{"id":19984,"date":"2015-12-07T14:00:00","date_gmt":"2015-12-07T13:00:00","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=19984&preview_id=19984"},"modified":"2021-02-03T16:25:25","modified_gmt":"2021-02-03T15:25:25","slug":"social-selling-b2b","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/12\/07\/social-selling-b2b\/","title":{"rendered":"Social selling en B2B : chassez le naturel …"},"content":{"rendered":"

Le social selling est \u00e0 la mode, et c’est m\u00eame\u00a0tr\u00e8s logique, dans le domaine du B2B en tout cas.\u00a0Cet engouement et cet essor a une explication que j’ai d\u00e9crite dans ce dernier billet \u00e9crit pour notre client Sparklane (ex Zebaz)<\/span>\u00a0sur son blog.\u00a0<\/em>Un\u00a0Social Selling <\/a>Forum eut m\u00eame lieu \u00e0 Colombes, au si\u00e8ge d’IBM, le 20 novembre dernier et auquel j’ai eu le plaisir de\u00a0participer<\/span>. Les t\u00e9moignages divers et vari\u00e9s m’ont paru particuli\u00e8rement int\u00e9ressants.<\/em><\/p>\n

Social selling en B2B : chassez le naturel …<\/h2>\n
\"Social
Social selling en B2B : on a beau expliquer l’importance de la sociabilit\u00e9, les vieux r\u00e9flexes sont toujours l\u00e0 pour beaucoup de vendeurs qui aimeraient changer de m\u00e9thode mais n’y arrivent pas.<\/figcaption><\/figure>\n

Et pourtant, ici et l\u00e0, les vieux r\u00e9flexes des commerciaux – sans citer de noms – refaisaient surface : \u00ab\u00a0sauter\u00a0\u00bb sur le prospect, retour du hard selling, difficult\u00e9 de s’extraire de la vente, d’oublier de vendre pour mieux vendre. Chassez le naturel et il revient au galop.<\/p>\n

Cet essor du Social selling en B2B est pourtant essentiel et enthousiasmant.<\/p>\n

Encore une fois, le B2B montre le chemin de l’innovation et de la nouveaut\u00e9. Dans cet article je d\u00e9cris non seulement les causes de cet engouement \u00e9voqu\u00e9es plus haut, mais je liste aussi les choses \u00e0 faire et ne pas faire pour r\u00e9ussir sa d\u00e9marche de social selling.<\/p>\n

Social selling : faire oublier le vendeur pour devenir r\u00e9f\u00e9rent<\/h3>\n

J\u2019ai eu le privil\u00e8ge d\u2019assister \u00e0 ce qui a sans doute \u00e9t\u00e9 l\u2019une des premi\u00e8res discussions sur le social selling d\u00e8s 2008, au sein de socialmedia.org, avec 39 entreprises US utilisatrices des m\u00e9dias sociaux. Le d\u00e9bat avait imm\u00e9diatement bifurqu\u00e9 sur la meilleure fa\u00e7on de vendre sur \u2013 ou \u00e0 l\u2019aide \u2013 des m\u00e9dias sociaux. On invoquait ainsi la n\u00e9cessit\u00e9 de cr\u00e9er une e-boutique sociale dans Facebook. Les plus intr\u00e9pides envisageaient m\u00eame d\u2019abandonner le bon vieux site Web. Rien de tout cela n\u2019est arriv\u00e9. Et si l\u2019on omet Origami Owl, quasiment aucune entreprise, en grand public, n\u2019a r\u00e9ussi \u00e0 passer du r\u00eave \u00e0 la r\u00e9alit\u00e9.Pourtant, en moins de sept ans, le social selling a consid\u00e9rablement d\u00e9coll\u00e9, bien loin de l\u00e0 o\u00f9 on l\u2019attendait. C\u2019est en effet en B2B qu\u2019il est r\u00e9apparu au grand jour. Voyons pourquoi, et surtout, d\u00e9crivons les choses \u00e0 faire et \u00e0 ne pas faire en ce domaine tr\u00e8s li\u00e9 \u00e0 notre premier article sur la vente en B2B.<\/p>\n

Apprendre \u00e0 vendre en r\u00e9seau<\/h3>\n
\"social
les raisons de l’essor du social selling en B2B<\/figcaption><\/figure>\n

