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Besoin de rationaliser vos ventes et de convertir plus de prospects ? Que vous soyez une équipe de vente axée sur le B2C ou le B2B, notre Boîte à outils des stratégies de vente (Partie 2) offre une approche complète pour planifier et exécuter un flux de travail de vente réussi, de la génération de la sensibilisation avant la vente à la rétention et la recommandation après la vente.

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Ce deck est divisé en une section B2C et une section B2B pour une navigation facile et comprend des outils tels que l'Analyse du Groupe Cible, l'Entonnoir de Vente AIDA, le Radar Marketing, l'Analyse ABC, la Stratégie Pré vs. Post Vente, les Profils de Clients Idéaux, et bien d'autres que vous pouvez télécharger et personnaliser pour toute force de vente. Explorons ces outils et voyons comment ils peuvent aider à optimiser le processus de vente et à améliorer la communication avec les clients.

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While the content does not provide specific examples, many companies successfully use Pre vs. Post Sales Strategy. For instance, Apple Inc. uses pre-sales strategies like product teasers and announcements to generate interest. Post-sales, they offer excellent customer service and updates to keep customers engaged. Similarly, Amazon uses pre-sales strategies like personalized recommendations and post-sales strategies like easy returns and customer reviews to enhance customer satisfaction.

Some alternative strategies to the ABC Analysis for optimizing the sales process include the use of the AIDA Sales Funnel, Target Group Analysis, Marketing Radar, and Pre vs. Post Sales Strategy. These tools can help in identifying potential customers, understanding their needs and preferences, and developing effective marketing and sales strategies to attract and retain them. Additionally, creating Ideal Client Profiles can also be beneficial in optimizing the sales process as it allows the sales team to focus their efforts on the most profitable customers.

Global companies like Apple or Tesla can customize the AIDA Sales Funnel for their unique sales force by first understanding their target audience and their needs. They can then tailor the Awareness, Interest, Desire, and Action stages of the funnel to these specific needs. For example, Apple might focus on creating awareness about their innovative technology, while Tesla might generate interest through their commitment to sustainability. The Desire stage could be customized by highlighting unique features of their products, and the Action stage could be tailored to make the purchasing process as easy as possible for the customer.

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Analyse du Groupe Cible

Nous commençons par quelques outils axés sur le B2C. Une stratégie de vente réussie commence par la compréhension de votre marché cible. Cette diapositive d'Analyse du Groupe Cible fournit à la fois des contours démographiques et psychographiques de votre segment de marché, ce qui permet une approche personnalisée pour un impact maximal. Cet exemple montre quatre façons courantes d'aborder l'analyse du groupe cible : Comportementale, Démographique, Psychographique et Géographique.

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Understanding the target market can significantly impact the sales strategy of B2B-focused companies like Nvidia and Tesla. It allows these companies to tailor their approach for maximum impact. By understanding their target market's behavior, demographics, psychographics, and geography, they can develop a sales strategy that resonates with their potential customers. This can lead to increased lead conversion and sales.

Some alternative methods to Behavioral, Demographic, Psychographic, and Geographic approaches in target group analysis could include Technographic segmentation, which focuses on the technological capabilities and tools used by a target group. Another approach could be Firmographic segmentation, used primarily in B2B markets, which focuses on characteristics of organizations such as size, location, and industry. Additionally, Needs-based or Benefit segmentation can be used, which groups customers based on their needs or the benefits they seek from the product or service.

Global companies like Apple and Google can utilize the four common ways of target group analysis in their sales strategy by understanding and segmenting their market. Firstly, they can use Behavioral analysis to understand the purchasing habits, usage rate and brand interactions of their target group. Secondly, Demographic analysis can be used to segment their market based on age, gender, income, education and family size. Thirdly, Psychographic analysis can help them understand the lifestyle, values, personality and social class of their target group. Lastly, Geographic analysis can be used to segment their market based on their location, climate, region or country. By understanding these aspects, they can tailor their products, marketing and sales strategies to meet the specific needs and preferences of their target groups.

