{"id":2537,"date":"2016-11-15T12:00:02","date_gmt":"2016-11-15T11:00:02","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2537"},"modified":"2019-10-01T15:26:46","modified_gmt":"2019-10-01T13:26:46","slug":"cycle-de-vente-b2b","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/cycle-de-vente-b2b\/","title":{"rendered":"Cycle de vente B2B : toutes les \u00e9tapes d\u00e9taill\u00e9es [Infographie]"},"content":{"rendered":"

Le cycle de vente B2B peut se d\u00e9couper en 7 grandes \u00e9tapes cl\u00e9s : la prospection, la pr\u00e9-approche, l’approche, la pr\u00e9sentation, les questionnements, la vente et le suivi apr\u00e8s-vente.<\/p>\n

M\u00eame si ces \u00e9tapes n’ont pas chang\u00e9 depuis des d\u00e9cennies, les techniques employ\u00e9es pour les mener \u00e0 bien ont beaucoup \u00e9volu\u00e9. Voici l’infographie ultime du cycle de vente B2B au service de l’optimisation de votre prospection B2B.<\/p>\n

<\/p>\n

Cycle de vente B2B : les 8 \u00e9tapes incontournables<\/h2>\n

\u00c9tape 0 –\u00a0Qui est en charge du cycle de vente B2B ?<\/h3>\n

Autrefois propri\u00e9t\u00e9 exclusive du commercial, c’est aujourd’hui \u00e0 la fois l’\u00e9quipe marketing et l’\u00e9quipe commerciale<\/a> qui sont concern\u00e9es. Comme vous allez le voir dans les prochaines \u00e9tapes.<\/p>\n

 <\/p>\n

\u00c9tape 1 –\u00a0La prospection<\/h3>\n

\u00c9l\u00e9ments indispensables de la prospection, les fichiers. G\u00e9n\u00e9ralement achet\u00e9s, ils \u00e9taient l’unique source de prospection active pour tout bon commercial qui se respectait. Heureusement aujourd’hui chaque commercial peut se constituer son ficher prospects<\/a> lui-m\u00eame gr\u00e2ce aux r\u00e9seaux sociaux professionnels.<\/p>\n

Gr\u00e2ce aux techniques d’Outbound Sales<\/a>, un commercial peut prospecter directement via les r\u00e9seaux sociaux professionnels, puis engager ses prospects automatiquement via des sc\u00e9narios d’emails personnalis\u00e9s.
\n\u00c9galement, l\u2019inbound marketing<\/a>, via le contenu<\/a>, permet au prospect int\u00e9ress\u00e9 de d\u00e9couvrir les produits\/services par lui-m\u00eame, et ainsi de mettre en place de la prospection passive. Cela signifie que le prospect va chercher \u00e0 entrer en contact avec un commercial par\u00a0lui-m\u00eame.<\/p>\n

 <\/p>\n

\u00c9tape 2 –\u00a0La pr\u00e9-approche<\/h3>\n

\u00c9tape crucial du cycle de vente B2B, la pr\u00e9-approche est le moment o\u00f9 le commercial se renseigne sur son prospect. Avant, ce travail \u00e9tait souvent fait \u00e0 sens unique, \u00e0 partir d’informations sur l’entreprise glan\u00e9es autour de soi, gr\u00e2ce \u00e0 son r\u00e9seau par exemple. A l’\u00e8re du Social Selling<\/a> il n’est plus rare, pour un commercial, d’\u00e9changer via les r\u00e9seaux sociaux avec son prospect et de brouiller les \u00e9tapes en r\u00e9pondant \u00e0 ses questions en amont. Sans parler des outils de consolidation de donn\u00e9es<\/a> qui, \u00e0 partir d’un simple email, peuvent fournir des informations sur le r\u00f4le du prospect, le CA de sa soci\u00e9t\u00e9, etc.<\/p>\n

 <\/p>\n

\u00c9tape 3 –\u00a0L’approche<\/h3>\n

Avant la venue d\u2019internet, la meilleure solution pour prendre contact avec son prospect \u00e9tait le d\u00e9marchage en porte-\u00e0-porte ou l\u2019appel t\u00e9l\u00e9phonique \u00e0 froid<\/a>. Gr\u00e2ce aux outils d\u2019automatisation marketing et commercial, et au Cold Calling 2.0<\/a>, il est possible de qualifier automatiquement l’int\u00e9r\u00eat d’un prospect et de ne se concentrer que sur ceux au plus fort potentiel.
\nD\u2019ailleurs, cette \u00e9tape d\u2019approche est presque enti\u00e8rement \u00e0 la charge du Sales Development Representative<\/a>, qui se charge de cette qualification<\/a> avant de passer la main \u00e0 un Account Executive.<\/p>\n

