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“Motivating the Sales Force: What Really Works for Different Generations…including those Millennials!”

No sales force consists entirely of stars. In fact, most salespeople are core performers surrounded by smaller groups of laggards and stars, yet many companies overlook this fact when they design sales incentive plans. The critical point they miss is that well designed incentive plans can coax better performance from all sales personnel by keeping their differences in mind.

In this keynote session, Professor Michael Ahearne will review his recent research and discuss its implications for sales leaders. Professor Ahearne has conducted some of the most sophisticated analysis in the compensation field.

During this talk on Thursday 17th of May, he will share his findings regarding the link between segmenting sales organizations and more effective comp plans. His research is derived from hard data collected in the field, which provides a solid foundation for modifying existing reward programs.

Decisions do not need to be based on anecdotes and intuition!

After listening to this keynote, you will have the confidence and tools to make informed compensation decisions

Michael Ahearne (Ph.D., Indiana University) is Professor of Marketing and C.T. Bauer Chair in Marketing at the University of Houston. He is also Research Director of the Sales Excellence Institute. Mike’s research has primarily focused on improving the performance of salespeople and sales organizations. He has published over 40 articles in leading journals such as Journal of Marketing, Journal of Marketing Research, Management Science, Strategic Management Journal, Journal of Applied Psychology, and Organizational Behavior and Human Decision Processes. Mike was recently recognized by the American Marketing Association as one of the 10 most research productive scholars in the field of marketing. His research has been profiled in the Wall Street Journal, Business 2.0, Business Investors Daily, Fox News, INC Magazine and many other news outlets.

Mike’s textbook Selling Today: Partnering to Create Customer Value is the highest grossing professional selling textbook in the world, with copies being distributed in over forty countries. Paired with the many teaching awards he has won at the MBA and undergraduate levels in Sales, Sales Management, and Key Account Management, Mike has a proven track record of excellence when it comes to disseminating knowledge in his field. He has also had a significant impact outside of the classroom based on the reach of the Sales Excellence Institute, which is widely regarded as the worldwide leader in sales education and research. Mike was recently honoured as the inaugural winner of the Sales Education Foundation’s Research Dissemination Award for the impact of his research on business practice.

Before entering academia, Mike played professional baseball for the Montreal Expos and worked in marketing research and sales operations for Eli Lilly and PCS Healthcare. He actively consults in many industries.



Jean-Luc Geha, is a Guest Professor of Marketing at HEC Montréal, and coordinator of the Intensive Marketing Program at Executive Education, HEC Montréal. He is also Associate Member, Chair in Service Marketing and Customer Experience and is the Director of the Sales Institute HEC Montréal.  Professor Geha has lots of corporate experience in positions of consultation, sales management and general management. He is specialized in sales, sales management, contact centres and customer experience. He is known to explain complex concepts in easy-to-understand terms and has a talent for bridging the gap between theory and practice.


Johanne Brunet is a Professor of Marketing at HEC Montréal. She is Co-Director of the « Catalytic Mindset » module of the EMBA McGill-HEC Montréal. Her research interests focus on creativity and innovation, strategic alliances, cultural industries and performance measurement. Professor Brunet sits on numerous boards of directors. She is a member of the International Advisory Board of Regent’s University in London, UK. She was a finalist in the ‘International Business Professor of the Year’ competition organized by The Economist in 2013. She has lectured in many professional seminars in international executive programs in Canada, Europe and North Africa.


Bruno Lussier is Assistant Professor in Marketing at HEC Montréal. He holds an MBA in Management from Université Laval and a PhD from Université de Grenoble. He conducts research on retail, effectiveness of the sales force, relationship-based marketing, sales management and business-to-business (B2B) marketing. His work has been published in various academic and business publications. Prior to his academic career, he was a counselor, trainer and sales manager in several pharmaceutical firms, where he provided customized business solutions and sales information to internal and external customers.


Frédéric Lucas is the founder of Prima Ressource. Starting in 2007 Frederic Lucas has helped hundreds of business owners, executives, and salespeople solve persistent sales issues. Business leaders value Frederic’s work and style because he tells them what they need to hear, not what they want to hear. He has developed Prima Ressource’s mission around one goal: enable business owners and sales teams to reach their full potential by applying best practices in the fields of the science of sales, sales structure, human factors, and best-in-class sales execution.


René Vezina is a columnist for Les Affaires newspaper and blogger on René Vézina has been practicing journalism for over 30 years. Specialized in science journalism, he is interested in economics, which has since become his favorite field. He is active on the radio with a daily chronicle in the morning and afternoon at 98.5 FM in Montreal and is a frequent contributor to CHOI FM in Quebec City. He co-authored the guide How to Speak to the Media, published in 2008 by Transcontinental Publishing. His constant challenge: to make the economy understandable as it is lived from day to day.

Panel’s Participants

Hervé Bellin joined Nespresso in October 2005 and handled various positions such as Sales team management and Key Hospitality Accounts management in France and at the Global HQ in Switzerland. In his last assignment, he was also responsible for developing the Nespresso strategy at the global level for three strategic segments: Fine Dining, Premium Hotels and Premium Food Services In 2016, Hervé BELLIN was appointed Vice-President, Nespresso Canada, Head of B2B and member of the Nespresso Canada Leadership team.


Marcelle Bizier joined Desjardins Group in 1985. She has held several positions within the Federation and the various distribution networks. As Senior Director, she has made the most of her extensive knowledge of sales and the Caisse network. Her understanding of the challenges of a financial services cooperative of international scope, makes her an enlightened manager responsible for sales and also in charge of sales training in the Desjardins movement. Mrs. Bizier holds an MBA in Financial Services from the Université du Québec à Montréal.


Ranya El-Masri is at the heart of the Merck team. Ranya El-Masri, Regional Sales Manager for Quebec manages the sales force for primary care products. After starting her career as an entrepreneur, Ranya joined Merck in 1999 where she held a number of key positions including marketing, strategic planning, change management, and government & external affairs for Quebec and the Maritimes. Mrs. El-Masri holds a Bachelor of Science in Physiology and a Master of Business Administration from McGill University, and is currently pursuing her training in the International Master for Heath Leadership program. Her thesis will focus on the application of artificial intelligence in health.


Philippe Lareau is a majority shareholder of Lareau-Courtiers d’Assurances. He has many years of experience in sales, having started off as a personal service broker, before becoming a business broker, and then an administrative director, where he handled the company’s entire operations while working as a broker to maintain the pulse of the market and the clientele. In 2016, he was appointed President of Lareau-Courtiers d’assurances. Mr. Lareau is a graduate of HEC Montréal with a bachelor’s degree in finance.


Join us Thursday 17th of May and discover with our partners the latest developments in sales. Take Time to Network with our partners at HEC Montréal, Amphitheatre Banque Nationale, starting 7:30 AM ending 12:30 PM.

Book your ticket early and get the best available price.