{"id":35839,"date":"2021-06-25T00:03:48","date_gmt":"2021-06-24T22:03:48","guid":{"rendered":"https:\/\/www.inovallee.com\/?p=35839"},"modified":"2021-06-25T00:53:53","modified_gmt":"2021-06-24T22:53:53","slug":"comment-vendre-son-offre-a-sa-juste-valeur-et-maximiser-sa-rentabilite","status":"publish","type":"post","link":"https:\/\/www.inovallee.com\/en\/comment-vendre-son-offre-a-sa-juste-valeur-et-maximiser-sa-rentabilite\/","title":{"rendered":"Comment vendre son offre \u00e0 sa juste valeur et maximiser sa rentabilit\u00e9"},"content":{"rendered":"<p><strong>Vendre son offre \u00e0 sa meilleure valeur, le Graal pour n\u2019importe quelle entreprise. Cependant, son estimation n\u2019est pas toujours ais\u00e9e et demande une certaine r\u00e9flexion.<\/strong><\/p>\n<p>\u00ab Lorsque l\u2019on vend sa maison, il se dit souvent \u201cle bon prix, c\u2019est celui auquel on a un acheteur\u201d \u00bb, pr\u00e9cise en pr\u00e9ambule Romain Lecot, fondateur du cabinet <a href=\"https:\/\/www.airelles-conseil.com\/\">Airelles<\/a> lors d\u2019un atelier pour le Tarmac sur la probl\u00e9matique de la vente d\u2019une offre \u00e0 sa juste valeur. Difficile d\u2019estimer le prix d\u2019une prestation, de son juste prix. \u00ab Que signifie d\u2019abord une juste marge ? 10% ? 25% ? 50% ? 80% ? Cette question, au fond, n\u2019a aucun sens \u00bb. Et pourtant, il faut bien d\u00e9finir un prix de vente diff\u00e9rent du co\u00fbt de revient au regard de ce qui se pratique sur le march\u00e9.<\/p>\n<h2><strong>Appr\u00e9cier son offre \u00e0 sa juste valeur<\/strong><\/h2>\n<p>La culture fran\u00e7aise pousse les entrepreneurs \u00e0 minimiser la valeur de leurs offres, d\u2019o\u00f9 le fait de se positionner \u00e0 la place du client de ce qu\u2019il ferait sans cette prestation. Sch\u00e9matiquement, il existe deux mani\u00e8res d\u2019aborder la vente de son produit\u00a0:<\/p>\n<ul>\n<li>Soit rationnellement\u00a0: je vends tel produit \u00e0 1,6 \u20ac\/kg et j\u2019applique 30 % de transformation\u00a0;<\/li>\n<li>Soit en valeurs\u00a0: mon produit apporte de la fiabilit\u00e9, de la s\u00e9curit\u00e9, une optimisation des process, une assurance sur\u2026<\/li>\n<\/ul>\n<p>Et c\u2019est pr\u00e9cis\u00e9ment sur cette valeur qu\u2019il faut miser. Bien souvent les clients exigent un plan d\u2019actions tout en \u00e9voquant des p\u00e9nalit\u00e9s de retard. De l\u2019autre, l\u2019entreprise r\u00e9agit par une posture de culpabilit\u00e9. Les cl\u00e9s du succ\u00e8s sont ailleurs\u00a0:<\/p>\n<ul>\n<li>Sortir de la posture \u00ab\u00a0a priori coupable\u00a0\u00bb\u00a0;<\/li>\n<li>Appr\u00e9cier la r\u00e9alit\u00e9 de la valeur apport\u00e9e par notre prestation\u00a0;<\/li>\n<li>Oser proposer des modalit\u00e9s inhabituelles.<\/li>\n<\/ul>\n<h2><strong>Vers le juste prix\u00a0: oubliez le co\u00fbt\u2026 partez du client<\/strong><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-35863 alignleft\" src=\"https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/visio-participants-300x169.png\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/visio-participants-300x169.png 300w, https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/visio-participants.png 648w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>G\u00e9n\u00e9ralement, l\u2019habitude est d\u2019\u00e9laborer le prix de sa prestation suivant le calcul basique\u00a0:<br \/>\nPrix = co\u00fbt de revient + X %.<\/p>\n<p>Le juste prix ne se situe pas \u00e0 ce niveau, mais \u00e0 celui du client\u00a0! Et pour cela, il faut conna\u00eetre le client par\u00a0:<\/p>\n<ul>\n<li>Des rencontres r\u00e9guli\u00e8res\u00a0;<\/li>\n<li>Des questionnements ouverts\u00a0;<\/li>\n<li>Des tests et des observations.<\/li>\n<\/ul>\n<p>Un rendez-vous avec le client, cela s\u2019organise et ne se fait jamais seul. Il est \u00e9galement int\u00e9ressant d\u2019augmenter raisonnablement le pourcentage de son offre afin de tester les r\u00e9actions et de rationnaliser la prise de risque.