Si j\u2019\u00e9cris l\u2019expression \u00ab\u00a0vendre en r\u00e9seau\u00a0\u00bb, un nom va vous venir imm\u00e9diatement \u00e0 l\u2019esprit\u00a0: Tupperware. La comparaison ne serait pas d\u00e9nu\u00e9e de sens. Dans l\u2019esprit Tupperware, qui recrute encore en 2015, est le r\u00e9seau qui fait vendre, les clients qui parlent aux clients\u00a0: des vendeurs d\u00e9monstrateurs qui se portent caution et agissent en tant que consultants. Si ce mod\u00e8le reste original pour le grand public, si longtemps apr\u00e8s son invention, il est quasiment banal en B2B.<\/p>\n

3 raisons pour lesquelles le social selling se d\u00e9veloppe en B2B de fa\u00e7on quasiment\u00a0naturelle<\/h3>\n

1\u00e8re raison\u00a0: l\u2019ad\u00e9quation entre vente de solution et collaborationComme l\u2019explique Michael Bosworth dans son ouvrage de r\u00e9f\u00e9rence intitul\u00e9 Solution Selling\u00a0: Creating Buyers in Difficult Selling Markets, le vendeur B2B doit r\u00e9pondre \u00e0 un \u00ab\u00a0probl\u00e8me client\u00a0\u00bb ou \u00ab\u00a0painpoint\u00a0\u00bb.<\/p>\n

Celui-ci (aussi nomm\u00e9 \u00ab\u00a0douleur client\u00a0\u00bb en fran\u00e7ais) doit \u00eatre d\u00e9cel\u00e9 par le vendeur de fa\u00e7on \u00e0 apporter la solution correspondante. Selon cette approche, l\u2019obsession de tout commercial B2B doit \u00eatre de r\u00e9gler \u00ab le probl\u00e8me qui emp\u00eache le client de dormir\u00a0\u00bb[1]. Plus de 30 ans apr\u00e8s, ce livre est toujours une r\u00e9f\u00e9rence, tant il \u00e9tait en avance sur son temps.Le comportement des acheteurs change aussi \u00e0 mesure que les moyens de communication \u00e9voluent. La recherche de solution aupr\u00e8s de ses pairs est ainsi largement facilit\u00e9e par les nouveaux outils sociaux, qui optimisent l\u2019exploitation des r\u00e9seaux humains (\u00e0 l\u2019instar de LinkedIn).Tout le challenge r\u00e9side dans la capacit\u00e9 du commercial \u00e0 incarner cette personne de confiance vers laquelle le client va se tourner pour demander conseil. Et pour cela, la ma\u00eetrise des outils de communication de nouvelle g\u00e9n\u00e9ration, en particulier des m\u00e9dias sociaux B2B, est indispensable. Ceux-ci ne doivent pas \u00eatre consid\u00e9r\u00e9s comme une menace pour les vendeurs. Au contraire, ils sont une opportunit\u00e9 de tisser un lien avec le client et de devenir un v\u00e9ritable prescripteur.<\/p>\n

Source\u00a0: Social selling : faire oublier le vendeur pour devenir r\u00e9f\u00e9rent – Blog de Sparklane<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Le social selling est \u00e0 la mode, et c’est m\u00eame\u00a0tr\u00e8s logique, dans le domaine du B2B en tout cas.\u00a0Cet engouement et cet essor a une explication que j’ai d\u00e9crite dans ce dernier billet \u00e9crit pour notre client Sparklane (ex Zebaz)\u00a0sur son blog.\u00a0Un\u00a0Social Selling Forum eut m\u00eame lieu \u00e0 Colombes, au si\u00e8ge d’IBM, le 20 novembre …<\/p>\n","protected":false},"author":2,"featured_media":60522,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613,4066],"tags":[],"class_list":["post-19984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing","category-social-selling"],"yoast_head":"\nSocial selling B2B : chassez le naturel ... il revient au galop<\/title>\n<meta name=\"description\" content=\"Le social selling est \u00e0 la mode, et c'est m\u00eame tr\u00e8s logique, dans le domaine du B2B en xtout cas. 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/19984","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=19984"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/19984\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/60522"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=19984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=19984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=19984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}