{"id":53528,"date":"2020-05-28T19:36:20","date_gmt":"2020-05-28T17:36:20","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&#038;p=53528"},"modified":"2023-05-26T07:59:12","modified_gmt":"2023-05-26T05:59:12","slug":"social-selling-b2b","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/fr\/glossaire\/social-selling-b2b\/","title":{"rendered":"Social Selling en B2B"},"content":{"rendered":"<p><em>Pour expliquer la d\u00e9finition du social selling en B2B, quoi de mieux que d&rsquo;aller interviewer la personne qui a invent\u00e9 ce terme ?\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/kokasexton\/\" target=\"_blank\" rel=\"noopener noreferrer\">Koka Sexton<\/a> est \u00e0 l&rsquo;origine du terme \u00ab Social Selling \u00bb. Koka Sexton a occup\u00e9 plusieurs postes chez LinkedIn, notamment celui de directeur Social Media de 2015 \u00e0 2016 avant d\u2019occuper des fonctions chez Hootsuite, Slack, Opensense et, d\u00e9sormais, Betts Recruiting.<\/em><\/p>\n<h1>D\u00e9finition du social selling en B2B<\/h1>\n<figure id=\"attachment_59876\" aria-describedby=\"caption-attachment-59876\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/jumpstory-download20201127-095935.jpg\"><img decoding=\"async\" class=\"size-full wp-image-59876\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/jumpstory-download20201127-095935.jpg\" alt=\"D\u00e9finition du social selling en B2B\" width=\"750\" height=\"499\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/jumpstory-download20201127-095935.jpg 750w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/jumpstory-download20201127-095935-451x300.jpg 451w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/a><figcaption id=\"caption-attachment-59876\" class=\"wp-caption-text\">D\u00e9finition du social selling en B2B avec Koka Sexton, l&rsquo;homme qui a invent\u00e9 l&rsquo;expression \u00a0\u00ab\u00a0Social Selling\u00a0\u00bb<\/figcaption><\/figure>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"[EN] Social Selling: Social Media as a Value-Adding Platform\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zYBfEyO2GXA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>Quelle d\u00e9finition pour le social selling en B2B ?<\/h2>\n<p>Le social selling consiste \u00e0 utiliser les r\u00e9seaux sociaux \u00e0 des fins commerciales. Mais attention, les r\u00e9seaux ne sont pas un moyen de rechercher des prospects mais d\u2019approcher plus facilement un client potentiel, qui, notamment en B2B, dispose d\u00e9j\u00e0 de suffisamment d\u2019information pour pouvoir se passer d\u2019un vendeur.<\/p>\n<p>C\u2019est donc dans un <strong>r\u00f4le de conseiller<\/strong> que le commercial doit aborder l\u2019acheteur potentiel, et les m\u00e9dias sociaux sont le relais id\u00e9al pour partager un contenu de qualit\u00e9 (prouvant son expertise), communiquer avec le prospect pour d\u00e9velopper la relation, apprendre \u00e0 se conna\u00eetre pour finalement apporter la vente.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-55638 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/socialselling.jpg\" alt=\"\" width=\"468\" height=\"233\" \/><\/p>\n<p>Car dans le social selling, et comme dans la vie r\u00e9elle, il faut du temps pour qu\u2019une relation de confiance s\u2019installe.<\/p>\n<p>Le Social Selling n\u2019est pas un outil de vente suppl\u00e9mentaire, c\u2019est une nouvelle approche de la vente. Nous ne sommes plus dans un acte de vente, mais de suivi.<\/p>\n<blockquote class=\"quote-light\"><p>Dans une d\u00e9marche de social selling, le commercial doit, avant tout, \u00e9couter son client. Gr\u00e2ce \u00e0 cette \u00e9coute, il peut construire une relation de conseil, d\u2019accompagnement.