{"id":20566,"date":"2017-06-14T10:45:17","date_gmt":"2017-06-14T10:45:17","guid":{"rendered":"https:\/\/are-agency.be\/quest-ce-quun-entonnoir-de-vente\/"},"modified":"2026-11-03T13:24:45","modified_gmt":"2026-11-03T13:24:45","slug":"quest-ce-quun-entonnoir-de-vente","status":"publish","type":"post","link":"https:\/\/are-agency.be\/fr\/quest-ce-quun-entonnoir-de-vente\/","title":{"rendered":"Qu&#8217;est-ce qu&#8217;un entonnoir de vente ?"},"content":{"rendered":"<h2 data-fontsize=\"21\" data-lineheight=\"27\"><strong>Qu&#8217;est-ce que l&#8217;entonnoir de vente ?<\/strong><\/h2>\n<p>Le terme \u00ab entonnoir de vente \u00bb revient r\u00e9guli\u00e8rement dans le domaine du marketing entrant. Vous pouvez le comparer \u00e0 un entonnoir destin\u00e9 \u00e0 attirer de nouveaux clients, gr\u00e2ce auquel<img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-3108\" src=\"https:\/\/i0.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/Wat-is-een-sales-funnel.gif?resize=242%2C213\" alt=\"Qu'est-ce qu'un entonnoir de vente ?\" width=\"242\" height=\"213\" data-attachment-id=\"3108\" data-permalink=\"https:\/\/are-agency.be\/wat-is-een-sales-funnel\/wat-is-een-sales-funnel\/\" data-orig-file=\"https:\/\/i0.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/Wat-is-een-sales-funnel.gif?fit=242%2C213\" data-orig-size=\"242,213\" data-comments-opened=\"1\" data-image-meta=\"{\"aperture\":\"0\",\"credit\":\"\",\"camera\":\"\",\"caption\":\"\",\"created_timestamp\":\"0\",\"copyright\":\"\",\"focal_length\":\"0\",\"iso\":\"0\",\"shutter_speed\":\"0\",\"title\":\"\",\"orientation\":\"0\"}\" data-image-title=\"Wat is een sales funnel\" data-image-description=\"\" data-medium-file=\"https:\/\/i0.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/Wat-is-een-sales-funnel.gif?fit=242%2C213\" data-large-file=\"https:\/\/i0.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/Wat-is-een-sales-funnel.gif?fit=242%2C213\"\/>vous pouvez suivre l&#8217;ensemble de votre processus de marketing et de vente. Il est large en haut et \u00e9troit en bas.<\/p>\n<p>En haut de l&#8217;entonnoir de vente, on trouve des prospects non qualifi\u00e9s. Il s&#8217;agit de toutes les personnes susceptibles d&#8217;\u00eatre int\u00e9ress\u00e9es par votre service ou votre produit, mais avec lesquelles vous n&#8217;avez pas encore pris contact et dont vous n&#8217;\u00eates pas certain qu&#8217;elles correspondent \u00e0 votre groupe cible.<\/p>\n<p>C&#8217;est tout en bas de l&#8217;entonnoir de vente que l&#8217;on retrouve les nouveaux clients. Ceux-ci ont suivi l&#8217;ensemble du processus marketing ou commercial.<\/p>\n<p>La m\u00e9taphore de l&#8217;entonnoir est utilis\u00e9e car, \u00e0 chaque \u00e9tape, des prospects sont \u00e9limin\u00e9s. Parmi eux, on trouvera par exemple des personnes qui souhaitent simplement conna\u00eetre vos conditions, celles qui veulent voir ce que fait la concurrence ou encore celles qui ne sont pas encore tout \u00e0 fait convaincues par votre produit ou service.<\/p>\n<p><strong>Pourquoi devez-vous utiliser l&#8217;entonnoir de vente ?<\/strong><\/p>\n<p>En utilisant l&#8217;entonnoir de vente et en quantifiant vos prospects, vous pouvez voir clairement, \u00e0 chaque \u00e9tape, ce qui fonctionne et quel pourcentage se transforme r\u00e9ellement en client.<\/p>\n<p>Gr\u00e2ce \u00e0 ces donn\u00e9es, vous pouvez modifier l\u00e9g\u00e8rement l&#8217;ensemble du processus \u00e0 chaque \u00e9tape afin d&#8217;augmenter votre taux de conversion. Cela vous permet \u00e9galement de r\u00e9soudre certains probl\u00e8mes (dont vous n&#8217;aviez pas connaissance auparavant) et de d\u00e9terminer \u00e0 quelle \u00e9tape du processus les commerciaux doivent concentrer leurs efforts.<\/p>\n<p><strong>Les diff\u00e9rentes \u00e9tapes d&#8217;un entonnoir de vente :<\/strong><\/p>\n<ul>\n<li>Phase d&#8217;attention : C&#8217;est \u00e0 ce stade que le prospect apprend que votre produit ou service existe.<\/li>\n<li>Phase d&#8217;int\u00e9r\u00eat : C&#8217;est \u00e0 ce stade que l&#8217;int\u00e9r\u00eat du prospect est \u00e9veill\u00e9 et qu&#8217;il commence \u00e0 se renseigner davantage par lui-m\u00eame.<\/li>\n<li>Phase d&#8217;\u00e9valuation : \u00c0 ce stade, votre prospect compare votre produit ou service \u00e0 ceux de vos concurrents potentiels.<\/li>\n<li>Phase de d\u00e9cision : le prospect d\u00e9cide d\u2019opter pour votre produit et les n\u00e9gociations commencent.