{"id":294939,"date":"2010-09-24T02:00:00","date_gmt":"2010-09-24T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-methode-de-la-vente-additionnelle"},"modified":"2010-09-24T02:00:00","modified_gmt":"2010-09-24T01:00:00","slug":"la-methode-de-la-vente-additionnelle","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-methode-de-la-vente-additionnelle","title":{"rendered":"La m\u00e9thode de la vente additionnelle"},"content":{"rendered":"
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Dans ces temps de crise, si vous voulez augmenter votre chiffre d’affaires, comptez d’abord sur votre client\u00e8le. Par la vente d’articles suppl\u00e9mentaires, il vous est possible de faire cro\u00eetre vos rentr\u00e9es de mani\u00e8re notable. <\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La vente additionnelle consiste \u00e0 vendre un produit compl\u00e9mentaire, un accessoire ou service li\u00e9 au produit principal achet\u00e9.<\/em><\/strong> Il s’agit par exemple du classique tube de cirage vendu avec une paire de chaussures ou de la cravate qui convient \u00e0 la chemise. La vente additionnelle est normalement propos\u00e9e syst\u00e9matiquement par un vendeur et peut \u00e9galement \u00eatre prise automatiquement en charge sur un site de commerce \u00e9lectronique. On la nomme aussi vente compl\u00e9mentaire ou vente crois\u00e9e (up selling, cross selling). <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans la vente additionnelle, le r\u00f4le du vendeur est souvent reconnu comme primordial<\/em><\/strong>. A lui en effet d’\u00e9tablir une relation de confiance et de bien comprendre le client qu’il a en face de lui afin de pouvoir lui proposer les compl\u00e9ments qui font \u00e9videmment partie de sa sph\u00e8re. Il est important de lui poser quelques questions afin de savoir s’il sera plut\u00f4t sensible \u00e0 une argumentation fond\u00e9e sur le confort, l’esth\u00e9tique ou l’attrait de la nouveaut\u00e9. Certains seront imm\u00e9diatement convaincus par un conseil apportant de la s\u00e9curit\u00e9 \u00e0 l’achat, alors que d’autres pr\u00e9f\u00e8reront un article donnant davantage de clinquant \u00e0 leur personne aupr\u00e8s d’un groupe d’amis. <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De m\u00eame il se peut que le client veuille se substituer\u00a0au commer\u00e7ant\u00a0dans la r\u00e9alisation pratique : ainsi certains consommateurs pr\u00e9f\u00e8rent fabriquer eux-m\u00eames une tarte ou un g\u00e2teau, s’ils trouvent la p\u00e2te chez leur boulanger, ils n’iront pas l’acheter au supermarch\u00e9, celle qu’ils auront chez leur commer\u00e7ant habituel pr\u00e9sentera sans doute plus de garantie de qualit\u00e9 et de fra\u00eecheur. De m\u00eame le p\u00e2tissier peut proposer un kit anniversaire <\/em><\/strong>avec les d\u00e9corations telles que bougies ou plaque \u00ab\u00a0joyeux anniversaire\u00a0\u00bb. <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Certains clients souhaitent toucher les articles, alors que d’autres auront besoin de r\u00eaver \u00e0 des situations futures. Lorsque le client ach\u00e8te un cadeau il est parfois pr\u00eat \u00e0 \u00e9couter les recommandations d’un vendeur de l’\u00e2ge ou de l’apparence du b\u00e9n\u00e9ficiaire du cadeau. Ainsi le commer\u00e7ant pourra tr\u00e8s bien sugg\u00e9rer, sans se substituer au client pour la prise de d\u00e9cision. <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Des logiciels marchands comportent une fonctionnalit\u00e9 sp\u00e9cifique<\/em><\/strong>. Sur Wstore par exemple, lors de l’achat d’une imprimante, une rubrique \u00ab\u00a0Y avez-vous pens\u00e9 ?\u00a0\u00bb appara\u00eet avec des produits tels que des cartouches d’encre compatibles avec l’imprimante figurant dans votre panier.\u00a0 <\/span>Sur Amazon.fr, lorsque vous achetez un article, vous trouvez la formule assez convaincante \u00a0\u00bb les internautes qui ont choisi ce produit ont \u00e9galement achet\u00e9… \u00ab\u00a0. <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans la boutique, \u00e0 part le vendeur, il y a la mani\u00e8re d’am\u00e9nager l’espace <\/em><\/strong>: si votre magasin est organis\u00e9 par univers il sera plus facile de guider le client vers des produits compl\u00e9mentaires, il se laissera entra\u00eener vers des articles qu’il n’avait pas imagin\u00e9s a priori mais qui correspondent \u00e0 ses d\u00e9sirs, il sera alors peu regardant sur le prix. De m\u00eame, la proximit\u00e9 des caisses ou la t\u00eate de gondole restent des emplacements tr\u00e8s attractifs pour l’achat d’impulsion. Ici il est important de ne pas positionner des produits trop co\u00fbteux, le client ne prendra pas la d\u00e9cision d’outre passer trop largement son budget. Reste la technique du deuxi\u00e8me article \u00e0 50 %, elle fait toujours ses preuves…<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dominique Deslandes<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans ces temps de crise, si vous voulez augmenter votre chiffre d’affaires, comptez d’abord sur votre client\u00e8le. Par la vente d’articles suppl\u00e9mentaires, il vous est possible de faire cro\u00eetre vos rentr\u00e9es de mani\u00e8re notable. La vente additionnelle consiste \u00e0 vendre un produit compl\u00e9mentaire, un accessoire ou service li\u00e9 au produit principal achet\u00e9. Il s’agit par […]<\/p>\n","protected":false},"author":1,"featured_media":294940,"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-294939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLa m\u00e9thode de la vente additionnelle<\/title>\n<meta name=\"description\" content=\"Dans ces temps de crise, si vous voulez augmenter votre chiffre d'affaires, comptez d'abord sur votre client\u00e8le. 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