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 lies in the multiplicity of variables (number of players, specifications, decision-making process, timing, etc.) and in the difficulty for sales representatives to take these numerous factors into account. It is difficult to blame them: the comfort zone is generally limited by the more easily controlled direct relationship: one prospect/one contact.
By definition, what is complex cannot be modeled, because it is composed of different, changing, and evolving elements, combined in a way that is not immediately graspable. However, the challenge is worth taking up from all points of view: development of know-how, managerial challenge, and above all, increase in turnover…
In complex sales situations, the challenge lies in the ability of sales representatives to define a strategy (the overall plan) and adopt a tactic (adapting to the field, to unforeseen events). This requires identifying and understanding the interplay of actors (based on behavioral and relational aspects).
Thus, improving results will rely on 4 key points:
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- Firstly, regarding the quality of the information collected: without reliable data, we're flying blind. It's essential to ensure a volume of quality information upon which to base your strategy.
- Next, regarding in-depth knowledge of the client: their history, their organization, their objectives, their partners, the general context, their way of working, their particularities, and all the unspoken things... It is from this body of knowledge that an effective strategy can be established, that we can differentiate ourselves. On this point, internal communication and information sharing become fundamental.
- Then the relevant analysis of this data, that is, the ability to combine them to generate new knowledge of the prospect and be in a position to define the path that will achieve the objective.
- Finally, determining the actions to take, developing the roadmap, which specifies the team's action plan, everyone's role, and the control points.
The question then arises: how to operate to structure such an approach and converge everyone's efforts?
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 promotes learning analysis (to understand and master one's account), strategy (to build one's conquest plan), and tactics (to prepare one's moves in advance).
- It brings a fresh perspective by placing strategic and tactical intelligence at the heart of the sales profession.
- It is unique: faced with the many possibilities that a salesperson encounters to evolve, only one action is truly relevant. The key is to have the means to identify it!
By combining theory and practice, reflection and action, this method also allows for better memorization and promotes rapid implementation. To stay one step ahead, the Chessboard method is a real eye-opener!
