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Managing your sales

Managing a sales team means being in charge of a group of individuals whose duties differ considerably from those of other employees working at the same level. It also involves supervising a significant number of freelancers and telecommuters.

This seminar takes into account your day-to-day realities as a sales manager and systematically examines the various aspects involved in overseeing a sales team. You can use what you have learned to enhance your skills and improve your performance as a unit.


$1,595 + taxes


Two days – 9 a.m. to 5 p.m.

Course given in French

HEC Montréal
October 24, 25, 2018
June 5, 6, 2019

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  • Manage all of your company’s sales efforts.
  • Make strategic sales decisions.
  • Build, supervise and motivate a sales team.
  • Provide support for sales activities.
  • Assert your leadership.

Is this for you?

  • Sales and business development managers
  • Experienced sales representatives with managerial ambitions

Special features

  • Strike a balance between theory and real-life situations to see sales management concepts at work in a practical context.
  • Portray the role and responsibilities of a sales manager as clearly and accurately as possible.


Accredited by the Canadian Professional Sales Association as part of Executive Education HEC Montréal’s Certification Programs for Sales Professionals.


"An excellent course for anyone who wants to update their skills or who is new to the job or hopes to become a sales manager one day."

Marika Synnett-Trifiro, National Director - Represented Brands, Kruger Wines and Spirits

"Excellent program. Very relevant and attuned to the industry."

Marc Michaud, Sales Director, Retail Advertising, La Presse

"I loved this course. It was extremely enlightening. The examples provided were right on point, and the instructor obviously had hands-on industry experience, which made the content even more topical and relevant. I actually thought he delivered even more than what the curriculum promised. He was generous with his insights throughout the three-day program. In light of what he taught us, I re-examined the methods and tools I have been using. I’m focusing on applying what I learned to ensure my department’s structure is as efficient as it should be and on doing everything I can to help my team get ahead."

Hugues Viau, Director, Business Development, NORREF


Giovanni Di Girolamo
Giovanni Di Girolamo
DSA, HEC Montréal, MBA, PhD (Management)
Lecturer, HEC Montréal

Strategic decisions

  • Defining the role of sales representatives for a more focused strategy
  • Setting up a compensation plan: How and how much
  • Choosing an organizational structure

Building a sales team

  • The entire process: Hiring criteria, recruiting, screening, onboarding and training of new employees

Oversight of sales operations

  • Determining the size of the team
  • Assigning accounts by sector or territory
  • Sales targets
  • Sales reps’ reporting requirements
  • Analysis and monitoring of sales operations
  • Individual performance appraisal
  • Improving the quality, quantity and structure of sales efforts
  • Time management for sales managers
  • Tactic-driven management
  • Business development ethics

Motivation and engagement

  • Typical factors that motivate or demotivate sales professionals
  • Sales coaching: Prerequisites, principles, challenges, five types of sales coaching, effective interaction with representatives
  • Motivational behaviour by managers
  • Training
  • Tracking objectives
  • One-on-one meetings
  • Team meetings
  • Incentive programs (contests)
  • Recognition programs
  • Other forms of acknowledgement

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program


Michelle Vaillancourt
Senior Advisor


514 340-6001 > Executive Education > Our programs > Seminars > Managing your sales

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