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What motivational levers should be adopted for each employee? 

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

 

"My colleague doesn't seem motivated; he never calls me!"

 

"I made a proposal to my colleague, and I thought he would be thrilled, but he wasn't!"

 

As a manager, have you ever said these words?

But do you adapt your management methods to the profile of your contact?

 

Each of your employees is unique and possesses their own motivators. You cannot therefore manage all the members of your team in the same way!

 

How to maintain the same guiding principle while adapting to everyone's working methods? How to engage all your employees in your company's strategy while maintaining motivation at work?

 

Laurence Bonhomme, KESTIO's Customer Success Director, will be with you in this webinar to share her experience and best management practices.

 

The goal: to enable you to identify and deploy the motivational drivers specific to each individual's functioning, in order to develop work motivation within your team! 

Motivators and demotivators at work

Herzberg discusses a two-factor approach with intrinsic factors (common to all living beings) and extrinsic factors (specific to humans).

 

Intrinsic factors will be a source of motivation at work, while extrinsic factors will, on the contrary, be a source of demotivation. 

 

We can list some motivators at work: 

  • The feeling of learning
  • The feeling of belonging
  • the quality of relationships
  • The feeling of being useful
  • The feeling of recognition
  • Passion for one's profession

 

And demotivation: 

  • Money
  • Micro management
  • The quality of the work environment
  • Routine 

The meaning and the why

The golden circle by Simon Sinek.

 

Simon Sinek is an American-British speaker known for his work on management and motivation. In 2009, he published his best-seller, Start with Why: How Great Leaders Inspire Everyone to Take Action.

 

One might wonder how to explain why certain behavioral phenomena seem to occur in defiance of all logic.

 

He notes in particular that great leaders and great inspiring organizations all think, act, and communicate according to a model 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 do (what they offer, their products, the actions they take, etc.).
  • A certain number know how they succeed in what they do: differentiation, innovation, USP, etc.
  • But very few know, and therefore consciously use, WHY they do what they do: what is the underlying cause that motivated their origin and that they still defend, what is their deepest vocation, their vital belief, etc.
  • Ask your employees if it is worth working on a particular subject, mission, or activity

Communication adapted to profiles

To have an effective team full of motivation at work, you need to know how to communicate with them! Each person is different, so you have to adapt the communication according to the person's profile, this helps to understand the client, their way of thinking, feeling and functioning! 

 

Personality styles according to Marston's DISC Model

 

The 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 in our life and our survival:

  • D – Dominance = Red
  • I – Influence = Yellow
  • S – Stability = Green
  • C – Compliance = Blue

 

Asking your team to establish their DISC profile will allow you to: 

  • Better know yourself with your DISC profile.
  • Better understand your employee. 
  • To adapt your communication to each individual.

To delve deeper into these topics, feel free to explore our training on how to develop individual motivation!

Discover the training
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Crafting your ideal call script!

The call script is a key tool for your prospecting! It allows you to structure your conversation and anticipate your prospects' responses.

 

However, writing your own sales call script isn't easy:

– How to spark prospect interest?
– How to bring out their challenges?
– How to position yourself as a consultative advisor?

 

In the field and during our sales training, we often notice that the sales meeting 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 goal: to explode your sales targets thanks to a relevant and personalized prospecting script!

 

Considering your best clients as prospects is the best way to stay vigilant and curious about the potential remaining to be acquired! 

The context has changed significantly, making it more difficult to generate interest from your contacts. Why is this? 

Because sales representatives are now facing the internet...

 

The Internet is:

  • Unlimited information
  • A contact person reachable 24/7/365 everywhere
  • Digital time, replicable at no cost, free information
  • Open information

Whereas the Salesperson:

  • A limited knowledge
  • A contact person who is not always available
  • Human time, analog, expensive information
  • Biased and subjective speech

When reviewing the sales stages, we see that there are 4 major stages that impact the way we do business: 

  1. Mass production 
  2. Sell 
  3. Satisfy the customer 
  4. Change at three levels: Social, financial, and environmental

These changes impact the sales stages, so it's necessary to adapt your call script. How do you build a high-impact call script?

  1. Create the climate of trust that is essential
  2. Helping your contact understand their explicit and implicit challenges
  3. Gain buy-in to build the next steps


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

  • Targeting accounts and contacts 
  • Contact and exchanges
  • Identification of the project 
  • Qualification 
  • Proposal co-construction 
  • Negotiation 
  • Won / Lost 

To create a high-impact call script, you need to be able to address the 3 reasons for buying: 

  • Solving a problem
  • Obtain an advantage
  • Solving a desire

But how do you trigger this purchase? For a purchase to occur, there must be an imbalance between the current situation and the target situation.

