{"id":24632,"date":"2020-03-25T10:13:30","date_gmt":"2020-03-25T09:13:30","guid":{"rendered":"https:\/\/www.inovallee.com\/?p=24632"},"modified":"2020-03-25T10:13:30","modified_gmt":"2020-03-25T09:13:30","slug":"4-etapes-pour-bien-preparer-son-argumentaire-de-vente","status":"publish","type":"post","link":"https:\/\/www.inovallee.com\/en\/4-etapes-pour-bien-preparer-son-argumentaire-de-vente\/","title":{"rendered":"4 \u00e9tapes pour bien pr\u00e9parer son argumentaire de vente"},"content":{"rendered":"<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.inovallee.com\/wp-content\/uploads\/IMG_1418-900x600.jpg\" alt=\"\" class=\"wp-image-24634\"\/><\/figure>\n\n\n<p>A l\u2019heure du confinement o\u00f9 les RDV commerciaux ne sont plus\ntout \u00e0 fait d\u2019actualit\u00e9, il peut \u00eatre int\u00e9ressant de mettre \u00e0 profit le\nt\u00e9l\u00e9travail pour pr\u00e9parer le retour \u00e0 la normale et prendre le temps de (re)travailler\nson argumentaire de vente.<\/p>\n\n\n<p>Le Tarmac organisait \u00e0 l\u2019automne un atelier sur le sujet anim\u00e9 par <a href=\"https:\/\/www.linkedin.com\/in\/yvesmahe\/\">Yves Mah\u00e9<\/a>. Voici la synth\u00e8se de l\u2019atelier ou comment pr\u00e9parer son argumentaire en 4 \u00e9tapes cl\u00e9s\u00a0!<\/p>\n\n\n<p>Cette base de contenus peut et doit \u00eatre utilis\u00e9e pour\nconstruire tous ses argumentaires produits (proposition commerciale, brochure\nproduit, script de d\u00e9mo, cas client, sc\u00e9nario de vid\u00e9o motion design, etc), et\ndoit \u00e9galement servir de guide aux entretiens commerciaux. C\u2019est le format\nstandard qui guide le parcours d\u2019achat du client&nbsp;!<\/p>\n\n\n<p>En effet, un bon commercial est celui qui aide son client \u00e0\navancer dans son parcours d\u2019achat, sachant que le parcours d\u2019achat \u00ab&nbsp;naturel&nbsp;\u00bb\nse d\u00e9roule de la mani\u00e8re suivante&nbsp;: <\/p>\n\n\n<ol class=\"wp-block-list\"><li>prise de conscience du besoin<\/li><li>recherche de solutions<\/li><li>\u00e9valuation des offres<\/li><li>comparaison des prix&nbsp;<\/li><li>consultation des avis clients <\/li><li>prise de d\u00e9cision<\/li><li>confirmation de l\u2019achat<\/li><\/ol>\n\n\n<h3 class=\"wp-block-heading\">Etape 1\u00a0: identifier les \u00ab\u00a0pain points\u00a0\u00bb<\/h3>\n\n\n<p>\u00ab&nbsp;No pain, no gain&nbsp;\u00bb&nbsp;: pour vendre, et donc\nconvaincre d\u2019acheter, il faut&nbsp;:<\/p>\n\n\n<ul class=\"wp-block-list\"><li>R\u00e9pondre \u00e0 un besoin \/ une douleur<\/li><li>En apportant une valeur diff\u00e9renciante<\/li><li>Lever les peurs<\/li><li>Et faire une proposition au bon prix.<\/li><\/ul>\n\n\n<p>La premi\u00e8re \u00e9tape de tout argumentaire commercial est donc l\u2019exploration\ndes besoins et l\u2019identification des points de douleur du client (ce que le\nclient ne veut plus). Plus le pain point est fort (et mesurable, notamment en\nterme de co\u00fbt), plus la solution apport\u00e9e aura de la valeur \u2026<\/p>\n\n\n<p>L\u2019id\u00e9al est de r\u00e9aliser un tableau qui liste les points de\ndouleur identifi\u00e9s chez les clients, avec un exemple marquant pour chacun. <\/p>\n\n\n<p>Exemple Instagram&nbsp;: le pain point est perdre des heures\n\u00e0 uploader des photos pour les partager avec ses amis. Sur ADSL partager 10\nphotos de 4 Mo prend 6mn<\/p>\n\n\n<p>Exemple Dropbox&nbsp;: il est difficile de partager de gros\ndocuments, notamment par mail o\u00f9 on ne peut d\u00e9passer 10Mo.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Etape 2\u00a0: d\u00e9crire la solution<\/h3>\n\n\n<p>L\u2019objectif est de faire comprendre l\u2019essentiel de fa\u00e7on tr\u00e8s\nsimple, en pr\u00e9sentant les caract\u00e9ristiques cl\u00e9s pour r\u00e9soudre les probl\u00e8mes et\nfaire ressortir les b\u00e9n\u00e9fices clients, en insistant sur les caract\u00e9ristiques\ndiff\u00e9renciantes. On construit progressivement la valeur pour le client en le\nprenant par la main, avec une d\u00e9mo qui en montre les avantages.<\/p>\n\n\n<p>Ex Instagram&nbsp;: fonctionnalit\u00e9 = partage rapide de photos\n\/ b\u00e9n\u00e9fices clients&nbsp;: plus de temps pour prendre de belle sphotos et moins\nde temps perdu \u00e0 les partager.