La méthode de l’Echiquier – créée par Anne-Tania Desmettre après plus de 15 années d’expérience en tant que Directrice Commerciale Internationale, et distribuée de façon exclusive par Kestio – est articulée autour de la connaissance client et de la construction d’une stratégie. Elle permet de décider des meilleures actions en fonction d’un contexte donné pour emporter un marché.
The main characteristic of complex sales is the multiplicity of variables involved (number of players, specifications, decision-making circuit, timing, etc.) and the difficulty salespeople have in taking these many factors into account. We can hardly blame them: the comfort zone is generally delimited by the more manageable direct relationship: one prospect/one contact.
By definition, what is complex cannot be modeled, because it is made up of different, changing and evolving elements, combined in a way that cannot be immediately grasped. Yet the challenge is worth taking up from every point of view: know-how development, managerial challenge, and above all, sales growth...
In complex sales situations, the challenge lies in salespeople's ability to define a strategy (i.e., the overall plan) and adopt tactics (i.e., adapting to the terrain and unforeseen circumstances). This requires identifying and understanding the players involved (based on behavior and relationships).
Improving results will be based on 4 key points:
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- First of all, the quality of the information gathered : without reliable data, you're going in blind. It's imperative to ensure a volume of quality information on which to base your strategy.
- Secondly, in-depth knowledge of the customer : its history, organization, objectives, partners, general context, way of working, particularities, and all that's left unsaid... It's from this corpus that an effective strategy can be established, and that we can differentiate ourselves. In this respect, internal communication and information sharing are fundamental.
- Then the relevant analysis of these data, i.e. the ability to combine them to create a new understanding of the prospect, and to define the path that will enable us to reach our objective.
- Finally, we determine the actions to be taken, and draw up the roadmap, which sets out the team's roadmap, everyone's role, and checkpoints.
This raises the question of how to structure such an approach and bring everyone's efforts together.
Kestio apporte une réponse avec la Méthode de l’Echiquier. Construite sur les repères du jeu d’échecs, elle associe les règles comportementales (déplacements sur l’échiquier) et les méthodes d’analyse pour prendre les bonnes décisions.
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- It encourages the learning of analysis (to understand and control your account), strategy (to build your conquest plan) and tactics (to prepare your moves in advance).
- It brings a new vision by placing strategic and tactical intelligence at the heart of the sales business.
- It's unique: when faced with the many possibilities that salespeople have to develop, only one action is really relevant. The key is to have the means to identify it!
By combining theory and practice, reflection and action, this method is also easier to memorize and quicker to implement. If you want to stay one step ahead, the Chessboard method is a real eye-opener!
