The Sales Mastery Program

Helping salespeople thrive is at the core of everything we do.

We work with you to implement a sales system, sales processes and sales skills that drive revenue and measurable results. 

Enrollment is now open.

When are your sales goals a problem?

Your sales goals are only a problem when you have two conditions:

You have a goal
What you are doing is not getting the results you want


Typical revenue growth

our clients experience

Years of 

helping people


Clients who experience 50-200%

growth in 12-30 months

The purpose driving us is to help you get what you want in business and in life.

We focus on what matters to you, so that you can achieve what matters in your own life: 

Building a successful practice or business
Living a fulfilling life
Leaving a powerful legacy
Perhaps all three!

The Benefits

Make Even More Money
Amplify your earnings with targeted strategies
Make Even More Impact 
Elevate your influence and make a lasting impact
Enjoy Even More Quality time
Reclaim precious quality and free time for yourself
Enjoy Even More Free Time
Gain extra leisure time
Achieve Even Greater Financial Stability
Attain heightened financial security
Achieve Even Greater Independence
Craft greater self-reliance and a legacy of success that resonates for years to come

What’s Included

Delivered in 12 months in both real time and virtual time – the Sales Mastery Program is designed to give you access to the skills and knowledge you need to attract and retain clients.

In-Person Workshops

Three one-day, in-person workshops at the Royal Canadian Military Institute (RCMI) located in downtown Toronto

Online Workshops throughout the Year

Six virtual workshops

One-on-One Coaching

Six one-on-one coaching sessions with our Founder & CEO Norm Trainor

Wisdom Exchange Study

Monthly peer-to-peer Study Pod sessions to foster shared learning

Micro-Learning Videos

One to three-minute micro-learning videos designed to prompt the right sales behaviors

Online Resources

12-month access to members-only articles of interest, tips, and prompts to support learning when you have a need to know

Coach-on the-Go™ Access

12-month access to Coach-on the-Go™, our technology platform that becomes your operating system for business development

Tracking of Sales Results

Aligning Intention/Process/Measurement. Alignment of your goals with the actions required to achieve your goals is critical to ongoing Sales Mastery


The Covenant Group has helped focus our business development strategy and provided quality leadership advice that has been very useful to me as an entrepreneur. Not only am I certain that we wouldn't be where we are today without them, I am even more certain that VELA's future wouldn't be as incredibly bright as it is without their guidance.

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The Covenant Group team brings an unusual combination of deep industry knowledge and proven business-building fundamentals along with an eye toward innovation and the best practices of driving growth in the new digital economy. They truly care for your success, and it shows in the value they deliver.

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I have interacted with other coaches previously, and I find The Covenant Group to be the most value added by a significant margin.

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Our Approach

Most people confuse Familiarity and Mastery.

Familiarity is knowing what is involved in doing something right.

Mastery is knowing something so well that you never get it wrong.

Buying is a series of micro-decisions. Each decision involves a conversation. Getting to YES involves the mastery of each one of these conversations.

Where relationships matter, so too do conversations. The way you manage the conversations with a prospective or existing client determines if the sale is made or not.

High performers have both a meaningful strategy along with well-prepared tactics to manage each conversation that leads to a positive outcome – the successful transaction of business with one another.

Most salespeople are reactive. High-performing salespeople are proactive.

High-performing salespeople manage the Before, During and After of the Buying Cycle or Sales Process.

The Covenant Group’s Sales Mastery Program enables you to master each conversation with the right prospective or existing clients that lead to YES and a positive outcome for you and the client.

The Dean Harder Success Story

Dean Harder is a successful life insurance professional. When we started working with Dean, he was 48 and already successful – working 230 days or more a year. 

His goal was to work fewer days and make more money so that he could enjoy more quality time, make an even greater impact in his community, as well as have more free time with his ever-growing family. 

Dean set out to redefine his life, wanting to know the adjustments he needed to make so that his work world would fit into his personal world. His intent was to own homes in both Florida and Indiana allowing him to split his time between two cities about 1,200 miles apart from one another.

Today, Dean works fewer than 160 days a year, splits his time between his two homes, spending lots of time with his family, as well as serving others through his church and multiple community organizations. Dean has also grown his business 5x in the last few years.

What You'll Learn

You’ll develop the plan for growing your business and implementing the strategies and tactics that lead to success.

BBP Program Outline


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The Future Drives the Present

The single biggest differentiator between high performers and average producers is the timeframe or timespan in which they think and act, work, and plan.

Raise the Level of Your Gaze

Many of us struggle to make our future goals relevant today. We walk you through a simple framework that helps you align your strategies and tactics. We all need to determine how to make our goals relevant for today.

Measure what Matters

Most of us don’t have clearly defined goals, so we’re unsure about what counts as success. When you set objectives, you’re describing what you're looking to achieve over the next 1-5 years. 

Implement what Matters

Focus on maximizing the resources you have. For most of us, the two most precious resources we have are time and relationships. Explore an approach to getting clear on what to implement next.

Work at the Highest Level of Your Capability

Learn how to do what you’re uniquely suited to do—and delegate the rest! Many of us aren’t very good at assigning tasks or delegating functions. You learn how to apply frameworks and approaches for doing both effectively.

The Most Important Measure of Your Success

Learn how to move beyond simple client satisfaction to focus on building client capital. Although it appears nowhere on your balance sheet, your income statement or your cashflow statement, client capital is the most important measure of your business.  

Put Your Clients to Work for You

You can double your business within two degrees of separation; the people you know and the people those people know. The biggest opportunity for growing your business is learning how to master the art of obtaining introductions. 

Attract Your Clients into Conversations

We make promises and commitments through conversations. In our experience, high performers master the conversational environment. The client attraction conversation is the heart of your mastery. 

Pipeline Management Strategy  

Improving your pipeline management can vastly increase the results you get in your business. The key is to have a system for attracting prospects and having a very clear approach to moving them through your pipeline. 

Strong Fences Make Good Neighbours

Most of us resist structure, yet it’s a cornerstone of high performance. Learning to build the structure that supports your success is one of the most important aspects of running a business that we address in our work together.  

Get Clear on Where and How You Are Creating Value

What game do you want to play? How do you position yourself to win? To answer these questions, you must be clear on where you are creating value and what is the end game. Ready to start, connect with us to discuss being a part of this unique and highly sort after business and leadership coaching program.


Connect with us so we can get to know you, review your current position and sales strategy, and discuss the best next steps.

Step 1

Book a chat with us

Step 2

Join a community of high performing salespeople

Step 3

Get access to all our resources and create a success plan

Step 4

Start driving results

Our Clients

The Great West Life Assurance Company
Sun Life Financial
Rise Properties Trust
guardian group life caribbean
London LIfe
Milborne Gold
Nicola Wealth Management
Richardson GMP
The CoOperators

Who We Serve

We have coached over 35,000 entrepreneurs and professionals since 1995.


Achieve professional and personal growth


Build a high-performing team

Large Organizations

Enhance distribution strategies and optimize sales

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Whether your goal is to make more money, gain more enjoyment in your work or build a sustainable business. We can help you develop powerful strategies and tactics to achieve your vision.

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