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What motivational levers should be adopted for each employee? 

"No matter how many times I repeat my instructions, no one respects them!"

 

"My collaborator doesn't seem motivated, he never calls me!"

 

"I made a proposal to my collaborator, I thought he was going to be delighted when he wasn't!"

 

As a manager, have you ever said these words?

But do you adapt your management methods to the profile of the person you're dealing with?

 

Each of your employees is unique and has his or her own motivating factors. So you can't manage every member of your team in the same way!

 

So how do you keep to a single guideline while adapting to everyone's way of working? How can you involve all your employees in your company' s strategy while maintaining motivation at work?

 

In this webinar, Laurence Bonhomme, Customer Success Director at Kestio, shares her experience and best management practices.

 

The objective To enable you toidentify and deploy the motivational levers that are specific to the way each person works, in order to develop your team's motivation at work! 

Drivers of work motivation and de-motivation

Herzberg speaks of an approach bifactorial with intrinsic factors (specific to all living beings) and extrinsic factors (specific to man).

 

Intrinsic factors are a source of motivation at work, while extrinsic factors are a source of demotivation. 

 

We can list a few motivational levers at work: 

  • The feeling oflearning
  • A sense ofbelonging
  • the quality of relationships
  • The feeling of being useful
  • The feeling of recognition
  • A passion for his craft

 

And demotivation: 

  • Themoney
  • Micro management
  • The quality of theworking environment
  • The routine 

Meaning and why

The Golden Circle by Simon Sinek.

 

Simon Sinek is a British-American lecturer renowned for his work on management and motivation. In 2009, he published his bestseller, Start with Why: How Great Leaders Inspire Everyone to Take Action.

 

This leads him to wonder why certain behavioral phenomena seem to take place in defiance of all logic.

 

In particular, he notes that great leaders and inspiring organizations all think, act and communicate in a way that is the opposite of what anyone else does.

 

He called it the Golden Circle, whose fundamental principles are as follows:

  • All organizations know what they're doing (what they offer, what they do, etc.).
  • A number of them know how to succeed at what they do: differentiation, innovation, USP, and so on.
  • But very few know, and therefore consciously use, WHY they do what they do: what is the deep-rooted cause that motivated their origin and that they still defend, what is their deep-rooted vocation, their vital belief, and so on.
  • Ask your employees whether it is worthwhile to work on a particular subject, mission or activity.

Profile-based communication

To have an efficient and motivated team at work, you need to know how to communicate with them! Every person is different, so you need to adapt your communication to the person's profile. It's all about understanding the customer and how they think, feel and operate! 

 

Personality styles according to Marston's DISC Model

 

Puzzle DISC behavioral analysis is based on the theories of W. M. Marston. Marston developed a method to measure 4 basic emotions that are important to our life and survival:

  • D - Dominance = Red
  • I - Influence = Yellow
  • S - Stability = Green
  • C - Conformity = Blue

 

Asking your team to draw up their DISC profile will enable you to : 

  • Get to know yourself better with your DISC profile.
  • Understand your colleagues better. 
  • To adapt your communication to each individual.

To find out more about these topics, take a look at our training course on developing individual motivation!

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Build your ideal call script!

The call script is a key tool for your prospecting ! It enables you to frame your conversation andanticipate your prospects' responses.

 

But writing your own sales call script isn't easy:

-
- How can we helpprospects identify their issues?
- How can we position ourselves in a consultative approach?

 

In the field and during our sales training sessions, we often notice that thesales talk is not fully mastered.

 

Dans ce webinar, Dominique Seguin, Directeur Général de Kestio vous livre ses bonnes pratiques à l’aide d’un script d’appel type !

 

The aim: to make your sales targets soar thanks to a relevant, personalized prospecting script!

 

Considering your best customers as prospects is the best way to stay alert and curious about the potential you still have to acquire! 

The context has changed a lot, and it's becoming harder to arouseinterest in your contacts. Why is that? 

After all, the Internetis now the opposite of the sales force...