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Personnalisez cette diapositive en fonction de votre produit et de l'image de marque de votre entreprise, et concentrez-vous sur les éléments les plus pertinents.Par exemple, si votre marque met l'accent sur le fait de faire ressentir quelque chose de particulier à vos clients, comme Apple et son marketing qui évoque des émotions, vous voudrez peut-être privilégier davantage d'éléments psychographiques pour comprendre comment les valeurs des clients influencent leurs comportements.

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Apple's emotion-evoking marketing strategy is unique in its approach. It focuses on creating an emotional connection with its customers, often emphasizing the experience of using their products rather than the technical specifications. This is in contrast to many other tech companies like Nvidia, which often focus more on the technical aspects and performance of their products. However, it's important to note that each company's strategy is tailored to their specific target audience and product offerings.

Companies can focus on various psychographic elements to influence customer behavior. These can include values, attitudes, interests, lifestyle, personality traits, opinions, and activities. Understanding these elements can help companies tailor their products, services, and marketing strategies to meet the specific needs and preferences of their target audience. For instance, a company that understands its customers' values and lifestyle can create products and marketing campaigns that resonate with those values and fit into that lifestyle.

Global companies like Google or Tesla can customize their branding to evoke certain emotions in customers by focusing on the most relevant elements that align with their brand's values and mission. They can prioritize more psychographic elements to understand how customers' values drive their behaviors. For instance, they can use specific colors, logos, taglines, and advertising strategies that resonate with their target audience's emotions and values. They can also leverage storytelling in their marketing campaigns to create a strong emotional connection with their customers.

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Entonnoir de Vente AIDA

L'entonnoir de vente AIDA signifie Conscience, Intérêt, Désir et Action. Il aide à structurer le pipeline de prospects pour assurer une transition fluide de clients potentiels à clients payants. Au bas de cette diapositive, utilisez les barres de progression pour surveiller comment l'ensemble du bassin de prospects se convertit au fil du temps. Au fur et à mesure que les prospects progressent dans l'entonnoir, les barres de progression se réduisent pour refléter le pourcentage de conversions à chaque étape.

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One example of a company that successfully used the AIDA model is Airbnb. They first create Awareness by using various marketing strategies like social media, SEO, and content marketing. They then generate Interest and Desire through their compelling website design and user-friendly interface, showcasing beautiful properties with clear and enticing descriptions. Finally, they prompt Action with a straightforward booking process, discounts for first-time users, and a secure payment system. This approach has helped Airbnb to significantly increase their conversions.

Some alternative strategies to the AIDA sales funnel in structuring the lead pipeline include the ACCA (Awareness, Comprehension, Conviction, Action) model, the REAN (Reach, Engage, Activate, Nurture) model, and the BANT (Budget, Authority, Need, Time) model. These models offer different perspectives and approaches to lead generation and conversion, and can be used depending on the specific needs and context of your business.

Global companies like Apple and Google can apply the AIDA sales funnel to optimize their lead conversion process by first creating Awareness about their products or services. This can be done through various marketing strategies such as social media marketing, content marketing, SEO, etc. Once the awareness is created, they can generate Interest among their potential customers by highlighting the unique features and benefits of their products or services. The next step is to create a Desire for their products or services. This can be done by showcasing how their products or services can solve the problems or meet the needs of the customers. Finally, they can prompt Action from the customers by providing them with easy and convenient ways to purchase or sign up for their products or services. They can also use progress bars to monitor how the entire pool of leads convert across time and make necessary adjustments to their strategies.

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Radar Marketing

Le Radar Marketing met en évidence l'importance d'un mix marketing solide et son impact sur les performances de vente. La roue extérieure du radar identifie les principaux canaux de marketing et points de contact pour atteindre les clients. En se déplaçant vers l'intérieur, les indicateurs clés de succès sont définis sous chaque canal de marketing.

