{"id":296768,"date":"2007-10-13T02:00:00","date_gmt":"2007-10-13T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-de-jean-samper-pour-la-revue-pic-9578"},"modified":"2007-10-13T02:00:00","modified_gmt":"2007-10-13T01:00:00","slug":"interview-de-jean-samper-pour-la-revue-pic-9578","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-de-jean-samper-pour-la-revue-pic-9578","title":{"rendered":"Interview de Jean Samper pour la revue PIC"},"content":{"rendered":"
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<\/a> <\/div>\n
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Comment avez-vous d\u00e9couvert la franchise \u00e0 une \u00e9poque o\u00f9 la formule \u00e9tait encore peu connue ? <\/b>
En 1973, mon premier poste fut celui de chef du rayon textile d’une grande surface. Un premier contact sur le terrain avec l’univers du commerce. En 1975, je suis entr\u00e9 \u00e0 la Laini\u00e8re de Roubaix. Une entreprise qui figure parmi les pionniers de la franchise. Ma t\u00e2che a consist\u00e9 pour une part \u00e0 d\u00e9velopper des secteurs g\u00e9ographiques moins performants. En 1981, ma fonction a chang\u00e9 : je suis pass\u00e9 \u00e0 l’export puis j’ai \u00e9t\u00e9 charg\u00e9 de la cr\u00e9ation de la filiale Scandinave. Je me suis retrouv\u00e9, bas\u00e9 \u00e0 Stockholm, pour diriger les pays nordiques.<\/p>\n

Et c’est pourtant \u00e0 ce moment l\u00e0 que vous avez d\u00e9cid\u00e9 de quitter ce grand groupe pour cr\u00e9er votre cabinet <\/b>
En effet, j’ai donn\u00e9 ma d\u00e9mission, d’une part parce que j’avais envie de g\u00e9rer ma propre affaire, d’autre part parce que j’estimais que le march\u00e9 \u00e9tait mal orient\u00e9. La Laini\u00e8re a \u00e9t\u00e9 mon premier client. L’entreprise se posait des questions sur de nouveaux concepts et sur leur positionnement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Dans quelles conditions avez-vous d\u00e9marr\u00e9 ? <\/b>
Tout seul, \u00e0 mon domicile ! Beaucoup de gens me conseillaient de choisir l’Europe du Nord comme cr\u00e9neau, en raison de mon exp\u00e9rience. En effet, je parle Su\u00e9dois et je comprends assez bien le Danois et le Norv\u00e9gien, ce qui n’est pas tr\u00e8s r\u00e9pandu. Et j’avais une bonne connaissance de ces march\u00e9s. Toutefois, quand il \u00e9tait question de trouver des clients, c’\u00e9tait autre chose. J’ai donc opt\u00e9 pour la franchise, et j’ai bien fait. Mon gros atout \u00e9tait mon exp\u00e9rience de \u00abpompier\u00bb et de d\u00e9veloppeur. Quand on a compris pourquoi des commerces ne marchaient pas, quand on les a aid\u00e9s \u00e0 redresser la situation, on est en mesure d’expliquer ce qu’il faut faire pour que \u00e7a marche. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La franchise n’en \u00e9tait plus tout \u00e0 fait \u00e0 ses d\u00e9buts en 1989. Aviez-vous beaucoup de concurrents sur le march\u00e9 du conseil ? <\/b>
Tr\u00e8s peu. Et aujourd’hui, cette concurrence reste limit\u00e9e. Il y a beaucoup de gens venus d’horizons divers qui se lancent dans le conseil en franchise, mais le turn-over est tr\u00e8s \u00e9lev\u00e9. Leur dur\u00e9e de vie moyenne est inf\u00e9rieure \u00e0 cinq ans. Il y a tout au plus une demi douzaine de cabinets conseils stables. En fait, il faut distinguer des m\u00e9tiers sensiblement diff\u00e9rents : courtier-vendeur de franchise, d\u00e9veloppeur en temps partag\u00e9 et conseil proprement dit. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quelles sont les sp\u00e9cialit\u00e9s de votre cabinet ? <\/b>
Nous avons trois axes de d\u00e9veloppement. Le conseil, le recrutement d\u00e9veloppement et l’international\u00a0c’est\u00a0\u00e0 dire l’importation et l’exportation d’enseignes. Internet joue d\u00e9sormais un r\u00f4le de premier plan dans le recrutement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En trente ans de carri\u00e8re, quels sont les changements les plus significatifs que vous avez observ\u00e9s ?<\/b>
