{"id":99,"date":"2021-03-17T18:01:00","date_gmt":"2023-09-07T18:01:09","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=99"},"modified":"2023-10-25T01:20:33","modified_gmt":"2023-10-25T01:20:33","slug":"entretenir-une-bonne-relation-commerciale","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/entretenir-une-bonne-relation-commerciale\/","title":{"rendered":"Comment entretenir une bonne relation commerciale\u2009?"},"content":{"rendered":"\n<p>Toute bonne relation commerciale passe d\u2019abord par des relations humaines de qualit\u00e9. En effet, les consommateurs d\u00e9sirent aujourd\u2019hui nouer des liens forts avec leur marque. La mission de vos commerciaux consiste alors \u00e0 instaurer des discussions r\u00e9guli\u00e8res avec leurs clients en les \u00e9coutant, en les rassurant sur leurs interrogations et en leur proposant des offres personnalis\u00e9es. Ces \u00e9changes permanents permettront d\u2019ancrer des relations commerciales de confiance entre l\u2019entreprise et ses interlocuteurs, sur le long terme.<\/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<ul class=\"wp-block-list\">\n<li><b>Am\u00e9liorer sa connaissance du client<\/b><\/li>\n<\/ul>\n\n\n\n<p> Pour entretenir des relations commerciales de qualit\u00e9, votre force de vente doit au pr\u00e9alable acqu\u00e9rir une bonne connaissance de ses clients. En effet, tout l\u2019enjeu est de bien les segmenter en amont et de leur proposer des offres ou des services qui leur correspondent. <\/p>\n\n\n\n<p>Pour ce faire, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/products\/what-is-salesforce\/\">le CRM<\/a> peut, par exemple, aider \u00e0 croiser certaines donn\u00e9es clients ou encore \u00e0 analyser des indicateurs de performance cl\u00e9s pr\u00e9\u00e9tablis au sein du service commercial.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Mettre en place une strat\u00e9gie multicanale d\u2019\u00e9change d\u2019informations<\/b><\/li>\n<\/ul>\n\n\n\n<p>\u00c0 l\u2019\u00e8re du digital, les canaux de communication possibles entre une entreprise et ses clients se multiplient. En effet, vos commerciaux re\u00e7oivent chaque jour une multitude de messages et d\u2019informations issus de leur bo\u00eete mail, des r\u00e9seaux sociaux de l\u2019entreprise, d\u2019un appel t\u00e9l\u00e9phonique ou d\u2019un rendez-vous avec un contact. Tisser une bonne relation commerciale passe aussi par une r\u00e9activit\u00e9 et une r\u00e9ponse adapt\u00e9e de la part de votre force de vente, quel que soit le canal sollicit\u00e9 par ses interlocuteurs. <\/p>\n\n\n\n<p>Aussi, il semble important de constituer et de mettre \u00e0 jour, au sein du CRM, une fiche personnalis\u00e9e pour tous les clients afin que chaque membre de votre \u00e9quipe, mais aussi de l\u2019entreprise, puisse \u00e9changer avec eux de fa\u00e7on toujours plus efficace. <\/p>\n\n\n\n<p>Si besoin, vos commerciaux pourront rassurer leurs contacts sur la confidentialit\u00e9 de tous les \u00e9changes et sur la <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2018\/05\/l-ere-du-client---comment-la-data-renforce-la-confiance.html\">protection de leur donn\u00e9es<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Offrir une exp\u00e9rience client personnalis\u00e9e<\/b><\/li>\n<\/ul>\n\n\n\n<p>D\u2019apr\u00e8s <a adhocenable=\"false\" href=\"http:\/\/www.odoxa.fr\/wp-content\/uploads\/2018\/05\/Observatoire-comportements-de-consommation-Vague-4.pdf\">une \u00e9tude men\u00e9e par Odoxa\/Emakina<\/a>, 64 % des sond\u00e9s d\u00e9clarent qu\u2019une mauvaise exp\u00e9rience peut les conduire \u00e0 choisir la concurrence. Placer l\u2019<a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/10\/experience-client-ce-que-veulent-les-consommateurs.html\">exp\u00e9rience client<\/a> au centre des pr\u00e9occupations de l\u2019entreprise semble donc d\u00e9sormais incontournable. <\/p>\n\n\n\n<p>En effet, les consommateurs souhaitent \u00eatre compris et soutenus par leur marque et b\u00e9n\u00e9ficier d\u2019un suivi personnalis\u00e9 tout au long de leur parcours client. Pour garantir des relations commerciales p\u00e9rennes, il s\u2019av\u00e8re donc essentiel de d\u00e9velopper cette relation de proximit\u00e9 afin de fid\u00e9liser ses clients et d\u2019\u00e9viter qu\u2019ils se d\u00e9tournent de l\u2019entreprise.