Webinar

Customer Relationship Management Tools: The "Questions & Answers" Webinar dedicated by KESTIO

Nicolas Boissard, Marketing Director at KESTIO and CRM expert

Hosted by Nicolas Boissard,

Marketing Director of KESTIO

The customer relationship management tools have become essential for maintaining an optimal relationship with your prospects and customers. And the past year has only amplified this reality...

However, many KESTIO questions about CRM tools regularly come up with the leaders we support.

To help you see more clearly, our Marketing Director, Nicolas Boissard, hosts a Webinar special Q&A on the subject.

Discover here the first key answers to your many questions about customer relationship management.

Which customer relationship management tool should a VSE choose?

For managing a small business, the goal is to focus on the essentials. It is then necessary to define your priority needs in advance (sales, customer follow-up), then choose a specialized solution in this expertise. More complex solutions risk losing small businesses. NoCRM, Pipedrive, Zoho Bigin are customer relationship management tools particularly suited to very small businesses.

How to ensure my CRM is accepted by employees?

One of the challenges of a CRM is that it is frequently used by all your employees. For this, the tool must provide precise answers to common problems for your employees. The CRM should facilitate the daily management of customer relations for your company. The solution should not add an additional constraint. As soon as the CRM simplifies what was once complex, it will be accepted by your employees!

Which CRM combines prospecting and customer relationship management?

Following up on prospecting and managing customer relationships are indeed the two key aspects of a CRM. Most solutions offer management of these two aspects, even tools like Pipedrive, which is very focused on opportunity management. The challenge is to clearly define the rules to apply within your organization beforehand, and then integrate them into your CRM.

If you want to go further in optimizing your CRM project, discover all our dedicated articles by clicking here.

Have you ever counted the number of closed and open questions generally used during your sales meetings? Do you know the difference it makes to your prospecting performance?

In this Webinar, we propose to reveal to you one of KESTIO's great secrets: the art of commercial questioning.

Wrong question... Wrong answer

“The one who questions, leads“. If you are not satisfied with your question, the answer will inevitably be poor. Indeed, the information you need during your questioning comes from the questions you ask. Everything starts with your sales questioning.

Define the objectives of your sales questioning

The purpose of your sales questioning is not to define your customers' needs. As Steve Jobs said: "You can't ask customers what they want and then try to give it to them. By the time you've built it, they'll want something else." If a prospect needs something, they buy it themselves!

The focus of your prospecting should rather be on developing the implicit interests of your prospect: their motivations, frustrations, beliefs, obstacles, ambitions, etc. These different elements will serve as key points during your questioning.

Sales questioning: a client's phases of reflection

During a commercial exchange, your contact is in a phase of reflection for a purchase. This phase can be divided into 4 main stages around which your commercial questioning should be oriented:

1. Awareness

Oh, look, I have a problem!
Oh, look, I have a desire!
Oh, look, I want to be like him!
Oh, look, I have a need!

2. Consideration

What solutions exist?
What level of priority?
Who can help?

3. Purchase

- What solutions do I choose?
- Based on what criteria?
- How do I justify my choice?

4. Usage

What performance?
What additions?
What alternatives?

Different types of KESTIO questions to ask to develop your sales questioning

Factual KESTIOs

These questions aim to delve deeper into the content of your inquiry.

Projective KESTIOs

How long have you been experiencing this issue?
Who in the company is impacted by this issue?
What have you tried to do to solve this problem?

Existential KESTIOs

These broader questions aim to inspire the prospect, using phrases such as "What if...?"

Sales questioning and prospecting

The art of questioning is a key element of success in prospecting. To be able to apply your sales questioning in such a context, we invite you to discover our Prospecting MasterKlass. Composed of 11 e-learning videos, this MasterKlass delivers numerous techniques and best practices for appointment setting. Click below to discover the Prospecting MasterKlass at a preferential rate of €49 instead of €119.

In this KESTIO Q&A webinar on Prospecting, Fabien Comtet, CEO of KESTIO, will answer all your questions regarding sales prospecting during this very challenging period.

It will address this specific problem regarding sales prospecting: How to develop the connection and interest of prospects when they seem unreachable and untouchable?

Today's customers make sales prospecting more challenging

Indeed, the client is less available and more wary of commercial actions. In 2007, it took an average of 3.7 cold call attempts to reach a prospect. Today it takes 8.

In addition, among B2B buyers, 80% think that salespeople do not understand their business.

Therefore, it is now essential and vital for companies to understand the keys to commercial prospecting.

