Webinar

Customer Relationship Management tools : The dedicated "Q&A" Webinar

Nicolas Boissard, Kestio Marketing Director and CRM expert

Hosted by Nicolas Boissard,

Marketing Director Kestio

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

And yet, many of the questions surrounding CRM tools are regularly raised by the managers we work with.

To help you get a clearer picture, our Marketing Director, Nicolas Boissard, is hosting a special Q&A Webinar on the subject.

Here are the first answers to the many questions you may have about customer relationship management.

Which customer relationship management tool should you choose for your small business?

When managing a small business, the aim is to get straight to thepoint. You need to define your priority needs (sales, customer follow-up) in advance, then choose a solution that specializes in this area of expertise. More complex solutions run the risk of losing small businesses. NoCRM, Pipedrive, Zoho Bigin are customer relationship management tools that are particularly well suited to VSEs.

How can I get my CRM accepted by employees?

One of the challenges of a CRM is to ensure that it is frequently used by all your employees. To achieve this, the tool must provide precise answers to issues that are common to all your employees. The CRM must facilitate the day-to-day management of your company's customer relations. The solution must not be an additional constraint. As soon as CRM simplifies what was once complex, your employees will accept it!

Which CRM combines prospecting and customer relations?

Visit prospecting follow-up and customer relationship management are indeed the two key points of a CRM. The majority of solutions offer the ability to manage these two aspectseven tools such as Pipedrive, which is very much focused on opportunity management. The challenge is therefore to to define upstream the rules to be applied and then integrate them into your CRM.

If you'd like to find out more about optimizing your CRM project, click here to read our dedicated articles.

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

In this Webinar, we'd like to share with you one of Kestio 's greatest trade secrets: the art of commercial questioning.

Wrong question... wrong answer

"Who questions leads? If you're not satisfied with your question, the answer is bound to be wrong. This is because the information you need for your questioning comes from the questions you ask. It all starts with your sales question.

Define the objectives of your sales questioning

The aim 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, he'll buy it on his own!

The point of prospecting is rather to develop your prospect's implicit interests: his motivations, frustrations, beliefs, obstacles, ambitions... These different elements will serve as key elements in your questioning.

Sales questioning: the phases of customer reflection

During a sales discussion, the person you're talking to is thinking about making a purchase. This phase can be divided into 4 main stages, around which your sales questioning should focus:

1. Awareness

I've got a problem!
Oh dear, I have a hankering!
I want to be just like him!
I'm missing something!

2. Consideration

What solutions exist?
What level of priority ?
Who canhelp me?

3. Purchase

- Which solutions do I choose?
- With what criteria ?
- How do I justify my choice?

4. Usage

What performance ?
What supplements ?
What are the alternatives ?

The different types of questions to ask to develop your sales approach

Factual questions

These questions are designed to explore the content of your question.

Projective Kestions

How long have you had this problem?
Who in the company is affected by this issue?
What have you tried to do to solve the problem?

Existential questions

Broader, these questions seek to make the prospect dream, with formulations such as "What if?

Sales questioning and prospecting

The art of questioning is a key success factor in prospecting. To help you apply your sales questioning in this context, we suggest you discover our Prospecting MasterKlass. Comprising 11 e-learning videos, this MasterKlass provides you with a wealth of techniques and best practices for making appointments. Click below to discover the Prospecting MasterKlass at a special price of €49 instead of €119.

In this Q&A webinar on prospecting, Fabien Comtet, CEO of KESTIO, will answer all your questions about commercial prospecting during this complicated period.

He'll be answering a very specific question on the subject of sales prospecting: How do you develop a bond and interest with prospects when they seem unreachable and untouchable?

Today's customers make sales prospecting more difficult

Customers are less available and more suspicious of sales actions. In 2007, it took an average of 3.7 cold call attempts to reach a prospect. Today, it takes 8.

What's more, among B-to-B buyers, 80% think that salespeople don't understand their business.

