{"id":3244,"date":"2017-03-07T12:00:01","date_gmt":"2017-03-07T11:00:01","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3244"},"modified":"2019-10-01T13:52:57","modified_gmt":"2019-10-01T11:52:57","slug":"audit-de-votre-prospection-commerciale","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/audit-de-votre-prospection-commerciale\/","title":{"rendered":"Audit de votre prospection commerciale : comment le r\u00e9aliser ?"},"content":{"rendered":"<p>R\u00e9aliser un audit de votre prospection commerciale est une pratique de plus en plus courante aujourd\u2019hui. Quoi de mieux lorsqu\u2019il s\u2019agit d\u2019obtenir un panorama global sur les techniques de prospection 2.0 ? Nous vous aidons \u00e0 orienter votre strat\u00e9gie pour influencer favorablement votre croissance.<\/p>\n<p>\u00c0 cet \u00e9gard, votre funnel de prospection commerciale est la cheville ouvri\u00e8re de vos strat\u00e9gies commerciale et marketing. Cependant, il peut arriver que ce dernier \u00e9volue lorsqu\u2019il int\u00e8gre de nouveaux \u00e9l\u00e9ments technologiques ou humains. Dans cette configuration, il nous para\u00eet int\u00e9ressant de vous proposer de nouvelles combinaisons pour adapter continuellement vos process commerciaux.<\/p>\n<p><!--more--><\/p>\n<h2>Qu\u2019est-ce qu\u2019un audit de votre prospection commerciale?<\/h2>\n<blockquote><p>Une analyse et un diagnostic complet de la force de prospection commerciale d\u2019une entreprise et des m\u00e9thodes utilis\u00e9es. Il permet \u00e9galement d\u2019identifier et d\u2019actionner les leviers indispensables \u00e0 la g\u00e9n\u00e9ration de croissance. Tr\u00e8s concr\u00e8tement, il peut \u00eatre programm\u00e9, pr\u00e9par\u00e9 et r\u00e9alis\u00e9 assez simplement.<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>Les principales \u00e9tapes pour r\u00e9aliser un audit de votre prospection commerciale.<\/h2>\n<h3>Identification des points forts \/ points faibles :<\/h3>\n<p>Un changement dans votre \u00e9quipe commerciale, l\u2019utilisation d\u2019un nouvel outil ou une migration vers un nouveau service, l\u2019ensemble de ces changements est susceptible d\u2019interf\u00e9rer dans l\u2019organisation de vos \u00e9quipes et d\u2019influencer sensiblement vos <a href=\"\/\/blog.datananas.com\/fr\/comparaison-methodes-de-prospection-commerciale\/\">m\u00e9thodes<\/a> de prospection commerciale.<\/p>\n<p>C\u2019est dans cette configuration qu\u2019il nous para\u00eet pertinent d\u2019analyser les <a href=\"\/\/blog.datananas.com\/fr\/les-indicateurs-de-performance-commerciale-pour-evaluer-sa-prospection\/\">indicateurs de performance<\/a> de votre activit\u00e9 commerciale (<strong>KPIs<\/strong>) et de les comparer aux grandes tendances de votre secteur de march\u00e9. Id\u00e9al pour identifier les leviers de croissance \u00e0 actionner !<\/p>\n<p>De la m\u00eame mani\u00e8re, l\u2019application d\u2019une pratique manag\u00e9riale inspir\u00e9e de \u00ab\u00a0l\u2019<a href=\"\/\/blog.datananas.com\/fr\/activity-based-selling-la-methode-pour-organiser-son-equipe-commerciale\/\">activity based selling<\/a>\u00a0\u00bb\u00a0pourrait faciliter l\u2019optimisation de votre funnel de prospection. En int\u00e9grant des KPIs \u00e0 diff\u00e9rents points strat\u00e9giques de votre pipeline de prospection, vous serez en mesure de monitorer en temps r\u00e9el l\u2019activit\u00e9 de vos commerciaux et l\u2019efficacit\u00e9 de votre strat\u00e9gie de prospection commerciale.<\/p>\n<p>&nbsp;<\/p>\n<h3>Compr\u00e9hension de la strat\u00e9gie globale<\/h3>\n<p>Il est souvent pr\u00e9f\u00e9rable d\u2019engager une phase de r\u00e9flexion en amont de toute r\u00e9orientation strat\u00e9gique.<\/p>\n<p>En\u00a0ce qui concerne votre strat\u00e9gie d\u2019<a href=\"\/\/blog.datananas.com\/fr\/inbound-marketing-vs-outbound-sales\/\">Inbound Marketing<\/a> vous pourrez analyser votre <strong>ROI<\/strong> au travers du <strong>reach <\/strong>de vos content offers (l&rsquo;efficacit\u00e9 de votre offre de contenu), de l\u2019efficacit\u00e9 de vos outils de tracking, de remarketing, de l\u2019optimisation de votre <strong>SEO<\/strong> jusqu\u2019\u00e0 la gestion de votre<strong> e-r\u00e9putation<\/strong> sur les <a href=\"\/\/blog.datananas.com\/fr\/social-selling\/\">r\u00e9seaux sociaux<\/a> professionnels. Cette phase de r\u00e9flexion concerne de nombreux aspects de votre strat\u00e9gie marketing.