To begin, Fabien Comtet invites you to ask yourself a question: In the current climate, if you were in your prospect's shoes, would you be interested and ready to buy your product or service?

You can discover the best possible answer by watching this webinar.

KESTIOs about sales prospecting

“Should we prospect through digital channels?”

“How do you interest a prospect who doesn't need more suppliers than they already have?”

“How do you reach people working remotely? You might answer by email, but emails may or may not be read, and we need a discussion.”

“Should we prospect 'the hard way' on our target (emailing, calls, etc.) or go to more qualified prospects (who have shown their interest in our subject on social networks, for example).”

If you want to know the answers to all these questions, we invite you to watch this webinar in which Fabien Comtet answers all your questions about sales prospecting.

Sales prospecting: Lead Generation

It is essential to know in which phase of interest your prospect is.

The question to ask is: do I wait for them to have a need, or do I generate or stimulate interest?

Here are the different phases of contact to consider when developing your sales prospecting strategy:

Awareness: The goal of salespeople is therefore to attract
Consideration: The goal of sales representatives is to convert
Purchasing: The goal of salespeople is to sell
Usage: The goal of salespeople is to build customer loyalty.

To go further, we invite you to read this article on the 6 levers to activate to remain in control of your commercial success.

Webinar

Does your CRM tool increase your teams' productivity?

Animé par Nicolas Boissard, Directeur Marketing de Kestio et expert outil CRM
et Jean-Michel Gillet, CEO de MobiCRM

Dans ce Webinar spécial, le Directeur Marketing de Kestio Nicolas Boissard reçoit Jean-Michel Gillet, fondateur de MobiCRM. Ensemble, ils vous présentent les fonctionnalités principales des outils CRM pouvant aider vos équipes commerciales dans leur travail quotidien de prospection et relation client.

Some statistics on CRM projects and tools

Selon une enquête réalisée par Kestio auprès de 150 entreprises ayant mis en place un outil CRM (que vous pouvez retrouver en cliquant ici)…

The majority of companies recognize the positive contributions of CRM, but nearly 75% of them observe resistance to its use.
44% of respondents report an increase in the number of leads thanks to the development of their CRM.
48% of respondents find the CRM poorly aligned with their expressed needs.
Only 14% of the companies surveyed are satisfied and believe that the CRM tool has been successfully adopted.

The implementation and use of a CRM can quickly become counterproductive and become a constraint for its teams. So how can you make the daily life of your sales teams easier with a CRM?

Recurring sales activities that can be facilitated by a CRM tool

Prospecting

Managing sales activity

Managing and tracking opportunities

Team management

Data enrichment, schedule management, conversation thread... These different functionalities, common to the majority of CRMs and presented in this Webinar, can easily allow your teams to optimize their productivity.

Discover CRM tools

To delve deeper into the subject, discover the feedback from 150 companies that have implemented a CRM project, as well as our advice on how to ensure your CRM truly increases your teams' productivity: download the white paper.

You can also visit the MobiCRM website to discover the solution in more detail.

Webinar

Comment repositionner l'action commerciale dans le contexte actuel ?

Hosted by Fabien Comtet,

CEO of KESTIO

Dans ce webinar, Fabien Comtet, CEO de KESTIO donne les clés pour repositionner l’action commerciale dans le contexte actuel. L’objectif de ce webinar est de partager avec vous le point de vue et les convictions KESTIO.

Voici les éléments qui seront abordés dans ce webinar pour repositionner l’action commerciale dans le contexte actuel :

- l’état d’esprit et le focus
- la raison d’être
- le micro et le macro
- les différences et la variété
- la multitude de possibilité d’actions

Repositionner l’action commerciale : l’état d’esprit et le focus

Il est essentiel de se focaliser sur les possibles, même s’ils sont réduits depuis la crise COVID-19.

Par exemple, ne pas se dire “plus personne ne répond” mais plutôt “10% des clients m’ont demandé de les rappeler la semaine prochaine”. Ou encore, “notre activité est arrêtée” mais plutôt “notre rôle auprès de nos clients reste important”.

Il est important que l’action commerciale et que les commerciaux soient dans le bon état d’esprit car l’entreprise, et particulièrement les commerciaux portant la responsabilité des messages véhiculés. Il faut également ne penser au fait que ne rien dire ou ne rien faire est également une forme de communication.

Afin de créer une synergie au niveau de l’action commerciale il peut être intéressant de créer des points de rencontre collectifs réguliers pour partager les news du jour précédent, ce qui a bien fonctionné, les actions prévues aujourd’hui, etc…

La raison d’être et le rôle fondamental de l’entreprise

Pour déterminer le rôle fondamental de votre entreprise il peut être intéressant de se poser cette question : Si votre entreprise était une entreprise à but non lucratif, quelle serait son objet ?

