{"id":146,"date":"2018-01-23T18:01:00","date_gmt":"2023-09-07T18:01:52","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=146"},"modified":"2023-10-25T01:55:48","modified_gmt":"2023-10-25T01:55:48","slug":"prospection-client-6-astuces-de-speed-dating-pour-seduire","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/prospection-client-6-astuces-de-speed-dating-pour-seduire\/","title":{"rendered":"Prospection client : 6 astuces de speed-dating pour s\u00e9duire"},"content":{"rendered":"\n<p><b>Les prospects boivent vos paroles ? Vous concluez \u00e0 chaque rendez-vous ? Et, le jour d\u2019apr\u00e8s, votre t\u00e9l\u00e9phone vibre sans discontinuer ? \u00c7a, c\u2019est la version \u00ab conte de f\u00e9es \u00bb de la relation commerciale et de la prospection client. Dans la r\u00e9alit\u00e9, le coup de foudre est le r\u00e9sultat d\u2019un travail de longue haleine. Et si vous vous inspiriez des enseignements du speed-dating pour mettre toutes les chances de votre c\u00f4t\u00e9 ?<\/b> <\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">La 6e\u00a0\u00e9dition du rapport \u00ab\u00a0Focus sur les ventes\u00a0\u00bb<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">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<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/sales\/state-of-sales\/?nc=701ed000003AyKZAA0\">Je me d\u00e9marque<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png\" class=\"attachment-full size-full\" alt=\"Couverture du guide Focus sur les ventes\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png 1200w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-vous-n-etes-pas-unique\"><b>1. Vous n\u2019\u00eates pas unique<\/b><\/h2>\n\n\n\n<p>En tant que commercial, vous n\u2019\u00eates jamais seul sur le march\u00e9. Aussi performant ou innovant soit votre produit, ses qualit\u00e9s intrins\u00e8ques suffisent rarement \u00e0 faire la diff\u00e9rence. Un participant \u00e0 un speed-dating ne dira jamais : \u00ab <i>J<i>\u2019ai deux bras exceptionnels, deux jambes in\u00e9dites, un cerveau connect\u00e9 et un m\u00e9tabolisme \u00e0 tomber !<i> <\/i><\/i><\/i>\u00bb Chaque commercial a donc le devoir de r\u00e9\u00e9valuer sa propre vision du produit ou service qu\u2019il vend. Cet exercice n\u2019est pas aussi simple qu\u2019il y para\u00eet. Il impose de se d\u00e9faire de ses habitudes, de se d\u00e9tacher de sa propre \u00ab culture produit \u00bb, de remettre en question ses intimes convictions. Pour am\u00e9liorer sa prospection <i>client<\/i>, Il faut penser \u00ab client \u00bb avant de penser \u00ab produit \u00bb. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-captez-son-attention\"><b>2. Captez son attention<\/b><\/h2>\n\n\n\n<p>Lors d\u2019un speed dating, le but n\u2019est pas de conclure en moins de 5 minutes mais d\u2019\u00e9tablir un premier contact qui en appellera un second. Pour un commercial, au t\u00e9l\u00e9phone comme en rendez-vous physique, la question \u00e0 se poser n\u2019est donc pas \u00ab Comment vendre ? \u00bb mais plut\u00f4t \u00ab Comment capter l\u2019attention de mon interlocuteur et susciter son int\u00e9r\u00eat ? \u00bb Cette strat\u00e9gie d\u2019approche pr\u00e9pare le terrain et ouvre la porte sur une future relation (-client) que l\u2019on vous souhaite radieuse. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-invitez-vous-dans-son-carnet-de-bal\"><b>3. Invitez-vous dans son carnet de bal<\/b><\/h2>\n\n\n\n<p>Votre client a un emploi du temps serr\u00e9. Il peut m\u00eame arriver que vous le d\u00e9rangiez. Cependant, si vous lui offrez d\u2019embl\u00e9e une perspective r\u00e9jouissante, un avantage concret pour son entreprise, alors vous accrocherez assur\u00e9ment son oreille. Comme le dit Jason Forrest, CEO et Head Sales Coach de FPG, cabinet de conseil am\u00e9ricain sp\u00e9cialis\u00e9 dans le management du changement et la performance commerciale : \u00ab <i>Tell me what you can do for me, not what you do<\/i>. \u00bb (\u00ab Dites-moi ce que vous pouvez faire pour moi, pas ce que vous faites. \u00bb) Par exemple, le fait d\u2019annoncer \u00ab <i>Vous allez gagner 3 heures de travail par semaine sur chaque poste<\/i> \u00bb s\u2019av\u00e8re nettement plus impactant dans la prospection que \u00ab <i>Je vous propose un super logiciel qui facilite toutes vos t\u00e2ches administratives<i> <\/i><\/i>\u00bb. Une technique pour trouver la phrase choc : passez votre argumentaire \u00e0 l\u2019\u00e9preuve du \u00ab Et alors ? \u00bb<\/p>\n\n\n\n<p> Exemple : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00ab Je propose une solution innovante pour vos voitures de fonction : le partage entre les collaborateurs gr\u00e2ce \u00e0 une plateforme de r\u00e9servation online.<\/li>\n\n\n\n<li>Et alors ?<\/li>\n\n\n\n<li>Cela r\u00e9duit le nombre de v\u00e9hicules dans les parcs et optimise leur utilisation.<\/li>\n\n\n\n<li>Et alors ?