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Autant de bonnes raisons pour répondre que oui, les "},{"type":"span","marks":["strong"],"value":"expert·es-comptables ont tout à gagner à développer une stratégie marketing."},{"type":"span","value":" "}]},{"type":"paragraph","children":[{"type":"span","value":"Mais qu’est-ce que le marketing peut vraiment faire pour les cabinets d’expertise-comptable et comment s’y prendre pour développer sa stratégie ? Quelques pistes de réflexion ici. "}]}]}},"links":[]},"author":{"slug":"victoria-grimaldi","name":"Victoria Grimaldi","image":{"alt":"Victoria Grimalid","url":"https://www.datocms-assets.com/54769/1664879517-20180508_144636-2-min-convertimage.jpg?auto=format","width":1799,"height":2037,"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://www.datocms-assets.com/54769/1664879517-20180508_144636-2-min-convertimage.jpg?auto=format&dpr=0.03&monochrome=CCCCCC&w=1799","srcSet":"https://www.datocms-assets.com/54769/1664879517-20180508_144636-2-min-convertimage.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=1799 9w,\nhttps://www.datocms-assets.com/54769/1664879517-20180508_144636-2-min-convertimage.jpg?auto=format&dpr=0.02&monochrome=CCCCCC&w=1799 18w,\nhttps://www.datocms-assets.com/54769/1664879517-20180508_144636-2-min-convertimage.jpg?auto=format&dpr=0.03&monochrome=CCCCCC&w=1799 36w,\nhttps://www.datocms-assets.com/54769/1664879517-20180508_144636-2-min-convertimage.jpg?auto=format&dpr=0.05&monochrome=CCCCCC&w=1799 72w","sizes":"(min-width: 36px) 36px, 100vw"}},"layout":"constrained","width":36,"height":36}},"description":"Je suis rédactrice web freelance depuis 2018. Diplômée d’un master 2 de droit, je me suis spécialisée dans les contenus juridiques avec comme objectif la vulgarisation de sujets complexes 🎯.","twitter":"","linkedin":"https://www.linkedin.com/in/victoria-grimaldi/","facebook":"","website":"https://graphovore.com/","job":"Content manager","knowsAbout":"Droit, Création d'entreprise, Entrepreneuriat"},"reviewer":null,"body":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"heading","level":2,"children":[{"type":"span","value":"Le Big Bang : les bouleversements de la profession comptable"}]},{"type":"paragraph","children":[{"type":"span","value":"L’époque est aux changements pour les expert·es-comptables."}]},{"type":"heading","level":3,"children":[{"type":"span","marks":["strong"],"value":"Le poids de la concurrence"}]},{"type":"paragraph","children":[{"type":"span","value":"Ils sont soumis d’abord à une nouvelle concurrence née de la digitalisation accélérée des opérations comptables. Les prix affichés par les nouveaux venus ont pu semer le doute. "}]},{"type":"paragraph","children":[{"type":"span","value":"Et à certaines sociétés, ces services "},{"type":"span","marks":["emphasis"],"value":"à bas prix"},{"type":"span","value":" suffisent apparemment."}]},{"type":"heading","level":3,"children":[{"type":"span","marks":["strong"],"value":"L'éloignement dans la relation expert-comptable client"}]},{"type":"paragraph","children":[{"type":"span","value":"Ils sont les témoins actifs d’un renouvellement des générations, des attitudes et des comportements. Les entrepreneurs voient la gestion comptable comme une contrainte plus qu’autre chose… Il est donc urgent de "},{"url":"https://www.shine.fr/blog/consolider-relation-client-expert-comptable","type":"link","children":[{"type":"span","value":"consolider la relation client expert-comptable"}]},{"type":"span","value":"."}]},{"type":"blockquote","children":[{"type":"paragraph","children":[{"type":"span","marks":["emphasis"],"value":"\"Le client·e n’attend plus : "},{"type":"span","marks":["emphasis","strong"],"value":"il cherche lui-même, en ligne, une réponse à ses besoins. "},{"type":"span","marks":["emphasis"],"value":"Si nous ne sommes pas capables de les anticiper et de proposer une véritable valeur ajoutée sur le conseil, nous perdons nos client·es au profit du premier concurrent.\" "}]}],"attribution":"Benoît Bobis | Expert-comptable, groupe Lempereur et associés"},{"type":"heading","level":3,"children":[{"type":"span","marks":["strong"],"value":"La baisse des missions réglementaires"}]},{"type":"paragraph","children":[{"type":"span","value":"En remontant les seuils d’audit réglementaire, la "},{"type":"span","marks":["strong"],"value":"loi PACTE"},{"type":"span","value":" va entraîner la disparition de plus de 150 000 mandats, plus des deux tiers du périmètre d’intervention, au cours des 6 ans à venir. "}]},{"type":"paragraph","children":[{"type":"span","value":"Pour un cabinet qui génère 10 % de son chiffre sur le commissariat aux comptes, il s’agit d’une perte à compenser au plus vite."