<\/p>\n<h2><strong>L\u2019art de la n\u00e9gociation raisonn\u00e9e<\/strong><\/h2>\n<p>Savoir n\u00e9gocier est tout un art qui n\u2019est pas toujours indispensable\u00a0! D\u2019autres solutions sont \u00e0 envisager notamment dans le cas d\u2019une baisse de prix qu\u2019il est possible de transformer en partenariat sur plusieurs ann\u00e9es. Dans ce cas, il faut\u00a0:<\/p>\n<ul>\n<li>Prendre du recul par rapport \u00e0 la demande exprim\u00e9e\u00a0;<\/li>\n<li>Faire preuve d\u2019ouverture, de cr\u00e9ativit\u00e9 interne et commune\u00a0;<\/li>\n<li>De sortir des sentiers battus en proposant des modalit\u00e9s inhabituelles\u2026 et hyper rentables.<\/li>\n<\/ul>\n<p>Un lien actif est \u00e0 privil\u00e9gier avec le client de pr\u00e9f\u00e9rence physique ou, le cas \u00e9ch\u00e9ant, t\u00e9l\u00e9phonique. Le mail est \u00e0 proscrire, trop impersonnel et souvent noy\u00e9 dans la masse.<\/p>\n<p>Une session de n\u00e9gociation se pr\u00e9pare en amont \u00e0 travers quatre grands points\u00a0:<\/p>\n<ul>\n<li>La clarification des objectifs\u00a0;<\/li>\n<li>La d\u00e9finition des limites acceptables\u2026 et un plan B\u00a0;<\/li>\n<li>L\u2019\u00e9valuation de la prise de risques\u00a0;<\/li>\n<li>La strat\u00e9gie \u00e0 mettre en \u0153uvre\u00a0: objectifs, options, concessions&#8230;<\/li>\n<\/ul>\n<h2><strong>Marchander que si n\u00e9cessaire\u00a0!<\/strong><\/h2>\n<p>Dans certains cas, la situation fait que la n\u00e9gociation passe par du marchandage et des concessions qui risquent fort d\u2019accro\u00eetre les exigences de l\u2019acheteur. Il convient de proc\u00e9der par ordre\u00a0:<\/p>\n<ul>\n<li>D\u00e9gainer en premier\u00a0: plut\u00f4t oui pour b\u00e9n\u00e9ficier d\u2019un ancrage favorable\u00a0;<\/li>\n<li>Chercher le d\u00e9saccord raisonnable en conc\u00e9dant une baisse plut\u00f4t que de sous-vendre pr\u00e9ventivement\u00a0;<\/li>\n<li>Pr\u00e9parer des concessions d\u00e9gressives\u00a0;<\/li>\n<li>Transformer les Non en questions \u00ab\u00a0comment voulez-vous que\u2026\u00a0\u00bb<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"wp-image-35866 alignleft\" src=\"https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/Airelles-300x138.jpg\" alt=\"\" width=\"220\" height=\"101\" srcset=\"https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/Airelles-300x138.jpg 300w, https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/Airelles-768x354.jpg 768w, https:\/\/www.inovallee.com\/wp-content\/uploads\/2021\/06\/Airelles.jpg 816w\" sizes=\"(max-width: 220px) 100vw, 220px\" \/>Un atelier anim\u00e9 par Romain LECOT, Accompagnements Op\u00e9rationnels &#8211; Formations de Dirigeants &amp; entrepreneurs<br \/>\n<a href=\"mailto:romain.lecot@airelles-conseil.com\">romain.lecot@airelles-conseil.com<\/a><br \/>\nT\u00e9l. 06 12 50 56 98<\/p>","protected":false},"excerpt":{"rendered":"<p>Vendre son offre \u00e0 sa meilleure valeur, le Graal pour n\u2019importe quelle entreprise. Cependant, son estimation n\u2019est pas toujours ais\u00e9e et demande une certaine r\u00e9flexion. \u00ab Lorsque l\u2019on vend sa maison, il se dit souvent \u201cle bon prix, c\u2019est celui auquel on a un acheteur\u201d \u00bb, pr\u00e9cise en pr\u00e9ambule Romain Lecot, fondateur du cabinet Airelles [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":35880,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,41],"tags":[],"class_list":["post-35839","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 v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment vendre son offre \u00e0 sa juste valeur et maximiser sa rentabilit\u00e9 - inovall\u00e9e<\/title>\n<meta name=\"description\" content=\"Vendre son offre \u00e0 sa meilleure valeur, le Graal pour n\u2019importe quelle entreprise et demande une certaine r\u00e9flexion. 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