{"id":22303,"date":"2016-10-20T09:43:27","date_gmt":"2016-10-20T07:43:27","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=22303"},"modified":"2022-02-16T09:34:07","modified_gmt":"2022-02-16T08:34:07","slug":"spin-selling-lere-digitale","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/10\/20\/spin-selling-lere-digitale\/","title":{"rendered":"M\u00e9thodes de vente : SPIN Selling \u00e0 l’\u00e8re digitale"},"content":{"rendered":"

\"photo\"Dans les ann\u00e9es 80, les m\u00e9thodes de vente traditionnelles en B2B ont \u00e9t\u00e9\u00a0compl\u00e8tement remises en cause par l’\u00e9tude mondiale de Neil Rackman<\/a> nomm\u00e9e SPIN Selling<\/a>. La\u00a0m\u00e9thode de vente complexe tir\u00e9e de cette \u00e9tude est d\u00e9sormais tr\u00e8s utilis\u00e9e par\u00a0les entreprises du monde entier. Cette \u00e9tude a comme vous l’avez compris une grande valeur dans le monde professionnel de la vente.<\/em><\/p>\n

La r\u00e9alisation de cette \u00e9tude a mobilis\u00e9 une \u00e9quipe de 30 personnes sur une dur\u00e9e de 10 ann\u00e9es, co\u00fbtant la somme de 30 millions de dollars actuels<\/em>. Cette \u00e9tude a permit d’\u00e9tablir une analyse rigoureuse des m\u00e9thodes de vente complexe, chose peu faite auparavant. C’est pourquoi, nous trouvons int\u00e9ressant de lire attentivement cet article.<\/em><\/p>\n

[transparence : Sparklane<\/a> est client de Visionary Marketing]<\/em><\/p>\n

\"bouton\"<\/a><\/p>\n

<\/p>\n

\n

M\u00e9thodes de vente : SPIN Selling \u00e0 l\u2019\u00e8re digitale<\/h2>\n

Panorama des m\u00e9thodes de vente complexe – 1er \u00e9pisode \/ 10<\/h2>\n

Une m\u00e9thode de vente complexe sert-elle encore \u00e0 quelque chose ? La question peut para\u00eetre surprenante, voire saugrenue. Pourtant, les anecdotes entendues ci et l\u00e0 laissent \u00e0 penser que la vente, et ses m\u00e9thodes, serait juste une activit\u00e9 annexe. Il suffirait en effet de cliquer sur LinkedIn et de faire monter son <\/em>SSI (Social Selling Index)<\/em><\/a> et hop ! les clients accourraient. Ce ne serait plus parce que vous vendez que votre index augmenterait, mais parce que votre index augmente que votre chiffre d\u2019affaires cro\u00eetrait.<\/em> \"SPIN\u00a0<\/em> L\u00e9gende : le LinkedIn Social Selling Index fait-il vendre ? Rien n\u2019est moins s\u00fbr. D\u2019ailleurs le mien n\u2019est pas tr\u00e8s bon, mais cela n\u2019a pas d\u2019importance.<\/em> \u00a0<\/em> Ce n\u2019est pas le SSI qui fait vendre <\/em><\/strong> \"SPINSans minimiser l\u2019impact du Social Selling et de l\u2019inbound marketing, plut\u00f4t que de chercher \u00e0 prouver qu\u2019un outil fait vendre, ce qui reviendrait \u00e0 demander si acheter la cuisini\u00e8re de Baucuse vous transforme en chef 3*, je me suis pos\u00e9 la question de savoir si les m\u00e9thodes de vente (j\u2019en ai d\u00e9nombr\u00e9 une petite dizaine), souvent anciennes, sont compatibles avec l\u2019\u00e8re digitale. <\/em> Voyons avec le premier article de cette s\u00e9rie, la m\u00e9thode nomm\u00e9e SPIN Selling<\/strong> de <\/em>Neil Rackham<\/em><\/a>, un consultant britannique renomm\u00e9, d\u00e9sormais \u00e9tabli aux USA.<\/em><\/p><\/blockquote>\n

