Bertrand Lessard

Commander
DISC Type : D

Managing Director / President Ford Philippines at Ford Motor Company

Cabo San Lucas, Baja California Sur, Mexico

Overview

Bertrand Lessard is a seasoned automotive executive, recently retired as the President of Ford Philippines. His extensive 40+ year career with Ford includes leadership roles in Canada, Vietnam, Dubai, and France. He holds an MBA in International Marketing from HEC Montréal and received management training at Harvard.

Outside of his professional life, Bertrand is a passionate car enthusiast, with a particular love for the Ford Mustang, having owned six himself. He appreciates the Shelby models and the classic late-1960s versions. He has also expressed interest in scientific approaches to understanding climate change.

He began his career in 1976 as a Ford service technician in Quebec, rising through the company to lead national operations.

Personality Overview

Very Quick

Decisive

Strong-Willed

They are not focused on building rapport and relationships.  They like to act fast and expect others to do the same. They like to be in a position where they can control the conversation and terms.

Topics They Care About

Global Auto Markets
Has a wealth of experience leading Ford's business and sales operations in diverse international markets including the Philippines, Canada, France, Vietnam, and the Middle East.
After-Sales Service
Championed initiatives to improve the customer after-sales experience and reduce ownership costs, drawing from his early career as a service technician.
Ford Mustang
A self-proclaimed "big Mustang fan, " he has personally owned six models and has a deep appreciation for the classic Shelby versions from the 1960s.

Media Appearances

Ford Motor Company Appoints Bertrand Lessard as Managing Director of Ford Philippines. Featured in Ford Philippines Official Newsroom

See Now

Work History

7-2017 - 8-2019
Managing Director / President Ford Philippines at Ford Motor Company
3-2009 - 10-2014
General Manager, Ford Canada at Ford Motor Company
2-1996 - 1997
Sales Marketing Director, Ford Vietnam Ltee at Ford Vetnam Limited
1-1995 - 1996
Regional Manager at Ford Middle East ( Dubai)

Education

1989 - 1994
Master of Business Administration - MBA from HEC Montréal
2011 - 2011
Management training from Management training at Harvard

More Information

Social Presence :

Prographics :

Exp : 10 Location : Cabo San Lucas, Baja California Sur, Mexico Job Level : N/A Designation : Managing Director / President Ford Philippines at Ford Motor Company
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Insights For Selling To Bertrand

During A Call Or A Meeting

DO's

  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • Speak about competitive differentiation that your product offers
  • Get to the point quickly instead of spending time doing small talk

DONT's

  • Don’t be in a rush to invite them for a social meet and greet
  • Do not spend too much time focusing on product tech or features
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Bertrand is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Bertrand

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Bertrand move?

  • They can take decisions very fast if you manage to convince them.
  • Can Bertrand take some risk or not?

  • The risks don’t matter much to them.

You And Bertrand

Personality Compatibility


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