}]},{"type":"paragraph","children":[{"type":"span","value":"Mais ce n'est pas tout : "},{"type":"span","marks":["strong"],"value":"l'automatisation et l'IA "},{"type":"span","value":"tendent aussi à réduire drastiquement ces missions traditionnelles de l'expertise-comptable."}]},{"item":"d3ZckU0PQCm3qa4VuxT1Dw","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"Comment le marketing peut venir au secours des cabinets d’expertise-comptable traditionnels ?"}]},{"type":"paragraph","children":[{"type":"span","value":"Dans un univers de concurrence, le sens marketing est clé pour réussir. Il faut "},{"type":"span","marks":["strong"],"value":"com-mu-ni-quer ! "},{"type":"span","value":"Mais le marketing ne commence pas par la communication. "}]},{"type":"paragraph","children":[{"type":"span","value":"Pourquoi pas ? Tout simplement parce que pour un·e professionnel·lle de confiance, les actes doivent être cohérents avec les mots… "}]},{"type":"paragraph","children":[{"type":"span","value":"Un marketing efficace se construit donc ici comme ailleurs autour des "},{"type":"span","marks":["strong"],"value":"dimensions de Kotler"},{"type":"span","value":" en utilisant le PPPD : Produit-Prix-Promotion-Distribution."}]},{"item":"PLhRTfc8S4SjQVihu9VEcQ","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"Des couples produits-marchés bien rôdés"}]},{"type":"paragraph","children":[{"type":"span","value":"Croiser "},{"type":"span","marks":["strong"],"value":"les besoins de ses client·es avec son propre potentiel"},{"type":"span","value":" constitue la première étape. "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Quels sont les plus rentables d’entre eux ? "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Quels sont celles et ceux qui n’ont pas acheté de missions ? "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Qui sont les plus chronophages ? "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Qu’est-ce qu’un·e client·e à potentiel ? "}]}]}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Autant de points à débattre en interne avec ses collaborateur·rices."}]},{"type":"paragraph","children":[{"type":"span","value":"La question "},{"type":"span","marks":["strong"],"value":"« à quoi pouvons-nous lui être utile ? »"},{"type":"span","value":" résume l’attitude des bons commerçants vis-à-vis de leurs client·es. Pourquoi en irait-il différemment pour un·e expert·e-comptable ?"}]},{"type":"paragraph","children":[{"type":"span","value":"Cherchez votre"},{"type":"span","marks":["emphasis"],"value":" idéal "},{"type":"span","value":": le croisement entre "},{"type":"span","marks":["strong"],"value":"ce que vous aimez faire et qui est valorisé avec ce dont les entreprises "},{"type":"span","value":"de votre secteur ont besoin et pour lequel elles sont prêtes à payer. "}]},{"type":"paragraph","children":[{"type":"span","value":"À vous d’établir une typologie de clients-besoins, de la rapprocher de "},{"type":"span","marks":["strong"],"value":"vos offres actuelles"},{"type":"span","value":" et de vos capacités, et d’adapter ces offres en autant de packages correspondants au type de client·e concerné·e. Le but : vous "},{"url":"https://www.shine.fr/blog/vendre-conseil-experts-comptables","type":"link","children":[{"type":"span","value":"préparer à vendre du conseil"}]},{"type":"span","value":"."}]},{"type":"blockquote","children":[{"type":"paragraph","children":[{"type":"span","marks":["emphasis"],"value":"\"Tout le monde parle de conseil, mais peu de cabinets ont formalisé leur offre. Nous l’avons fait, ce qui nous a permis de mettre des tarifs en face.\" "}]}],"attribution":"Nicolas Peulson | Cabinet Fiduralp"},{"type":"heading","level":2,"children":[{"type":"span","value":"Des tarifs adaptés à votre marché et à votre offre"}]},{"type":"paragraph","children":[{"type":"span","value":"À quelle hauteur valoriser les différentes missions proposées ? "}]},{"type":"paragraph","children":[{"type":"span","value":"La question est importante dans un "},{"type":"span","marks":["strong"],"value":"contexte de concurrence accrue"},{"type":"span","value":". D’autant que les TPE/PME sont devenues bien plus attentives au coût de leurs prestataires, fussent-ils expert·es-comptables. "}]},{"type":"paragraph","children":[{"type":"span","value":"La question de la "},{"type":"span","marks":["strong"],"value":"valeur perçue "},{"type":"span","value":"devient clé."}]},{"type":"paragraph","children":[{"type":"span","value":"Ce n’est donc pas une surprise si la tension la plus forte concerne le tarif des missions comptables réglementaires tiré vers le bas depuis l’apparition des "},{"type":"span","marks":["strong"],"value":"prestataires en ligne"},{"type":"span","value":"."