{"id":284872,"date":"2017-11-14T07:14:00","date_gmt":"2017-11-14T06:14:00","guid":{"rendered":"https:\/\/ac-franchise.be\/faire-venir-le-client-chez-moi-8827"},"modified":"2017-11-14T07:14:00","modified_gmt":"2019-03-07T16:00:58","slug":"faire-venir-le-client-chez-moi-8827","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/faire-venir-le-client-chez-moi-8827","title":{"rendered":"Faire venir le client chez moi"},"content":{"rendered":"
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Lorsque vous ouvrez ou reprenez un commerce, l’approche commerciale est essentielle. Qui sera mon client\u00a0? Quelle est mon offre\u00a0? Comment r\u00e9pond-t’elle \u00e0 ses besoins ?<\/p>\n

Vous aurez donc \u00e0 v\u00e9rifier que les clients que vous esp\u00e9rez correspondent bien \u00e0 un profil de consommateurs r\u00e9ellement existants en quantit\u00e9 suffisante\u00a0et que vous apportez le service attendu \u00e0 ces acheteurs potentiels. Leurs besoins ne sont-ils pas d\u00e9j\u00e0 satisfaits par des concurrents et comment\u00a0? Que ferez-vous mieux ?\u00a0Vous pourrez ainsi affiner votre offre de mani\u00e8re pr\u00e9cise.<\/p>\n

L’offre est sup\u00e9rieure \u00e0 la demande, pour r\u00e9ussir\u00a0vous devez vous diff\u00e9rencier\u00a0<\/b>et proposer une gamme de produis ou de services et une fa\u00e7on de les proposer\u00a0qui permettent de vous d\u00e9marquer. En m\u00eame temps vous d\u00e9terminerez vos niveaux de prix. Cette offre commerciale doit prendre en consid\u00e9ration le type de consommateurs existant dans votre zone de chalandise, mais aussi leur pouvoir d’achat et la concurrence.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Effectuer une bonne \u00e9tude sur le flux de la client\u00e8le locale<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour effectuer cette approche vous avez tout int\u00e9r\u00eat \u00e0 agir avec bon sens et objectivit\u00e9. Il vaut mieux \u00eatre un peu pessimiste plut\u00f4t que trop optimiste dans vos estimations. Vous aurez \u00e0 recouper les informations qui vous sont fournies et aussi \u00e0 \u00e9liminer celles qui datent du si\u00e8cle dernier. Les usages des consommateurs changent rapidement et il suffit de l’ouverture ou de la fermeture d’une enseigne concurrente pour modifier la photographie du secteur. La mutation d’un quartier est souvent rapide et alors tout change\u00a0: le style de client\u00e8le, les flux, la concurrence,<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les mairies ont souvent des informations assez pr\u00e9cises sur les circulations, le type de consommateurs et les commerces existants, les jours fastes aussi, la saisonnalit\u00e9 \u00e9ventuelle. Ainsi un quartier fr\u00e9quent\u00e9 par les \u00e9tudiants est souvent d\u00e9sert\u00e9 \u00e0 certaines p\u00e9riodes, en fonction des vacances mais parfois aussi des rythmes d’\u00e9tudes comme les examens. Une Mairie peut vous dire si un sens de circulation doit changer ou si une interdiction de stationner dans une rue doit \u00eatre instaur\u00e9e, or cela peut changer compl\u00e8tement la valeur d’un emplacement commercial, il faut donc s’enqu\u00e9rir des projets d’urbanisation et se servir du g\u00e9omarketing.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les associations commerciales pourront confirmer les informations que vous aurez recueillies sur ce plan. Renseignez-vous sur les fermetures r\u00e9centes de magasins, quelle en est la cause\u00a0? <\/strong>Les Syndicats professionnels sont de bons conseils, ainsi que les Chambres de Commerce ou Chambres des M\u00e9tiers, vous pouvez \u00e9galement aller dans les services \u00e9conomiques des communes ou des Communaut\u00e9s de communes, ne n\u00e9gligez pas non plus certains fournisseurs et des commerciaux connaissant bien votre zone g\u00e9ographique ou votre activit\u00e9.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Attention les informations nationales ne sont pas toujours valables en local. Les chiffres globaux vous seront fournis par l’Insee. Utiliser les donn\u00e9es Insee provenant du recensement g\u00e9n\u00e9ral et de la rubrique \u00ab\u00a0Consommation des m\u00e9nages \u00ab\u00a0.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Le premier volet de votre \u00e9tude doit correspondre \u00e0 l’approche macro-\u00e9conomique. Il traite rapidement de la situation g\u00e9n\u00e9rale du secteur envisag\u00e9 : statistiques nationales ou plus fines des volumes de consommation, des taux d’\u00e9quipement, etc. Le deuxi\u00e8me volet correspond \u00e0 l’approche micro-\u00e9conomique. Il concerne l’\u00e9tude tr\u00e8s compl\u00e8te de l’emplacement rep\u00e9r\u00e9. Il s’agit essentiellement d’un travail de terrain pour comprendre la logique commerciale du quartier. Un bon tuyau : se mettre \u00e0 la place du client.<\/p>\n

La r\u00e9daction vous recommande les articles suivants :\u00a0<\/i>
Se diff\u00e9rencier aux yeux des clients par les produits et les services<\/i><\/a>
<\/span>Le Geomarketing pour conna\u00eetre ses clients<\/a>
<\/i><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Lorsque vous ouvrez ou reprenez un commerce, l’approche commerciale est essentielle. Qui sera mon client\u00a0? Quelle est mon offre\u00a0? Comment r\u00e9pond-t’elle \u00e0 ses besoins ? Vous aurez donc \u00e0 v\u00e9rifier que les clients que vous esp\u00e9rez correspondent bien \u00e0 un profil de consommateurs r\u00e9ellement existants en quantit\u00e9 suffisante\u00a0et que vous apportez le service attendu \u00e0 […]<\/p>\n","protected":false},"author":52,"featured_media":284873,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[134,137],"class_list":["post-284872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-emplacements-locaux","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nFaire venir le client chez moi<\/title>\n<meta name=\"description\" content=\"Lorsque vous ouvrez ou reprenez un commerce, l'approche commerciale est essentielle. 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