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Managing Sales Teams

This program is for current or aspiring sales managers looking to hone their leadership capabilities and, in so doing, boost their team’s performance.

By the end of the program, you will have acquired or fine-tuned the tools you need to guide your staff and sales operations more effectively, backed by a set of concrete solutions for increasing employee engagement and improving your coaching and feedback skills.

In addition, you will become more familiar with best practices in remote team management.


$1,695 + taxes


Two days – 9:00 a.m. to 5:00 p.m.

Course given in French

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

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  • Develop high-level skills and techniques designed to help you optimize your team management.
  • Learn how to use available information in an efficient, strategic way.
  • Gain insight into the strategic and operational tasks.
  • Successfully manage the full range of sales activities.
  • Break down the vital information you need to make strategic sales decisions.
  • Find out how to build, manage and motivate your team, even with social distancing in place.
  • Fully assert your leadership.

Is this for you?

  • Sales and business development managers.
  • Experienced sales representatives looking to move up the corporate ladder.
  • Entrepreneurs and self-employed sales professionals.

Special features

  • Balanced mix of theory and practice to help make sales team management concepts more tangible.
  • Case studies in teams and group discussions.
  • Discussions about real-world sales management challenges encountered by participants.
  • Work tools made specifically for use by sales managers.
  • Clear, accurate vision of the role and responsibilities of a sales manager.


In collaboration with:


"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
CEO, GDG&Ass and lecturer, HEC Montréal

Day 1

Introduction: Role, context and issues specific to the sales department

  • Sales and marketing characteristics
  • Duties of the sales manager and sales staff
  • Four functions of management (P-O-L-C)
  • Strategic sales management


  • Sales targets
  • Strategies and tactics

Sales team organization

  • Choice of organizational structure (internal, external, blended)
  • Client tiering and major accounts
  • Sales team
  • Contract sales professionals
  • Sales territories

Recruiting, selection and setup of a sales team

  • Development of hiring criteria
  • Candidate search
  • Selection process
  • Evaluation of applications
  • Offer of employment
  • Onboarding of new sales team members

Training and sales meetings

  • Myths
  • A three-step program
  • Training objectives
  • Who’s the trainer and who’s being trained?
  • When and where?
  • Sales meetings

Day 2

Compensation plan

  • Motivation of members of the sales team
  • Sales team compensation
  • Base salary, commission and bonus
  • Sales contests
  • Expense accounts
  • Non-monetary compensation

Sales team oversight

  • Management by objectives (MBO)
  • Management by tactics (MBT)
  • Relationship between planning and evaluation
  • Performance appraisal
  • Evaluation, coaching and mentorship methods
  • Analysis of sales results
  • Information management
  • Sales call reporting and use of CRM
  • On-road sales support
  • Sales team leadership and supervision (in-person and remote)
  • Annual assessment and salary review
  • Probation and dismissal

Leadership considerations and ethical/legal issues

  • Lectures.
  • Quick hands-on exercises and group simulations.
  • Sharing of best practices.
  • Small-group and class discussions.
  • Dynamic, interactive teaching style.

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-Fernandez

Nadia Uria-Fernandez
Program Manager

 By Email
 By Phone

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

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Executive Education > Our programs > Seminars > Managing Sales Teams