 

According to a study by an American consultant who interviewed and followed several thousand sales representatives who tried to understand the performance in conversion rates of sales representatives. He realized that on an identical market with the same offer, some sales representatives had a higher conversion rate. 80% of sales representatives stop at problem questions. He discovered that by reworking the quality of the questions about problems, impact, and consequences, it is possible to double conversion rates. 

 

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

  • Situation
  • Problems
  • Impact / consequences
  • Need for pay off

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

  • List your benefits.
  • Formulate the associated questions
  • Use open questions
  • Get client validation by rephrasing

Dominique also welcomed Laurane Maurice, Head of Sales at EasyBlue, to this webinar to discuss her call script and help her optimize it! 

 

If you too would like to discuss your call script with our team, fill out 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
Télcharger le livre blanc
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Cold calling, a scary term?

How many sales appointments are you able to secure per hour during your prospecting?

Between...

  • The difficulty in obtaining the right contacts,
  • The fear of making cold calls,
  • Lack of time,
  • The lack of connection between marketing and sales actions…

Cold calling prospecting is a heavily dreaded step, exhausting in the long term, and often leading to disappointing results.

Nicolas Boissard, Marketing Director at KESTIO, gives you his 3 steps to get up to 5 appointments per hour through prospecting!

Step 1 of prospecting: Hyper segmentation

FACT: The more personalized your message, the better your chances of engaging your audience!


You must be able to meet the expectations of your contact and act accordingly. Just because your project is great doesn't mean it's right for everyone. Work on your speech and your arguments to make yourself understood; it will be more effective and faster.

Go back to basics: target and persona!

  • Define the target sector and the type of company.

Clearly differentiate between the types of companies based on their size, turnover, and level of digital maturity. This allows you to target data such as market value, percentage of sales via the internet, number of projects per year, or annual marketing investment. This data will allow you to identify the sectors in which you are more likely to secure an appointment during your telephone prospecting.

  • Define your persona: functions, profile, and especially, what challenge do they face that you can solve.

Therefore, it is important to know your target audience well and create a precise description of it. This involves defining the company and the type of company you will be prospecting. This is possible thanks to the collection of personas created for your project. It is a detailed description of a real user profile that illustrates the characteristics of the people you want to reach.

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

The KESTIO toolkit

Use Kaspr to find the contact details of your prospects to build an enriched file.

Leverage the activity and news of your prospects to justify your call by using Sparklane.

2nd prospecting stage: Sequencing activities

FACT : The more focused you are, the more results you will get!

Start by having a well-defined prospecting plan, setting goals for calls and appointments each day. The key to good prospecting is to apply the 1st step to the letter, hyper-segmentation, which guarantees that you will not waste time on people who are not interested in your solution, who are not in your target.

Be organized during your prospecting call session

  • Equip yourself with an available and data-enriched prospecting file.

This way, you'll reduce the time spent searching for contacts and can concentrate on the quality of the calls. Be precise in your prospecting: don't offer your solution to everyone.

  • Ensure you have the necessary information about your prospect and that they are available.

Personalized prospecting will allow you to increase your calls.

  • Personalize your pitch to align with your target audience.

According to a study by Inside Sales, prospects will listen for no more than 30 seconds during a telephone prospecting call. This means you have 30 seconds to convince your contact. To maximize your chances, you need a pitch tailored to your target audience to capture their attention.

Don't just prepare for a call, but also to leave a 30-second message on the voicemail because 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 are more likely to get an appointment if your contact already knows you!

It's not easy to reach the market, especially SMEs & mid-sized companies. But with social networks, you can increase your visibility and therefore increase your chances of getting an appointment.

The KESTIO toolkit

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

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

To discover these prospecting processes in more depth, watch our replay!

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Customer satisfaction:
Keys to keeping your customers satisfied despite the current context

The health crisis, the war in Ukraine, inflation, etc., have disrupted everyone's habits. The current economic situation generates constant emotional rollercoasters: euphoria in September 2021, then shortages, and finally price increases. Every Salesperson, Account Manager, and Customer Service Manager must manage these changes daily and try to get them accepted while maintaining customer satisfaction.

In order not to be overwhelmed and to better manage this context, there are valuable approaches and tools.

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

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

 

Key #1: (Re-)establish regular communication to improve customer satisfaction

The more you increase interactions with your customers, and the more you focus on simple, concrete, and operational topics, the more you will establish an exchange and communication space that will allow you to manage emotional peaks.

These regular exchanges can be feedback on your products, reactions to the company's activity using Sparklane…

The interactions shouldn't be solely for your benefit! Customer satisfaction doesn't come only from occasional interactions; you need to assist them and provide added value.