<\/p><\/blockquote>\n<h3>Les limites des approches th\u00e9oriques<\/h3>\n<p>Il ne faut pas penser que tout se passe d\u00e9sormais sur les r\u00e9seaux sociaux et que le social selling dispense les commerciaux d\u2019aller voir leurs prospects ou clients sur le terrain. Le social selling est un pr\u00e9texte \u00e0 voir plus de clients, et non pas \u00e0 s\u2019en tenir plus distant. Le social selling permet d\u2019\u00e9largir son carnet de contacts, en vue de prendre un rendez-vous et non de se cacher derri\u00e8re un ordinateur.<\/p>\n<p>Pour devenir un conseiller \u00e0 valeur ajout\u00e9e, le commercial utilise une multitude de canaux permettant d\u2019atteindre le client.<\/p>\n<p>En plus des r\u00e9seaux sociaux, il dispose \u00e9galement des canaux traditionnels comme les salons, les conf\u00e9rences, les s\u00e9minaires, les rencontres one-to-one&#8230;<\/p>\n<blockquote class=\"quote-light\"><p>L\u2019objectif est d&rsquo;\u00eatre l\u00e0 o\u00f9 le client se trouve. Pour ce faire, quel que soit le canal, il faut engager une conversation de fa\u00e7on subtile, en s\u2019\u00e9loignant du discours commercial traditionnel.<\/p><\/blockquote>\n<p>Et pour mener une conversation intelligente, le vendeur a besoin de contenu \u00e0 forte valeur ajout\u00e9e (<a href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/content-marketing-b2b\/\">lire notre d\u00e9finition du content marketing B2B<\/a>).<\/p>\n<h3>Les tendances et innovations<\/h3>\n<p>Selon la deuxi\u00e8me \u00e9dition du <a href=\"https:\/\/www.intuiti.net\/le-barometre-social-selling-edition-2019-est-disponible\/\" target=\"_blank\" rel=\"noopener noreferrer\">barom\u00e8tre social selling d\u2019Intuiti, parue en 2019<\/a> et qui mesure l\u2019impact des r\u00e9seaux sociaux sur l\u2019acte d\u2019achat en B2B en France, 71% des d\u00e9cideurs commerciaux utilisent Linkedin r\u00e9guli\u00e8rement.<\/p>\n<p>Linkedin est donc de loin l\u2019outil le plus utilis\u00e9, devan\u00e7ant tr\u00e8s largement Facebook et Twitter.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-55639 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/rssocialselling.png\" alt=\"\" width=\"438\" height=\"243\" \/><\/p>\n<p>Parmi les contenus qui influencent le plus les d\u00e9cideurs dans leur parcours d\u2019achat B2B, les articles ou posts arrivent en t\u00eate, avec 56,9%, suivis par les recommandations d\u2019un contact (47,1%). Les vid\u00e9os (32,1%) et les \u00e9changes via des messages directs (29,9%) suivent.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-55640 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/image2socialselling.png\" alt=\"\" width=\"436\" height=\"236\" \/><\/p>\n<h3>Outils et m\u00e9thodes<\/h3>\n<p>Il existe plusieurs m\u00e9thodes de social selling dont les niveaux de personnalisation sont diff\u00e9rents.<\/p>\n<h4>On peut tout d\u2019abord utiliser une m\u00e9thode de prospection traditionnelle<\/h4>\n<p>Ce social selling classique consiste \u00e0 s\u00e9lectionner les entreprises selon leur secteur et les contacter via une demande de connexion ou un InMail sur LinkedIn. C\u2019est un premier niveau assez limit\u00e9 dans les r\u00e9sultats car la connaissance du prospect est tr\u00e8s faible et le risque de rejet est \u00e9lev\u00e9.<\/p>\n<h3>On peut ensuite baser sa prospection sur une l\u00e9gitimit\u00e9<\/h3>\n<p>Cela revient \u00e0 se servir des r\u00e9seaux sociaux pour valoriser une expertise et prouver sa connaissance sur un sujet, pour \u00eatre identifi\u00e9 par son r\u00e9seau LinkedIn comme un expert.