{"id":26834,"date":"2018-03-13T08:30:43","date_gmt":"2018-03-13T07:30:43","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=26834"},"modified":"2020-03-11T12:35:13","modified_gmt":"2020-03-11T11:35:13","slug":"social-selling-demarquer-concurrence","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2018\/03\/13\/social-selling-demarquer-concurrence\/","title":{"rendered":"Social selling : comment se d\u00e9marquer de la concurrence ?"},"content":{"rendered":"<blockquote class=\"quote-light\"><p>Pour en savoir plus sur cette enqu\u00eate, d\u00e9couvrez l&rsquo;interview de Jules Latournerie.<\/p><\/blockquote>\n<p><em><a href=\"http:\/\/www.aberdeen.com\/default.aspx\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>64%\u00a0des commerciaux qui utilisent le social selling atteignent leurs quotas de vente. <\/strong>Parmi ceux qui ne l&rsquo;utilisent pas, seulement 49% atteignent leurs objectifs.<\/a>\u00a0<\/em><em>Si cette statistique est impr\u00e9cise (les quotas sont variables et le lien de cause \u00e0 effet peut \u00eatre biais\u00e9), les commerciaux sont conscients qu&rsquo;en 2018, il est pr\u00e9f\u00e9rable de combiner leurs pratiques commerciales traditionnelles avec le social selling pour d\u00e9tecter des prospects potentiels et d\u00e9velopper des leads via les r\u00e9seaux sociaux.\u00a0<\/em><em><strong>Mais comment se d\u00e9marquer des autres commerciaux ?<\/strong>\u00a0Cette question,<\/em><em>\u00a0<span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/juleslatournerie\/\">Jules Latournerie<\/span>, Responsable Marketing et Communication chez <a href=\"https:\/\/www.bureauxlocaux.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">BureauxLocaux<\/a>\u00a0se l&rsquo;est pos\u00e9e : il a r\u00e9alis\u00e9 entre juillet et d\u00e9cembre 2017, une exp\u00e9rience alliant social selling et growth hacking sur un \u00e9chantillon de 80 posts, g\u00e9n\u00e9rant 26 leads, soit un taux de plus de 30%.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-27103 size-medium\" title=\"social selling\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/new-piktochart_28420331-4-500x250.png\" alt=\"social selling\" width=\"500\" height=\"250\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/new-piktochart_28420331-4-500x250.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/new-piktochart_28420331-4-1024x512.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/new-piktochart_28420331-4-768x384.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/new-piktochart_28420331-4-1536x768.png 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/new-piktochart_28420331-4-2048x1024.png 2048w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/p>\n<h2>Social selling : comment booster ses ventes ?<\/h2>\n<p>Le social selling n&rsquo;est pas qu&rsquo;une seule m\u00e9thode pratiqu\u00e9e de la m\u00eame mani\u00e8re : il existe en effet plusieurs niveaux de personnalisation.<\/p>\n<ul>\n<li><strong>Utiliser une m\u00e9thode de prospection traditionnelle :\u00a0<\/strong>ce social selling classique consiste \u00e0 s\u00e9lectionner les entreprises selon leur secteur et les contacter via une demande de connexion ou un InMail. C&rsquo;est un premier niveau de social selling assez limit\u00e9 dans les r\u00e9sultats, car la connaissance du prospect est tr\u00e8s faible.<\/li>\n<li>\n<figure id=\"attachment_27092\" aria-describedby=\"caption-attachment-27092\" style=\"width: 375px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-27092 size-medium\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/Capture-decran-2018-02-27-a-16.36.31-375x300.png\" alt=\"\" width=\"375\" height=\"300\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/Capture-decran-2018-02-27-a-16.36.31-375x300.png 375w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/Capture-decran-2018-02-27-a-16.36.31.png 766w\" sizes=\"auto, (max-width: 375px) 100vw, 375px\" \/><figcaption id=\"caption-attachment-27092\" class=\"wp-caption-text\"><em>Voici l&rsquo;outil de recherche de Linkedin : sans fonctionnalit\u00e9s Premium mais avec la version anglaise de Linkedin que l&rsquo;on retrouve dans l&rsquo;onglet Content.