HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège


Villance, Clara ULiège
Promotor(s) : Cornelis, Pierre-Yves ULiège
Date of defense : 12-Jun-2023/23-Jun-2023 • Permalink :
Title : Mémoire-projet
Translated title : [fr] Amélioration du processus de vente de l'entreprise LLorens et mise en place d'actions pour attirer plus de prospects dans les showrooms automobiles
Author : Villance, Clara ULiège
Date of defense  : 12-Jun-2023/23-Jun-2023
Advisor(s) : Cornelis, Pierre-Yves ULiège
Committee's member(s) : Burnon, Cédric 
Lederer, Thomas 
Language : French
Number of pages : 76
Keywords : [fr] Processus de vente
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sales management, à finalité spécialisée
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[fr] The aim of this thesis is to study how we can improve the sales process of the company
LLorens and to determine which actions the company can put in place to attract more prospects to
the car showrooms. As you know, the Belgian automotive sector is currently undergoing a revolution.
Indeed, the sector is affected by the shortage of semiconductors, by the evolution of the electric
vehicle market, by the arrival of innovative services and by digitalisation... All these evolutions lead
to important disruptions on the new vehicle market, which in turn leads to an important increase in
prices on the second-hand vehicle market. Furthermore, in an age of digitalization, consumers are
changing their buying behavior by increasingly obtaining information digitally before entering a car
showroom. This is why it is essential to review the company's sales process to adapt to the new
consumer buying process. It is also important to innovate the actions implemented to attract new
To address this issue, this study focuses on the links between the theory of sales process and
what the company actually does. We will also investigate whether the use of inbound marketing is
crucial to attracting prospects to car showrooms. The data used was collected through surveys of
managers who play a role in the implementation of the sales process at LLorens. Respondents were
asked to share their personal views on the subject and their professional experiences. We also asked
them to evaluate several elements that they put into their dealership. The results were reviewed and
The results showed that digital plays an important role in the company's communication to
attract new prospects but that what really makes the difference, even today, is the human side of a
car dealership and the sales team. Active listening and a properly conducted needs analysis where
the consumer feels listened to and important is paramount to increasing the conversion rate from
prospect to customer.



Access Master_Thesis_Villance_Clara.pdf
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  • Villance, Clara ULiège Université de Liège > Mast. sales. man. en alt. à fin.


Committee's member(s)

  • Burnon, Cédric
  • Lederer, Thomas
  • Total number of views 12
  • Total number of downloads 0

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