 

Key #2: Know (really know) your customer

How to maintain high customer satisfaction if you don't know your customers?

Classic marketing techniques are sufficient; create classic persona profiles to understand your customer! This profile is used to react and communicate based on a typical customer, a typical behavior that our customers might have.

Do I understand my client's business? What challenges do they face? What is their environment?

Understanding your client well will allow you to start conversations on broader topics than just the product or service.

Here's an example of elements you can include in your persona profile:

  • Age
  • Profile
  • Journey
  • Environment
  • Uses and habits

Key #3: Anticipate and project the consequences from the client's perspective

Now that you understand your client well, you can work on anticipating the consequences of any bad news you might have to deliver.

To anticipate their reactions, ask yourself the right questions. Analyze your client's service model and potential imbalances.

  • Is the business really sensitive to a price increase?
  • Is the business dependent on its clients?
  • What is the place of your company?

With regular interactions, you will know perfectly how to manage this bad news!

Key #4: Partners facing a situation experienced by both the client and us

With discussion and anticipation, the situation may not be suffered by you or him. The client must realize that you are not just sending information but are a partner to the client. To do this, you organize a workshop! Offer to discuss the avenues that you can organize at your client's site with regard to the evolution of the pricing structure to improve their satisfaction.

Key #5: Think ecosystem and suggest contacts within the shared ecosystem.

Thinking about the client isn't just about talking about your product. Show interest in your clients by discussing their business, environment, and ecosystem! Facilitate meetings and discussions among clients with similar profiles.

 

Key #6: Consider both explicit AND implicit needs for customer satisfaction.

Clients don't reveal everything! You have to discover what they want but aren't saying.

The customer consideration pyramid, based on Maslow's hierarchy of needs, helps you consider the explicit and implicit needs of your customers.

Key #7: Play as a team with the client.

To satisfy the customer and ensure a successful customer experience, internal collaboration with the client is necessary (ensuring everyone has the same information) so that information is aligned.

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IT Services Company: How to convey the value of your offer to your clients

As a Director of an IT services company or an engineering firm, the perception that your clients have of the value of your offer is a critical issue for the development of your company.

 

However, you probably find yourself in these situations:

  • Your customers love you, but your daily rates are stagnating, or even declining
  • You don't dare raise your prices for fear of not being selected during calls for tenders or proposals.
  • But your margins are shrinking because your resources are becoming increasingly scarce.
  • Are you experiencing difficulties retaining your employees due to compensation issues?

 

If these constraints are familiar to you, know that it is possible to break out of this vicious circle!

 

Laurence Bonhomme, Customer Success Director, provides concrete ways to be fully aware of the value of what you are selling, and how to influence your customers' purchasing process to make them perceive this value.

Be aware of the value provided in IT services companies

75% of IT service companies report having difficulties finding suitable candidates for their latest job openings. Stafiz study from September 2020.

 

Communicating value is key for IT services companies and ICT businesses looking to attract and retain talent, which is often scarce.

 

Value is what the customer expects to gain from using 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 perceived value by the customer for a solution.

Understanding the value you bring as an IT services company

You have undoubtedly all heard customer feedback related to a perception of cost rather than value. This is a good example of value perception... Or the non-perception of this value!

 

We distinguish two types of services:

  • services oriented towards skills, we then speak of commitment of means or provision of services (including the AT)
  • Service centers oriented towards projects, we then speak of commitment to results or fixed price.

 

We distinguish two types of projects:

  • the execution of specific projects based on the client's needs
  • maintenance of existing projects. For this latter type of project, we then speak of Third-Party Application Maintenance or TMA.

The plumber's story:

Are you familiar with the story of the plumber who is called by a client to repair their boiler that no longer works? 

 

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

 

The plumber arrives, examines the boiler, and gets out a few tools. The intervention lasts about 10 minutes, and the boiler is working again immediately.

 

The client is delighted and asks how much they owe.

 

-“€200”

-“€200, but you only spent 10 minutes here!”

“-The value of my involvement isn't based on these 10 minutes, but on the 10 years of experience I have in knowing how to act to help you out. Plus, my involvement is guaranteed for 1 year.

Unless you'd prefer me to put it back in the same condition it was in earlier?

Conducting your sale strategically in IT services

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

  • Conduct a sale based on the client's project success
  • Speak the language of the stakeholders!
  • Know how to challenge the client's thinking to make them calculate their pain points
  • Crafting an offer incorporating the verbatim of GRID participants
  • Engage the customer on sharing assumptions for constructing the offer
  • Promote the  return on investment of your solution

Avoid the most frequent pitfalls

  • Only interact with a single point of contact
  • Believing that a convinced technical player will make an internal sale alone
  • Accept that the client may or may not want to share their budget with you.
  • Confusing a functional need with a quantified pain point
  • Investing time to build your offer or search for a profile without having the key information.
  • Sending your proposal by email without presenting it
  • Thinking that the process planned by the client is the only possible one.