 

Internet is :

  • Unlimited information
  • A contact person available 365/24/7 from anywhere in the world
  • Digital time, replicable at no cost, free information
  • Open information

While Commercial :

  • Limited knowledge
  • A contact person not always available
  • Human time, analog, costly information
  • Oriented, subjective speech

When we look back at the stages of sales, we see that there are 4 major stages that have an impact on the way we do business: 

  1. Mass production 
  2. Sell 
  3. Customer satisfaction 
  4. Change on three levels: social, financial and environmental

These changes have an impact on the sales process, so you'll need to adapt your call script. How do you build a high-impact call script?

  1. Creating the necessary climate of trust
  2. Help the other person understand the explicit and implicit issues at stake
  3. Getbuy-in to build the next steps


The sales process consists ofactions from identifying targets to closing a deal: 

  • Targeting accounts and contacts 
  • Contact and exchange
  • Project identification 
  • Qualification 
  • Co-construction proposal 
  • Negotiation 
  • Won / Lost 

To create a high-impact call script, you need to be able to solve the 3 reasons to buy: 

  • Solving a problem
  • Get an advantage
  • Solving a craving

But how to provoke this purchase? For a purchase to take place, there has to be an imbalance between the current situation and the target situation.

 

According to a study carried out by an American consultant who interviewed and monitored several thousand sales reps, who tried to understand the conversion rate performance of sales reps. He found that in an identical market with the same offer, some salespeople had a higher conversion rate. 80% of salespeople stop at problem questions. He discovered that by reworking the quality of problem questions and impact/consequence questions, conversion rates could be doubled. 

 

The SPIN Selling method is then the script to use to create value:

  • Situation
  • Problems
  • Impact/ consequences
  • Needfor pay off

So how do you build a call script with a high conversational impact?

  • List your benefits
  • Formulate related questions
  • Use open-ended questions
  • Validate the customer by rephrasing

Dominique also welcomed Laurane Maurice, Head of Sales of EasyBlue to discuss her call scriptand help her optimize it! 

 

If you'd like to talk to our team about your call script, please fill in this form!

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L’heure est déjà à l’organisation des séminaires commerciaux de rentrée ! Le vôtre est-il peut-être même en cours d’élaboration ?

 

Le séminaire commercial de rentrée représente l’opportunité idéale pour renforcer la cohésion de groupe et la motivation individuelle de vos collaborateurs !

 

Mais l’organisation et l’animation d’un séminaire n’est pas une mince affaire. Entre un programme trop chargé, une communication trop descendante ou une soirée trop festive, les pièges sont nombreux…

 

Avec plus de 10 ans d’expérience en ingénierie de séminaires commerciaux, Fabien Comtet, Président de Kestio,  vous livre ses méthodes et outils pour faire de votre prochain séminaire un véritable succès !

Créer un objectif clair

Le séminaire commercial a un objectif commun à toute entreprise : développer et augmenter la motivation de ses collaborateurs.

 

Un séminaire commercial réussi est un séminaire qui sera orienté vers un objectif précis.  Vous devez vous positionner sur un thème défini, clair, en adéquation avec votre entreprise qui vous permettra d’atteindre à long terme vos objectifs annuels. Questionnez-vous sur ce que vous souhaitez obtenir de vos employés post séminaire, que voulez-vous faire ressortir de ce séminaire commercial ?

Préparer son séminaire commercial

L’heure des séminaires commerciaux à effet éphémère est révolue, travaillons les séminaires à effet durable !

La préparation de votre séminaire doit être structurée.

En amont du séminaire, préparez un court questionnaire interrogeant la motivation actuelle, les freins de leurs envies et les axes d’amélioration. Avec cette étape, vous vous obligez à fournir à vos employés une réponse à leurs freins et de faire en sorte qu’ils ressortent de ce séminaire motivé et engagé pour cette nouvelle année !

Pensez aussi à demander aux participants après le séminaire si leur envie de réussir et d’atteindre leurs objectifs a augmenté.

Motiver les efforts de votre équipe

Motivation intrinsèque : Motivation qui est alimenté par un désir, une satisfaction personnelle

Motivation extrinsèque : Motivation qui vient de l’extérieur dans le but d’obtenir une récompense ou d’éviter des sanctions

 

La motivation de vos employés doit être intrinsèque, elle doit venir d’eux même si vous souhaitez qu’il y ait du mouvement, des changements. Leurs objectifs personnels doivent être fixés en fonction de leurs propres envies et réussites et non pas par la motivation d’éviter des sanctions.

