Mémoire-projet

Abstract

Introduction : In an era of rapidly accelerating technological advancements, technology companies, particularly those selling AI software, face unique challenges. These companies must stay at the forefront of technology to meet customer expectations and not be outpaced by growing competition, while also optimising their commercial strategies to maximise operational efficiency. This thesis addresses the question: How can a high-tech company maximise its number of prospects in the industrial B2B sector through direct sales? Objectives :  Maximise the number of prospects for a technology company selling AI software to industrial B2B clients through direct sales.  Identify the most effective direct prospecting methods for generating leads in the industrial sector.  Determine the essential tools to be provided to salespeople to optimise lead generation.  Explore how AI tools can help salespeople focus on high-value tasks.

Methods : The thesis begins with an introduction to PEPITe and its environment, followed by a literature review defining key concepts such as sales prospects, the industry, and AI. The review also explores the sales cycle. A qualitative study is conducted with two target groups: sales force members and clients, to gather insights from industry professionals and customers. Analytical tools like matrices and their horizontal analysis are used to draw conclusions from the study and propose practical recommendations. Results : The study offers several key recommendations to optimise the sales process: 1. Adopt a multichannel approach : combine face-to-face meetings, telephone calls, and LinkedIn to engage prospects. 2. Use AI for prospecting : use AI to identify, qualify, and personalise interactions with prospects. 3. Pre-qualify suspects according to criteria: focus on market segment, company size, revenue, location, and public/private status. 4. Optimise direct sales methods : employ a customer-centric and progressive approach, using SPIN Selling and dedicated follow-ups. 5. Use KPIs to measure effectiveness : track conversion rate, sales cycle duration, appointment numbers, and feedback mechanisms. 6. Train and structure the sales team : provide ongoing training, optimise technology use, and structure the team by industry segment.

Conclusion : The study highlights key elements for maximising the number of prospects in a high-tech company through direct sales. Implementing these strategies will enable companies like PEPITe to enhance their prospecting efforts, organise their sales processes efficiently, and ultimately boost their market presence and sales performance.