Gestion de la Satisfaction Client

Introduction to Commercial Relations

• Commercial relations is a 18-hour course.
• Key areas covered are:
  • The commercial function
  • Online customer relations
  • Customer satisfaction and loyalty
  • Dissatisfaction
  • CRM tools
  • Business ethics

Commercial Relations Experts

• Experts present in the course include:
  • Gilles Croset (customer relations)
  • Melissa Puglissi (CRM)
  • Thomas Herrmann (loyalty programs)

Course contact information

• Contact information for the lecturer, Richard Compte, is included:
  • Email: richard.compte@univ-grenoble-alpes.fr
  • LinkedIn: linkedin.com/in/richardcompte
  • Office: GEA, Bureau 203

Commercial relation course - Part 1

• The commercial function is the driving force of any business.
• Commercial relationships are just as important as the product being sold. This quote is attributed to Alain Afflelou.
• 79% of clients prefer to directly deal with a person, compared to dealing with a salesperson.
• 78% of customers do not trust sales representatives.
• 55% of customers have changed providers in a year due to negative customer service (sales or SAV).
• 43% of customers are willing to pay extra for a better customer service.
• The commercial profession is sometimes intimidating to those who have not experienced it.

Defining Commercial Relations

• Commercial relations encompasses the totality of contacts and dealings between a business's sales division and its customers.
• These dealings are segmented into 'before sale', 'during sale', and 'after sale' actions.

Stages of Commercial Relations

• Before Sale:
  • Collecting customer information.
  • Understanding the target market.
  • Knowing the available products.
• During Sale:
  • Meeting the customers.
  • Advising the customer on the purchase
  • Selling the product or negotiating .
• After Sale:
  • Following up on customer purchase.
  • Collecting their feedback.
  • Proposing additional services

Stages of Sales

• Preparation
• Contact
• Exploration
• Argumentation
• Objections
• Closing
• Follow-up

Ingredients of Sales

• Human Dimension:
  • Confidence in oneself
  • Respect for self and customer
  • Tenacity, Rigor
• Technical Dimension:
  • Product mastery
  • Sales method
  • Communication tools
  • Handling objections

Required Qualities for a Salesperson

• Listening skills
• Clarity of expression
• Building trust and confidence in clients
• Effective communication skills
• Convincing ability
• Perceptive qualities/insight

Value Proposition of Commercial Relations

• Commercial success is more about the attitude of sellers than the abilities of sellers.

Developing Commercial Intelligence

• Expertise
• Operational efficiency
• Emotional intelligence

Mastering Paradoxical Situations

• Empathy (Active listening, understanding client perspective)
• Decisiveness (ability to make quick and effective decisions)
• Persuasion (conviction and effective communication.)
• Loyalty fostering relationships for future transactions – encouraging repeat business
• Proactiveness (anticipated questions, addressing issues quickly, maintaining contact.)
• Adaptability (adjusting to various communication styles)
• Confidence (strong, positive self-image reflecting confidence, trust)
• Proximity/Accessibility (proximity to clients, availability, responsiveness)
• Risk-taking/Audacity in suggesting solutions)
• Humour (Appropriate use of humour in building rapport – building positive client interactions)

Client-Centric Strategy

• Client focus as central to business success

Prospection/Prospecting

• Two Prospect types:
  • Unknown market prospects -Known/identified market prospects
• Two methods to create contact:
  • push (marketing direct)
  • pull (communication)
• Two Types of products for sales:
  • complex/strategic products;
  • simple/non-strategic products.

Synthesize of Methods/Product type

• This table illustrates the best methods for targeting different types of customers based on the nature of the product.

A Chacun son Métier

• The roles of salespeople and marketing professionals in a business have distinct responsibilities.
• The distinctions between Salesperson and Marketeur are discussed here.

Objectives (Cognitive, Affective, Conative)

• These are three categories of marketing objectives. This is related to awareness (knowledge), influence (feeling), and action (conation; taking action).

Communication Media (Advantages/Disadvantages)

• This details the advantages and disadvantages of different forms of media communication

Communication Events (Advantages/Disadvantages)

• This details the advantages and disadvantages of using events for communication.

Customer Visits (Advantages/Disadvantages)

• This details advantages and disadvantages of conducting customer visits.