Les basiques à éviter

Le lieu et les repas de votre séminaire commercial ne doivent pas être choisis au hasard. Ils doivent être cohérents avec vos valeurs et l’activité annuelle que votre entreprise a eu.

 

De plus, votre séminaire ne doit pas être trop contrasté sur une même journée. Le duo informations descendantes & fiesta n’est pas un bon mélange surtout si votre séminaire est sur plusieurs jours ! Chaque activité doit servir à l’objectif principal du séminaire, les moments décontractés, de “fun” ne doivent pas être présents dans votre séminaire sans objectif. Vos équipes seront complètement inactifs le lendemain alors qu’un séminaire doit être fait de participation et d’interaction !

Impliquer vos équipes dans le déroulement du séminaire commercial

Un séminaire n’est pas un séjour barbant dans lequel vos équipes s’ennuient déjà avant même d’avoir commencé !

Le but est d’impliquer vos équipes dans ce séminaire, que ce soit en amont, pour la préparation ou le Jour-J pour l’animation. Personne n’est juste spectateur, ce n’est pas des cours magistraux, demandez à des volontaires d’organiser certains éléments de votre séminaire commercial :

  • Organiser la soirée
  • Organiser des défis sportifs
  • Organiser des conférences et interventions
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Cold calling, a scary term?

How many sales meetings do you manage to get per hour when prospecting?

Between...

  • The difficulty of getting the right contacts,
  • The fear of making cold calls,
  • Lack of time,
  • Lack of link between marketing and salesactions...

Cold-calling is a dreaded step, tiring in the long run and often leading to disappointing results.

Nicolas Boissard, Marketing Director at Kestio, shares his 3 steps for getting up to 5 appointments per hour through prospecting!

1st step in prospecting: Hyper segmentation

FACT The more personalized your message, the greater your chances ofattracting interest!


You need to be able to meet the expectations of the person you're talking to, and do it accordingly. Just because your project is great doesn't mean it's right for everyone. Work on your discourse, your arguments to make yourself understood, it will be more effective and faster.

Back to basics: target and persona!

  • Define the target sector and type of business.

Differentiate between company types according to size, sales and level of digital maturity. You can then target data such as market value, percentage of internet sales, number of projects per year or annual marketing investment. This data will enable you toidentify the sectors in which you have the best chance of securing a appointment during your telephone prospecting.

  • Characterize your persona: functions, profile and, above all, the challenge you're addressing with your solution.

This means getting to know your target and describing it accurately. You need to define the company and the type of company you're going to prospect. This is made possible thanks to the persona collection created for your project. This is a detailed description of a real-life user profile that illustrates the characteristics of the people you want to target.

Your message must be targeted at a single type of company and a single persona!

The Kestio toolbox

Use Kaspr to find your prospects ' contact details and build a rich file.

Leverage your prospects'activity andnews to justify your call using Sparklane.

2nd stage of prospecting: Sequencing activities

FACT The more focused you are, the more results you'll get!

Start by having a well-defined prospecting plan, setting yourself targets for calls and appointments each day. The key to good prospecting is to apply step 1 to the letter.Hyper-segmentation guarantees that you won't waste time on people who aren't interested in your solution, who aren't in your target audience.

Be organized during your prospecting call session

  • Make sure you have a prospecting file available and enriched with data.

In this way, you'll reduce the time you spend looking for contacts, so you can concentrate on the quality of your calls. Be precise in your prospecting: don't offer your solution to everyone.

  • Make sure you have all the information you need about your prospect, and that he or she is available.

Personalized prospecting will help you make more calls.

  • Tailor your pitch to your target audience.

According to a study byInside Sales, prospects won't listen for more than 30 seconds when cold calling. This means you have 30 seconds to convince your caller. To give yourself the best chance of success, you'll need a pitch that's tailored to your target audience.

Don't just prepare for a call, but also leave a 30-second message on the voicemail, as 80% of calls end up on voicemail, according to Ring lead. Hence the importance of personalizing your calls!

3rd step in prospecting: Visibility!

FACT You're more likely toget an appointment if the person you're talking to already knows you!

It's not easy to reach the market, especially SMEs & ETIs. But with social networks, you can increase your visibility and therefore your chances of getting a meeting.

