage deals obtained within one week of training completion at Home Loans Canada
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Government of Canada - Canada Job Grant ProgramsupportingOthersThe Canada Job Grant program partners with Excel Sales Consulting to provide funding for training. The government provides up to 2/3 of training costs (maximum $10,000 per grant) while employers contribute the remaining 1/3. Small businesses with 50 or fewer employees may count wages as part of their employer contribution. The program is available across all Canadian provinces and territories.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sandler Training: Global sales training franchise offering structured sales, management, and customer service programs across industries. Comparable as a scaled sales-training incumbent with similar content offerings but broader geographic and vertical reach than Excel Sales Consulting.
• Dale Carnegie Training: Long-established corporate training provider offering sales, leadership, and customer service courses worldwide. Comparable in delivering instructor-led and customized training programs for professionals across industries.
• Richardson Sales Performance: Sales training and performance consulting firm selling consultative selling, sales management, and customer engagement programs to B2B enterprises. Comparable in methodology-led sales and leadership training delivered to mid-market and enterprise clients.
• Wilson Learning: Global sales and leadership development company offering customized training programs and measurement tools for sales performance. Comparable in combining sales training with measurement and reinforcement methodologies.

Direct peers

• Challenger (sales training): Provider of sales training and coaching programs including the "Customer Experience" curriculum, focused on customer conversations and sales performance. Closely comparable in offering consultative selling and customer experience training to mid-market and enterprise clients.
• The Brooks Group: Sales training and consulting firm offering customized sales, sales management, and customer service programs with an emphasis on measurable outcomes. Comparable in delivering industry-tailored training with measurement components.
• Carew International: Sales training and professional development firm focused on consultative selling, customer service, and leadership programs for B2B sales organizations. Comparable in instructor-led, customized sales training delivery model.
• Integrity Solutions: Sales training and coaching provider emphasizing values-based selling and customer relationships for healthcare, financial services, and industrial verticals. Comparable in consultative, relationship-driven sales training methodology and vertical specialization.
• Janek Performance Group: Sales training and customer experience consulting firm offering customized programs, mystery shopping, and customer feedback measurement. Closely comparable in bundling sales training with mystery caller / customer measurement tools similar to ASK LISTEN RETAIN.
• ASPE (now part of OCEG): Provider of professional training including sales, leadership, and customer service courses with public course offerings and on-site delivery. Comparable in offering modular training products and customized corporate training across verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about norman rose