<\/p>\n<p>Ne n\u00e9gligez pas pour autant votre\u00a0strat\u00e9gie <a href=\"\/\/blog.datananas.com\/fr\/quand-mettre-en-place-une-strategie-de-prospection-outbound\/\">Outbound Sales<\/a>. Comment votre \u00e9quipe commerciale prospecte-elle? Avec quels moyens? A quelle fr\u00e9quence? Avec quel discours? Dans quelle mesure votre \u00e9quipe commerciale est-elle align\u00e9e avec votre \u00e9quipe marketing ?<\/p>\n<p>&nbsp;<\/p>\n<div class=\"push-cta\">\n<p>D\u00e9couvrez comment organiser votre \u00e9quipe commerciale gr\u00e2ce \u00e0 l&rsquo;Activity-Based Selling<\/p>\n<p>T\u00e9l\u00e9charger le ebook<\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<h3>Conseils\u00a0pratiques pour pr\u00e9parer l&rsquo;audit de votre prospection commerciale<\/h3>\n<ul>\n<li><strong>D\u00e9finir (ou red\u00e9finir) votre <\/strong><a href=\"\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\">ICP<\/a> : il est indispensable d\u2019identifier en amont de toute strat\u00e9gie le profil de votre client parfait afin de ne pas perdre de temps ni d\u2019argent inutilement et de ne pas user la motivation de vos \u00e9quipes.<\/li>\n<li><strong>Utiliser des questionnaires et sondages rapides sur votre plateforme<\/strong> : L\u2019id\u00e9e est de mieux conna\u00eetre vos prospects, comprendre quels sont leurs probl\u00e8mes. Mais au-del\u00e0, cette pratique vous permettra d\u2019avoir un retour utilisateur enrichissant et d\u2019engager vos prospects et futurs clients dans la strat\u00e9gie produit de votre entreprise.<\/li>\n<li><strong>Rester sp\u00e9cialis\u00e9<\/strong> : \u00e9vitez\u00a0d\u2019\u00eatre trop multifonction, vous risqueriez de diluer votre avantage comp\u00e9titif. D\u00e9montrez bien \u00e0 vos leads et vos prospects que votre service est le plus sp\u00e9cialis\u00e9 et le plus efficace sur une probl\u00e9matique sp\u00e9cifique.<\/li>\n<li><strong>Rester clair, simple et ergonomique<\/strong> : ce conseil d\u00e9coule du pr\u00e9c\u00e9dent. Trop de choix, d\u2019\u00e9tapes et de proc\u00e9dures permettent rarement une conversion efficiente. Votre produit\/service doit rester clair, simple et efficace. Il doit parler directement \u00e0 votre prospect.<\/li>\n<li><strong>Utiliser une strat\u00e9gie de remarketing au coeur d\u2019une strat\u00e9gie de <\/strong><a href=\"\/\/blog.datananas.com\/fr\/campagne-lead-nurturing\/\">nurturing<\/a> : l\u2019id\u00e9e est de maintenir un niveau int\u00e9r\u00eat constant de vos prospects qui ne sont pas encore assez m\u00fbrs pour devenir client. Cette strat\u00e9gie passe notamment par la mise en place d\u2019une strat\u00e9gie d\u2019Inbound Marketing active.<\/li>\n<li><strong>Utiliser une solution d\u2019emailing automatis\u00e9e et intelligente <\/strong>(<a href=\"\/\/blog.datananas.com\/fr\/sales-force-automation\/\">sales automation<\/a>) : cons\u00e9quence directe de la strat\u00e9gie de remarketing pour identifier, atteindre et accompagner progressivement les prospects. Cette strat\u00e9gie d\u2019<strong>Outbound Sales<\/strong> est indissociable d\u2019une strat\u00e9gie d\u2019<a href=\"\/\/blog.datananas.com\/fr\/inbound-marketing-vs-outbound-sales\/\">Inbound Marketing<\/a>.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Pour analyser ces diff\u00e9rents points et prendre le temps de vous conseiller au mieux &#8211; plus particuli\u00e8rement sur le dernier &#8211; nous mettons \u00e0 votre disposition des sessions de consulting individualis\u00e9es. N\u2019h\u00e9sitez pas \u00e0 profiter de cette session de 30 minutes pour poser toutes vos questions !<\/p>\n<div class=\"push-cta\">\n<p>D\u00e9couvrez comment organiser votre \u00e9quipe commerciale gr\u00e2ce \u00e0 l&rsquo;Activity-Based Selling<\/p>\n<p>T\u00e9l\u00e9charger le ebook<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9aliser un audit de votre prospection commerciale est une pratique de plus en plus courante aujourd\u2019hui. Quoi de mieux lorsqu\u2019il s\u2019agit d\u2019obtenir un panorama global sur les techniques de prospection 2.0 ? Nous vous aidons \u00e0 orienter votre strat\u00e9gie pour influencer favorablement votre croissance. \u00c0 cet \u00e9gard, votre funnel de prospection commerciale est la cheville [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":6430,"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":[220,7],"tags":[23,102,167,105,169,166,51,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Audit de votre prospection commerciale : comment le r\u00e9aliser ?<\/title>\n<meta name=\"description\" content=\"Comment r\u00e9aliser un audit de votre prospection commerciale ? 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