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Adopter une position \u00ab customer centric \u00bb <\/b><\/li>\n<\/ul>\n\n\n\n<p>Pour comprendre ses clients, il faut tout d\u2019abord les \u00e9couter et bien cerner leurs attentes en les sondant par le biais de questionnaires ou en analysant les conversations en ligne, par exemple. Vos commerciaux peuvent aussi consulter le CRM o\u00f9 ils trouveront des donn\u00e9es clients essentielles (historiques, derniers achats, r\u00e9clamations \u00e9mises).<\/p>\n\n\n\n<p>Des \u00e9changes suivis am\u00e9liorent la connaissance des clients et donc les relations commerciales au quotidien. Votre force de vente sera ainsi parfaitement en mesure de leur proposer des offres ultra personnalis\u00e9es en fonction de leurs besoins. <\/p>\n\n\n\n<p>Enfin, <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2016\/09\/salesforce-einstein-.html\">int\u00e9grer l\u2019intelligence artificielle \u00e0 son CRM<\/a> peut \u00e9galement permettre d\u2019aller plus loin dans cette d\u00e9marche \u00ab customer centric \u00bb, en pr\u00e9disant et en anticipant de futurs comportements d\u2019achat, par exemple.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>\u00c9tablir une relation de confiance sur le long terme<\/b><\/li>\n<\/ul>\n\n\n\n<p>Selon l\u2019analyste Esteban Kolsky,<a href=\"https:\/\/www.slideshare.net\/ekolsky\/cx-for-executives\"> 72 % des clients<\/a> partageront une exp\u00e9rience positive avec 6 personnes ou plus. Obtenir la confiance des clients semble donc un facteur cl\u00e9 \u00e0 d\u00e9velopper au sein de votre \u00e9quipe. <\/p>\n\n\n\n<p>Pour garantir de bonnes relations commerciales, votre force de vente doit donc faire preuve d\u2019honn\u00eatet\u00e9 en respectant ses engagements, mais aussi se montrer disponible et \u00e0 l\u2019\u00e9coute. <\/p>\n\n\n\n<p>Enfin, elle peut gratifier et valoriser ses clients les plus actifs : ils deviendront ainsi les meilleurs ambassadeurs de l\u2019entreprise.<\/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\n\n\n<ul class=\"wp-block-list\">\n<li><b>R\u00e9compenser ses clients les plus fid\u00e8les et en faire des ambassadeurs<\/b><\/li>\n<\/ul>\n\n\n\n<p>Pour tisser des relations commerciales sur le long terme, il est important que vos \u00e9quipes conservent leurs clients et les fid\u00e9lisent, en d\u00e9ployant un syst\u00e8me de r\u00e9compenses, par exemple. Celles-ci peuvent \u00eatre mat\u00e9rielles (remises promotionnelles) ou plus centr\u00e9es sur l\u2019\u00e9motion (invitation \u00e0 un \u00e9v\u00e9nement priv\u00e9, participation au test de l\u2019un des produits de l\u2019entreprise). <\/p>\n\n\n\n<p>Les clients appr\u00e9cieront le geste et auront envie de le faire savoir, notamment sur les r\u00e9seaux sociaux, lieu de partage par excellence. Leur bonne exp\u00e9rience permettra de faire rayonner la r\u00e9putation et la notori\u00e9t\u00e9 de la marque en ligne.<\/p>\n\n\n\n<p>Votre \u00e9quipe se trouve donc au centre de toute bonne relation commerciale. En effet, un commercial ouvert d\u2019esprit, cordial et tourn\u00e9 vers ses clients entretiendra des relations durables et de confiance avec tous ses contacts, faisant ainsi des consommateurs fid\u00e8les.<\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les consommateurs d\u00e9sirent aujourd\u2019hui nouer des liens forts avec leur marque. D\u00e9couvrez quelles sont les missions des commerciaux afin d\u2019ancrer des relations commerciales de confiance sur le long terme.<\/p>\n","protected":false},"author":1,"featured_media":101,"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-99","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-service","sf_topic-sales","blog-sales","blog-service"],"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>Les cl\u00e9s pour une bonne relation commerciale\u2009\u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Les consommateurs d\u00e9sirent aujourd\u2019hui nouer des liens forts avec leur marque. 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