Quels sont les “soins” que vous prodiguez ? C’est une question à laquelle on peut répondre grâce à la pyramide des considération client. Cette pyramide est détaillée par Fabien Comtet dans ce webinar.

L’essentiel à retenir sur ce point est que votre expertise et votre valeur ajoutée n’a pas changé, la façon de la proposer et de la délivrer probablement.

Il existe néanmoins plusieurs axes de mouvement au niveau de l’action commerciale sans modifier sa raison d’être :

- la phase d’accompagnement et de service : plus en amont, plus en phase de réflexion, étude
- le canal d’intervention : digital, visio, téléphone
- les types de produits fournis : les produits de plus forte nécessité
- les cibles clientes : les clientèles en capacité d’achat ou plus vite résilientes

Re-positionnement de l’action commerciale : le micro et le macro

Actuellement les informations macro auraient tendance à nous freiner car l’avenir est incertain et il est compliqué de prévoir quoi que ce soit à moyen ou long terme.

Les vrais leviers au niveau de l’action commerciale se situent donc au niveau micro-économique, au niveau de notre clientèle et de notre écosystème :

- clients recontactés et leur feedback sur la situation
- action de vos collègues et de vos partenaires
- prospects avec qui vous étiez en contact
- réseau proche et activable

Chaque petit succès au niveau micro peut donner peu à peu la vision que le macro n’est pas si sombre et ne s’applique pas complètement au contexte de votre entreprise.

Les différences et la variété

Dans un contexte compliqué, il est très important de mener la revue de votre portefeuille client en croisant avec les secteurs pour évaluer les risques et les pistes de rebond, afin d’optimiser son action commerciale. Cela permettra de faire la différence entre les valeurs cycliques et les valeurs défensives.

Il faut, par exemple, identifier les critères de stabilité et de résillience pour évaluer les clients. Voici un exemple de critères :

- assise financière – fonds propres
- la clientèle
- la saisonnalité
- le service ou produit délivrable dans les circonstances actuelles

La multitude de possibilités d’actions

Aujourd’hui tous les canaux d’interaction sont autorisés : conversations téléphoniques, visio meetings, webinars, tchat, réseaux sociaux, e-mails de conseils.

Pour aller plus loin, nous vous proposons un article sur le management à adopter pour favoriser la performance de votre équipe.

Dans ce webinar, Nicolas Boissard, Directeur Marketing de KESTIO, vous donne les clés pour organiser un webinar qui génère plus de participants et plus de leads.

Quel est l’intérêt d’organiser un webinar ?

Le webinar est un format interactif et engageant, il représente la possibilité de mettre en avant votre expertise et de gagner la confiance de vos leads. C’est une occasion d’activer ou de réactiver des leads. C’est également un format et un canal qui répond aux contraintes de la situation actuelle.

Peut-être avez-vous déjà essayé d’organiser un webinar et vous vous peut être déjà dit :

- le nombre de participants était décevant par rapport aux efforts fournis pour le préparer
- les participants étaient peu engagés et en veille pour la majorité
- le webinar ne générait donc pas, ou peu de leads

Dans ce webinar, Nicolas Boissard vous partage la méthode KESTIO pour multiplier les canaux d’interactions avec votre cible, pour augmenter la taille de votre audience et pour créer une expérience d’inscription efficace.

Organiser un webinar : multiplier les canaux d’interaction avec la cible

Il est essentiel que le webinar soit le plus visible possible les 10 jours précédant sa réalisation auprès de votre cible.

L’objectif n’est pas d’avoir le plus de participants possible, c’est d’avoir le plus de participants possible dans la cible de l’entreprise.

Avant d’organiser un webinar il est essentiel de définir la cible prioritaire à laquelle le webinar est destiné. Il faut également se demander quelles sont les thématiques qui intéressent la cible.

Il faut également communiquer, LinkedIn peut être votre meilleur atout pour cela. La manière d’utiliser LinkedIn dans l’organisation d’un webinar sera détaillée dans ce webinar.

Augmenter la taille de l’audience d’un webinar

Pour organiser un webinar, plusieurs outils peuvent vous aide, notamment pour l’augmentation de la taille de l’audience cible.

Dans ce webinar, Nicolas Boissard vous livrera également quelques astuces concernant ces outils.

