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Successful sales negotiations

More and more of today’s customers want to bargain, which means that sales and negotiation skills are more important than ever.

This seminar zeroes in on these very skills. You will learn a simple, systematic and cooperative approach to hammering out win-win deals for both sides. And you will find out how to communicate in a negotiation-friendly way to obtain better results for your bottom line.


$1,595  + taxes


Two days – 9 a.m. and 5 p.m.

Course given in French

HEC Montréal
April 11 12, 2019

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  • Gain a better understanding of negotiating in a sales context.
  • Learn what to do and how to do it when negotiating with a customer.
  • Prepare your negotiations more effectively.
  • Practice negotiation principles and techniques during the seminar so you are ready to use them in your work.

Is this for you?

  • Sales professionals
  • Business development managers
  • Other professionals and managers involved in customer negotiations

Special features

  • Relevant content delivered using a systematic approach.
  • Immediate application of the concepts covered by the instructor.

"Excellent course, dynamic and highly enjoyable .The two days went by fast – too fast!"

Sylvie Krauss Baumann, Director, International Business Development, Touring Shows, Les Productions Éloize

"The seminar was practical and stimulating, and the concepts learned can be applied right away."

Marylène Paquet, Sales Manager, Desjardins Business Centres, Caisse Desjardins

"Very hands-on and practical! The content covered everything. It met all my expectations."

Jean-François Roy, VP Sales Canada, Groupe Lacasse

"Good for the whole sales force. 100% applicable to the work we do."

Stéphane Groleau, Service Offering Manager - NAM, Alstom Renewable Power Hydro

"Excellent program that will bring a lot of added value to my job every day!"

Anik Marseau, Business Development Manager, Bayer


Michel Laurin
Michel Laurin
BBA, HEC Montréal
Lecturer, HEC Montréal

Prepare your negotiation strategy 

  • Analyze the situation and the issues at stake
  • Determine your ideal outcomes, your bargaining room and your deal breakers
  • “Best and final offer” approach: To use or not to use
  • Establish your opening proposal
  • Have back-up proposals ready to go
  • Develop your sales pitch
  • Improve the balance of power

Make your proposal and have your customer make theirs

  • Present your opening proposal in a convincing, compelling way
  • Determine the relevance of presenting other proposals (if so, which ones?)
  • Encourage the customer to speak up
  • 10 tips for working out new and mutually beneficial solutions with your customer
  • Understand the other side’s position and motivations
  • Six defensive bargaining tactics
  • 13 rules for making concessions

Interact effectively with the customer

  • How to go about getting strategic information from the customer
  • Show respect without kowtowing
  • Answer questions in a clear, concise and thoughtful way
  • How to use 11 competitive tactics to exert pressure
  • A systematic approach to selling and justifying a price to a customer who wants to negotiate
  • Identify your and your customer’s communication style
  • “Talking your customer’s language” to improve the negotiation process

Close the deal

  • Nine ways to get around a roadblock
  • When the going gets tough, the tough step up their game
  • How and when to turn down a deal
  • When all else fails, have an exit strategy ready
  • Finalize and review the deal
  • Maintain and strengthen your relationship with the customer

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 > Successful sales negotiations

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