{"id":54485,"date":"2020-07-15T08:30:50","date_gmt":"2020-07-15T06:30:50","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=54485"},"modified":"2024-08-21T11:53:51","modified_gmt":"2024-08-21T09:53:51","slug":"equipes-commerciales","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2020\/07\/15\/equipes-commerciales\/","title":{"rendered":"Comment redonner du Punch aux \u00e9quipes commerciales apr\u00e8s la crise"},"content":{"rendered":"<p><em>Dans le domaine commercial, il y eut une p\u00e9riode, pendant le confinement, o\u00f9 l&rsquo;on discutait entre nous sur LinkedIn et o\u00f9 on lisait (en substance)\u00a0: \u00ab\u00a0On ne peut pas parler de commercial avec un client parce que ce n&rsquo;est pas le moment, il faut changer de sujet \u00bb. Subitement, les mentalit\u00e9s ont \u00e9volu\u00e9 sur ce point. Hormis ceux qui pr\u00e9parent d\u00e9j\u00e0 les vacances, beaucoup d\u2019entre nous sont d\u00e9j\u00e0 en train de travailler \u00e0 la rentr\u00e9e. Voil\u00e0 pourquoi il nous a sembl\u00e9, avec <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/06\/commerciaux-b2b-crise\/\">Yves Blandiaux<\/a> de <a href=\"https:\/\/web.archive.org\/web\/20230601010640\/https:\/\/www.wave4growth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wave4Growth<\/a>, utile de faire un nouveau webiniaire interactif qui s\u2019est d\u00e9roul\u00e9 vendredi 10 juillet dernier. Voici un Replay de ce Webinaire, avec en prime un r\u00e9sum\u00e9 succinct de ce qui s\u2019est dit, dans les paragraphes ci-dessous. Rappelons que tous nos Replays sont disponibles sur l&rsquo;URL <a href=\"https:\/\/visionarymarketing.com\/fr\/replay-webinaires\/\" target=\"_blank\" rel=\"noopener noreferrer\">Webinathon.com<\/a><\/em><\/p>\n<h2>Un confinement violent et la n\u00e9cessit\u00e9 de r\u00e9-\u00e9nergiser les \u00e9quipes commerciales<\/h2>\n<p><iframe title=\"[Fr] Conseils pour retrouver du PUNCH commercial B2B apr\u00e8s la crise\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Lh9hrjRecC0?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<p>Le confinement a \u00e9t\u00e9 assez violent pour beaucoup d&rsquo;entre nous. \u00ab\u00a0Au fil des kilom\u00e8tres, le peloton s&rsquo;est un peu \u00e9tir\u00e9, et au terme de ce confinement nous arrivons en ordre dispers\u00e9\u00a0\u00bb a d\u00e9crit Yves Blandiaux. Certains sont essouffl\u00e9s et \u00e0 plat, d&rsquo;autres ont peut-\u00eatre pass\u00e9 cette crise plus facilement.<!--more--><\/p>\n<figure id=\"attachment_54486\" aria-describedby=\"caption-attachment-54486\" style=\"width: 200px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"wp-image-54486 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/07\/iu-3.jpeg\" alt=\"\u00e9quipes commerciales\" width=\"200\" height=\"200\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/07\/iu-3.jpeg 200w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/07\/iu-3-150x150.jpeg 150w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><figcaption id=\"caption-attachment-54486\" class=\"wp-caption-text\">Yves Blandiaux<\/figcaption><\/figure>\n<p>Ce qui est vraiment important, si vous \u00eates directeur commercial ou si vous faites partie d&rsquo;une \u00e9quipe commerciale, c\u2019est de retrouver son \u00e9nergie pour red\u00e9marrer. Donc, comment regonfler le moral de ses troupes pour ce nouveau d\u00e9part\u00a0?<\/p>\n<h3>Comment regonfler le moral des \u00e9quipes commerciales ?<\/h3>\n<p>Il faudra mettre l&rsquo;accent sur la progression individuelle plut\u00f4t que la comparaison entre les diff\u00e9rents vendeurs, nous conseille Yves. Il ne faut pas oublier en effet que les commerciaux restent des hommes et des femmes avant tout. Il faut les m\u00e9nager.<\/p>\n<p>Enfin, Il faut viser la r\u00e9silience de l&rsquo;\u00e9quipe plut\u00f4t que sa performance. Cette derni\u00e8re \u00a0ne viendra vraisemblablement qu&rsquo;en fin d&rsquo;ann\u00e9e 2020, pas \u00e0 pas.