 <\/p>\n

\u00c9tape 4 –\u00a0La pr\u00e9sentation<\/h3>\n

Une des toutes premi\u00e8res techniques de pr\u00e9sentation mise en place pour augmenter la productivit\u00e9 des commerciaux f\u00fbt le \u00ab\u00a0canned sales pitch\u00a0\u00bb (ou \u00ab\u00a0l\u2019argumentaire commercial tout fait\u00a0\u00bb). Cette approche \u00e9tait tr\u00e8s efficace pour s\u2019assurer de l\u2019uniformit\u00e9 des discours de ses \u00e9quipes commerciales. Aujourd\u2019hui, afin d\u2019\u00e9viter les d\u00e9placements commerciaux, l\u2019id\u00e9al est d\u2019\u00e9changer lors d’une d\u00e9monstration en ligne personnalis\u00e9e<\/a>.<\/p>\n

 <\/p>\n

\u00c9tape 5 –\u00a0Les questionnements<\/h3>\n

A cette \u00e9tape, un commercial du XX\u00e8me si\u00e8cle aurait fait tout son possible pour aller au-del\u00e0 des objections de son prospect, avec pour unique but de le convaincre d’acheter son produit et de r\u00e9aliser sa vente. Or,\u00a0on sait aujourd’hui qu’il est important d’adopter une approche plus orient\u00e9e autour du client, et de s’assurer que le produit\/service va bien r\u00e9pondre aux besoins de son prospect. Le Lead Nurturing<\/a> s’impose d’ailleurs de plus en plus pour rendre plus mature un prospect avant de passer \u00e0 l’\u00e9tape de la vente.<\/p>\n

 <\/p>\n

\u00c9tape 6 –\u00a0La vente<\/h3>\n

Une vente s\u00e8che, tr\u00e8s int\u00e9ressante \u00e0 court terme, ne permet pas de fid\u00e9liser ses clients et de s’assurer un cycle de vente B2B vertueux. Une vente, m\u00eame moins importante, va finalement pouvoir rapporter beaucoup, si le client a le sentiment d’avoir \u00e9t\u00e9 vraiment accompagn\u00e9 dans son acte d’achat, gr\u00e2ce notamment aux recommandations.<\/p>\n

 <\/p>\n

\u00c9tape 7 –\u00a0Le suivi apr\u00e8s-vente<\/h3>\n

\u00c9tape souvent oubli\u00e9e du cycle de vente B2B, le suivi apr\u00e8s-vente ne peut plus se limiter \u00e0 l’envoi d’une lettre\/flyer et de quelques goodies (m\u00eame si cela renforce toujours le lien avec votre client). Le poste de Customer Success<\/a>, d\u00e9di\u00e9 \u00e0 l’accompagnement client, s’impose de plus en plus comme indispensable pour fid\u00e9liser ses clients, les accompagner et surtout obtenir de pr\u00e9cieuses recommandations aupr\u00e8s de leurs r\u00e9seaux.<\/p>\n

<\/a>
\n\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le cycle de vente B2B peut se d\u00e9couper en 7 grandes \u00e9tapes cl\u00e9s : la prospection, la pr\u00e9-approche, l’approche, la pr\u00e9sentation, les questionnements, la vente et le suivi apr\u00e8s-vente. M\u00eame si ces \u00e9tapes n’ont pas chang\u00e9 depuis des d\u00e9cennies, les techniques employ\u00e9es pour les mener \u00e0 bien ont beaucoup \u00e9volu\u00e9. Voici l’infographie ultime du cycle […]<\/p>\n","protected":false},"author":1,"featured_media":6374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":""},"categories":[220,60],"tags":[23,79,108,15,105,277,12,63,53],"yoast_head":"\nCycle de vente B2B : toutes les \u00e9tapes d\u00e9taill\u00e9es\u00a0[Infographie]<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez en une infographie l'\u00e9volution du cycle de vente B2B, entre le 20\u00e8me si\u00e8cle et aujourd'hui ! 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