{"id":6982,"date":"2012-02-29T22:48:32","date_gmt":"2012-02-29T21:48:32","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=6982"},"modified":"2012-02-29T22:54:07","modified_gmt":"2012-02-29T21:54:07","slug":"on-ne-passe-pas-comme-ca-de-la-chasse-au-mammouth-a-la-chasse-au-lapin-et-reciproquement","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/02\/29\/on-ne-passe-pas-comme-ca-de-la-chasse-au-mammouth-a-la-chasse-au-lapin-et-reciproquement\/","title":{"rendered":"On ne passe pas comme \u00e7a de la chasse au mammouth \u00e0 la chasse au lapin (et r\u00e9ciproquement)"},"content":{"rendered":"<p>Quand on monte une entreprise, l&rsquo;un des jobs, c&rsquo;est de d\u00e9finir l&rsquo;offre et la cible.<\/p>\n<p>La cible, c&rsquo;est donc \u00e0 qui on va vendre notre super -truc-trop-genial-qui-tue.<\/p>\n<p>Pour faire simple, on peut segmenter son march\u00e9 en fonction de la taille des clients cibles.<\/p>\n<p>Et apr\u00e8s, on peut aller \u00ab\u00a0chasser le mammouth\u00a0\u00bb ou partir \u00ab\u00a0chasser le lapin\u00a0\u00bb.<\/p>\n<p>Je ne suis pas l&rsquo;inventeur de cette m\u00e9taphore : c&rsquo;est <a href=\"http:\/\/fr.wikipedia.org\/wiki\/ILOG\" target=\"_blank\">Pierre Haren<\/a> qui m&rsquo;a racont\u00e9 cette histoire qui m&rsquo;a marqu\u00e9e.<\/p>\n<p>Donc, on peut se dire :<\/p>\n<blockquote><p>On va chasser le Mammouth.<\/p>\n<p>C&rsquo;est bien le Mammouth : il y a de quoi manger pendant des mois, pour toute la tribut (enfin, au bout d&rsquo;un certain temps, \u00e7a devient difficile&#8230; mais je m&rsquo;\u00e9gare \ud83d\ude09 ).<\/p>\n<p>Et \u00e7a fait r\u00eaver : quel chasseur ne r\u00eave pas de chasser le Mammouth ? C&rsquo;est plus prestigieux que le lapin.<\/p>\n<p>La chasse au Mammouth, c&rsquo;est toute la tribut qui s&rsquo;y met. On se pr\u00e9pare, on piste la b\u00eate, et, quand le moment est venu, on peut chasser le Mammouth.<\/p>\n<p>Bien s\u00fbr, c&rsquo;est long et difficile, il y a des risques ;).<\/p><\/blockquote>\n<p>De l&rsquo;autre c\u00f4t\u00e9, on peut se dire :<\/p>\n<blockquote><p>On va chasser le lapin.<\/p>\n<p>Apr\u00e8s tout, un bon lapin, c&rsquo;est bon.<\/p>\n<p>C&rsquo;est moins dangereux, et un chasseur, seul, bien entra\u00een\u00e9, peut ramener plusieurs lapins dans la journ\u00e9e.<\/p>\n<p>Cela permet finalement de nourrir tout le monde, en prenant moins de risque.<\/p><\/blockquote>\n<p>Chacun fait comme il veut, il n&rsquo;y a pas de religion.<\/p>\n<p>Par contre, la r\u00e9alit\u00e9, c&rsquo;est qu&rsquo;une fois qu&rsquo;on a choisi un type de chasse, il est extr\u00eamement difficile de changer.<\/p>\n<p>Pourquoi ?<\/p>\n<p>Parce que tout est diff\u00e9rent.<\/p>\n<p>Bon, a ce stade, je quitte la m\u00e9taphore pr\u00e9historique pour revenir sur le m\u00e9tier de commercial B2B donc.<\/p>\n<p>Tout est diff\u00e9rent, donc, suivant le type de client que l&rsquo;on <del>chasse<\/del> prospecte :<\/p>\n<ul>\n<li>Les commerciaux ne sont pas les m\u00eames, pas avec les m\u00eames m\u00e9thodes, pas avec le m\u00eame plan de comm<\/li>\n<li>Le management est donc diff\u00e9rent<\/li>\n<li>L&rsquo;offre doit \u00eatre diff\u00e9rente : on ne vend pas le m\u00eame produit, et pas au m\u00eame prix<\/li>\n<li>La R&amp;D finalement n&rsquo;est pas la m\u00eame, puisqu&rsquo;il ne faut pas construire le m\u00eame produit<\/li>\n<\/ul>\n<p>Au final, c&rsquo;est toute l&rsquo;entreprise qui est diff\u00e9rente.<\/p>\n<p>Exemple dans notre secteur : Hybris cible plut\u00f4t de gros acteurs, ils auraient du mal \u00e0 aller sur les terres de Wizishop. La r\u00e9ciproque est vrai \u00e9galement (deux exemples parmi d&rsquo;autres&#8230;).<\/p>\n<p>Il y a des exceptions, de magnifiques exceptions&#8230; mais il est 22h45, \u00e7a fait trois jours que je fais des jours de 12h,<\/p>\n<p>Et puis, si je dis tout, c&rsquo;est pas dr\u00f4le \ud83d\ude09<\/p>\n<p>Alors, pour vous, quelles sont les boites capables de passer du mammouth au lapin, ou r\u00e9ciproquement ?<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quand on monte une entreprise, l&rsquo;un des jobs, c&rsquo;est de d\u00e9finir l&rsquo;offre et la cible. La cible, c&rsquo;est donc \u00e0 qui on va vendre notre super -truc-trop-genial-qui-tue. Pour faire simple, on peut segmenter son march\u00e9 en fonction de la taille des clients cibles. Et apr\u00e8s, on peut aller \u00ab\u00a0chasser le mammouth\u00a0\u00bb ou partir \u00ab\u00a0chasser le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[71,109],"class_list":["post-6982","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-b2b","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>On ne passe pas comme \u00e7a de la chasse au mammouth \u00e0 la chasse au lapin (et r\u00e9ciproquement) - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2012\/02\/29\/on-ne-passe-pas-comme-ca-de-la-chasse-au-mammouth-a-la-chasse-au-lapin-et-reciproquement\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"On ne passe pas comme \u00e7a de la chasse au mammouth \u00e0 la chasse au lapin (et r\u00e9ciproquement) - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Quand on monte une entreprise, l&rsquo;un des jobs, c&rsquo;est de d\u00e9finir l&rsquo;offre et la cible. 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