Direct Marketing (Advantages/Disadvantages)

• Advantages and disadvantages of using direct marketing
• Important to have good quality leads

Cost of Acquiring Customer Figures

• This is a table detailing the cost to acquire one customer via various methods (e.g., commercial visits, mail, telephone)

Online Prospecting

• Lead generation methods on the web are discussed here.

Principales sources of leads (2021) in Business to Business (B2B)

• This provides a graph regarding various forms of communication/social media as a method for generating leads for the B2B market

Inbound Marketing

• Inbound marketing strategies to build brand, generate leads.

Inbound Marketing Funnel

• Steps included are attracting visitors, converting visitors to prospects, converting prospects to clients.

Nurtering (Customer nurturing)

• This covers the process of nurturing potential clients to eventually become fully onboarded customers.

Set up/Automate Prospection

• Setting up the automation of prospecting. Tools, and considerations are detailed here.

Telephonic Prospecting

• This section describes telephonic methods for prospecting.

Commercial Script

• Script for approaching potential clients (e.g., potential client's job role, questions to ask)

Mastering a Process for Sales/Prospecting

• 6 key steps are involved in creating and administering a successful sales process involving prospect identification

Prospecting via networks

• Different types of networks explored (personal, business, professional, digital)

Physical Social Networks

• Examples and descriptions of physical networking opportunities

Digital Networks

• Examples and descriptions of digital social media networking opportunities

Refining Profile on LinkedIn

• This section provides guidance for optimizing and structuring a LinkedIn Profile.

Developing Profile Visibility

• Strategies to improve your visibility and brand reputation on LinkedIn

Recommendation

• Types of recommendations (natural, evoked, solicited, guided)
• Strategies for using recommendations in commercial relations

Building an Influential Network

• Methods for building networks (e.g., selecting appropriate contacts, creating a strategy, and methods for connecting)

Designing a Strategy

• This section covers choosing 2-3 themes that align with leaders of opinion, and focusing on benefit-driven discussions to build rapport

Contacting Targets

• Establishing specific contact strategies for different target groups

The Force of Weak Links

• The importance of cultivating weak links within a network, as opposed to focusing solely on strong connections

The Commercial Appointment

• Importance of preparation for all commercial appointments
• The value of effective communication
• Psychological considerations
• Importance of considering the customer's point of view
• Importance of preparing for the interview – developing questions

Preparing for a Commercial Appointment

• Techniques to ensure all commercial talks run smoothly with clearly defined objectives

What to Prepare for a Commercial Deal

• Knowledge of the product, company, and target client, including the client's objectives, problems, expectations and concerns

The 5 “Who” of Prospecting

• Identifying the key decision-makers in a potential client's organization.

Roles in Complex Buying Process

• This details the different roles (user, recommender, buyer, decision maker) in a complex buying process.

Projective Selling

• Defining the stages involved in the projective selling methodology

Where to Find Information

• Sources for information gathering (e.g., online directories, company websites)

Sales Techniques/Approaches

• Various sales techniques employed for sales and marketing

Treating Objections

• Techniques for treating client objections during the sales process

Treating Price Objections

• Techniques for managing price objections, considering the potential reasons behind them and proposing solutions.

Methods for Handling Client Objections

• Methods of effectively addressing client concerns so that future business is likely to occur.

Anticipating Objections

• Methods for anticipating and responding to likely client objections

Customer Psychology and Emotional Considerations

• How to address the psychological and emotional factors that affect a client's decision making

Counter Objections

• Providing responses to customers' objections, based on different types of complaints/objections

When to Handle Objections

• Identifying when to respond to an objection for optimal interaction and customer experience;

Concluding the Sales Process

• Methods to confidently conclude a deal. Key points to consider are creating genuine connection and rapport, clarifying value, assuring customer confidence

Creating a Lasting Connection

• Ensuring enduring client relations including gratitude and appreciation demonstrated in client interaction

Digital Considerations for Customer Experiences

• Changes in customer behavior in the digital age (e.g., rise of social media, ease of access to information)

Customer Experience Management

• How to use insights and data to enhance the overall customer experience

Client Classification

• Methods of classifying clients into different groups within an enterprise (e.g., identifying unique clients, loyal clients)

Client Relationship Management (CRM)

• Overall strategies for client relationship management, including definition, types, functions, and benefits

Choosing a CRM Platform

• Key features, considerations (e.g., on-premise vs. SaaS) when choosing a CRM.