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Business acumen for sales professionals

The course aims to help you hone the skills you need to succeed in sales. Because your business depends on sales to connect with customers, it is crucial that you understand the factors at play, from company culture to managerial, financial and legal considerations. This course will teach you these development and sales fundamentals. Your new understanding of the big picture is sure to set you apart from the crowd!

This course is part of both certification programs for sales professionals. If you are interested in pursuing this path, we recommend registering for either the Certified Sales Professional (CSP) or Certified Sales Leader (CSL) programs.


$995 + taxes


One day - 8:30 a.m. to 16:30 p.m.

Course given in French

HEC Montréal
To be kept informed of upcoming dates, please send your details to

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  • Recognize the importance of taking a holistic approach to sales.
  • Understand what connects a business to the market.
  • Improve your financial literacy.
  • Determine if your contracts contain the necessary information.

Is this for you?

Professionals, entrepreneurs, managers, agents and consultants. Anyone interested in becoming CPSA-certified in sales.

Special features


This course is targeted at professionals who wish to take the CSP or CSL certification exam and complements the other courses given as part of the certification programs.



Jean-Luc Geha
Jean-Luc Geha
Guest Professor, HEC Montréal

Understanding your business and your environment

  • Mission/vision
  • Company policies and codes of ethics
  • SWOT
  • Porter’s value chain
  • Porter’s five forces
  • Organizational design
  • Individual exercises on each of these topics

Understanding financials

  • Reading a balance sheet
  • Fixed costs
  • Variable costs
  • Breakeven point
  • Investment vs. spending
  • Profit margin by product
  • Exchange rates
  • Budget
  • Monitoring and updating a sales budget
  • Tracking expenses
  • Tracking sales
  • Your customers’ financial status
  • Customer lifetime value
  • Exercises

Understanding the law

  • Federally vs. provincially incorporated companies
  • Quebec Civil Code vs. Canadian law
  • Privacy of information legislation
  • Sales contracts and what they should include
  • Purchase orders
  • Insurance and surety bonds
  • Your company’s code of ethics
  • CPSA’s code of ethics
  • Overview of sales territory management and its legal implications
  • Presentations by the instructor and structured exercises
  • A workbook to apply the ideas learned in class
  • Group discussion of respective experiences

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

For more information about this program

 Make an appointment with:

Aïcha Seghiri
Program Coordinator

 By Email
 By Phone

Information on cancellation, discounts, refunds and our privacy policy

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