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Business Development

Looking to develop a winning strategy to broaden your customer base and ramp up your selling power for your products, services and/or ideas? This course will teach you communication strategies for business development and sales that are based on proven techniques. With these tools in your arsenal, you’ll stand out from the competition by being able to convincingly articulate the best solution in a world of competition and value creation.


$2,095 + taxes


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

Course given in French

Offered at HEC Montréal or online
June 3, 4, 11, 2021

The course will be a blend of in-person and online content OR fully online if the circumstances require it.

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  • Recognize the importance of value creation in business and learn how to achieve it.
  • Understand what business development entails.
  • Grasp the fundamental role of interpersonal communication.
  • Sharpen your verbal and non-verbal communication.
  • Optimize how you build your contacts and select prospective customers.
  • Develop and adopt successful approaches and an effective sales structure.
  • Improve your presentations and increase your sales closing ratio.
  • Learn how to deal with objections and get helpful negotiation tips.

Is this for you?

Professionals, entrepreneurs, executives, sales representatives and consultants.

No matter where you fit in the company hierarchy, this course will help you assess and improve your current practices, discover new ways of doing things and structure your business development approach in a professional, productive way.

Special features

The program is built around sales best practices. Using powerful and proven strategic approaches, you will be able to improve your relationships with business partners, better connect with current and prospective customers, and take your business development to new heights.

By the end of this course, you will see your current methods from a whole new light, allowing you to pinpoint where and how you can improve.


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

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“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


Denis Chassé
Denis Chassé
Marketing Graduate
Lecturer, HEC Montréal, Consultant and Trainer for several firms
Isabelle Demers
Isabelle Demers
CEO, IDMRS and lecturer, HEC Montréal

Day 1

  • Introduction to business development and the changing world of sales.
  • Value creation in business: What it is and how to achieve it.
  • The importance of communication: Word choice and nonverbal cues.
  • Communication profiles in sales: Identifying yours and accommodating others’.
  • A sales structure that optimizes your preparation.
  • A step-by-step guide to making a good first impression.
  • How to formulate questions to show your customer you’re interested in what they have to say.

Day 2

  • Practicing the questioning technique.
  • Presenting your business solution (service offering) professionally and convincingly.
  • Proven approach to overcoming objections.
  • Useful tips to being a better negotiator.
  • Recognizing the customer’s buying signals and picking the right closing technique.

Day 3

  • Navigating the various stages of the sale to optimize efficiency.
  • Following up as key to leading into the next sale.
  • Networking to build up your professional contact list.
  • Planning and preparing for meetings to set yourself apart from the competition and identify prospective customers.
  • Choosing the right prospective customers to target and reaching out to propose a meeting and/or make them an offer.
  • Presentations by instructors and structured discussions.
  • Practical assignments and individual and group simulations.
  • Hands-on exercises over the three-day training period.
  • Opportunity to share experience with the group and give and receive structured feedback.

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:

Nadia Uria

Nadia Uria
Program Coordinator

 By Email
 By Phone

Information on cancellation, discounts, refunds and our privacy policy.

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Executive Education > Our programs > Seminars > Business Development