<\/u>\u00a0En 1975, il y avait une centaine d’enseignes dont 50% vendaient des articles d’\u00e9quipement de la personne. Ces enseignes \u00e9taient des fabricants et des importateurs qui gagnaient de l’argent en prenant une marge sur leurs produits. C’\u00e9tait le rapport qualit\u00e9\/prix du produit et le prestige de l’enseigne qui faisaient la diff\u00e9rence entre concurrents. Aujourd’hui, ce qui compte, c’est la pertinence du concept. Les franchiseurs gagnent de l’argent avec les redevances. Il y a toutefois une troisi\u00e8me cat\u00e9gorie qui recouvre les deux activit\u00e9s : la vente de produits dans le cadre d’un concept intelligent. Mais il y a d’autres changements. Dans les ann\u00e9es soixante-dix, quand un franchiseur d\u00e9barquait dans une ville, c’\u00e9tait un \u00abm\u00e9chant\u00bb qui voulait couler les commer\u00e7ants ind\u00e9pendants. Aujourd’hui, la franchise fait au contraire partie des moyens, pour les ind\u00e9pendants, de r\u00e9sister aux succursalistes et \u00e0 la grande distribution. Non seulement, on ne repousse pas les franchiseurs, mais on les fait venir. Les Chambres de Commerce se chargent parfois de les faire conna\u00eetre, de leur trouver des emplacements. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les franchiseurs ont-ils chang\u00e9 de m\u00e9thodes ?<\/b>
La franchise \u0096 et les autres formes d’association \u0096 se sont beaucoup professionnalis\u00e9es. Les franchiseurs \u00e9taient souvent jadis des gens qui avaient cr\u00e9\u00e9 avec succ\u00e8s un commerce ou une petite entreprise sur un cr\u00e9neau plus ou moins original gr\u00e2ce \u00e0 leurs qualit\u00e9s personnelles, et se lan\u00e7aient parfois un peu l’aveuglette en pensant qu’il serait facile de reproduire leur r\u00e9ussite et de gagner beaucoup d’argent. Ceux qui avaient du charisme parvenaient \u00e0 convaincre un certain nombre de personnes de les suivre, pour le meilleur et pour le pire. Aujourd’hui, la d\u00e9marche est beaucoup plus raisonn\u00e9e et planifi\u00e9e. Je dirais qu’on est pass\u00e9 du gourou au manager. Cette \u00e9volution positive est d’une part le fruit de l’exp\u00e9rience : on a beaucoup plus de recul aujourd’hui, les m\u00e9thodes de d\u00e9veloppement des r\u00e9seaux sont bien rod\u00e9es.
D’autre part, cette professionnalisation est aussi la cons\u00e9quence de la mise en place d’une l\u00e9gislation contraignante : la fameuse loi Doubin. Fournir \u00e0 leurs futurs partenaires un document contenant des \u00e9l\u00e9ments s\u00e9rieux d’appr\u00e9ciation est devenu incontournable pour les franchiseurs. Ils se trouvent ainsi aujourd’hui oblig\u00e9s de faire une certaine \u00abpublicit\u00e9\u00bb \u00e0 leurs r\u00e9sultats, bons ou mauvais, avec le risque de voir leur image se d\u00e9t\u00e9riorer tr\u00e8s vite, leur <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Comment avez-vous d\u00e9couvert la franchise \u00e0 une \u00e9poque o\u00f9 la formule \u00e9tait encore peu connue ? En 1973, mon premier poste fut celui de chef du rayon textile d’une grande surface. Un premier contact sur le terrain avec l’univers du commerce. En 1975, je suis entr\u00e9 \u00e0 la Laini\u00e8re de Roubaix. Une entreprise qui figure […]<\/p>\n","protected":false},"author":1,"featured_media":296769,"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":[10],"tags":[135],"class_list":["post-296768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-experts","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nInterview de Jean Samper pour la revue PIC<\/title>\n<meta name=\"description\" content=\"Comment avez-vous d\u00e9couvert la franchise \u00e0 une \u00e9poque o\u00f9 la formule \u00e9tait encore peu connue ? 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