{"id":4323,"date":"2017-05-25T10:00:21","date_gmt":"2017-05-25T08:00:21","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=4323"},"modified":"2019-10-01T13:52:58","modified_gmt":"2019-10-01T11:52:58","slug":"organiser-son-activite-commerciale-en-specialisant-ses-commerciaux","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/organiser-son-activite-commerciale-en-specialisant-ses-commerciaux\/","title":{"rendered":"Organiser son activit\u00e9 commerciale en sp\u00e9cialisant ses commerciaux"},"content":{"rendered":"

Organiser son activit\u00e9 commerciale efficacement est indispensable. S\u2019il n\u2019y a pas de recette miracle, il existe cependant des bonnes pratiques pouvant s\u2019appliquer \u00e0 la majorit\u00e9 des entreprises souhaitant structurer leur activit\u00e9 B2B.<\/span><\/p>\n

Nous vous expliquerons ici comment appliquer des m\u00e9thodes innovantes pour organiser vos \u00e9quipes suivant les principes de l\u2019Activity Based Selling. Pour tout savoir sur cette philosophie d\u2019organisation, jetez un oeil au eBook d\u00e9di\u00e9 \u00e0 <\/span>l\u2019Activity Based Selling<\/span> r\u00e9dig\u00e9 par nos \u00e9quipes !<\/span><\/p>\n

<\/p>\n

Comment organiser son activit\u00e9 commerciale ?<\/h2>\n

Un process commercial fluide et coh\u00e9rent s\u2019appuie sur quatre profils distincts mais compl\u00e9mentaires : le<\/span> Sales Development Representative<\/span><\/a> (SDR), l\u2019Inbound Representative (IR), l\u2019Account Executive (AE) et le <\/span>Customer Success Manager<\/span><\/a>(CSM). Chacun de ses profils \u00e9tant charg\u00e9 d\u2019accompagner vos prospects \u00e0 des moments clefs de leur parcours d\u00e9cisionnel, du premier contact avec votre entreprise \u00e0 leur conversion en ambassadeur. <\/span><\/p>\n

 <\/p>\n

En amont du cycle de vente se trouvent les Sales Development Representatives dont l\u2019objectif est de d\u00e9nicher et d\u2019engager des futurs leads et de qualifier les prospects. Dans l\u2019id\u00e9al, ils utilisent des outils modernes de prospection (exit l\u2019annuaire t\u00e9l\u00e9phonique bonjour le Cold Calling 2.0<\/a>), pour maximiser les prises de contact, appr\u00e9hender les probl\u00e9matiques de leurs prospects, cr\u00e9er une relation personnelle, anticiper les disponibilit\u00e9s, etc. Leur r\u00f4le n\u2019est pas de vendre, mais de conseiller et d\u2019accompagner leurs prospects. Aujourd\u2019hui, outre le social selling<\/a>, l\u2019approche la plus efficace est l\u2019emailing \u00e0 froid, via une solution comme Datananas Outbound<\/a>.<\/p><\/blockquote>\n

 <\/p>\n

En parall\u00e8le des Sales Development Representatives se trouvent les Inbound Representatives. Contrairement aux SDRs dont le but est de prospecter de nouveaux leads, les Inbound Representatives se chargent de traiter les prospects g\u00e9n\u00e9r\u00e9s par le marketing<\/a> : demande d\u2019une d\u00e9mo, t\u00e9l\u00e9chargement de plusieurs ressources (content marketing<\/a> : ebook, cas client, \u2026), inscription \u00e0 une p\u00e9riode d\u2019essai ou \u00e0 un webinar, etc\u2026 Ici encore, de nombreux outils modernes permettent d\u2019assister l\u2019Inbound Representative dans leurs prises de contacts, via des solutions d\u2019enrichissement de donn\u00e9es<\/a> ou de scoring<\/a> par exemple.<\/p><\/blockquote>\n

 <\/p>\n

L\u2019objectif principal des SDRs et des IRs est d\u2019alimenter les Account Executives en rendez-vous. Ces derniers vont se charger de v\u00e9rifier le projet de ces leads, de construire un plan d\u2019objectifs \u00e0 court, moyen et long terme et de l\u2019accompagner, si la qualification par les SDRs et IRs \u00e9tait bonne, jusqu\u2019au closing du deal. Dans le cas contraire, une \u00e9tape de nurturing <\/a>(maturation) pour maintenir l\u2019attention du prospect peut s\u2019av\u00e9rer n\u00e9cessaire (via un outil de Marketing Automation<\/a>).<\/p><\/blockquote>\n

