{"id":40435,"date":"2024-05-30T11:34:56","date_gmt":"2024-05-30T15:34:56","guid":{"rendered":"https:\/\/360.agency\/?p=40435"},"modified":"2024-06-04T15:30:27","modified_gmt":"2024-06-04T19:30:27","slug":"360-rdv-2024-comment-vendre-dans-une-realite-disruptive-insights-et-strategies-pour-lindustrie-automobile","status":"publish","type":"post","link":"https:\/\/360.agency\/fr\/blog\/360-rdv-2024-comment-vendre-dans-une-realite-disruptive-insights-et-strategies-pour-lindustrie-automobile\/","title":{"rendered":"360.RDV 2024 : analyses et strat\u00e9gies pour vendre dans une r\u00e9alit\u00e9 disruptive"},"content":{"rendered":"

[vc_row][vc_column][\/vc_column][\/vc_row][vc_row content_placement=\u00a0\u00bbmiddle\u00a0\u00bb][vc_column][vc_empty_space height=\u00a0\u00bb22px\u00a0\u00bb][vc_column_text]Le 23 mai dernier \u00e0 Toronto a eu lieu la 3e \u00e9dition de 360.RDV, une journ\u00e9e de conf\u00e9rences d\u00e9di\u00e9es \u00e0 l\u2019industrie automobile pour r\u00e9pondre \u00e0 la question : Comment vendre dans la nouvelle r\u00e9alit\u00e9 disruptive?<\/strong> Le secteur automobile est en constante \u00e9volution, influenc\u00e9 par les changements technologiques, \u00e9conomiques et soci\u00e9taux.<\/span><\/p>\n

C\u2019est donc dans une ambiance rock\u2019n roll et joviale, que la salle de concert mythique, El mocambo et 360.Agency ont accueilli plusieurs experts qui ont partag\u00e9 des informations pertinentes pour aider les professionnels de l’industrie \u00e0 naviguer dans ce paysage complexe.\u00a0\u00a0<\/span><\/p>\n

Retour sur une journ\u00e9e marqu\u00e9e par une ambiance chaleureuse et instructive.\u00a0<\/strong><\/span><\/span>[\/vc_column_text][vc_empty_space][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″ equal_height=\u00a0\u00bbyes\u00a0\u00bb el_class=\u00a0\u00bb.swap-on-mobile\u00a0\u00bb][vc_column width=\u00a0\u00bb1\/2″][vc_column_text]<\/p>\n

\n

Mathew Growden: N\u2019oubliez pas les humains.<\/b><\/span><\/p>\n

Comme chaque ann\u00e9e depuis 3 ans, Mathew Growden a ouvert la s\u00e9rie de conf\u00e9rences en soulignant l’importance de l’exp\u00e9rience client dans le secteur automobile. Il a <\/span>questionn\u00e9 l’importance <\/span>excessive mise sur les leads, qui peut conduire \u00e0 oublier l\u2019humain derri\u00e8re le formulaire. \u201cGrowdy\u201d a mis en avant l’importance de r\u00e9ponses rapides et respectueuses du temps des clients, en pr\u00e9f\u00e9rant des interactions personnelles aux formulaires en ligne. Il a \u00e9galement abord\u00e9 le sexisme persistant dans les concessions et encourag\u00e9 une adaptation des strat\u00e9gies pour mieux r\u00e9pondre aux besoins individuels des clients, citant notamment Tesla comme mod\u00e8le d’innovation dans l’industrie.<\/span><\/span><\/p>\n<\/div>\n

[\/vc_column_text][vc_single_image image=\u00a0\u00bb40587″ img_size=\u00a0\u00bbfull\u00a0\u00bb onclick=\u00a0\u00bbcustom_link\u00a0\u00bb link=\u00a0\u00bbhttps:\/\/youtu.be\/Oh9huv_wHTc?si=853EJXJQl465ocFG\u00a0\u00bb][vc_column_text]>>Revoir la conf\u00e9rence de Mathew Growden<\/a><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40452″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbright\u00a0\u00bb][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40454″ img_size=\u00a0\u00bbfull\u00a0\u00bb][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_empty_space][vc_column_text]Niel Hiscox: Contrer la concurrence gr\u00e2ce \u00e0 l’exp\u00e9rience client.<\/b><\/span><\/p>\n

