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Leverage Your Sales Through Relationship Marketing

This seminar focuses on relationship marketing, various CRM approaches and strategies, and the steps involved in developing an optimal plan for forging strong ties with your customers.

Draw inspiration from today’s best practices to develop your brand relationship strategy and incorporate a relationship-oriented approach within your organization.

“The relevance of communications and interactions with customers accounts for 66% of the purchase decision; the price, on the other hand, explains 33% of the decision.” Harvard Business Review, January 2015


$995 + taxes


1 day - 9 a.m. to 5 p.m.

Course given in French

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

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  • Better grasp the various types of relationship-based strategies.
  • Understand trends and best practices in relationship marketing.
  • Build an optimal marketing relationship plan in order to improve your brand engagement and increase your sales.
  • Become familiar with the success factors related to the development and execution of a relationship strategy.
  • Learn how to use and enhance data to get to know your customers better and identify the appropriate relationship strategies for each segment.

Is this for you?

Professionals, managers, mid-level and senior executives in charge of marketing, CRM or database management.

Special features

  • Demystify relationship marketing in all of its forms.
  • Learn from actual examples of well-known businesses using a practical approach.
  • Obtain a step-by-step approach you can use to draft a realistic plan.

Hans LaRoche
Hans LaRoche
BBA, MSc (Marketing)

  • Why has relationship marketing become such a big thing?
  • How to build and optimize your contact plan
    • WHO (target markets)
    • WHAT (content of your message)
    • HOW (tone of your message)
    • WHY (purpose of your message)
    • WHEN (your timing)
  • Three rules for a successful relationship strategy
  • How to assess the value of your data (status, type, etc.)
  • Identify most important KPIs

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

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