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Par exemple, pour un site web, l'objectif peut être d'attirer autant de visiteurs que possible, tandis que la stratégie des médias sociaux vise à gagner plus d'abonnés. Cette diapositive aide à planifier et à suivre vos efforts de marketing plus efficacement et à identifier les points de vente les plus prometteurs pour générer des revenus.

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Analyse ABC

L'analyse ABC est une technique de contrôle des ventes pour identifier les groupes de clients qui génèrent le plus de revenus. Les transactions du groupe A sont généralement faibles en volume mais élevées en valeur. D'autre part, les transactions du groupe C sont élevées en volume mais créent peu de valeur. Lorsque l'espace le permet, personnalisez cette diapositive en ajoutant des détails sur chaque groupe de clients afin que les représentants puissent développer des stratégies ciblées.

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While specific company names are not disclosed, many businesses across various industries have successfully implemented ABC analysis in their sales strategies. For instance, retail companies often use this method to categorize their inventory based on value and sales frequency, allowing them to focus their efforts on high-value products. Similarly, manufacturing firms may use ABC analysis to identify and prioritize customers who bring the most revenue. It's a common practice in supply chain management and customer segmentation.

Some alternative sales control techniques that can be used in place of the ABC analysis include the XYZ analysis, the FSN analysis (Fast, Slow moving and Non-moving), the VED analysis (Vital, Essential, Desirable), and the SDE analysis (Scarce, Difficult, Easy). These techniques also help in inventory management and can be used depending on the specific needs and context of the business.

Global companies like Apple and Google can apply the ABC analysis in their sales control technique by identifying and categorizing their customer groups based on the revenue they generate. They can classify transactions under group A which are typically low in volume but high in value. These could be premium products or services that generate significant profit margins. On the other hand, transactions under group C are high in volume but create little value. These could be lower-cost products or services that sell in large quantities but yield smaller profit margins. By understanding these categories, companies can develop targeted strategies to maximize revenue and profitability.

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Stratégie de vente pré et post

Il ne suffit pas de réaliser une vente. En fait, les équipes de vente les plus performantes comprennent l'importance d'utiliser des tactiques post-vente pour maintenir l'élan ou même vendre plus. Utilisez cette feuille de route pré et post-vente pour décrire les tâches et le personnel clé qui sont essentiels pour créer une expérience client de bout en bout.

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Some common misconceptions about the importance of post-sales tactics in the sales process include the belief that the sales process ends once the sale is made, that post-sales tactics are not as important as pre-sales tactics, and that post-sales tactics do not contribute significantly to customer retention or upselling. However, successful sales teams understand that post-sales tactics are crucial for maintaining momentum, upselling, and creating an end-to-end customer experience.

Some alternative strategies to create an end-to-end customer experience include focusing on customer service, personalizing the customer journey, using customer feedback to improve, and leveraging technology to enhance the customer experience. It's also important to ensure seamless communication and interaction across all touchpoints, and to provide value at every stage of the customer journey.

Global companies like Apple and Google can implement post-sales tactics to enhance their customer experience by focusing on customer satisfaction and loyalty. This can be achieved by providing excellent customer service, offering product support, and creating loyalty programs. They can also use customer feedback to improve their products and services. Additionally, they can offer upgrades or additional services to existing customers, which not only increases revenue but also enhances the customer experience.

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Par exemple, les gestionnaires de comptes et les gestionnaires de communauté peuvent aider à l'étape post-service du tunnel de vente pour garder les clients satisfaits et encourager les références. Ces boîtes peuvent être modifiées, supprimées ou ajoutées en fonction de la structure organisationnelle unique d'une équipe.

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Profil du prospect

Passons maintenant à des outils plus axés sur le B2B. Comme le flux de travail de vente pour les clients d'entreprise nécessite beaucoup plus d'effort et d'engagement individuel, il est important que les équipes de vente identifient d'abord des prospects de haute qualité pour garantir le succès futur.Une approche pour développer un profil de client idéal, ou ICP, consiste à prendre en compte 1) le profil de l'entreprise, 2) le profil de l'acheteur, et 3) la persona de l'utilisateur principal. 