Niel Hiscox, Pr\u00e9sident et Fondateur du groupe Universus Media (Affaires Automobiles) et de Clarify Group, a abord\u00e9 les d\u00e9fis pos\u00e9s par la concurrence croissante des v\u00e9hicules chinois sur le march\u00e9 nord-am\u00e9ricain. Il a insist\u00e9 sur l’importance d’une exp\u00e9rience client exceptionnelle pour se diff\u00e9rencier. Inspir\u00e9 par le concept de l’hospitalit\u00e9, il a soulign\u00e9 la n\u00e9cessit\u00e9 de personnaliser les interactions clients, gr\u00e2ce notamment \u00e0 une utilisation pertinente d’un CRM, d’empathie, et de confiance pour cr\u00e9er des interactions m\u00e9morables. Il a conclu en affirmant que recruter des employ\u00e9s motiv\u00e9s \u00e0 surpasser les attentes des clients est essentiel pour fid\u00e9liser la client\u00e8le.<\/span>[\/vc_column_text][vc_single_image image=\u00a0\u00bb40555″ img_size=\u00a0\u00bbfull\u00a0\u00bb onclick=\u00a0\u00bbcustom_link\u00a0\u00bb img_link_target=\u00a0\u00bb_blank\u00a0\u00bb link=\u00a0\u00bbhttps:\/\/youtu.be\/htzu0wTQXoM?si=PxscW9qCLJ_on8Xw\u00a0\u00bb][vc_column_text]>> Voir la vid\u00e9o compl\u00e8te\u00a0<\/span><\/a><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″ el_class=\u00a0\u00bb.swap-on-mobile\u00a0\u00bb][vc_column width=\u00a0\u00bb1\/2″][vc_empty_space][vc_column_text]Daniel Ross: R\u00e9percussions et tendances \u00e0 venir du march\u00e9 automobile canadien.<\/b><\/span><\/p>\n

Daniel Ross, <\/span>Senior Manager, Industry Insights & Residual Value Strategy, <\/span>\u00a0chez Canadian Black Book a offert une analyse d\u00e9taill\u00e9e du march\u00e9 automobile canadien, en mettant l’accent sur les v\u00e9hicules \u00e9lectriques (VE) et les tendances des valeurs r\u00e9siduelles. Il a pr\u00e9dit une augmentation significative des ventes de VE, passant de 2% \u00e0 environ 22% d’ici 2030, malgr\u00e9 les d\u00e9fis li\u00e9s \u00e0 l’offre de v\u00e9hicules neufs et d’occasion. Il a \u00e9galement soulign\u00e9 l’importance de l’entretien r\u00e9gulier pour maintenir la valeur r\u00e9siduelle des v\u00e9hicules et a discut\u00e9 des infrastructures n\u00e9cessaires pour soutenir l’adoption croissante des VE.<\/span><\/span>[\/vc_column_text][vc_single_image image=\u00a0\u00bb40551″ img_size=\u00a0\u00bbfull\u00a0\u00bb onclick=\u00a0\u00bbcustom_link\u00a0\u00bb link=\u00a0\u00bbhttps:\/\/youtu.be\/f_lbty7-uHs\u00a0\u00bb][vc_column_text]>> Revoir la conf\u00e9rence de Daniel Ross<\/span><\/a><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40448″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbright\u00a0\u00bb][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40515″ img_size=\u00a0\u00bblarge\u00a0\u00bb el_class=\u00a0\u00bbvc_col-sm-push-6″][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_column_text]Panel d’experts: Gestion du changement du secteur automobile – misez sur la technologie, l\u2019engagement et la formation.<\/b><\/span><\/p>\n

Avec Chris Sage, General Manager de\u00a0 Strickland Auto Group,
\nChris Beaton, General Manager de\u00a0 Steele Auto Group
\net Nial Boatswain, General Manager de\u00a0 Pickering Honda<\/span><\/p>\n