Today, it's vital for companies to understand the keys to sales prospecting.

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

Watch this webinar to discover the best possible answer.

Questions about commercial prospecting

"Should you prospect via digital?"

"How do you interest a prospect who doesn't need more suppliers than he already has? "

"How do I reach people who telecommute? You'll reply by email, but the email may or may not be read and we need an exchange."

"Should we prospect 'in the hard' on our target (emailing, calls, ...) or go towards more qualified prospects (having shown their interest in our subject on social networks, for example)."

If you'd like to know the answers to all these questions, we invite you to watch this webinar in which Fabien Comtet answers all your questions about commercial prospecting.

Sales prospecting: Lead Generation

It's essential to know what phase of interest your prospect is in.

The question to ask is: am I waiting for him to have a need, or am I generating or stimulating interest?

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

Awareness: the aim of sales staff is to attract
Consideration: salespeople's objective is to convert
Purchasing: salespeople's objective is to sell
Usage: sales reps aim to build loyalty

To find out more, we invite you to read this article on 6 levers to activate to stay in control of your sales 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 benefits of CRM, but nearly 75% resistance to the use of CRM.
44% of respondents report an increase in the number of leads thanks to CRM development
48% of respondents feel that CRM does not meet their expressed needs
Only 14% of companies surveyed are satisfied and consider the CRM tool to have been successfully adopted

Implementing and using a CRM can quickly become counter-productive and a burden for your teams. So how can CRM make salespeople's day-to-day work easier?

Recurring business activities that can be facilitated by a CRM tool

Prospecting

Sales activity management

Opportunity management and follow-up

Team management

Data enrichment, time management, conversation threads... These various functions, common to most CRMs and presented in this Webinar, can easily help your teams optimize their productivity.

Discover CRM tools

To find out more, read the feedback from 150 companies that have implemented a CRM project, and our advice on how your CRM can really boost your teams' productivity: download the white paper.

You can also visit the MobiCRM website to find out more about the solution.

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: 5 questions to ask yourself before making a decision

Hosted by Nicolas Boissard,

Marketing Director 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.

Setting up a CRM is no simple matter

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 experience resistance to CRM use
- 48% of respondents feel that CRM does not meet their needs

Changing and implementing a CRM: the obstacles

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

- We've invested too much in today's CRM
- It didn't work the 1st time, so why do it again?
- It's too big a job to start
- We don't know where to start

To set up a CRM, here are the 5 questions to ask yourself:

How do you assess the situation?

A number of quantitative and qualitative indicators need to be assessed before implementing a CRM system.

Here are a few examples:

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

What are the reasons for failure?

There are several factors that can lead to the failure of a CRM project:

- resistance to change on the part of users: it is absolutely essential that the implementation of a CRM system brings something to the company
- insufficient management involvement
- the project is poorly managed

How can we turn things around?

If you already have a CRM, it can be complicated to turn things around if it's been in place for a long time.

If you want to implement a CRM, it's important to support your teams in using this new CRM, and to set up Quick Win functionalities.

How can we take all the dimensions of the project into account?

A CRM project is 30% the tool and 70% what's around it. So it's essential not to forget everything that surrounds 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 start?

Perhaps the most important and difficult question is how to get started on a CRM project.

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

To find out more, we invite you to read this article on the subject: How do you navigate the jungle of CRM solutions?

In this webinar, Fabien Comtet, CEO of KESTIO, draws a parallel between complex sales and the hit Netflix series "The Queen's Game". As in chess, there are behavioral rules and tactics for winning a game.

Business and chess

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 a game of chess

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

We also need to change the shape of the sales pipeline. The funnel is based on the major phases involved in winning a lead in a complex sales context.

The first phase of this funnel corresponds to preparation, making contact and discovering 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 gaining 2, it might be more appropriate to position yourself on 5 deals only and gain 4 or 3.

If we choose our cases more carefully, we'll be more focused on the decision to win that case, and so increase our chances of winning.

