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Executive Education: Open Programmes

Irrational Customer Behaviour
Gianfranco Scalabrini
Short programme
Duration: 2 days
Language: English
Campus: London
Dates: October 2018

Taught by:

Gianfranco Scalabrini
Partner, 3H Partners

All enquiries:

Francesco Morrone

Deputy Head of Executive Education
Mobile: +44 (0)7702 930635
Office: +44 (0)20 7443 8816
Email

Description


The key objective of the Irrational Customer Behaviour course is to enhance your skills in developing a sales approach that leverages the irrational biases in customer thinking.

The advance master class will give participants a clear understanding of this innovative technique and the guidelines for building a successful selling approach.

Audience


The course is designed for professionals, executives and consultants involved in sales functions who have an interest in sharpening their commercial effectiveness in both customer-facing interactions (speeches and scripts) and back office (continuous improvement process, market-based feedback systems).

Average participants in class: 10

Admission Criteria


All enquiries:

Francesco Morrone
Deputy Head of Executive Education
Mobile: +44 (0)7702 930635
Office: +44 (0)20 7443 8816
Email

Academic Direction


Dr Gianfranco Scalabrini is Italian and graduated from the University of Naples 'Federico II' in 1997 in Mechanical Engineering. He also has a PhD in Thermo-Mechanic Engineering Systems with a thesis on Public pipelines management.

Soon after his graduation, Gianfranco became affiliate professor in Rome, Naples and Aversa Universities, and was involved in a number of collaborations between Utilities and Academia. In the meantime he developed many international entrepreneurial initiatives.

In 2000, Gianfranco joint Mckinsey & Co. where he held the position of Associate Partner working on a number of projects in the industrial sectors, mainly in power and oil, gas, and Basic Material. He was the European leader of the Marketing & Sales Competence Center in Power and Oil. Gianfranco was responsible for recruitment in Southern Italy and Milan regions.

Gianfranco left McKinsey in 2010 and joined the Azimut Benetti Group, world leader in luxury yachts production, as Central Director and CEO of their foreign companies, mainly in Brazil, Turkey and China. He was responsible for the key areas of the business, from production to Marketing and Sales.

After 18 months Gianfranco decided to leave the Group to come back to consulting to serve, as an Independent Professional, his key clients in the industrial sectors. He has since moved to 3H partners, where he covers a wide range of industries, such as Energy, Oil, Telecommunications and Assembly.

Gianfranco is also very active in Corporate Relations and Communication. In 2003 he founded, with other young entrepreneurs and managers, Auriga, a permanent observatory of the new management class. In 2007 Gianfranco founded Vera, a small firm working in Corporate Communication and Corporate Social Responsibility, in close collaboration with Bocconi University of Milan.

Gianfranco's interests are also in management transformation. He is the author of numerous articles, published on newspapers (Management Matters, Corriere della Sera), magazines (I campioni della crescita, Global Competition) and case studies. Gianfranco is also author of many scientific publications on the main international magazines in the Technical Physics sector.

Gianfranco speaks fluent English and Italian. He lives in Rome with his wife Laura and his son, Francesco Giovanni.

Fees and financing


Registration fee for participants is £2,500.
Early bird discount 10% applicable until the end of August.
Discounts for PhD students available upon request.

Category

Discount

B2B

10%

ESCP Europe Alumni

10%


Key points
  • Discussion of the principles of the Customer Irrationality, describing the academic theory and backing up it with concrete examples
  • Identifying the 18 biases affecting the customer purchasing process, analysing them one-by-one using concrete examples
  • Presentation of applications of this technique to the sales approach in key sectors (e.g. telecommunications, energy, insurance) 
  • Detailing the application of the technique to remote sales (e.g. from the script to continuous improvement), using example cases and exercises
  • Discussion of the application of the technique to face-to-face sales (e.g. from 'sales protocol' to the incentive system)

The course includes in-class speech construction and role play situations to facilitate the learning of the approach and the specific techniques. All required course materials will be distributed as the course progresses.

Content


Learning Outcomes

This workshop will enhance your capability to develop a successful selling approach leveraging the customer mindset biases, and to set up a mechanism to continuously improve it in a sustainable way.

Pedagogical Approach
The course is organised as a case-based workshop, whereby participants will structure their learning activities in response to specific real-world challenges. Through this, the course gives participants the opportunity to develop both subject-specific and transferable skills. It presents a challenge-based learning approach to this new selling approach in an intuitive way with the minimum of theoretical concepts.

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