Executive Advanced Master Classes

Content

Objectives

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.

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.

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.

Who should attend?

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).

For further information, please contact:

Executive Education Department
+4420 7443 8800