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A new sales approach at AG2R
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AG2R
is France's leading interprofessional health insurance and retirement savings
scheme for employees and pensioners. Seeking to create new opportunities to meet
prospective clients, it set up an original, effective growth strategy. Here's a
summary.
"Instead
of the usual direct marketing tools, we were looking for an original solution
for key accounts. Around that time a few months ago, I was invited to a power
breakfast on sales development, organised by Quatre Vents", states Chrystel
Baudrand, Corporate Market Director at AG2R. Before her eyes, somewhere between
the coffee, the croissants, and the specialists' presentations, a solution
started to take shape. It was a productive event that started the cooperation
between AG2R and Quatre Vents.
A business facilitator
To
help its regional business units to develop their key accounts, AG2R asked
Quatre Vents to design a communication campaign combining direct marketing,
on-line communication and meet-the-customer events. Thus the "Apartés d'AG2R"
("AG2R Asides") were born.
"The idea was to invite company decision-makers to
regularly meet to discuss major issues in labour management, and to turn our
Apartés into essential exchanges of ideas and expertise on insurance, savings,
retirement, and health insurance issues," explains Chrystel Baudrand
A successful pilotFor several months, the concept
was tested in two regions. Quatre Vents was involved in defining the topics, as
well as in designing the event's dedicated website. For the first Apartés, we
chose topics that were in the news at the time, namely, the effects of tobacco
on companies, and new holiday pay provisions. "We are already satisfied with the
results, since most of those who attended later sought more information from our
sales teams," states Chrystel Baudrand.