<\/p>\n\n\n<p>Ex Dropbox&nbsp;: fonctionnalit\u00e9 = gestion des versions \/\nb\u00e9n\u00e9fices clients&nbsp;: toutes les modifications sont conserv\u00e9es et on peut\nrevenir \u00e0 une version ant\u00e9rieure<\/p>\n\n\n<h3 class=\"wp-block-heading\">Etape 3\u00a0: synth\u00e8se des gains \/ valeur et b\u00e9n\u00e9fices de la solution <\/h3>\n\n\n<p>A la fin de la pr\u00e9sentation, on synth\u00e9tise la valeur et les b\u00e9n\u00e9fices\n(personnels, business, financiers) et s\u2019il est possible de quantifier le ROI,\nc\u2019est encore mieux (tel client a gagn\u00e9 50% sur ses d\u00e9lais par ex).<\/p>\n\n\n<p>Exemple Drobox&nbsp;: \u00ab&nbsp;Avec Dropbox,\nvous avez acc\u00e8s \u00e0 tous vos documents sur tous vos supports mat\u00e9riels. Partager\navec vos coll\u00e8gues devient faciles et vous avez toujours la derni\u00e8re version \u00e0\njour&nbsp;\u00bb<\/p>\n\n\n<p>On peut id\u00e9alement d\u00e9crire les b\u00e9n\u00e9fices\npour quelques byers personas. <br \/>\nExemple Dropbox, pour le chef de projet&nbsp;: <\/p>\n\n\n<ul class=\"wp-block-list\"><li>Je peux collaborer facilement avec les membres de mon \u00e9quipe projet<\/li><li>Tous les contenus sont sauvegard\u00e9s automatiquement<\/li><li>J\u2019ai toujours acc\u00e8s \u00e0 la derni\u00e8re version<\/li><\/ul>\n\n\n<h3 class=\"wp-block-heading\">Etape 4\u00a0: lever les peurs et freins (r\u00e9assurance par la preuve)<\/h3>\n\n\n<p>L\u2019objectif\nest de lister tous les freins et objections possibles de clients et d\u2019apporter\nune r\u00e9ponse concr\u00e8te \u00e0 chacun de ces freins.<\/p>\n\n\n<p>Ex Instragram&nbsp;:\nest-ce que je peux contr\u00f4ler qui peut voir mes photos&nbsp;? Absolument, si vos\npublications sont priv\u00e9es, seuls vos abonn\u00e9s les verront.<\/p>\n\n\n<p>La preuve est\nla meilleure mani\u00e8re de rassurer le client et tous les moyens sont bons&nbsp;: d\u00e9mos,\nr\u00e9f\u00e9rences, recommandations, benchmark, verbatim de clients, etc. <\/p>\n\n\n<h3 class=\"wp-block-heading\">Synth\u00e8se\u00a0: le story telling du RDV commercial<\/h3>\n\n\n<ul class=\"wp-block-list\"><li>Pain\u00a0: d\u00e9couverte <ul><li>Contexte\u00a0: du plus facile au plus personnel<\/li><\/ul><ul><li>Points de douleur <\/li><\/ul><ul><li>Identifier les \u00e9l\u00e9ments de solution <\/li><\/ul><\/li><li>Solution\u00a0: solution dans le contexte du client (pas de slides g\u00e9n\u00e9riques) <ul><li>Solution <\/li><\/ul><ul><li>Caract\u00e9ristiques <\/li><\/ul><ul><li>Points uniques <\/li><\/ul><ul><li>B\u00e9n\u00e9fices \/ ses points de douleur <\/li><\/ul><\/li><li>Gain\u00a0: <ul><li>On synth\u00e9tise la valeur et les b\u00e9n\u00e9fices et on les fait confirmer <\/li><\/ul><ul><li>On s\u2019assure qu\u2019il se les approprie <\/li><\/ul><\/li><li>Proof\u00a0: <ul><li>On l\u00e8ve objections <\/li><\/ul><ul><li>On accepte \u00e9motions sous-jacentes <\/li><\/ul><ul><li>On apporte les \u00e9l\u00e9ments qui rassurent <\/li><\/ul><ul><li>On d\u00e9fend son prix par rapport \u00e0 la valeur diff\u00e9renciante apport\u00e9e et d\u00e9montr\u00e9e <\/li><\/ul><\/li><\/ul>","protected":false},"excerpt":{"rendered":"<p>A l\u2019heure du confinement o\u00f9 les RDV commerciaux ne sont plus tout \u00e0 fait d\u2019actualit\u00e9, il peut \u00eatre int\u00e9ressant de mettre \u00e0 profit le t\u00e9l\u00e9travail pour pr\u00e9parer le retour \u00e0 la normale et prendre le temps de (re)travailler son argumentaire de vente. Le Tarmac organisait \u00e0 l\u2019automne un atelier sur le sujet anim\u00e9 par Yves [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":24634,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,41],"tags":[],"class_list":["post-24632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reussir-son-lancement-commercial","category-entrepreneur-competences"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 \u00e9tapes pour bien pr\u00e9parer son argumentaire de vente - inovall\u00e9e<\/title>\n<meta name=\"description\" content=\"Les cl\u00e9s pour pr\u00e9parer son argumentaire commercial et accompagner le parcours d&#039;achat de son client : le story telling de r\u00e9f\u00e9rence de tout entretien commercial.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.inovallee.com\/en\/4-etapes-pour-bien-preparer-son-argumentaire-de-vente\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 \u00e9tapes pour bien pr\u00e9parer son argumentaire de vente - 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