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I'm sorry, but the content provided does not include a real-world example of a successful application of the ICP approach in a global company. However, many global companies such as IBM and Salesforce have successfully applied the ICP approach to identify high-quality leads and streamline their sales process.

Some alternative methods to identify high-quality leads in B2B sales include using predictive analytics, leveraging social media platforms, attending industry events and webinars, and utilizing content marketing strategies. Additionally, referral programs and customer testimonials can also be effective in identifying high-quality leads.

Companies like Google or Tesla can apply the concept of an Ideal Client Profile (ICP) in their B2B sales strategies by identifying high-quality leads that match their ICP. This can be done by considering the company profile, the buyer profile, and the primary user persona. For instance, they might look for companies that are in a certain industry, of a certain size, or have a certain budget. They might also look for buyers who have a certain job title, level of seniority, or set of responsibilities. Finally, they might look for users who will be using their product or service in a certain way. By focusing on these high-quality leads, they can ensure a more successful sales process.

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Identifiez l'organisation cible et ses particularités. Ensuite, réduisez-le au profil de l'acheteur pour identifier ses besoins et motivations. C'est la personne qui a le plus besoin d'être convaincue car elle prend la décision finale d'achat. 

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Enfin, pensez à l'utilisateur principal et à ce dont il a besoin au quotidien. Inclus ici est également une visualisation plus simplifiée qui résume toutes les informations qui viennent d'être couvertes dans les étapes précédentes.

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Tarification des comptes

La grille tarifaire interne est différente de toute information de vente destinée au public. Son objectif est d'analyser quel niveau de compte génère le plus de revenus ou la marge la plus élevée, et mérite donc plus d'attention. Notez les objectifs de vente pour chaque niveau. Dans cet exemple, l'objectif actuel de l'équipe de vente est de canaliser davantage de comptes d'entreprise. Avec un objectif de vente fixé pour chaque type de compte, les représentants peuvent toujours se référer à ce tableau pour prendre des décisions basées sur les données afin d'ajuster leurs stratégies de vente.

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There are several strategies to funnel in more Business accounts. Firstly, identify your target audience and understand their needs. Tailor your product or service to meet these needs. Secondly, use targeted marketing strategies to reach out to these businesses. This could include online advertising, email marketing, or even direct outreach. Thirdly, offer incentives such as discounts or exclusive deals to businesses that sign up. Lastly, provide excellent customer service to retain these businesses and encourage word-of-mouth referrals.

Sales representatives can use data-driven decisions to adjust their sales strategies by analyzing the revenue or margin generated by different account tiers. This analysis can help identify which tier deserves more attention. For instance, if the data shows that Business accounts are generating the most revenue, the sales team can focus more on funneling in more Business accounts. Sales goals set for each account type can also guide reps in making data-driven decisions. By referring back to these goals, reps can adjust their strategies to ensure they are targeting the right accounts and meeting their sales targets.

Setting sales goals for each account type is crucial for several reasons. Firstly, it helps in identifying which account tier generates the most revenue or the highest margin, and therefore deserves more attention. Secondly, it provides a clear direction for the sales team, enabling them to focus their efforts effectively. Lastly, it allows for data-driven decision making, enabling sales reps to adjust their strategies based on the set goals.

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Conclusion

Pour des outils supplémentaires pour fixer des jalons, explorez les tableaux de bord de vente inclus dans ce deck, ainsi que la cadence de 30-60-90 jours des objectifs de vente.Maximisez votre potentiel de vente avec le Boîte à outils des stratégies de vente (Partie 2), que vous pouvez télécharger et personnaliser dès maintenant. Il fournit tout ce dont une force de vente a besoin pour obtenir ce [EDQ]Oui[EDQ].

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