 <\/p>\n

G\u00e9n\u00e9ralement juste apr\u00e8s la signature du devis, la mise en relation avec un Customer Success Manager, qui va se charger du param\u00e8trage, de la formation et des futurs upsells, est faite. Les Customer Success Managers sont des sp\u00e9cialistes du d\u00e9veloppement de comptes existants. Ils d\u00e9veloppent, entretiennent et r\u00e9g\u00e9n\u00e8rent en permanence la relation client tout en gardant un oeil sur les nouvelles opportunit\u00e9s commerciales. Ils \u00e9tablissent un v\u00e9ritable lien de confiance afin de fid\u00e9liser leur client\u00e8le, les transformer en ambassadeur<\/a> et leur proposer d\u2019\u00e9ventuels upsells.<\/p><\/blockquote>\n

 <\/p>\n

Savoir faire \u00e9voluer ses \u00e9quipes commerciales<\/h2>\n

Chez Datananas, nous essayons d\u2019adopter des solutions innovantes<\/a> au quotidien. Cette culture, nous la retrouvons au coeur m\u00eame de notre organisation commerciale. Ainsi, nous recommandons d\u2019engager une \u00e9quipe de Sales Development Representatives Junior fournie et une \u00e9quipe d\u2019Account Executives Senior resserr\u00e9e.<\/p>\n

 <\/p>\n

Par exemple, les Sales Development Representatives chez Datananas ont pour mission de g\u00e9n\u00e9rer et de qualifier massivement des leads en couvrant de larges march\u00e9s gr\u00e2ce au Lead Relationship Management. Ils utilisent dans un second temps la prospection t\u00e9l\u00e9phonique pour contacter et qualifier \u00e0 l\u2019aide d\u2019une matrice BANT (Budget, Authority,Timeline, Need) les prospects d\u00e9montrant le plus d\u2019int\u00e9r\u00eat. Une fois la qualification des SDRs men\u00e9e, les Account Executives poursuivent la conversation avec les prospects, les accompagne, r\u00e9alisent une d\u00e9monstration produit et se concentrent exclusivement sur le closing de deals.<\/em><\/p><\/blockquote>\n

 <\/p>\n

Cette compl\u00e9mentarit\u00e9 au coeur du process commercial permet aux \u00e9quipes d\u2019\u00eatre en permanence nourries par un flux de leads qu\u2019elles peuvent structurellement traiter. Cette approche privil\u00e9gie la qualit\u00e9 sur la quantit\u00e9. En adoptant cette m\u00e9thodologie votre organisation commerciale en sera alors d\u2019autant plus solide, coh\u00e9rente et fluide.<\/p>\n

NB<\/strong> : en adoptant une structure similaire, vos Sales Development Representatives monteront rapidement en comp\u00e9tences, gagneront en exp\u00e9rience et pourront remplacer \u00e0 terme les Account Executives (ce qui augmentera leur motivation et leur productivit\u00e9).<\/p>\n

Organiser son activit\u00e9 commerciale et structurer votre process B2B n’ont d\u00e9sormais plus de secrets pour vous. Si vous d\u00e9sirez en apprendre davantage sur cette th\u00e9matique, n\u2019h\u00e9sitez pas \u00e0 consulter l\u2019Ebook : activity-based selling qui vous d\u00e9taillera les meilleures m\u00e9thodes pour organiser vos \u00e9quipes commerciales et marketing.<\/p>\n

\n

T\u00e9l\u00e9charger l’ebook : Activity Based Selling<\/p>\n

T\u00e9l\u00e9charger l’ebook<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Organiser son activit\u00e9 commerciale efficacement est indispensable. S\u2019il n\u2019y a pas de recette miracle, il existe cependant des bonnes pratiques pouvant s\u2019appliquer \u00e0 la majorit\u00e9 des entreprises souhaitant structurer leur activit\u00e9 B2B. Nous vous expliquerons ici comment appliquer des m\u00e9thodes innovantes pour organiser vos \u00e9quipes suivant les principes de l\u2019Activity Based Selling. Pour tout savoir […]<\/p>\n","protected":false},"author":16,"featured_media":4368,"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":[34,60],"tags":[105,166,112,12],"yoast_head":"\nOrganiser son activit\u00e9 commerciale en sp\u00e9cialisant ses commerciaux<\/title>\n<meta name=\"description\" content=\"Organiser son activit\u00e9 commerciale est devenu une pr\u00e9rogative au d\u00e9veloppement commercial de tout entreprise. 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