<\/li>\n<li>Phase d&#8217;achat : le prospect ach\u00e8te votre produit ou service.<\/li>\n<li>Phase de r\u00e9\u00e9valuation : apr\u00e8s avoir d\u00e9couvert votre produit ou service, il compare son exp\u00e9rience \u00e0 ses attentes.<\/li>\n<li>Phase de r\u00e9achat : s&#8217;il est satisfait, il effectuera un nouvel achat chez vous.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Un exemple d&#8217;entonnoir de vente chez <a href=\"https:\/\/www.groupon.be\/\" target=\"_blank\" rel=\"noopener\">Groupon<\/a>:<\/strong><\/p>\n<ol>\n<li>Le trafic provient des publicit\u00e9s, du marketing direct, des recommandations, des programmes d&#8217;affiliation, etc.<\/li>\n<li>Les visiteurs arrivent sur la page d&#8217;accueil du site web, o\u00f9 ils doivent indiquer leur adresse e-mail et leurs informations personnelles.<\/li>\n<li> Des offres personnalis\u00e9es s&#8217;affichent.<\/li>\n<li>Vous acc\u00e9dez au formulaire d&#8217;achat.<\/li>\n<li>Vous effectuez votre achat.<\/li>\n<li>Vous \u00eates inform\u00e9 chaque semaine des nouvelles offres afin de vous inciter \u00e0 effectuer un nouvel achat.<\/li>\n<\/ol>\n<p>Il s\u2019agit l\u00e0 d\u2019une m\u00e9thode assez \u00ab classique \u00bb qui vous offre de nombreuses possibilit\u00e9s suppl\u00e9mentaires. Vous pourriez ainsi, sur votre propre site web, utiliser des \u00ab tripwires \u00bb, des \u00ab upsells \u00bb, des \u00ab downsells \u00bb, des ventes crois\u00e9es, des formules \u00ab tout-en-un \u00bb et bien d\u2019autres techniques encore\u2026<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Qu&#8217;est-ce que l&#8217;entonnoir de vente exactement ?<\/strong><\/p>\n<p>L&#8217;entonnoir de vente montre combien de personnes entrent en haut de l&#8217;entonnoir en tant que prospects et combien finissent par devenir des clients. Ces chiffres sont mesurables et modifiables. Cela vous permet d&#8217;identifier clairement o\u00f9 se situent les probl\u00e8mes, mais aussi sur quoi vos commerciaux doivent se concentrer pour obtenir un r\u00e9sultat optimal.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3109 aligncenter\" src=\"https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?resize=441%2C333\" sizes=\"auto, (max-width: 441px) 100vw, 441px\" srcset=\"https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?resize=100%2C76 100w, https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?resize=150%2C113 150w, https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?resize=300%2C227 300w, https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?resize=400%2C302 400w, https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?resize=430%2C325 430w, https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?fit=441%2C333 441w\" alt=\"Qu'est-ce qu'un entonnoir de vente ?\" width=\"441\" height=\"333\" data-attachment-id=\"3109\" data-permalink=\"https:\/\/are-agency.be\/wat-is-een-sales-funnel\/wat-is-een-sales-funnel-2\/\" data-orig-file=\"https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?fit=441%2C333\" data-orig-size=\"441,333\" data-comments-opened=\"1\" data-image-meta=\"{\"aperture\":\"0\",\"credit\":\"\",\"camera\":\"\",\"caption\":\"\",\"created_timestamp\":\"0\",\"copyright\":\"\",\"focal_length\":\"0\",\"iso\":\"0\",\"shutter_speed\":\"0\",\"title\":\"\",\"orientation\":\"1\",\"resized_images\":\"Array\"}\" data-image-title=\"wat is een sales funnel\" data-image-description=\"\" data-medium-file=\"https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?fit=300%2C227\" data-large-file=\"https:\/\/i1.wp.com\/are-agency.be\/wp-content\/uploads\/2016\/07\/wat-is-een-sales-funnel.jpg?fit=441%2C333\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qu&#8217;est-ce que l&#8217;entonnoir de vente ? Le terme \u00ab entonnoir de vente \u00bb revient r\u00e9guli\u00e8rement dans le domaine du marketing entrant. Vous pouvez le comparer \u00e0 un entonnoir destin\u00e9 \u00e0&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20568,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[92],"tags":[],"class_list":["post-20566","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing-pour-pme"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu&#039;est-ce qu&#039;un entonnoir de vente ? - Are Agency<\/title>\n<meta name=\"description\" content=\"Un entonnoir de vente d\u00e9crit le parcours qui transforme un inconnu en client. 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