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Action Co 2022 Awards: Adéquat X Salesapps, elected best Sales Enablement application
Retour sur la cérémonie mémorable des Trophées ActionCO 2022
The winners were announced last night! The evening spotlighted the best commercial initiatives of 2022. The winners were rewarded in several categories. These included Sales Manager of the Year (Marjorie Antoine from Fermob), Sales Force of the Year (Carglass) and, for the first time this year, Sales Enablement! We are proud to announce that the NOMAD application, deployed by Salesapps for the Adéquat Group, has been voted best Sales Enablement application at the Trophées Action Co 2022. Let's take a look back at the key factors behind this success with interviews with Benjamin Peyrache, Marketing & Communication Director - Groupe Adéquat and Eric Jayet, Performance Director - Groupe Adéquat .
Le besoin d’origine du Groupe Adéquat
With more than 400 sales reps, Adéquat Intérim & Recrutement is one of the major players in temporary work and recruitment in France. The Adéquat Group celebrated its 35th anniversary with 320 agencies, 12,000 customers and sales of over one billion euros. Operating in a highly competitive market, Adéquat wanted to accelerate its business development, develop value-added services and leave a personalized offer after each appointment. The application also needed to be easily scalable to keep pace with the company's evolving challenges and the needs of its sales force.
A need underlined by Benjamin Peyrache "We wanted Adéquat to bring together the needs of marketing and sales! To always have up-to-date and effective offers for appointments, and to be able to distribute our content quickly and at the right time to a sales force that is widely scattered across the country"..
NOMAD, une application unique sur le marché de l’interim et du recrutement
To meet its sales reps and marketing challenges, Adéquat Interim & Recrutement launched a consultation at the end of 2020 to equip its sales force with a new Sales Enablement application. The NOMAD application was deployed in a pilot region for 3 months, before being rolled out nationwide to all 400 sales reps. The result? As Eric Jayet explains, the application has become an indispensable part of the salesperson's daily routine. "In meetings, our sales reps staff can present, generate, personalize and build a price offer live, which is unique in our market"..
In addition to its innovative image in the world of temporary work and recruitment, the Salesapps application has modernized the salesperson's approach to appointments. Historically, sales reps Adéquat and, more generally, the sales forces operating in this sector, conducted customer appointments in the traditional way. "Replacing brochures, which were rapidly becoming obsolete, with a more digitalized approach was becoming a necessity! stresses Eric Jayet.
This digitalized approach has proven to be perfectly adapted to the context of both remote and face-to-face appointments. The hybrid model has been retained by the teams since the end of the pandemic, since 50% of appointments are still held remotely.
Sales representatives can now create a new customer experience during appointments. The NOMAD application allows him to be more fluid and to contextualize his approach according to the buyer. He is better equipped to promote his offer and is now able to personalize each of the group's three offers (Temporary Work, Recruitment and Services) through touch-sensitive forms, and to instantly generate a contract that he can sign via the tablet.
For its part, the management has the KPIs necessary for the management of the activity to facilitate its continuous improvement process. Available through a dashboard, the KPIs allow not only to follow the most consulted contents, the most shared by type of salesman but also to analyze the sales process during appointments. All shared content is equipped with trackers allowing the management to have a precise traceability of the uses by the customers/prospects and the salesperson to be more efficient during the follow-ups.
Des ROIs au rendez-vous !
The application has enabled real-time sales and marketing alignment and significantly improved sales performance.
1- A conquered sales force
This performance can be assessed through a number of KPIs, starting with the adoption rate and the daily usage rate. These are the two most important KPIs for evaluating the performance of a Sales Enablement application, and they are excellent in the case of NOMAD. The adoption rate was 100% in the week following the training sessions, and the daily usage rate of the current application is 100%.
2- Attractivité positive et montée en compétence rapide des commerciaux
When it comes to enhancing sales reps skills, Sales Enablement is proving to be a formidable tool for ongoing training, as demonstrated by the +80% success rate in the quiz. The application's highly intuitive, fun design enhances sales staff's understanding of offers and their ability to structure their approach to buyers.
The Sales Enablement application is also a real asset for your employer brand! Introduced as early as the recruitment process, it conveys a modern image of the company and makes it easier for candidates to project themselves into their future activity. This highly professional and qualitative approach, used during the integration process and then in the sales person's day-to-day work, has enabled Adéquat to reduce turnover by 30% over 1 year.
3- Un gain de temps considérable dans la création des offres personnalisées
Adéquat's sales force has also saved precious time in creating customized offers. Live generation of a sales proposal has saved between 1 and 3 hours per week per sales person, an average saving of 420 days per month!
4- Le développement des ventes et des prestations à plus forte marge
Exceptional results from the first year:
+ 12.5% of sales for the target
+ 30% of new customers for top users
+ 10% of the Temporary Work Gross Margin Rate
+ 10% of the average price of a recruitment
+ 66% of ancillary costs
These results have undoubtedly enabled the NOMAD application to win the Action Co 2022 Trophies.
To find out more about the Adéquat Group's case study, click here
The press and media are talking about us! Find us on Action Co - le média des managers sales reps and emarketing.fr