<\/em><\/figcaption><\/figure>\n<p><strong>Baser sa prospection sur une l\u00e9gitimit\u00e9 :<\/strong>\u00a0c&rsquo;est se servir des r\u00e9seaux sociaux pour valoriser son expertise et prouver sa connaissance sur un sujet, pour \u00eatre identifi\u00e9 par son r\u00e9seau LinkedIn comme un expert. Lorsqu&rsquo;une entreprise recherche un r\u00e9dacteur sp\u00e9cialis\u00e9 dans le marketing digital, deux solutions s&rsquo;offrent \u00e0 elle. D&rsquo;une part, elle peut d\u00e9j\u00e0 poss\u00e9der cet expert dans son r\u00e9seau,\u00a0auquel cas elle fait directement appel \u00e0 lui. D&rsquo;autre part, son r\u00e9seau peut lui recommander les comp\u00e9tences d&rsquo;une personne qu&rsquo;il a trouv\u00e9 l\u00e9gitime sur le sujet.<\/li>\n<li><strong>R\u00e9pondre \u00e0 un r\u00e9el besoin :<\/strong>\u00a0gr\u00e2ce au moteur de recherche de LinkedIn, il est possible d&rsquo;identifier les entreprises qui ont une probl\u00e9matique. Il suffit donc de proposer directement l&rsquo;offre qui apportera une solution \u00e0 l&rsquo;entreprise. Bien \u00e9videmment, la d\u00e9marche n&rsquo;est pas du spam. Le commercial n&rsquo;agit pas de mani\u00e8re d\u00e9plac\u00e9 et intrusive. Par le biais d&rsquo;une discussion, il apporte une solution \u00e0 un probl\u00e8me rencontr\u00e9, une \u00ab\u00a0douleur client\u00a0\u00bb ou \u00ab\u00a0pain point\u00a0\u00bb en anglais.<\/li>\n<\/ul>\n<h2>Apporter une r\u00e9ponse ultra-personnalis\u00e9e : un facteur cl\u00e9 de succ\u00e8s ?<\/h2>\n<p>Gr\u00e2ce au moteur de recherche LinkedIn, Jules <strong>a identifi\u00e9 pendant 6 mois les posts de chefs d&rsquo;entreprise \u00e0 la recherche de bureaux pour leur soci\u00e9t\u00e9<\/strong> dans le but de r\u00e9pondre \u00e0 leur besoin. Cette quantit\u00e9 peut surprendre, mais ces dirigeants ne faisaient pas parti de son r\u00e9seau.<\/p>\n<p><!--more--><\/p>\n<p>Suite \u00e0 son enqu\u00eate, il <strong>a s\u00e9lectionn\u00e9 80 posts<\/strong>. Cette quantit\u00e9 peut surprendre mais il est courant pour les directeurs d&rsquo;entreprise de faire savoir leurs recherches de nouveaux locaux. C&rsquo;est une fa\u00e7on de montrer que leur soci\u00e9t\u00e9 est en bonne sant\u00e9 et une\u00a0mani\u00e8re de faire fonctionner le bouche-\u00e0-oreille.<\/p>\n<p>Sur chaque statut identifi\u00e9, Jules <strong>a laiss\u00e9 un commentaire personnalis\u00e9 en indiquant le nombre d&rsquo;annonces correspondant \u00e0 leurs crit\u00e8res sur BureauxLocaux suivi d&rsquo;un lien track\u00e9<\/strong> vers le site. En agissant ainsi, Jules apporte une solution simple, efficace et peu co\u00fbteuse.<\/p>\n<p>Au-del\u00e0 de ces promesses, Jules nous pr\u00e9sente les r\u00e9sultats de cette \u00e9tude :<\/p>\n<ul>\n<li>\u00ab\u00a0Parmi ces 80 posts, <strong>66% ont g\u00e9n\u00e9r\u00e9 au moins un clic<\/strong>.<\/li>\n<li>Chacun de ces 53 liens cliqu\u00e9s <strong>a g\u00e9n\u00e9r\u00e9 en moyenne 3,4 clics<\/strong> (record \u00e0 11 clics sur le m\u00eame lien pour une startup en vogue).<\/li>\n<li>125 utilisateurs se sont enregistr\u00e9s sur le site en provenance de ces liens dont <strong>85% de nouveaux utilisateurs<\/strong> (internautes qui se rendaient sur le site pour la premi\u00e8re fois).<\/li>\n<li>26 leads de cette source ont \u00e9t\u00e9 enregistr\u00e9s sur la p\u00e9riode. Autrement dit, <strong>1 commentaire sur 3 a g\u00e9n\u00e9r\u00e9 un lead pour les annonceurs de BureauxLocaux<\/strong>.