<\/h3>\n

 <\/p>\n

\n

SPIN Selling : une \u00e9tude mondiale pour remettre en question les m\u00e9thodes de vente traditionnelles<\/h3>\n
\"SPIN
Neil Rackham, cr\u00e9ateur de la m\u00e9thode SPIN<\/figcaption><\/figure>\n

Le moins que l’on puisse dire, c’est que Neil Rackham n’a pas cr\u00e9\u00e9 le SPIN Selling sur la base de sa seule intuition. Son livre est au contraire l’aboutissement d’une importante \u00e9tude sur les ventes (la plus large \u00e9tude jamais faite \u00e0 l’\u00e9poque), que Rackham a r\u00e9alis\u00e9 avec Huthwaite, l’agence de conseil en ventes qu’il avait cr\u00e9\u00e9 en 1974<\/a>, avec le soutien de plusieurs multinationales comme IBM et Xerox. Cette \u00e9tude a mobilis\u00e9 sur une dur\u00e9e de 10 ans une \u00e9quipe de 30 personnes, qui ont d\u00e9cortiqu\u00e9 et analys\u00e9 pas moins de 35 000 appels commerciaux, provenant de 27 pays<\/strong>. Le co\u00fbt de cette \u00e9tude est estim\u00e9 \u00e0 30 millions de dollars actuels<\/a>. L\u2019int\u00e9r\u00eat des commerciaux pour cette \u00e9tude \u00e9tait \u00e9galement tr\u00e8s fort : ils ont \u00e9t\u00e9 150 000 \u00e0 acheter le livre tir\u00e9 de l’\u00e9tude de Rackham, sobrement appel\u00e9 \u00ab\u00a0SPIN Selling\u00a0\u00bb. Il faut dire que les conclusions de l’\u00e9tude diff\u00e8rent nettement des conventions \u00e9tablies, et que les m\u00e9thodes traditionnelles de vente y sont largement critiqu\u00e9es et remises en question. Ce n’\u00e9tait pas le but de Rackham, qui initialement affirmait conduire cette \u00e9tude dans le but de \u00ab\u00a0valider l’efficacit\u00e9 des m\u00e9thodes traditionnelles\u00a0\u00bb. Mais le nombre de directeurs commerciaux (y compris de grandes soci\u00e9t\u00e9s comme IBM et Xerox), qui d\u00e9filait dans son bureau pour demander l’audit de leur processus de vente, laissait pr\u00e9sager un changement radical. En effet, la plupart des grandes entreprises \u00e9taient conscientes de l’inefficacit\u00e9 de leurs commerciaux d\u00e8s que la vente se complexifiait<\/strong>, c’est \u00e0 dire lorsque que l’investissement n\u00e9cessite une relation plus \u00e9labor\u00e9e qu’un simple et unique appel au client. La situation \u00e9tait d\u2019autant plus frustrante pour ces entreprises, que les investissements r\u00e9alis\u00e9s dans la formation des commerciaux \u00e9taient d\u00e9j\u00e0 cons\u00e9quents.<\/p><\/blockquote>\n

\"bouton\"<\/a><\/p>\n

Vous trouverez la suite de l’article\u00a0ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans les ann\u00e9es 80, les m\u00e9thodes de vente traditionnelles en B2B ont \u00e9t\u00e9\u00a0compl\u00e8tement remises en cause par l’\u00e9tude mondiale de Neil Rackman nomm\u00e9e SPIN Selling. La\u00a0m\u00e9thode de vente complexe tir\u00e9e de cette \u00e9tude est d\u00e9sormais tr\u00e8s utilis\u00e9e par\u00a0les entreprises du monde entier. Cette \u00e9tude a comme vous l’avez compris une grande valeur dans le monde …<\/p>\n","protected":false},"author":45,"featured_media":35470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[744,4057],"tags":[],"class_list":["post-22303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-b2b","category-vente"],"yoast_head":"\nM\u00e9thodes de vente : SPIN Selling \u00e0 l'\u00e8re digitale<\/title>\n<meta name=\"description\" content=\"SPIN Selling, l'\u00e9tude de Neil Rackman a une importante valeur dans le monde professionnel de la vente, il est donc int\u00e9ressant d'en parler.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2016\/10\/20\/spin-selling-lere-digitale\/\" \/>\n<meta property=\"og:locale\" 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