The vision of the balance of power modifies the way you play

It is therefore essential to have absolute certainty that the products or services sold have high added value and are of great benefit to customers.

We also need to work on self-esteem and assertiveness to establish the right balance in the relationship with the customer.

In a complex sales environment, you need to work as part of a team

Debriefing, analysis and anticipation are the keys. You have to put your intelligence to work.

It's also important to bring in outside eyes and carry out business coaching rather than just reporting.

To find out more, take a look at this article on The key points of an effective sales strategy.

Webinar

Kestions - Réponses : Key account sales strategy

Hosted by Dominique Seguin,

General Manager of Kestio

In this webinar, Dominique Seguin, CEO of Kestio and Professor of Business Strategy at ESCP, answers all your questions about key account sales strategy.

How do you spot the real decision-makers?

Should C-levels or operational staff enter the account?

The basics of key account sales strategy

Several elements are important in a key account approach:

-Significant economic impact for both parties (buyer and seller)

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

The notion of building a made-to-measure offer: we need to adapt the offer to meet the customer's specific needs as closely as possible.

Key account sales: complex sales

Key account selling is not a simple transactional sale, but a complex one.

This is a complex sale, because it has a major impact on both the customer and the seller, and involves a large number of stakeholders.

The key elements of a key account sales strategy

Organization chart

C-levels don't face the same challenges as operational staff.

Concerns according to hierarchical level :

-C-levels: performance and results

-Managers: processes, their quality, reliability and ability to predict results

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

-Operational: details in an activity and task logic

A key account salesperson needs to make sure he or she has the right level of discourse to speak to everyone at every level of the organization chart.

Complex sales in the age of COVID

At this time, a key account sales strategy can become more complex to implement.

We therefore need to develop other channels: WhatsApp, sms, Zoom, etc., in order to multiply opportunities for contact that are different from physical contact.

Complex sales stages

The complex sale takes place in two stages:

-Step ¹: Defining specifications

-^2nd step: The customer's final decision

The customer will be under considerable stress at every stage of the process. These stages and the management of buyer stress must be part of the key account sales strategy.

To improve your key account sales strategy and sales performance: https: kestio

Webinar

How do you keep prospecting when no one's in the office?

Hosted by Dominique Seguin,

General Manager of Kestio

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

Why continue to prospect remotely?

Competitors will call your customers
Sales teams are responsible for sales, so it's essential that their activity is not interrupted.
Attrition rates won't fall
Sales cycles have an incompressible duration

Prospecting is a challenge, and remote prospecting is an even greater one.

Why?

Telecommuting has become the rule, and offices can be closed.
Appointments are cancelled more often
Proposals are postponed when the economic situation is tense

However, there are 4 levers you can use to continue prospecting remotely:

Building your mind
Care for your active pipe
Contacting prospects
Activate social selling

Building your mindset for remote prospecting

To achieve this, it is necessary to work on several elements:

The desire to succeed
Confidence, knowing 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 pays off in the end
The focus, modifying the micro and concrete reality at its own level

Care for your active pipe

The active pipe corresponds to prospects between the overdraft level and the time of the proposal.

It's essential to look after these prospects with great care, because they're the company's next sources of revenue, and the ones closest to signing.

To do this, you need to pay attention to 3 things:

Have the right tools: choose your tools (telephone, Zoom, Skype, WhatsApp) and learn how to use them.
Prepare for the interview: re-evaluate the strategic objective of the account (re-evaluate the bread) and the tactical objective for the interview (prepare possible objections and build alternative fallback scenarios).
Conduct the interview: be empathetic, revalidate and explore the issues at stake, use negotiation techniques to change the interlocutor's point of view and converge towards a shared common objective.

Contacting prospects

To prospect remotely and contact 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 pitch
Allocate time to your sales teams
Training sales teams

Activate social selling

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

But you have to be careful to do it right, by publishing value-added content, posting regularly and working hard on your online reputation.

To find out more, read our article on how to turn all your salespeople into performers!