Pour augmenter la taille de votre audience cible, vous avez également la possibilité de mettre en place des campagnes Google et/ou Facebook. L’avantage des campagnes Google est que ce sont des campagnes poussées uniquement vers vos leads. Elles ne génèrent que très peu de clics et ont donc un coût très faible. Par contre, elles vous donnent une grande visibilité.

Pour organiser un webinar efficace : proposer une expérience d’invitation simple et efficace

Plusieurs éléments doivent être mis en place pour faciliter l’inscription : emailing, landing page efficace, formulaire d’inscription, confirmation d’inscription, rappels et alertes.

Tous ces éléments seront décrits et expliqués par Nicolas Boissard dans ce webinar. Vous aurez ainsi de nombreux éléments pour organiser un webinar efficace.

Pour aller plus loin, nous vous proposons de consulter un article sur 4 astuces pour augmenter ses ventes avec le social selling.

Webinar

Implementing a CRM: the 5 questions to ask yourself before making your decision

Hosted by Nicolas Boissard,

Marketing Director of KESTIO

Dans ce webinar, Nicolas Boissard, Directeur Marketing de KESTIO, vous donne les 5 questions à se poser avant de changer ou de mettre en place un CRM.

Implementing a CRM is not something simple

Quelques statistiques sur les projets CRM, suite à une étude menée par KESTIO :

- 44% of respondents report an increase in the number of leads
- 75% of companies observe resistance to the use of a CRM
- 48% of respondents find the CRM poorly aligned with the needs expressed

Changing and Implementing a CRM: The Obstacles

Chez KESTIO, nous avons constaté plusieurs freins auprès des entreprises avec lesquelles nous travaillons :

- We have over invested in the current CRM
- It didn't work the first time, why try again?
- It's too big of a project to launch.
- We don't know where to start.

To implement a CRM, here are 5 questions to ask yourself:

How to assess the situation?

Several quantitative and qualitative indicators should be evaluated before implementing a CRM.

Here are a few examples:

- the quality level of the data in my CRM
- The benefits for employees
- the level of CRM usage

What are the factors of failure?

Several failure factors can occur in a CRM project:

- User resistance to change means that implementing a CRM must bring something to companies.
- Insufficient involvement of management
- the project is poorly supervised

How to remedy the situation?

If you already have a CRM, it can be difficult to rectify the situation if it has been in place for a long time.

If you want to implement a CRM, it is important to support the teams in using this new CRM, as well as implement Quick Win functionalities.

How to take into account all dimensions of the project?

A CRM project is 30% the tool and 70% everything else around it. Therefore, it is essential not to forget everything else besides the tool.

Dans ce webinar, Nicolas Boissard vous présentera notre Caneva Projet CRM KESTIO. Un outil qui vous permettra de mettre en place un CRM et de vous donner les meilleures chances de réussite.

Where to begin?

Perhaps the most important and difficult question is, how do you start a CRM project?

Nicolas Boissard helps you find the direction to start your new CRM project.

To go further, we invite you to read this article on the subject: How do you navigate the CRM solution jungle?

In this webinar, Fabien Comtet, CEO of KESTIO, draws a parallel between complex sales and the successful Netflix series "The Queen's Gambit." Just like in chess, there are behavioral rules and tactics to win a game.

Business and chess game

Dans les jeux comme dans le business, la tactique et la stratégie sont des clés majeures de succès. Il est donc important de développer un référentiel de réflexion, de prise de recul pour ne pas faire les choses sans réfléchir dans un contexte de vente complexe.

Complex selling is like a game of chess

Complex selling is like a game of chess in which each move has a cost and must produce the desired outcome.

It is also necessary to evolve the form of the Sales Pipeline. The funnel is based on the major phases to win a lead in a complex sales context.

The first phase of this funnel corresponds to the preparation, the initial contact and the discovery of a new lead.

Vient ensuite le moment de l’identification d’un sujet ou d’une demande, il s’agit de la qualification du lead. Il est essentiel de mener cette qualification avec réflexion. En effet, il est important de ne pas qualifier toutes les affaires sur lesquelles une entreprise est positionnée.

For example, out of 10 leads contacted, instead of keeping 8 deals and winning 2, it may be more relevant to focus on only 5 deals and win 4 or 3.

If we choose our deals with more care, we will be focused on the decision to win that deal, and we therefore increase our chance of winning them.

The perception of power dynamics changes the way the game is played.

It is therefore essential to be absolutely certain that the products or services sold have a high added value and bring a lot to customers.

It is also necessary to work on self-esteem and self-affirmation to establish a fair balance in the relationship with the client.

In a complex sales environment, teamwork is essential.