<\/p>\n<p>Lorsqu\u2019une entreprise recherche un r\u00e9dacteur sp\u00e9cialis\u00e9 dans le marketing digital, deux solutions s\u2019offrent \u00e0 elle :<\/p>\n<ul>\n<li>d\u2019une part, elle peut d\u00e9j\u00e0 poss\u00e9der cet expert dans son r\u00e9seau, auquel cas elle fait directement appel \u00e0 lui<\/li>\n<li>d\u2019autre part, son r\u00e9seau peut lui recommander les comp\u00e9tences d\u2019une personne qu\u2019il trouve l\u00e9gitime sur le sujet.<\/li>\n<\/ul>\n<h4>R\u00e9pondre \u00e0 un r\u00e9el besoin<\/h4>\n<p>Gr\u00e2ce au moteur de recherche de LinkedIn, il est possible d\u2019identifier les entreprises qui ont une probl\u00e9matique. Il suffit donc de proposer directement l\u2019offre qui apportera une solution \u00e0 l\u2019entreprise.<\/p>\n<p>Bien \u00e9videmment, la d\u00e9marche n\u2019est pas du spam. Le commercial n\u2019agit pas de mani\u00e8re intrusive. Par le biais d\u2019une discussion, il apporte une solution \u00e0 un probl\u00e8me rencontr\u00e9, une \u00ab douleur client \u00bb (ou \u00ab pain point \u00bb en anglais).<\/p>\n<h3>En savoir plus sur la d\u00e9finition du Social Selling en B2B<\/h3>\n<ul>\n<li><a href=\"https:\/\/visionarymarketing.com\/fr\/2018\/01\/social-selling-medias-sociaux\/\"><span data-contrast=\"none\">la v\u00e9ritable valeur ajout\u00e9e des m\u00e9dias sociaux pour les commerciaux<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.sparklane-group.com\/fr\/blog\/social-selling-nouvelle-approche-de-vente-b2b\/\"><span data-contrast=\"none\">Le Social Selling : une nouvelle approche de la vente B2B<\/span><span data-contrast=\"none\">\ufffc<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/visionarymarketing.com\/fr\/2018\/07\/le-social-selling\/\"><span data-contrast=\"none\">Le social\u00a0<\/span><span data-contrast=\"none\">selling<\/span><span data-contrast=\"none\">\u00a0vous \u00e9pargne-t-il d&rsquo;aller voir des clients ?<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/blog.digimind.com\/fr\/tendances\/etude-social-selling-2019-d\u00e9cideurs-commerciaux-utilisent-linkedin-r\u00e9guli\u00e8rement\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Etude<\/span><span data-contrast=\"none\">\u00a0social\u00a0<\/span><span data-contrast=\"none\">Selling<\/span><span data-contrast=\"none\">\u00a02019 : 71% des d\u00e9cideurs commerciaux utilisent\u00a0<\/span><span data-contrast=\"none\">Linkedin<\/span><span data-contrast=\"none\">\u00a0r\u00e9guli\u00e8rement<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/a><\/li>\n<li><a href=\"https:\/\/www.sparklane-group.com\/fr\/blog\/social-selling-faire-oublier-le-vendeur-pour-devenir-referent\/\"><span data-contrast=\"none\">Social selling : faire oublier le vendeur pour devenir r\u00e9f\u00e9rent<\/span><span data-contrast=\"none\">\ufffc<\/span><\/a><\/li>\n<li><a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/03\/4-enseignements-social-selling\/\"><span data-contrast=\"auto\">Le social\u00a0<\/span><span data-contrast=\"auto\">selling<\/span><span data-contrast=\"auto\">\u00a0expliqu\u00e9 \u00e0 mon boss <\/span><span data-contrast=\"auto\">par Herv\u00e9\u00a0<\/span><span data-contrast=\"auto\">Kabla<\/span><span data-contrast=\"auto\">\u00a0et Sylvie\u00a0<\/span><span data-contrast=\"auto\">Lachkar<\/span><span data-contrast=\"auto\">\u00a0aux \u00e9ditions Kawa\u00a0<\/span><span data-contrast=\"auto\">(2016)<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le social selling consiste \u00e0 utiliser les r\u00e9seaux sociaux \u00e0 des fins commerciales.<\/p>\n","protected":false},"author":101,"featured_media":59876,"parent":0,"template":"","glossary-cat":[],"class_list":["post-53528","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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