The Kestio toolbox

The tip is to advertise on social networks only for your prospects before the call, so you can use LinkedIn Campaign Manager.

To increase your chances of reaching your prospects, multiply the points of interaction with your prospects before the call, The Growth Machine.

To find out more about these prospecting processes, watch our replay!

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Customer satisfaction :
The keys to keeping your customers satisfied in the current climate

Health crisis, war in Ukraine, inflation... The current context has shaken up everyone's habits. The current economic situation is generating permanent emotional elevators: euphoria in September 2021, then shortages and finally price hikes...Every Salesperson, Account Manager and Customer Service Manager has to manage these changes on a daily basis, and try to make them acceptable while maintaining customer satisfaction.

There are a number of invaluable tools and approaches available to help you deal with this situation.

L’objectif de ce Masterclass Kestio est de partager les outils et les méthodes de “l’Expérience Client“.

Fabien Comtet shares with you methods and tools for analyzing your customer interactions and improving customer satisfaction.

 

Key No. 1: (Re-)install regular exchanges to improve customer satisfaction

The more you increase interaction with your customers, the more you will focus on simple, concrete and operational subjects, and the more you will create a space for exchange and communication that will enable you to manage emotional peaks.

These regular exchanges can be feedbackon your products, reactions to thecompany's activity using Sparklane...

Exchanges don't just have to be in your interest! Customer satisfaction isn't just a matter of one-off exchanges: you have to help them, give them added value.

 

Key No. 2: Know your customer (really)

How can you keep customer satisfaction high if you don't know your customers?

Classic marketing techniques are all you need: create classic persona cards to get to know your customers! The persona file is used to determine how to react and communicate with a typical customer, a typical behavior that our customers might have.

Do I know my customer's business? What are its challenges? Its environment?

Knowing your customer well will enable you to open up interaction on subjects broader than the product or service.

Here's an example of what you can put in your persona file:

  • Age
  • Profile
  • Course
  • Environment
  • Uses and habits

Key No. 3: Anticipate and project the consequences on the customer's side

Now that you know your customer well, you can work onanticipating the consequences of any bad news you might deliver.

To anticipate his reactions, ask yourself the right questions. Analyze your customer's service model and possible imbalances.

  • Is it really sensitive to price rises?
  • Is he dependent on his customers?
  • Where does your company fit in?

With regular interaction, you'll be able to handle the bad news just fine!

Key no. 4: Partners in a situation that affects both him and us

With discussion and anticipation, the situation may not be as sudden for you as it is for him. The customer needs to realize that you're not sending information, but a partner to the customer. You can do this by organizing a workshop! Suggest adiscussion on the ways in which you can improve your customer's satisfaction with your new pricing structure.

Key n°5 : Think ecosystem and propose contacts with players in the ecosystem you share

Thinking customer doesn't just mean talking about your product. Take an interest in your customers, talk to them about their company, their environment and their ecosystem! Get your customers who share the same persona to meet and talk to each other.

 

Key n°6 : Think explicit AND implicit needs for customer satisfaction

Customers don't say everything! We have to find out what they don't say, but want.

The Customer Consideration Pyramid, based on Maslow's pyramid of needs, helps you think about the explicit and implicit needs your customers might have.

Key No. 7: Be a team player with the customer

To ensure customer satisfaction and a successful customer experience, we need to work internally with the customer (so that we all have the same information) to ensure that information is aligned.

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ESN: How to convey the value of your offer to your customers

As Director of an ESN or engineering company, your customers' perception of the value of your offering is a key factor in your company's development.

 

And yet, you probably find yourself in such situations:

  • Your customers love you, but your daily rates are stagnating or even declining
  • You don't dare raise your rates for fear of not being selected for tenders or proposals.
  • But your margins are shrinking as resources become increasingly scarce.
  • And you are finding it difficult to retain your employees because of compensation issues.

 

If you're familiar with these constraints, it's possible to get out of this vicious circle!

 

Laurence Bonhomme, Director of Custommer Success, gives you practical tips on how to become fully aware of the value of what you sell, and how to influence your customers' buying process to make them perceive this value.

Being aware of the value provided by ESN

75% of IT service companies say they've had difficulty finding suitable candidates for the latest positions they were offering. Stafiz study from Sept 2020.

 

Creating a perception of value is key for ESN and ICT companies seeking to attract and retain talent that is often in short supply.