Debriefing, analysis, and anticipation are key. You must use your intelligence to understand the situation.

It is also necessary to mobilize external perspectives and carry out business coaching rather than simply settling for reporting.

To go further, you can also consult this article on The key points of an effective commercial strategy.

Webinar

Questions & Answers: Key Account Commercial Strategy

Hosted by Dominique Seguin,

Chief Executive Officer of KESTIO

In this webinar, Dominique Seguin, Managing Director of KESTIO and professor of sales strategy at ESCP, answers all questions regarding key account sales strategy.

How to identify the real decision-makers?

Should the account be entered through C-levels or operational staff?

The basics of key account sales strategy

Several elements are important in the case of a key account approach:

-The significant economic impact for both parties (buyer and seller).

-The number of stakeholders involved in the purchasing process: between 5 and 10 people.

-The concept of building a customized offer: the offer must be adapted to be as close as possible to the specific needs of the client.

Key account sales: complex sales

Key account sales are not simple transactional sales but complex sales.

This is a complex sale because the impact is significant for the client and the seller, and the number of stakeholders involved is large.

Important elements in a key account commercial strategy.

The organizational chart

C-level executives don't have the same concerns as operational staff.

Concerns according to hierarchical levels:

-C-levels: focus on performance and results.

-Directors: focus on processes, their quality, their reliability, and the ability to predict results.

-Managers: focus on concrete actions, prioritization of projects, and tasks to be carried out.

-Operational staff: focus on detailed elements within a logic of activity and task.

A key account sales representative must ensure they have the right level of communication to speak to everyone at each level of the organizational chart.

Complex sales in the age of COVID

Currently, implementing a key account sales strategy can be more complex.

Therefore, it is necessary to develop other channels: WhatsApp, SMS, Zoom, etc., in order to multiply the opportunities for contact that are different from physical contacts.

The stages of complex sales.

Complex sales are done in two stages:

- Step 1: Defining the specifications

- Step 2: The client's final decision

The client will experience significant stress at each stage of the process. These stages and the management of the buyer's stress must be part of the key account sales strategy.

To improve your key account sales strategy and sales performance: https://www.kestio.com/notre-solution-de-performance-commerciale

Webinar

How to continue prospecting when no one is in the office?

Hosted by Dominique Seguin,

Chief Executive Officer of KESTIO

Dans ce webinar, Dominique Seguin, DG de KESTIO, vous donne les clés pour réussir la prospection à distance.

Why continue prospecting remotely?

Competitors will call your customers
Sales teams are responsible for revenue, so it is essential that their activity is not interrupted.
The attrition rate will not decrease
Sales cycles have an incompressible duration

Prospecting is a challenge, prospecting remotely is an even greater one

Why?

Remote work has become the norm, and offices may be closed
Appointments are more often cancelled
Proposals are postponed when the economic situation is tense

However, there are 4 levers to take action and continue prospecting remotely:

Building your mindset
Nurturing your sales pipeline
Contacting your prospects
Activate social selling

Cultivating the right mindset for remote prospecting

To do this, you need to work on several elements:

The desire, you have to decide to succeed
Confidence, being aware that you can succeed
Optimism, even if the obstacles are sometimes numerous, they are part of the game
Patience, success can sometimes take several years
Motivation, hard work always pays off
The focus: adjust the microphone and the concrete reality at one's level.

Nurturing your sales pipeline

The active pipeline corresponds to prospects who are between the discovery level and the time of the proposal.

It is essential to take care of these prospects with great care, as they are the next sources of revenue for the company, they are the closest to signing.

To do this, pay attention to these 3 things:

Having the right tools: choosing your tools (phone, Zoom, Skype, WhatsApp) and learning how to use them
Prepare for your meeting: re-evaluate the account's strategic objective (re-evaluate pain points) and the tactical objective for the meeting (prepare for potential objections and develop alternative fallback scenarios)
Conduct the interview: be empathetic, revalidate and explore the issues, use negotiation techniques to change the interlocutor's point of view and converge towards a shared common objective

Contacting your prospects

To prospect remotely and contact your prospects, it is essential to follow a fairly precise process:

Define target functions
Build and enrich your file and integrate it into your CRM
Define your contact channels and your pitch
Allocate time to your sales teams
Train your sales teams

Activate social selling

Social selling is very important when a company wants to prospect remotely; it's the ideal way to communicate.

However, it is important to do it correctly by publishing content with added value, publishing regularly, and strongly working on your online reputation.

To go further, find our article that will allow you to transform all your salespeople into performers!