{"id":293036,"date":"2013-01-28T01:00:00","date_gmt":"2013-01-28T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/que-faire-quand-la-concurrence-sinstalle"},"modified":"2013-01-28T01:00:00","modified_gmt":"2013-01-28T00:00:00","slug":"que-faire-quand-la-concurrence-sinstalle","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/que-faire-quand-la-concurrence-sinstalle","title":{"rendered":"Que faire quand la concurrence s’installe ?"},"content":{"rendered":"
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Comment r\u00e9agir si une enseigne concurrente arrive dans votre zone de chalandise ? Pour conserver sa client\u00e8le et son chiffre d’affaires, la r\u00e8gle est simple \u00e0 \u00e9noncer mais moins \u00e9vidente \u00e0 mettre en \u0153uvre : d\u00e9velopper sa comp\u00e9tence et sa force commerciale.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Certes si un\u00a0commer\u00e7ant apprend l’arriv\u00e9e d’une enseigne concurrente, mieux vaut qu’il donne le meilleur de lui-m\u00eame plut\u00f4t que de se reposer sur ses lauriers ou \u00e0 l’inverse de paniquer. Donc la premi\u00e8re r\u00e9action \u00e0 adopter est de ne surtout pas paniquer. Inutile de se d\u00e9valoriser et les commer\u00e7ants en r\u00e9seau ont des atouts qu’il faut bien mettre en valeur<\/strong>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Se mettre en valeur par la publicit\u00e9<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Tout doit \u00eatre orient\u00e9 vers le client.\u00a0<\/strong>Le commer\u00e7ant doit \u00e0 nouveau partir des besoins de sa client\u00e8le pour b\u00e2tir et r\u00e9viser sa strat\u00e9gie : qui la constitue ? Qu’ach\u00e8te-t-elle ? Combien ? Comment ? Quels services sont particuli\u00e8rement appr\u00e9ci\u00e9s ? Ce sont des questions qui font la vie ordinaire du commer\u00e7ant et qui deviennent cruciales quand la concurrence s’expose face \u00e0 vous d’autant plus que tout a pu \u00e9voluer depuis vos d\u00e9buts.<\/p>\n

La bonne r\u00e9action serait de se consid\u00e9rer \u00e0 nouveau comme un touriste qui arriverait dans la ville. A vous de tout remettre en cause pour reconna\u00eetre vos atouts mais aussi vos carences avant de remettre en valeur votre commerce<\/strong>. Vous pouvez parfois constituer un dossier de pr\u00e9sentation et l’envoyer \u00e0 certains guides qui font parfois la part belle aux commerces, boutiques et restaurants. Ainsi le guide Hachette de Marseille cite plusieurs boutiques de v\u00eatements dans sa rubrique des stylistes. Etre cit\u00e9 dans un guide<\/strong> comme le Petit Fut\u00e9, le Routard ou le Michelin implique de jouer le jeu de la transparence<\/strong>. Ainsi lorsqu’un r\u00e9dacteur viendra dans votre commerce sachez qu’il rel\u00e8vera certes vos points forts mais probablement aussi vos points faibles. Un accueil maladroit ou un conseil mal avis\u00e9 seraient vite not\u00e9s. Mais au-del\u00e0 de la stricte description, les r\u00e9dacteurs vont chercher \u00e0 positionner votre activit\u00e9 ou vos produits. Pour un restaurant une pr\u00e9sence dans Le Routard ou dans le Guide Hubert n’entra\u00eene pas les m\u00eames obligations. Le premier retient le crit\u00e8re du bon rapport qualit\u00e9-prix, tandis que le second v\u00e9rifie la gastronomie. Avec professionnalisme et passion du m\u00e9tier, vous serez de toute fa\u00e7on gagnant.\u00a0 Ensuite il ne vous restera plus qu’\u00e0 afficher la plaque li\u00e9e au guide qui attire le regard des passants et les rassure sur la qualit\u00e9 de votre prestation. Il est \u00e9vident que ce type de publicit\u00e9, souvent gratuite, peut g\u00e9n\u00e9rer du trafic dans votre commerce. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Autre conseil : allez voir ce que font vos concurrents<\/strong>.<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pratiquez ce que l’on appelle le benchmarking, une veille concurrentielle permanente qui permet de bien conna\u00eetre son propre positionnement. Vous aurez vite fait de d\u00e9terminer les atouts que vous devez renforcer et les points sur lesquels il est inutile de vous battre. L’id\u00e9al est de devenir le sp\u00e9cialiste d’une offre cibl\u00e9e. Souvent le commer\u00e7ant ind\u00e9pendant se distingue par son contact client, le service apport\u00e9 et la proximit\u00e9. Vous pouvez organiser des r\u00e9unions, des s\u00e9ances gratuites de conseils, faire valoir votre expertise, vous d\u00e9placer au domicile du client pour \u00e9tablir un devis ou pour effectuer une livraison… <\/p>\n

Enfin \u00e9vitez la guerre des prix souvent \u00e9puisante. Mieux vaut proposer des offres compl\u00e9mentaires. De nombreux petits commerces ont pu constater que l’arriv\u00e9e d’une grande surface faisait effet de locomotive et leur assurait un trafic suppl\u00e9mentaire favorable.<\/p>\n

Mais surtout, profitez-en pour refaire un audit complet de votre savoir-faire avec votre franchiseur et mettez en place un plan d’action avec lui.<\/p>\n

La r\u00e9daction vous invite \u00e0 lire cet article : <\/i>Comment fid\u00e9liser sa client\u00e8le ?<\/i><\/a><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Comment r\u00e9agir si une enseigne concurrente arrive dans votre zone de chalandise ? Pour conserver sa client\u00e8le et son chiffre d’affaires, la r\u00e8gle est simple \u00e0 \u00e9noncer mais moins \u00e9vidente \u00e0 mettre en \u0153uvre : d\u00e9velopper sa comp\u00e9tence et sa force commerciale. Certes si un\u00a0commer\u00e7ant apprend l’arriv\u00e9e d’une enseigne concurrente, mieux vaut qu’il donne le […]<\/p>\n","protected":false},"author":1,"featured_media":293037,"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":[137],"class_list":["post-293036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nQue faire quand la concurrence s'installe ?<\/title>\n<meta name=\"description\" content=\"Comment r\u00e9agir si une enseigne concurrente arrive dans votre zone de chalandise ? 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