J.A.Y Consulting & Training
ABOUT
At J.A.Y Consulting, we are dedicated to empowering individuals with the skills and confidence to excel in their professional lives. Our training programs are designed to provide a comprehensive learning experience, equipping our clients with the knowledge and expertise to thrive in today's competitive business landscape.
We are passionate about helping our clients achieve their goals and realize their full potential. Our team of experienced professionals is committed to delivering high-quality, customized training solutions that address the unique needs of each individual or organization. With a focus on communication, sales, and leadership, we are here to support your journey towards success.
MEET THE TRAINER
A visionary leader who drives our mission forward.
ISMAIL HAJAR
Founder and Principal
Ismail Hajar believes that sales is a relationship-driven profession built on trust, confidence, and a deep understanding of customer needs—not just transactions. With over 15 years of experience in business-to-business sales and new business development, Ismail has helped organizations create long-term value across industries including banking, automotive, and construction.
Throughout his career, Ismail has participated in numerous sales training programs and worked in high-performance environments. While these experiences sharpened his technical sales skills, he identified a critical gap that many sales professionals face: building authentic confidence, establishing strong rapport, and truly understanding what matters most to the customer. This realization shaped his approach to selling and negotiating—one grounded in curiosity, empathy, and strategic communication.
Ismail is a graduate of NAIT’s Business Management and Finance programs and has continually invested in advancing his expertise. He holds a Master Negotiator Certification from Harvard University, a Selling and Negotiation Certification from the University of Alberta, and has completed Leadership Development training through NAIT. These credentials support his ability to navigate complex sales cycles, manage stakeholder expectations, and negotiate outcomes that benefit all parties involved.
Known for his ability to connect with decision-makers and uncover real business challenges, Ismail focuses on new business development through relationship building rather than pressure-based tactics. His approach emphasizes clarity, preparation, and mutual value—helping clients make confident decisions while positioning sales as a professional, honourable discipline.
Today, Ismail brings together real-world sales experience, formal education, and advanced negotiation training to help organizations and professionals strengthen their sales effectiveness, communicate with confidence, and build lasting business relationships.
“True success in sales comes from empowering people to thrive—by building confidence, earning trust, and creating value that lasts.” - Ismail Hajar