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Strategic Sales Approaches: The Keys to Better Business Development

This business development training program is for you if you’re looking to develop an effective strategy for expanding your customer base and strengthening your capacity to sell your products, services and ideas.

Through it, you will learn vital communication and sales strategies so you can propel your performance, develop optimal solutions and put forward convincing arguments that help you create value and get a leg up on your competition.


$1,595 + taxes


Two days - 8:30 a.m. to 4:30 p.m.

Course given in French

HEC Montréal
October 19, 26, 2018

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  • Understand the importance of value creation in a business context and apply this knowledge to your organization
  • Develop your contacts and broaden your pool of potential customers
  • Plan out an effective sales structure and put it into action
  • Tweak your verbal and non-verbal communication
  • Improve your presentation skills and your ability to close a deal

Is this for you?

Professionals, entrepreneurs, leaders, sales representatives/advisors.

Special features

Using a series of dynamic strategic approaches with a proven track record of success, this course will equip you with tools designed to improve your relationships with your partners and potential customers and hone your business development savvy within your existing circle of contacts.

No matter what level you consider yourself to be at right now, this program will help you validate and enhance your current practices, discover new techniques and structure your business development efforts in a professional, powerful way.

By the end of this program, you will have more insight into your own methods and gain a better and clearer idea of where and how you can up your game.


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


“Thank you for your energy and the wealth of helpful tips. What I learned will definitely help me improve my ability to plan, structure and apply sales strategies in an effective way. HEC already had a good reputation in my eyes, but you undeniably exceeded my expectations and set the bar very high for next time. The calibre of the course and the way the information was delivered bowled me over. It’s an investment that is sure to pay off over the short, medium and long term.”

Kevin Levasseur, Sales Representative, Covana Products

Nadine Vaillant
Nadine Vaillant

Part-time lecturer, HEC Montréal

Course created by Denis Chassé.

Day #1

  • The concept of value creation in business and the art of identifying potential clients
  • The impact of non-verbal communication: Why word choice matters
  • Defining your sales behavioural profile and learning to adapt to other personalities
  • The steps involved in making that critical initial contact and the secret to making a winning first impression
  • Listening to your clients: Structuring your questions, knowing what to ask and when to ask it
  • Presenting your business solution in a professional, compelling way
  • A proven approach to countering objections

Day #2

  • Pointers on being a better negotiator
  • How to pick up on purchasing signals, the right way to close a sale and your best allies in striking a deal
  • The importance of follow-up in preparing your next sale
  • Using networking opportunities (social media and casual business gatherings) to develop your circle of contacts
  • Zeroing in on and reaching out to high-potential clients: Getting a meeting and presenting your proposal
  • Planning and preparing your meetings in a way that sets you apart from the competition
  • Presentations by instructors and targeted content
  • Hands-on exercises and individual/group simulations
  • Behavioural profile questionnaire
  • Two days of training with the opportunity to test new techniques in between
  • Structured feedback and shared experiences within the group

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 > Strategic Sales Approaches: The Keys to Better Business Development

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