\u00a0\u00bb<\/li>\n<\/ul>\n<p>En parall\u00e8le de cette exp\u00e9rience d&rsquo;acquisition, des <strong>retomb\u00e9es positives non-mesurables ont \u00e9t\u00e9 observ\u00e9es : <\/strong>la l\u00e9gitimit\u00e9 de Jules a \u00e9t\u00e9 renforc\u00e9 (reconnaissance de son activit\u00e9 dans son r\u00e9seau), il a obtenu des\u00a0remerciements de la part des dirigeants et la notori\u00e9t\u00e9 de la marque a \u00e9t\u00e9 am\u00e9lior\u00e9e avec une r\u00e9elle visibilit\u00e9 de BureauxLocaux sur LinkedIn.<\/p>\n<p>Internet nous avait finalement fait oublier qu&rsquo;il faut laisser une place \u00e0 l&rsquo;humain dans cette course au digital. Bien que l&rsquo;automatisation appara\u00eet comme la solution d&rsquo;op\u00e9rer le plus efficacement possible, <strong>les m\u00e9dias sociaux servent avant tout \u00e0 communiquer, parler d&rsquo;humains \u00e0 humains<\/strong>. Comme dans toute conversation, parler de quelque chose qui n&rsquo;a rien avoir avec vous s&rsquo;av\u00e8re d\u00e9plaisant. Dans la r\u00e9alit\u00e9 comme sur Internet, pensez \u00e0 personnaliser votre message.<\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Social selling : comment se d\u00e9marquer de la concurrence ?\" \/><meta itemprop=\"uploadDate\" content=\"2018-03-13T08:30:43+01:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/x-m4a\" \/><meta itemprop=\"duration\" content=\"PT4M40S\" \/><meta itemprop=\"description\" content=\"Pour en savoir plus sur cette enqu\u00eate, d\u00e9couvrez l&#039;interview de Jules Latournerie.\n\n64%\u00a0des commerciaux qui utilisent le social selling atteignent leurs quotas de vente. Parmi ceux qui ne l&#039;utilisent pas, seulement 49% atteignent leurs objectifs.\u00a0Si ...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Jules%20Latournerie.m4a\" \/><meta itemprop=\"contentSize\" content=\"8.3\" \/><div class=\"powerpress_player\" id=\"powerpress_player_6381\"><audio class=\"wp-audio-shortcode\" id=\"audio-26834-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Jules%20Latournerie.m4a?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Jules%20Latournerie.m4a\">https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Jules%20Latournerie.m4a<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_m4a\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Jules%20Latournerie.m4a\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=26834-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Jules%20Latournerie.m4a\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"Jules%20Latournerie.m4a\">Download<\/a> (Duration: 4:40 &#8212; 8.3MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/visionarymarketing-les-interviews\/id731295319?mt=2&amp;ls=1#episodeGuid=http%3A%2F%2Fvisionarymarketing.fr%2Fblog%2F%3Fp%3D26834\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/52VnZ1mhVSnDs4tQOx7Vuc\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Pour en savoir plus sur cette enqu\u00eate, d\u00e9couvrez l&rsquo;interview de Jules Latournerie. 64%\u00a0des commerciaux qui utilisent le social selling atteignent leurs quotas de vente. Parmi ceux qui ne l&rsquo;utilisent pas, seulement 49% atteignent leurs objectifs.\u00a0Si cette statistique est impr\u00e9cise (les quotas sont variables et le lien de cause \u00e0 effet peut \u00eatre biais\u00e9), les commerciaux &hellip;<\/p>\n","protected":false},"author":45,"featured_media":34066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613,4066],"tags":[],"class_list":["post-26834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing","category-social-selling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social selling : comment se d\u00e9marquer de la concurrence ?<\/title>\n<meta name=\"description\" content=\"Les commerciaux doivent d\u00e9sormais mettre de c\u00f4t\u00e9 leurs anciennes pratiques commerciales pour 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