{"id":105,"date":"2016-06-16T18:01:00","date_gmt":"2023-09-07T18:01:12","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=105"},"modified":"2023-10-25T01:29:49","modified_gmt":"2023-10-25T01:29:49","slug":"loi-de-pareto-et-si-vous-faisiez-le-tri-parmi-vos-clients","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/loi-de-pareto-et-si-vous-faisiez-le-tri-parmi-vos-clients\/","title":{"rendered":"Loi de Pareto : et si vous faisiez le tri parmi vos clients ?"},"content":{"rendered":"\n

En apurant votre base de donn\u00e9es, c\u2019est-\u00e0-dire en s\u00e9parant le bon grain de l\u2019ivraie, il devient possible de red\u00e9ployer vos efforts vers vos meilleurs clients : ceux qui g\u00e9n\u00e8rent le plus de chiffre d\u2019affaires. L\u2019objectif ? Gagner en productivit\u00e9. <\/b><\/p>\n\n\n\n

C\u2019est une loi d\u2019airain : selon le principe de Pareto, 20 % des causes produisent 80 % des effets. Appliqu\u00e9e au marketing, la th\u00e9orie de l\u2019\u00e9conomiste et sociologue italien Vilfredo Pareto (1848-1923) signifie que 20 % de la client\u00e8le g\u00e9n\u00e8rent 80 % du chiffre d\u2019affaires d\u2019une entreprise. Partant de cet enseignement, le marketeur se trouve face \u00e0 un dilemme. D\u2019une part, son optimisme le pousse \u00e0 emmener les clients les moins profitables jusqu\u2019au sommet de la pyramide par d\u2019habiles campagnes marketing. D\u2019autre part, son pragmatisme lui souffle que la meilleure solution consiste \u00e0 se concentrer sur ses meilleurs clients, actuels et \u00e0 venir, parce qu\u2019ils ont tant \u00e0 donner. Difficile de trancher. <\/p>\n\n\n\n

Dans un excellent article<\/a> publi\u00e9 dans le Harvard Business Review, Anthony K. Tjan, le fondateur de la soci\u00e9t\u00e9 d\u2019investissement en capital-risque Cue Ball<\/a>, rappelle qu\u2019 \u00ab il est toujours plus difficile de changer le comportement des clients que de trouver de nouveaux clients similaires \u00e0 vos meilleurs clients \u00bb. <\/p>\n\n\n\n

\n\t
\n\n\t\t
\n\t\t\t

La 6e\u00a0\u00e9dition du rapport \u00ab\u00a0Focus sur les ventes\u00a0\u00bb<\/h2>\n\t\t\t\t\t\t\t

D\u00e9couvrez des conseils de 5 500 professionnels des ventes sur la mani\u00e8re de stimuler la croissance et de se d\u00e9marquer.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tJe me d\u00e9marque<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Couverture\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n

Une m\u00e9thode douce pour se concentrer sur les meilleurs clients<\/h2>\n\n\n\n

Dans ces conditions, plus question de traiter tous ses clients sur un pied d\u2019\u00e9galit\u00e9. Pour faire le tri entre les meilleurs clients et les clients les moins profitables, qui demandent beaucoup d\u2019attentions de la part des \u00e9quipes commerciales et du service client, sans apporter un chiffre d\u2019affaires \u00e0 la hauteur des efforts consentis, Anthony K. Tjan mise sur la m\u00e9thode douce. \u00ab Pour de nombreuses entreprises, le premier ordre d\u2019achat repr\u00e9sente un indicateur pertinent \u00bb, explique-t-il. \u00ab Si l\u2019on sait qu\u2019un premier achat de 50 dollars repr\u00e9sente la moyenne des clients les plus fid\u00e8les et 30 dollars la moyenne des niveaux inf\u00e9rieurs, vous pouvez simplement augmenter le prix minimum pour un ordre d’ouverture de compte ou offrir la livraison gratuite uniquement aux commandes de 50 dollars et plus.\u00bb. <\/p>\n\n\n\n

Very Important Clients<\/h2>\n\n\n\n

En identifiant les 20 % des clients les plus profitables, vous allez ainsi pouvoir red\u00e9ployer vos forces commerciales pour conclure des contrats plus nombreux et plus importants. Vous allez \u00e9galement am\u00e9liorer le service clients aupr\u00e8s des VIP. Pour mieux les r\u00e9compenser et les fid\u00e9liser, proposez-leur des offres exclusives, invitez-les \u00e0 des \u00e9v\u00e9nements priv\u00e9s, cr\u00e9ez un service client d\u00e9di\u00e9, pr\u00e9sentez-leur de nouveaux produits en avant-premi\u00e8re, pensez au surclassement\u2026 Tous les moyens sont bons pour chouchouter vos meilleurs clients.<\/p>\n\n\n\n

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

Pour des campagnes efficaces, il vaut mieux se concentrer et \u00ab\u00a0chouchouter\u00a0\u00bb les 20 % de clients qui font 80 % du chiffre d’affaire.<\/p>\n","protected":false},"author":1,"featured_media":107,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[12,4],"sf_content_type":[],"blog":[358,363],"coauthors":[27],"class_list":["post-105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-service","sf_topic-sales","blog-sales","blog-service"],"yoast_head":"\nLoi de Pareto : et si vous faisiez le tri parmi vos clients ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Pour des campagnes efficaces, il vaut mieux se concentrer et "chouchouter" les 20 % de clients qui font 80 % du chiffre d'affaire.\" 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