<\/li>\n\n\n\n<li>Vous allez r\u00e9duire de vos co\u00fbts de possession de X milliers d\u2019euros et gagner Y heures de temps de gestion administrative. \u00bb<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-phase-d-approche-dites-le-avec-des-twitchs\"><b>4. Phase d\u2019approche : dites-le avec des twitchs<\/b><\/h2>\n\n\n\n<p>Ce n\u00e9ologisme, n\u00e9 de la fusion entre tweet et pitch, d\u00e9signe un argumentaire court et incisif, construit \u00e0 la mani\u00e8re d\u2019un teasing. Vous vous \u00eates habitu\u00e9 \u00e0 twitter en 140 caract\u00e8res ? Alors appliquez le principe \u00e0 l\u2019oral : r\u00e9sumez la plus-value de votre produit ou de votre service et expliquez son int\u00e9r\u00eat dans un paragraphe bref, mais dense. C\u2019est votre twitch. Pour un impact maximal, il faut bannir les termes compliqu\u00e9s, le jargon et les abr\u00e9viations. Gommez les d\u00e9tails et concentrez-vous sur une ou deux id\u00e9es directrices afin de ne pas d\u00e9concentrer votre interlocuteur. Selon le principe de l\u2019<i>elevator pitch<\/i>, un bon argumentaire doit faire mouche en moins de 30 secondes, c\u2019est-\u00e0-dire en moins de temps qu\u2019il en faut \u00e0 un ascenseur pour monter jusqu\u2019au bureau du PDG. Comme le rappelle Guy Kawasaki dans son livre <i>La r\u00e9alit\u00e9 de l&rsquo;entrepreneuriat<i> <\/i><\/i>: \u00ab <i>Pensez que le temps est la denr\u00e9e importante, et non l\u2019argent. Si vous ne pouvez pas susciter l\u2019int\u00e9r\u00eat en trente secondes, vous aurez une carri\u00e8re longue et ennuyeuse.<\/i> \u00bb <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-phase-d-attaque-parlez-a-hauteur-d-homme\"><b>5. Phase d\u2019attaque : parlez \u00e0 hauteur d\u2019homme<\/b><\/h2>\n\n\n\n<p>Face \u00e0 son client, l\u2019op\u00e9ration s\u00e9duction se d\u00e9roule \u00e0 deux niveaux : vous devez le convaincre en tant que repr\u00e9sentant de son entreprise, mais \u00e9galement en tant qu\u2019individu. Les avantages de votre produit pour l\u2019entreprise, exprim\u00e9s dans le twitch, doivent avoir une r\u00e9sonance personnelle \u00e0 ses oreilles : quels b\u00e9n\u00e9fices va-t-il personnellement tirer de votre service ou produit ? En quoi va-t-il lui faciliter son travail, diminuer son stress, le rendre plus heureux ? Soyez psychologue pour trouver le bon argument personnalis\u00e9, \u00e0 votre prospect et \u00e0 lui seul (ou presque).<\/p>\n\n\n\n<p>Exemple : \u00ab <i>Gr\u00e2ce \u00e0 l\u2019automatisation de telle ou telle t\u00e2che, vous ne serez plus oblig\u00e9 de rester \u00e0 votre poste jusqu\u2019\u00e0 22h pour recevoir un e-mail de confirmation. Vous rentrerez plus t\u00f4t chez vous.<i> <\/i><\/i>\u00bb <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-phase-de-conviction-apportez-des-preuves\"><b>6. Phase de conviction : apportez des preuves<\/b><\/h2>\n\n\n\n<p>\u00ab <i>Il n\u2019y a pas d\u2019amour. Il n\u2019y a que des preuves d\u2019amour.<\/i> \u00bb \u00e9crivait le po\u00e8te Pierre Reverdy. Et ce qui est vrai en amour l\u2019est tout autant en affaires. Pour convaincre un prospect, il convient de s\u2019appuyer sur des faits tangibles en citant des exemples r\u00e9cents de succ\u00e8s. Tout en restant focalis\u00e9 sur le b\u00e9n\u00e9fice : \u00ab <i>Telle entreprise a enregistr\u00e9 un gain de productivit\u00e9 de 20 % en 6 mois.<\/i> \u00bb Les r\u00e9sultats et les testimoniaux poss\u00e8dent une grande force de persuasion. Ils sont les bienvenus en conclusion de votre d\u00e9monstration express et accentuent la port\u00e9e de votre message dont l\u2019objectif, ne l\u2019oubliez jamais, est de susciter en douceur un int\u00e9r\u00eat chez votre interlocuteur. Une envie d\u2019en savoir plus avant, \u00e9ventuellement, de conclure&#8230; votre prospection client par un langoureux contrat. <\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Le glossaire des ventes<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D\u00e9couvrez les 50 d\u00e9finitions qui boosteront vos ventes.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/glossaire-des-ventes\/?nc=7013y000000vkk1AAA\">Ouvrir le glossaire<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2021\/09\/glossaire-des-ventes-form-fr-1.png\" class=\"attachment-full size-full\" alt=\"Glossaire des ventes\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2021\/09\/glossaire-des-ventes-form-fr-1.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2021\/09\/glossaire-des-ventes-form-fr-1.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2021\/09\/glossaire-des-ventes-form-fr-1.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le speed-dating a des choses \u00e0 apprendre \u00e0 tout bon commercial pour booster sa prospection et s\u00e9duire ses clients potentiels.<\/p>\n","protected":false},"author":1,"featured_media":148,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"50ea512a86504f129b634fc537bac010","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[8,4],"sf_content_type":[],"blog":[358,374],"coauthors":[27],"class_list":["post-146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-sales","blog-sales","blog-best-practices"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Prospection client : 6 astuces de speed-dating pour s\u00e9duire \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Le speed-dating a des choses \u00e0 apprendre \u00e0 tout bon 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