Un panel de trois concessionnaires a discut\u00e9 des transformations majeures du secteur automobile apr\u00e8s la pand\u00e9mie de COVID-19. Ils ont mis en avant les attentes changeantes des consommateurs et les d\u00e9fis li\u00e9s \u00e0 la main-d’\u0153uvre. L’accent a \u00e9t\u00e9 mis sur la formation et l’investissement dans le personnel pour r\u00e9pondre aux \u00e9volutions technologiques et aux exigences accrues des clients. Les experts ont \u00e9galement soulign\u00e9 l’importance de la transparence, des r\u00e9ponses appropri\u00e9es aux avis des clients, et de la collaboration \u00e9troite avec les constructeurs pour rester comp\u00e9titifs.<\/span>[\/vc_column_text][vc_single_image image=\u00a0\u00bb40557″ img_size=\u00a0\u00bbfull\u00a0\u00bb onclick=\u00a0\u00bbcustom_link\u00a0\u00bb link=\u00a0\u00bbhttps:\/\/youtu.be\/–wkOy1m9sQ\u00a0\u00bb][vc_column_text]>> Revivez cette discussion anim\u00e9e<\/span><\/a><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″ el_class=\u00a0\u00bb.swap-on-mobile\u00a0\u00bb][vc_column width=\u00a0\u00bb1\/2″][vc_empty_space][vc_column_text]Martin Beaul\u00e9: Petites attentions, gros impacts.<\/b><\/span><\/p>\n

Martin Beaul\u00e9, Consultant chez 360.Agency,\u00a0 a discut\u00e9 de l’impact de la pand\u00e9mie sur les ventes de voitures, avec une demande exc\u00e9dant l’offre disponible, rendant l’exp\u00e9rience d’achat optimale. Il a insist\u00e9 sur l’importance de revenir \u00e0 une approche plus relationnelle avec les clients, en comprenant leurs besoins sp\u00e9cifiques et en offrant une exp\u00e9rience d’achat personnalis\u00e9e. Il a \u00e9galement not\u00e9 l’essor des achats en ligne et la pr\u00e9f\u00e9rence pour les SMS, n\u00e9cessitant une adaptation des m\u00e9thodes de communication. Il a conclu en soulignant la n\u00e9cessit\u00e9 de d\u00e9passer une simple approche transactionnelle pour cr\u00e9er des relations durables avec les clients.<\/span>[\/vc_column_text][vc_single_image image=\u00a0\u00bb40553″ img_size=\u00a0\u00bbfull\u00a0\u00bb onclick=\u00a0\u00bbcustom_link\u00a0\u00bb img_link_target=\u00a0\u00bb_blank\u00a0\u00bb link=\u00a0\u00bbhttps:\/\/youtu.be\/N_fUopJ0LHQ\u00a0\u00bb][vc_column_text]>> Pour revoir les fondamentaux<\/span><\/a><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40576″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbright\u00a0\u00bb][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40578″ img_size=\u00a0\u00bblarge\u00a0\u00bb el_class=\u00a0\u00bbvc_col-sm-push-6″][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_column_text]Carolyn Pelletier: La puissance des nouveaux canaux de communication.<\/b><\/span><\/p>\n

L’\u00e9coute audio num\u00e9rique au Canada conna\u00eet une croissance exponentielle, avec 23 millions d’adultes \u00e9coutant chaque mois, dont 13 millions via des podcasts. Spotify, en t\u00eate du march\u00e9 avec 17 millions d’utilisateurs actifs mensuels, d\u00e9passe la radio traditionnelle en termes de port\u00e9e et s’impose comme une plateforme essentielle pour les annonceurs. La popularit\u00e9 de ces plateformes num\u00e9riques, notamment parmi les 25-44 ans, ouvre des opportunit\u00e9s publicitaires ciblant les Millennials et la g\u00e9n\u00e9ration Z, et particuli\u00e8rement les conducteurs. Gr\u00e2ce \u00e0 ses innovations et \u00e0 une exp\u00e9rience utilisateur personnalis\u00e9e, ce nouveau canal de communication facilite une connexion entre les fans, les marques et les cr\u00e9ateurs, offrant aux annonceurs des formats vari\u00e9s et des mesures de performance d\u00e9taill\u00e9es pour maximiser l’engagement et les taux de conversion. Selon Carolyn Pelletier, Client Partner chez Spotify, cette nouvelle tendance permet aux concessionnaires automobiles d’atteindre une audience large et diversifi\u00e9e, compl\u00e9tant efficacement les campagnes radio. Oubliez la radio traditionnelle, les futurs acheteurs sont sur Spotify.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb30″ el_class=\u00a0\u00bb.swap-on-mobile\u00a0\u00bb][vc_column width=\u00a0\u00bb1\/2″][vc_empty_space][vc_column_text]Charles Jolicoeur: Conseils pour du contenu de qualit\u00e9 au bon moment.<\/b><\/span><\/p>\n

