What wine can teach us about behavioural biases and consumer psychology in marketing and sales

About the session:
In this fun and engaging CPD session, participants explore how behavioural biases influence perception, judgement and decision-making through the lens of a guided tasting of five wines. Each wine demonstrates a different psychological bias, mirroring the same effects that shape client behaviour in insurance and financial services. Through interactive discussion and sensory experiments, attendees will experience how easily perception can be influenced. The session concludes with practical insights on how understanding these biases can improve communication, marketing and client decision-making in insurance and financial services.

Learning outcomes:
By the end of the session, participants will be able to:

• identify common behavioural biases that influence consumer perception and decision-making in both wine tasting and insurance / financial services.

• understand how factors such as framing, expectation, and social influence shape client responses to products, pricing and advice.

• implement a strategy to apply behavioural insights in marketing and sales conversations to improve client engagement and decision outcomes.

This is a free event, but please note there will be a £10.00 + VAT non attendance fee.

About the trainer:
Jeff Heasman is a well-known and highly experienced international trainer who specialises in law, cognitive skills and communication within the insurance and financial services industry.  In addition, Jeff has a passion for Spanish wines and through his businesses based in Spain he offers cultural and wine tasting events and vineyard tours, with a particular focus on the culture, food and wines of Galicia and Vinho Verde.  Jeff has a bachelors and masters degree in law, he holds a postgraduate English language teaching qualification and has obtained a certificate in wines from the prestigious Wine & Spirit Education Trust (WSET).  He is a member of the Society of Wine Educators and is currently researching a doctoral thesis based around automated v human decision making in insurance.  Jeff´s knowledge of the insurance and financial services industries, combined with a passion for both effective communication, strong cognitive skills and wine, makes this a fun and entertaining CPD event with a difference.

**Event is free of charge, however a fee of £10 may be applicable for late cancellation or non-attendance of this event to cover catering costs, as stated in our cancellation policy.