Franco Gussalli Beretta

Examiner
DISC Type : cs

Presidente & C.E.O. at Norma Precision Inc.

Brescia, Lombardy, Italy

Overview

Franco Gussalli Beretta is the President and CEO of Beretta, representing the 15th generation of his family to lead the world’s oldest firearms manufacturer. A Political Science graduate from Urbino University, he has held diverse roles within the family business since 1989, demonstrating a deep, lifelong commitment to the companys legacy and success.

Outside of his corporate responsibilities, he is a passionate hunter and a collector of contemporary art. He shows a strong connection to his roots in the Val Trompia region, actively promoting its local history, culture, and natural beauty. He also values the tradition of working alongside his brother, Pietro.

His family has continuously led the Beretta firearm manufacturing business since its founding in 1526.

Personality Overview

Overcautious

Status Quo Seeker

Tough To Convince

The only way to convince them is by showing them examples and ample proof.  They are always well-planned and adopt a systematic approach. They tend to have clarity about their needs and constraints, and are unlikely to over-promise.

Topics They Care About

Family Business Legacy
Represents the 15th generation leading his family's company, a firearms dynasty founded in 1526, and works alongside his brother Pietro.
Industry Sustainability
He champions sustainability as a core business principle, highlighting the Beretta Group's commitment to responsible, transparent, and future-oriented choices.
European Manufacturing
Advocates for economic policies that center and support Europe's manufacturing industry, viewing it as critical for the continent's stability and growth.

Media Appearances

Franco has no verified media appearances

Work History

9-2022
Presidente & C.E.O. at Norma Precision Inc.
9-2022
President & C.E.O. at RWS - Ignition Technology
5-2021 - 6-2025
President at Confindustria Brescia
2018 - 2021
President at 1000 Miglia Srl
2015
President & C.E.O. at Fabbrica d'Armi Pietro Beretta SpA

Education

Political Science from Università degli Studi di Urbino Carlo Bo
Maturità Scientifica from Istituto Venerando A. Luzzago

More Information

Social Presence :

Prographics :

Exp : 28 Location : Brescia, Lombardy, Italy Job Level : Leadership Designation : Presidente & C.E.O. at Norma Precision Inc.
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Insights For Selling To Franco

During A Call Or A Meeting

DO's

  • Expect them to be vague in response to your questions, ask firmly and pointedly
  • Expect them to be slow and cautious, encourage them to ask more questions
  • First of all, focus on building their confidence by sharing examples, case studies etc.

DONT's

  • Avoid getting into storytelling mode, especially when they ask specific questions
  • Don't be very accepting if that is your natural style, stay firm
  • Don't push them too hard to make fast decisions, give them time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Franco is

  • For them, low risk and acceptance by others are very important, followed by proof of ROI.
  • Will you ever get a clear answer from Franco

  • They don’t say no often, they push out the decisions or keep going around in circles.

Insights For Deal Planning

    How fast (or slow) will Franco move?

  • They do not like to take decisions in a hurry, so they could be slow in making their mind up.
  • Can Franco take some risk or not?

  • They are low on risk-appetite and prefer to make informed decisions.

You And Franco

Personality Compatibility


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