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 "Our
market is difficult to win over, all the more so since our solutions promote
companies' economic performance. The difficult economic climate has made company
decision-makers, especially those of SMEs and SMIs, particularly attentive to
any possibilities for savings", states Thibault Guérard."The French market is different in that it is regulated, and shared by major companies. Competitive advantage is therefore based on a company's overall image, its "raw" brand awareness, but also on personal ties between our sales teams and B2B targets. On a daily basis, we have to maintain and improve our balance and synergies between marketing and sales to build an effective action plan based on shared goals. "Each situation, each type of target company determines the characteristics of the sales team we will set up," adds Thibault Guérard. An in-sourced telesales team for greater response time and convenience Against this backdrop, what were the best tools to use, and in what way? Sodexo CCS created an in-sourced telesales team for greater response time and convenience. "It's a genuine unit devoted to convincing new customers, and is run from our offices under the direction of one of our managers. For us, this arrangement was the most effective and provided the fastest response time. It also lets us work towards long-term relations, creating ties and setting up a trusting relationship with prospects," notes Thibault Guérard.  Beyond
brand recognition: getting it known and renowned The notion of "institutional awareness" seemed a perfect fit for our goal, which was to become known and renowned for our offer, but especially known and renowned for genuine know-how in our business lines. It's a key factor to success in this period of uncertainty. A "macro" vision of B2B sales development is the only way to establish long-term institutional awareness, using an effective tool mix that is more economical than traditional media. This is absolutely necessary to become a benchmark in one's market, in addition to more traditional solutions. In the expert's words "Daily synergies between the marketing and sales teams must be constantly improved. This can be done by developing an effective tool mix that is more economical than traditional media" |
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