 

Value is what the customer expects to gain from the use or enjoyment of the product or service. A price is the amount of money a customer is willing to pay for a product or service. The price therefore measures the value perceived by the customer for a solution.

Knowing what value to bring to ESN

You've no doubt all heard customer reflections linked to a perception of cost rather than value. This is a good example of perceived value....Or of not perceiving value at all!

 

There are two types of service:

  • competency-based services, in which case we speak of a commitment of resources or management (including TA)
  • project-oriented service centers, where we speak of a commitment to results or a fixed price.

 

There are two types of project:

  • the realization of specific projects according to customer needs
  • maintenance of existing projects. The latter type of project is referred to as Third-Party Application Maintenance or TMA.

The plumber's story:

You've heard the story of the plumber who is called in by a customer to fix his broken boiler. 

 

It's late December, it's cold and the customer has no alternative heating system.

 

The plumber arrives, examines the boiler and takes out some tools. His intervention lasts about 10 minutes and the boiler starts up again straight away.

 

The customer is delighted and asks how much he owes.

 

- "200 €"

-200, but you've only been here 10 minutes!

"-The value of my intervention is not based on these 10 minutes but on the 10 years of experience I have to know how to act to help you. My intervention is guaranteed for 1 year.

Unless you'd prefer me to put it back in the same condition as before?"

Selling like a strategist in ESN

Engage the customer by co-constructing the solution with stakeholders.

  • Selling based on the success of the project for the customer
  • Speak the language of the players involved!
  • Shake up the customer's way of thinking to make him calculate his stress points
  • Build an offer based on the verbatim of GRID players
  • Engage the customer in the sharing of hypotheses for the construction of the offer
  • Promote your solution's return on investment

Avoid the most common pitfalls

  • A single point of contact
  • Believing that a convinced technical player is going to make an inside sale on his own
  • Accept that the customer may or may not want to give you a budget
  • Confusing a functional need with aquantified stress point
  • Investing time in building your offer or searching for a profile without key information
  • Send your proposal by e-mail without presenting it
  • Thinking that the customer's process is the only one possible

In summary, the key factors for success in ESN

  • Adopting an advisory posture in sales: asking questions to understand key information from the various GRID players

  • Become or strengthen your role as the customer's trusted third party by systematically adding value to your exchanges.

  • Calculate the quantified impact of voltage points with the customer

  • Enhance the return on investment of your solution

  • Be strategic in your sales: devote your energy to making the project a success by accompanying the customer, rather than sending a proposal or skills file.
  • Focus on opportunities on which you have links with the GRID and key information (scoring and go - no go)
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As a manager, are you aware that the pressure your sales team feels to meet sales targets can be difficult to manage, but you don't know how to deal with it?
 
Our General Manager Dominique Seguin gives you concrete tips on how to keep your team's energy high and motivating, even when the results aren't there!

Sources of pressure within a sales team?

For a member of a sales team, sources of pressure can fall into two main categories:

Internal sources :

  • Sales objectives
  • The expectations of the N+1 and the view of colleagues
  • Physical and mental state
  • The level of preparation
  • Level of mastery of the subject 

External sources :

  • Our customers
  • Prospects
  • Competitors
  • Market context

A key element: your state of mind

Many of the sources of pressure described above stem from a person'sstate of mind.

As a result, one of the first steps you can take as a manager to virtuously lead a sales team is to focus more on success and learn to celebrate and celebrate your salespeople's milestones!

 

 

During your one-to-one meetings with members of your sales team, take a closer look at how far they 've come and how far they've come. It's certainly necessary to highlight the sticking points, but also the small daily victories!
If your sales rep hasn't had a conclusive proposal this week, look at the qualifications he or she has achieved; if his or her contacts aren't answering the phone, highlight the incoming e-mail from a prospect he or she received to start a new project.

 

One of the keys to success therefore lies in your state of mind !
When faced with an employee with a less-than-positive mentality, question them, find out what they're not saying, and focus on concrete actions to turn the situation around and reduce this source of pressure.

Your sales strategy as the focus of your sales team

Very often, discussions between managers and salespeople revolve around the salesperson's results.

But you can't act on results ! Results are just the tip of the iceberg. The aspects where you can act as a manager are commercial activities.