In summary, the key success factors in IT services companies

  • Adopt a consulting posture in your sale: question to understand the key information from the different actors of the GRID

  • Enhance or reinforce your role as a trusted third party for the client by consistently adding value to your interactions.

  • Calculate with the client the quantified impacts of pain points

  • Highlight the return on investment of your solution

  • Be strategic in your sales approach: dedicate your energy to ensuring the project's success by supporting the client, rather than focusing on sending a proposal or a portfolio of skills.
  • Focus on opportunities where you have connections within the GRID and key information (scoring and go – no go).
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As a manager, you are aware that the pressure felt by your sales team regarding 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 ways to maintain high and motivating energy within your team, even when results are not up to par!

What are the sources of pressure within a sales team?

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

Internal sources:

  • Sales objectives
  • The expectations of the N+1 and the views of colleagues
  • The physical and mental state
  • The level of preparation
  • The level of subject matter expertise 

External sources:

  • The customers
  • Prospects
  • The competitors
  • The market context

A key element: your mindset

A large part of the sources of pressure presented above come from the person's state of mind.

Therefore, a primary action to initiate as a manager to effectively lead a sales team is to focus more on successes and learn to celebrate and acknowledge the key milestones of your salespeople!

 

 

During your individual meetings with members of your sales team, focus more on the progress made and the improvements. While it is certainly necessary to highlight points of friction, also highlight the small daily victories!
If your salesperson has not had a conclusive proposal this week, look at the qualifications they have made; if their contacts do not answer the phone, highlight the incoming email from a prospect they received to start a new project.

 

One of the keys to success lies in your mindset!
When faced with an employee stuck in a less-than-positive mindset, question them, seek out what they are not saying, and focus on concrete actions to turn the situation around and reduce this source of pressure.

Your sales strategy as the guiding principle for your sales team.

Very often, discussions between managers and sales representatives revolve around the sales representative's results.

However, we cannot act on the results! The results are only the visible part of the iceberg. The aspects you can act on as a manager are the sales activities.

 

The Sales Action Plan plays a key role in managing your sales team. This plan guides your strategy and your sales team's actions, focusing on three core areas: direction of activity, quality of actions, and quantity of actions.

To learn more about building a high-performance Commercial Action Plan, watch our dedicated Webinar!

And to further improve your manager coach approach, discover our dedicated training.

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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 commercial interactions, business leaders and sales managers are seeking to adapt the sales forces of their organization.

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

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

 

 

Before considering sales recruitment, reorient your team's missions

To optimize your sales organization, it is necessary to direct the activity of your current team towards your most valuable customers.

By evaluating your customer assets in this way, you can direct your efforts intelligently and optimize your time and resources to meet your objectives!

 

This evaluation can thus become a way to cope with the current shortage in the commercial recruitment sector or, conversely, to realize the importance of a new hire. 

 

 

 

Before considering commercial recruitment, free up your sales representatives' time

Did you know that sales representatives spend only 41% of their time on pure sales activities? Their days are indeed punctuated by numerous repetitive tasks that do not create added value: writing emails, preparing prospect files, entering information, creating quotes... 

These different tasks are not what you expect from a sales representative, and neither does he!

 

But thanks to technology, you can now automate all these repetitive tasks to free up time for your team. Many marketing automation solutions exist, allowing 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. This may then allow you to avoid commercial recruitment.

 

 

Modernize your sales prospecting

There's no point in carrying out commercial recruitment if your practices don't evolve as well. While greatly feared by salespeople, prospecting is nevertheless a crucial step for the development of your turnover. 

 

 

To make the exercise more effective, combine traditional methods and new practices. "Hard-core" telephone calls can be combined with an inbound marketing strategy, particularly through your website. 

 

 

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

 

 

Blend marketing and sales!

The challenge isn't so much about choosing between commercial recruitment or a marketing budget, but rather being able to work collectively to build a sales funnel that blends marketing and sales to best meet the needs of your customers!

 

 

To do this, it is necessary to identify its buyer personas. The exercise may seem simple but is actually much more complex and can guide the entire direction of your sales funnel!

Ask yourself the following questions: What is your client's role? Which market do they operate in? What are their biggest challenges ahead? What are their purchasing habits?

By obtaining this information, you can then offer your customer personalized marketing content, in line with their issues, and guide the discussions of your sales representatives.

 

 

 

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 !