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CSR & sales reps : the new challenge for managers sales reps !
Le Sales Enablement pour répondre aux enjeux RSE des directions commerciales !
Why do companies implement CSR policies?
Companies have gradually evolved in their adoption of CSR, moving from a Nice to Have to a Must Have approach. Some companies embarked on a CSR policy from the outset, out of conviction, while others followed the movement out of obligation or opportunism, aware that ignoring it could harm them in the future. This change was accentuated by various factors, such as the NRE law in the 2000s, which obliged CAC 40 companies to publish reports on their CSR, and the DPEF, which now requires large companies meeting at least two of the following three criteria: more than 250 employees, 40 M€ net sales, 20 M€ balance sheet total, to communicate on their CSR actions.
Under the effect of this regulatory framework, suppliers and partners have also had to integrate CSR practices to maintain their commercial relationships. Implementing a CSR policy and charter has become a necessity to support a company's employer brand. Indeed, CSR has become a major criterion of choice for almost half of French people and 55% of people aged 18 to 24 when they decide to join a company, as revealed by a Yougov survey.
CSR is also an excellent way for companies to become more resilient. In fact, it enables the company's strategy to be guided by the challenges of today and tomorrow. In this way, the company becomes more aware of the risks weighing on its business, enabling it to better cope with crises and external shocks. A company that adopts a CSR approach also strengthens its image by demonstrating a real commitment to society and the environment. This approach will be appreciated by future customers, investors and new employees.
Buyers aware of the CSR approach
Today's buyers are increasingly sensitive to social and environmental issues. In an ever-changing world, brand responsibility plays a central role in purchasing decisions. A trend that Sandrine Clion, Managing Director of Imediacenter, underlines with conviction: "78% of buyers say they are influenced by the responsible nature of a brand when making a purchase. The business reality in which we operate is changing. Nearly 1 buyer in 2 is prepared to pay more for a responsible brand. For the other half, purchasing power remains the top priority. Our Sustainable Brands study conducted with LSA confirms the pragmatism of the French on these issues. When choosing a good/service, buyers no longer look only at value for money, but also at the brand's values and CSR actions".
This trend is corroborated by YouMatter's study, which reveals that 90% of buyers appreciate more companies with a good CSR policy, 88% believe that a good CSR policy improves their perception of the brand... and 82% declare that if they learned that a brand they were customers of had a bad CSR policy, it would tarnish their opinion of that company. And 2/3 of buyers admit that a good CSR policy would help improve the image of groups they don't necessarily like in the first place. Almost 97% would even consider boycotting a company with poor environmental or social practices! Buyers are now better informed and more autonomous when it comes to assessing a company's CSR performance. In their search for information on CSR, they tend to place more trust in employee testimonials than in direct communications from the companies themselves (YouMatter). Companies need to adapt and find a new way of communicating on CSR issues, showing greater transparency, using new channels, co-constructing with third parties, with employees, see sales reps during their meetings.
CSR: the big absentee from the pitch sales reps
The sales reps are still little or not at all involved in CSR issues. Their ability to grasp these new challenges is still far too weak, for a number of reasons: poor knowledge of CSR issues and the approaches adopted by their company, poorly understood customer CSR issues, a lack of managerial support, a lack of support adapted to the field, and a lack of awareness-raising and training. Prejudices and reticence on the part of sales reps themselves also reflect this lack of commitment: "Is this really an issue for my customer?", "We don't have the right CSR/Marketing content to talk about it in meetings", "I don't feel comfortable enough to talk about it", "It's not one of my objectives".
Une étude d’Ekopo vient renforcer le manque de sensibilisation sur la RSE en entreprise : Moins d’un salarié sur 2 connaît les engagements de son entreprise en matière de RSE. Au-delà de l’importance de la formation, qui apparaît comme un levier essentiel pour améliorer les compétences commerciales, il est nécessaire d’entreprendre un effort significatif de mobilisation. Ceci vise à sensibiliser et à persuader les commerciaux de l’importance de la RSE en tant qu’argument de vente auprès des acheteurs.
CSR: A challenge for managers sales reps
1 - CSR: a field historically driven by Communications
Historiquement, la RSE a été un sujet porté principalement par les services de Communication au sein des entreprises ou impulsée par la direction générale dans le cadre d’un plan stratégique. À cette époque, l’engagement envers la RSE permettait aux entreprises de présenter leurs actions en matière environnementale et sociétale auprès des acheteurs potentiels. La communication sur ce sujet leur offrait l’opportunité de se démarquer sur le marché en se positionnant comme une entreprise engagée, renforçant ainsi leur image et leur différence. Au fil du temps, la RSE est devenue une préoccupation plus large, impliquant de nombreux départements tels que les Ressources Humaines, la Logistique, la Production ou encore les Ventes. Il s’agit aujourd’hui d’une démarche qui doit être provoquée ou à minima fortement appuyée par les directeurs commerciaux afin de porter un message d’engagement clair auprès de leurs clients.