<\/p>\n<h3>Quelques conseils pour aborder la sortie de crise<\/h3>\n<p>On a donc fait red\u00e9marrer l&rsquo;\u00e9quipe, et on lui \u00e0 recharg\u00e9 les batteries. Yves nous dispense ensuite ses conseils\u00a0:<\/p>\n<ul>\n<li>D&rsquo;une part, vos clients ont subi cette crise comme vous, donc ils sont en train de se r\u00e9inventer, de se transformer par la force des choses. Comme vous. Ce qui va \u00eatre vraiment important, c&rsquo;est que le commercial face \u00e0 vos clients , puisse les surprendre et accompagner cette transformation en suscitant leur int\u00e9r\u00eat avec de nouveaux \u00e9l\u00e9ments auxquels ils n&rsquo;avaient pas pens\u00e9. Avant m\u00eame d&rsquo;avoir parl\u00e9 de solutions, il va falloir se diff\u00e9rencier en \u00e9clairant le probl\u00e8me sous un autre jour. Mais si le commercial le fait un peu trop t\u00f4t dans cette p\u00e9riode post-crise, cela risque de mal se passer. Un savant dosage en somme.<\/li>\n<li>Deuxi\u00e8mement, votre client est persuad\u00e9 que vos commerciaux ont beaucoup d&rsquo;autorit\u00e9 en interne au sein de votre entreprise. Ce qui est important, c\u2019est d&rsquo;incarner l&rsquo;entreprise au sortir d&rsquo;une crise, car vos clients vont vouloir faire du business avec des commerciaux qui contr\u00f4lent la situation (m\u00eame si ce n\u2019est qu\u2019une impression).<\/li>\n<li>Troisi\u00e8mement, est-ce que votre proposition de valeur est devenue un peu plus strat\u00e9gique\u00a0? Avez-vous pu retravailler vos crit\u00e8res de diff\u00e9renciation par rapport aux alternatives que votre client consid\u00e8re\u00a0? Et enfin, \u00eates-vous capable d\u2019expliquer cette nouvelle proposition de fa\u00e7on convaincante en moins de 90 secondes\u00a0?<\/li>\n<li>Quatri\u00e8mement, la p\u00e9riode est incertaine, et il y a \u00e9galement des plans de licenciement en cours (pudiquement et bizarrement appel\u00e9s plans de sauvegarde de l\u2019emploi), c\u2019est une p\u00e9riode \u00e9videmment douloureuse. Pendant cette phase, il faut retrouver l\u2019authenticit\u00e9, le parler vrai, nous a convaincu Yves Blandiaux. On ne sait pas \u00e0 quoi ressemblera l&rsquo;\u00e9quipe dans 3 \u00e0 6 mois. Donc il faut aller au charbon et essayer de sauver la soci\u00e9t\u00e9. Souvent, dans ces plans annonc\u00e9s qui sont un peu flous, on n&rsquo;a pas encore vraiment tir\u00e9 la ligne. Dans ce type de situations incertaines, la plupart des employ\u00e9s s&rsquo;arr\u00eatent et attendent que tout devienne plus s\u00fbr. Mais en fait, rien n\u2019est jamais certain, surtout dans une p\u00e9riode comme celle-l\u00e0. Dans ces situations de \u00ab\u00a0tohu-bohu\u00a0\u00bb, il y a aussi une opportunit\u00e9 de cr\u00e9er des choses. D&rsquo;un point de vue commercial \u00e9galement. Cela peut \u00eatre regard\u00e9 comme une fa\u00e7on un peu perverse de consid\u00e9rer les choses, mais mis en positif, c\u2019est une mani\u00e8re de passer la crise et de pr\u00e9parer l\u2019avenir.<\/li>\n<\/ul>\n<p>Voici donc quelques un des enseignement tir\u00e9s de ce Webinaire, que vous pourrez revivre int\u00e9gralement en regardant le replay de la vid\u00e9o.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le domaine commercial, il y eut une p\u00e9riode, pendant le confinement, o\u00f9 l&rsquo;on discutait entre nous sur LinkedIn et o\u00f9 on lisait (en substance)\u00a0: \u00ab\u00a0On ne peut pas parler de commercial avec un client parce que ce n&rsquo;est pas le moment, il faut changer de sujet \u00bb. Subitement, les mentalit\u00e9s ont \u00e9volu\u00e9 sur ce &hellip;<\/p>\n","protected":false},"author":2,"featured_media":54297,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4057],"tags":[],"class_list":["post-54485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vente"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment redonner du Punch aux \u00e9quipes commerciales apr\u00e8s la crise<\/title>\n<meta name=\"description\" content=\"Les mentalit\u00e9s ont \u00e9volu\u00e9 sur le point commercial apr\u00e8s la crise. 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