 

The Sales Action Plan plays a key role in guiding your sales team. This plan enables you to orientate your strategy, and thus the actions of your sales staff, around 3 pillars: theorientation of the activity, the quality of the actions and the quantity of these actions.

To learn more about building a successful Sales Action Plan, watch our dedicated Webinar!

And if you want to go further in improving your manager-coach posture, discover our dedicated training course.

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D’après une étude de Gartner, 60% des projets CRM sont en échec ! Est-ce votre cas ?

Si vous éprouvez des difficultés à faire adhérer vos collaborateurs à votre solution, ce webinar est fait pour vous.

Notre Directeur Marketing Nicolas Boissard vous livre 4 clés pour relancer votre projet !

 

Quelques chiffres sur les CRM

À l’issue d’une enquête réalisée par Kestio auprès de plus de 150 entreprises, voici quelques chiffres forts permettant d’obtenir une vision globale de l’utilisation d’un CRM dans les entreprises :

 

 

  • 44% des entreprises observent une augmentation du nombre de prospects grâce au déploiement de leur outil de Gestion de la Relation Client

 

  • Cependant, seulement 15% des sociétés sondées considèrent la mise en place de leur outil comme réussie

     

  • En effet, 48% des interrogés estiment leur CRM trop éloigné de leurs besoins

 

  • Et 75% des entreprises observent de réelles réticences à l’utilisation de la solution

 

Vous retrouvez-vous dans ce constats ?

 

Comment évaluer sa situation CRM actuelle ?

Une fois un projet CRM mis en place, il peut être compliqué de juger de la véritable efficacité de celui-ci.

 

Nous vous livrons ici 4 critères simples pour sonder clairement le “niveau de douleur” de votre projet. Plus le niveau est élevé, plus vite il est nécessaire d’opérer un changement !

 

  • Le niveau de qualité de la donnée renseignée dans l’outil
  • Le niveau d’utilisation de la solution
  • Les bénéfices obtenus par vos collaborateurs
  • Les bénéfices pour l’entreprise

 

En jaugeant ces différents indicateurs qualitatifs et quantitatifs, vous obtenez ainsi une vision complète de votre solution et vous identifiez les premières clés d’amélioration de votre projet.

 

Pour savoir plus en détail si votre CRM augmente réellement la productivité de votre équipe, visionnez notre Webinar dédié !

 

 

Quelques clés pour relancer votre projet

Une des règles clés pour assurer le bon déroulement de votre projet CRM est de faire participer vos utilisateurs à la réflexion !

En effet, c’est eux qui utiliseront la solution. En les embarquant dès le début du projet, vous vous assurez de la bonne compréhension de l’outil et vous identifiez dès le début les points pouvant bloquer dans le futur.

 

Un autre point clé : ce qui n’est pas dans le CRM n’existe pas. Forcez votre équipe et vous-même à tout renseigner directement dans votre solution. Faites table rase d’Excel et autre outil annexe ! En utilisant vous-même régulièrement votre CRM, vous montrez l’exemple et incitez ainsi vos collaborateurs à vous suivre dans cette démarche.

Pour découvrir d’autres clés de relance de votre CRM, visionnez notre replay !

 

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Faced with the digitalization of sales interactions, company directors and sales managers are looking to adapt their organization's sales forces.

But making the right choice between a new sales recruitment and a new marketing solution is no easy task.

In this Webinar, our Managing Director Dominique Seguin helps you make the most optimal decision for your company.

 

 

Before considering sales recruitment, refocus your team's missions

To optimize your sales organization, you need to focus your current team on your most valuable customers.

By assessing your customer assets in this way, you can direct your efforts intelligently and optimize your time and resources to achieve your goals!

 

This assessment can be a way of dealing with the current shortage in the commercial recruitment sector, or on the contrary, of realizing the importance of a new hire. 

 

 

 

Before considering sales recruitment, free up your sales force's time

Did you know that salespeople spend only 41% of their time on pure sales activities? Their days are punctuated by numerous repetitive tasks that don't create added value: writing e-mails, preparing prospect files, entering information, producing quotations... 

These tasks are not what you expect of a salesperson, and neither is he!

 

But thanks to technology, you can now automate all these repetitive tasks to free up your team's time. Numerous marketing automation solutions exist, enabling you to create lead generation scenarios and enrich your online customer experience. 

