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Copy link A close-up on Italian turf with Giacomo Defanti
In this series, we're crossing borders and time zones to speak with ICL’s Area Sales Managers from around the globe. We talk about their role and responsibilities, their work philosophy, the expertise they bring to their relationships with clients, and how they navigate the unique circumstances of their local climate. Get ready to meet the faces behind the places and buckle up as Golf Technical Manager, Giacomo Defanti, awaits us in northern Italy!
The picturesque golf course lawns of northern Italy owe much of their appeal to the work of Giacomo Defanti, ICL’s Area Sales Manager for the turf and landscape segment. With 16 years of experience in ornamental horticulture and turf management, Giacomo provides technical support ICL’s customers in the golf sector, who always strive for supreme results: “My clients have access to the best products and advice, allowing them to keep their lawns in top condition,” Giacomo explains.
“The goal of Area Sales Managers should be to work more efficiently and simply. Simplicity is often the hardest thing to achieve.”
While obtaining his university diploma, Giacomo first found himself at the intersection of science and practical application. “During my university years, I worked with companies that were bringing research and technology to the day-to-day practices of turf managers. This sparked my interest in the sector, and I dove deeper into it. You could say that the proverbial seed was planted there.”
Local knowledge makes all the difference
Reflecting on the balance between theoretical knowledge and practical methodologies, Giacomo says: “Keeping up with developments in ornamental horticulture, turf, and plant nutrition is essential for an Area Sales Manager, because the customer’s conditions and challenges evolve constantly. There’s no replacement for tried and tested local knowledge, and that includes finding the best product combinations for local conditions. Often the best choice is also the simplest if you know what to look for. That’s why we make sure to share experiences and ideas within ICL, on all sorts of topics,” he says. “This collaborative approach helps us predict and prepare for what customers are after, and so we can cater to their interests on an ongoing timeline.”
Keeping it simple isn’t so simple
According to Giacomo, a good Area Sales Manager needs more than just broad knowledge. “Having a respect for people and demonstrating the ability to listen to their professional difficulties and needs are indispensable qualities for this job,” he says. “This – combined with a strong belief in making small improvements – is the key to success.”
“There’s no replacement for tried and tested local knowledge, and that includes finding the best product combinations for local conditions.”
To gain the trust of growers, Giacomo often relies on scientific trials and research to support the use of the best products. “The goal of Area Sales Managers should be to work more efficiently and simply. Simplicity is often the hardest thing to achieve.”
Reflecting on his accomplishments, Giacomo feels good about the help he has provided to many clients in their technical growth and simplifying their work. “It’s something I’m very proud of,” he shares. “I’ve helped many clients with my solutions. It’s a wonderful thing to be able to do.”