Charles Jolicoeur a conclu la s\u00e9rie de conf\u00e9rences en mettant en avant l’importance du r\u00e9f\u00e9rencement naturel (SEO) pour augmenter la visibilit\u00e9 des sites web des concessionnaires et g\u00e9n\u00e9rer un trafic organique durable. Il pr\u00e9conise l’utilisation prudente de l’intelligence artificielle (IA) pour am\u00e9liorer le contenu, tout en pr\u00e9cisant que l’IA ne doit pas \u00eatre le seul outil pour le SEO. Un SEO bien ex\u00e9cut\u00e9 peut r\u00e9duire les co\u00fbts publicitaires et offrir des avantages \u00e0 long terme, tels qu’un trafic web organique stable et des taux de conversion plus \u00e9lev\u00e9s. Il a donn\u00e9 des conseils pr\u00e9cis aux concessionnaires, faciles \u00e0 mettre en pratique, et a recommand\u00e9 d’allouer 20 \u00e0 30% des d\u00e9penses publicitaires num\u00e9riques au SEO pour maximiser le retour sur investissement.<\/span>[\/vc_column_text][vc_single_image image=\u00a0\u00bb40549″ img_size=\u00a0\u00bbfull\u00a0\u00bb onclick=\u00a0\u00bbcustom_link\u00a0\u00bb img_link_target=\u00a0\u00bb_blank\u00a0\u00bb link=\u00a0\u00bbhttps:\/\/youtu.be\/HEFI5xauDVM\u00a0\u00bb][vc_column_text]>> Revoir la conf\u00e9rence <\/span><\/a><\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb40446″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbright\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_empty_space height=\u00a0\u00bb20px\u00a0\u00bb][vc_column_text]Conclusion<\/b><\/span><\/p>\n

Ces conf\u00e9rences ont couvert un large \u00e9ventail de th\u00e8mes essentiels pour les professionnels de l’industrie automobile au Canada. De l’importance de l’exp\u00e9rience client et des d\u00e9fis de la concurrence internationale \u00e0 l’analyse des tendances du march\u00e9 et aux strat\u00e9gies de marketing num\u00e9rique, chaque intervention a apport\u00e9 des perspectives pr\u00e9cieuses pour naviguer dans un\u00a0<\/span>secteur en constante \u00e9volution et faire face \u00e0 l\u2019avenir de l\u2019industrie automobile.<\/span><\/p>\n

Les concessionnaires automobiles pr\u00e9sents en sont ressortis avec des conseils simples, pratiques, faciles \u00e0 mettre en \u0153uvre pour permettre \u00e0 leur concession de se d\u00e9marquer de leur concurrent dans un march\u00e9 de plus en plus comp\u00e9titif.<\/span>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb20px\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb60px\u00a0\u00bb][vc_column_text el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb]360.RDV 2024 en images<\/span>[\/vc_column_text][vc_masonry_media_grid gap=\u00a0\u00bb10″ grid_id=\u00a0\u00bbvc_gid:1717525024539-73256eaa-29fd-6″ include=\u00a0\u00bb40486,40488,40490,40492,40494,40496,40498,40500,40502,40504,40506,40508,40510,40512″][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb60px\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][\/vc_column][\/vc_row][vc_row content_placement=\u00a0\u00bbmiddle\u00a0\u00bb][vc_column][vc_empty_space height=\u00a0\u00bb22px\u00a0\u00bb][vc_column_text]Le 23 mai dernier \u00e0 Toronto a eu lieu la 3e \u00e9dition de 360.RDV, une journ\u00e9e de conf\u00e9rences d\u00e9di\u00e9es \u00e0 l\u2019industrie automobile pour r\u00e9pondre \u00e0 la question : Comment vendre dans la nouvelle r\u00e9alit\u00e9 disruptive? Le secteur automobile est en constante \u00e9volution, influenc\u00e9 par les changements technologiques, \u00e9conomiques et soci\u00e9taux. C\u2019est donc dans … <\/p>\n

Continuer la lecture de « 360.RDV 2024 : analyses et strat\u00e9gies pour vendre dans une r\u00e9alit\u00e9 disruptive »<\/span><\/a><\/p>\n

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