 

To make your choice easier, discover our comparative guide to 11 Marketing Automation solutions! Click here to download it.

 

By freeing up your team's time, you increase their productivity. You may even be able to dispense with commercial recruitment.

 

 

Modernize your sales prospecting

There's no point in recruiting sales staff if your sales practices don't change too. Canvassing is often feared by salespeople, yet it is an essential step in developing your sales. 

 

 

To make the exercise more effective, combine traditional methods with new practices. The "hard" phone call can be combined with aninbound marketing strategy, thanks in particular to your website. 

 

 

By establishing a concrete process, you can then define precise roles for the different members of your team: digital marketing, prospecting, qualification, conversion, loyalty... In this way, you can identify if you lack a sales recruitment or marketing solution to carry out this process.

 

 

Mix marketing and sales!

It's not so much a question of deciding between sales recruitment or marketing budget, but rather of being able to work as a team to build a sales tunnel combining marketing and sales to best meet your customers' needs!

 

 

To do this, you need to identify your buyer personas. This may seem a simple exercise, but in reality it's far more complex, and can steer the entire direction of your sales tunnel!

Ask yourself the following questions: What is your customer's role? In which market does it operate? What are its biggest future challenges? What are their buying habits?

By obtaining this information, you can then offer your customers personalized marketing content, in line with their needs, and guide your sales force's discussions.

 

 

 

Webinar

À quoi ressembleront les fonctions commerciales en 2022 ?

Fabien Comtet, CEO of Kestio

Hosted by Fabien Comtet,

President of Kestio

 

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Business Development Representative, Data Analyst, Lead Manager… Ces postes vous évoquent-ils quelque chose ?

Depuis une dizaine d’années, le domaine commercial vit de profondes mutations avec l’apparition de nouvelles fonctions commerciales et d’opportunités d’efficacité accrues.

 

Ce Webinar vous livre les clés pour prendre ce virage dans vos entreprises !



Les évolutions menant à l’apparition de nouvelles fonctions commerciales

Ces dernières années, le client a changé beaucoup plus vite que le commercial cherchant à le joindre. Grâce à l’essor d’Internet et des réseaux sociaux, il obtient de l’information par lui-même et devient expert dans son domaine. Ainsi, il ne souhaite plus autant rentrer en relation avec un commercial qu’avant.


Le traitement de la data et la personnalisation de la relation se révèlent alors primordiaux pour générer l’intérêt client et obtenir son engagement.

C’est ainsi que les fonctions commerciales se sont spécialisées, avec le développement de nouveaux métiers, tels que le Sales Development Representative, ou le Data Analyst.



La spécialisation des fonctions commerciales

Hier, un commercial était amené à intervenir sur tous les aspects du cycle de vente : la recherche de prospects, la construction de propositions, la négociation…
Aujourd’hui, le commercial se spécialise dans des rôles spécifiques où il excelle et travaille en équipe autour du client.
 
Découvrez ci-dessous les spécificités de quelques nouvelles fonctions commerciales :
  • Lead Manager : fait le ciblage ; recherche la data ; mène les campagnes Inbound & Outbound
  • Sales Development Representative : contacte les leads marketing ; prend les RDVs avec les prospects ; appelle et passe les “barrages secrétaire”
  • Account Manager : réalise les RDVs conseil ; construit les propositions ; négocie et signe
 
 

Ce que vous pouvez activer concrètement

Mais restructurer ses fonctions commerciales n’est pas une mince affaire. Quels leviers alors activer pour mettre en place ces changements de façon concrète ?


Tout d’abord, distinguez les forces et axes d’amélioration de vos commerciaux pour identifier vers quelle(s) spécialité(s) ceux-ci pourraient se tourner. Il est nécessaire de passer d’une vision d’un commercial “global” à un commercial possédant un rôle précis et défini.


Du côté marketing, il est nécessaire de faire évoluer ses pratiques vers un marketing de la data et de la génération de leads. Le recueil et le traitement de la data se révèlent effectivement être une des activités primordiales pour identifier des prospects foncièrement intéressés par votre entreprise.



Pour découvrir d’autres leviers pour faire évoluer ses fonctions commerciales, visionnez notre Webinar !