2 - CSR: a subject that buyers have taken on board
L’acheteur s’intéresse au sujet RSE et à la performance globale des entreprises. Il accorde de l’importance à la manière dont les entreprises gèrent leurs activités notamment en ce qui concerne les questions environnementales, les conditions de travail, l’éthique des affaires, et les contributions à la société. Cette prise de conscience pousse les acheteurs à rechercher activement des produits et services proposés par des entreprises qui intègrent la dimension RSE. Ils sont aussi plus enclins à soutenir les entreprises qui adoptent des pratiques commerciales éthiques et qui ont un impact positif sur la société.
3 - CSR: a subject not yet mastered by companies sales reps
Une absence de discours RSE pouvant faire perdre une vente au profit d’un concurrent plus engagé, la démarche RSE devient donc vitale commercialement ! Néanmoins, elle reste encore peu intégrée dans les argumentaires de vente des commerciaux, et certains d’entre eux ne se sentent pas à l’aise pour aborder le sujet avec leurs clients. Comment accompagner les commerciaux pour les rendre ambassadeurs de la démarche RSE de l’entreprise ? Il devient impératif d’initier un processus de sensibilisation et de formation au sein des équipes de vente.
Sales Enablement: the solution to the CSR challenges facing sales departments
To be effective, it is of course necessary to raise their awareness and train them, but also to integrate CSR into the salesperson's daily routine, and therefore into their pitch to customers. Sales Enablement, the sales force's quotient tool par excellence, is perfectly suited to this challenge.
La démarche de sensibilisation s’appréhende à travers le lancement d’une réflexion auprès des commerciaux, elle-même appuyée par des questions simples mais clés : pourquoi la RSE est-elle un sujet qui intéresse vos clients ? vous sentez-vous à l’aise pour en parler ? quelles sont les questions spontanées de vos clients sur le sujet ? connaissez-vous les enjeux RSE de vos clients ? connaissez-vous la charte RSE de notre entreprise ?…
Vient ensuite la formation ! Si l’on considère que 87% des connaissances acquises lors d’une formation classique sont oubliées par les participants un mois plus tard (Hermann Ebbinghaus), il est légitime de remettre en question la pertinence des formations actuellement proposées en entreprise. Comment accélérer la montée en compétence ? Comment renforcer les connaissances des commerciaux de manière continue ? Comment améliorer la maîtrise des argumentaires RSE en rendez-vous ? Comment mettre en confiance sur le sujet ? C’est là qu’intervient l’outil de Sales Enablement ! Des formats de training animés (audio, pop-up..) pour une maîtrise du picth de vente sur les contenus présentés en clientèle et de Quiz sont idéaux pour renforcer et tester les connaissances des commerciaux de manière ludique. Il leur offre la possibilité de s’entraîner à leur rythme tout en gagnant en confiance sur le sujet. La montée en compétence s’avère rapide et complète.
In addition, and this is a decisive factor, the Sales Enablement application integrates all CSR content directly into the sales process. This means that sales reps employees are exposed to the content on a daily basis, encouraging them to consult it regularly. Exposure is high, so training becomes effective! The added value of a Sales Enablement application also lies in its ability to provide marketing/sales management with usage statistics. It enables you to monitor the rate of use of CSR content in appointments, and to analyze the rate of reading of this content by end-customers.
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FAQ
How do we define CSR?
CSR (Corporate Social Responsibility) is a concept that integrates social and environmental concerns into a company's operational activities and management strategy.
Why is CSR important for a company? CSR is now an integral part of a company's sustainable development strategy. Its importance is emphasized by buyers, by employees who are increasingly aware of environmental causes and the actions taken by companies, and by suppliers who play a decisive role in raising companies' awareness.
What are the benefits of CSR?
The benefits of a CSR strategy are numerous! In addition to improving your company's reputation and image, it also enhances your brand's attractiveness to talent. Integrating CSR into your strategy also opens up new market opportunities, gives you a competitive edge, and saves you money through more sustainable practices and more efficient resource management.
How does CSR improve corporate performance? CSR is a cross-functional policy designed to improve corporate resilience in a variety of areas. It enables the various players in a company to identify risks and weaknesses, and to find sustainable solutions to them. This approach to improving a company's internal processes logically leads to an improvement in its overall performance.
How to train your sales reps in CSR? The level is not there! To optimize training effectiveness, CSR needs to be integrated into the salesperson's daily routine. Using a Sales Enablement application allows you to professionalize this approach by integrating CSR content directly into the sales process, and allowing sales reps to test their knowledge using a quiz format. The application also helps to identify the best practices of a successful salesperson, and to apply them to the rest of the sales force.
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