COMMERCIAL DEPARTMENT

COMMERCIAL DEPARTMENT

Digital transformation at the heart of the challenges in an omnichannel environment

COMMERCIAL DEPARTMENT

MULTICHANNEL COMMERCIAL STRATEGY

Rethink the sales model so as to optimize the use of the various channels

BALANCE THE DISTRIBUTION CHANNELS

  • P&L item allocation rules
  • Commercial policy
  • Direct – indirect sales plans

CALIBRATE THE ORGANIZATION

  • Master plan & operational model
  • Responsibility & influence of the central office
  • Local

STEER THE SALES CYCLE

  • Role of the channels (management of prospects and customers)
  • Driving & steering of sales (rituals, governance, tools)
  • Overhaul of the processes for interacting with the enterprise's other entities
Client case study

OVERHAULING THE COMMERCIAL ORGANIZATION & THE SALES SUPPORT DEPARTMENT

Faced with a growing market and increasingly intense competition, this parcel post specialist transformed its commercial organization using an approach based on the vertical segmentation of markets.

We assisted with the project from start to finish:

  • Adaptation of the organization to the matrix model
  • Target functioning of the geographic channels
  • Re-allocation of customer portfolios to the various sales channels

The implementation of the new organization laid the groundwork for the future commercial strategy, which was based on a quest for additional revenues from customer targets defined on the basis of their own spheres of activity.

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EFFICIENCY & COMMERCIAL EXCELLENCE

Optimize the activation of sales channels while respecting customers' expectations for the customer relationship

PERSONALIZE THE RELATIONSHIP OVER THE SALES CYCLE

  • Segmentation of customers
  • Development of journeys
  • Rules for managing leads & treating customers during the relationship cycle

OPTIMIZE COMMERCIAL EFFICIENCY

  • Allocation of customers to channels
  • Allocation of seller portfolios
  • Sales methods & repositories of commercial practices (criteria & rules on pressure in the customer relationship)

EQUIP & STEER THE ACTIVITY

  • Implementation of CRM solutions (SFA)
  • Performance indicators
  • Steering & animation tools
Client case study

IMPLEMENTING A MULTICHANNEL CRM SOLUTION FOR A BtoB SERVICES COMPANY

This player, a leader in electronic publishing and document management, requested that we define and implement its future customer platform, notably with the aim of improving the segmentation of the customer portfolio and applying commercial steering based on value.

We assisted it with the major tasks of defining the business function processes and causing the CRM solutions (SFA and campaign management) to converge by ensuring the integration of the front- and back-office applications: implementation of Salesforce and integration with the contact center’s Vocalcom tool, and selection of the campaign management solution.

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DIGITAL TRANSFORMATION OF COMMERCIAL ORGANIZATIONS

Make use of technology & digital to enhance teams' skills and foster their "consultative selling posture"

FOSTER THE ORGANIZATION'S AGILITY

  • Enterprise social networks
  • A consolidated & shared vision of customers

ASSIST IN UPSKILLING TEAMS

  • Skills repositories
  • Training Catalogs & programs
  • Assessment
  • Commercial training courses (e-learning, blended learning/face-to-face)

EQUIP SALES TEAMS WITH TOOLS

  • Management of teams' & managers' mobility
  • Tablets for salespeople
  • Sales "toolkit" (interactive customer presentations)
Client case study

PROFESSIONALIZING SALESPEOPLE & MANAGERS, & IMPLEMENTING "CONSULTATIVE SELLING"

The implementation of a used vehicle marketplace for its BtoB clientele led this automobile manufacturer to rethink the mission of the commercial teams responsible for this market.

In this context, we helped the manufacturer's central management develop the successive stages of the team transformation program and then deploy them within its main European subsidiaries:

  • Training on the tool
  • Appropriation of the new sales and commercial practice principles
  • Individual upskilling program to adopt the tools
  • Pitch and Posture suited to consultative selling

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PERFORMANCE OF FRANCHISE NETWORKS

Align company models with the fundamentals of franchising (franchisor – franchisee relationship)

Franchising remains popular with many players as a means of accelerating their development while limiting their commitment

CHOOSE THE APPROPRIATE FRANCHISE MODEL

Put in place a win-win model (strike the right balance between the parties) while ensuring that the company falls into line with this principle

UNDERTAKE AN ASSESSMENT OF FRANCHISE MODELS

We work on the cross-functional performance & relevance of models, from the viewpoints of both the franchisor & franchisee

DEVELOP THE SERVICE OFFERING

Adapt & market the franchisor's service offering so as to make it more attractive and explain what it provides

Client case study

OVERHAULING THE FRANCHISE MODEL TO SUPPORT THE DEVELOPMENT STRATEGY OF A RETAILER

This retailer's network development strategy encouraged it to develop its franchise model and change its practices (and culture).

We assisted the Network team and general management in overhauling the retailer's model and adapting its organization and processes faced with the challenges of franchising. This work was also able to involve reviewing the nature of the assistance provided by the franchisor to its network and thereby adapting its service offering.

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En savoir plus

Strategy and efficiency of commercial organizations: Marc Rousselle, a partner.

Contact Marc

Performance of franchise networks: Laurent Carpentier, a partner.

Contact Laurent