}]},{"type":"paragraph","children":[{"type":"span","value":"L’établissement des forfaits tiendra compte de l’élargissement des zones de chalandise des cabinets, et donc de l’élargissement de la concurrence. Les spécificités locales, la notoriété ou l’antériorité "},{"type":"span","marks":["strong"],"value":"jouent aussi un rôle dans l’établissement des tarifs"},{"type":"span","value":". "}]},{"type":"paragraph","children":[{"type":"span","value":"Dans tous les cas, la rentabilité économique du cabinet passe en interne par l’automatisation des procédures, et en externe par la vente de services additionnels, à un taux horaire au moins double des services traditionnels."}]},{"item":"ZCxEJ3VeSz-Qe-FAKhWxGg","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"Communication et expertise comptable : se faire remarquer dans le respect de la déontologie"}]},{"type":"paragraph","children":[{"type":"span","value":"Plus de 30 % des entreprises ayant fait appel à d’autres prestataires déclarent qu’elles n’ont pas sollicité leur cabinet car "},{"type":"span","marks":["strong"],"value":"elles ne savaient pas qu’il pouvait réaliser de telles prestations"},{"type":"span","value":", indiquait déjà l’enquête du Conseil de l’Ordre en 2016. On le sait : le savoir-faire ne se développe pas sans le faire-savoir."}]},{"type":"paragraph","children":[{"type":"span","value":"Ne confondant plus secret professionnel et réserve relationnelle, "},{"type":"span","marks":["strong"],"value":"les expert·es-comptables n’hésitent pas aujourd’hui à prendre la parole"},{"type":"span","value":". Sur 3 modes : vitrine, dynamique et interactif."}]},{"type":"heading","level":3,"children":[{"type":"span","marks":["strong"],"value":"Vitrine "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Le"},{"type":"span","marks":["strong"],"value":" site web"},{"type":"span","value":", qui doit être le reflet de sa raison d’être, et offrir la possibilité d’une mise en contact immédiate.  Il est aussi le point d’entrée de vos futurs client·es et une excellente opportunité de vous faire connaître, à condition d'"},{"url":"https://www.shine.fr/blog/generer-visite-site-internet/","type":"link","children":[{"type":"span","value":"attirer du monde sur votre site"}]},{"type":"span","value":" !"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Les associé·es, qui représentent le cabinet en tous lieux."}]}]}]},{"type":"heading","level":3,"children":[{"type":"span","marks":["strong"],"value":"Dynamique "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Une relation utile et régulière : articles d’opinion, alarmes sur un point précis, information partagée, etc., via un blog et une newsletter ou directement sur les réseaux sociaux."}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Une "},{"type":"span","marks":["strong"],"value":"présence physique"},{"type":"span","value":" : interventions des associé·es dans des associations professionnelles, conférences aux étudiant·es, apports d’expertise pro bono, etc."}]}]}]},{"type":"heading","level":3,"children":[{"type":"span","marks":["strong"],"value":"Interactive "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Suivi en direct « live » des initiatives off et on-line."}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Petits déjeuners d’affaires (présentations au cabinet)."}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Réseaux sociaux professionnels,"},{"type":"span","value":" y compris visibilité payante (posts sponsorisés)."}]}]}]},{"item":"IGs317E4T6eHQHK7fc7OPw","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"Votre plan d’action ? Développer un réseau d’influenceurs partenaires"}]},{"type":"paragraph","children":[{"type":"span","value":"L’écosystème d’un cabinet est peuplé de "},{"type":"span","marks":["strong"],"value":"chef·ffes d’entreprises et de tous ceux qui les conseillent,"},{"type":"span","value":" des avocat·es aux banquier·ères, des assureurs aux agents immobiliers, des notaires... "}]},{"type":"paragraph","children":[{"type":"span","value":"Partager les expériences, échanger sur les perspectives, comprendre les savoir-faire de chacun, savoir présenter son expertise, sont "},{"type":"span","marks":["strong"],"value":"autant de dimensions d’un réseautage réussi"},{"type":"span","value":", qui apporte à la fois :"}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"un noyau de "},{"type":"span","marks":["strong"],"value":"professionnel·lles complémentaires"},{"type":"span","value":" pour y diriger mes client·es suivant leur typologie ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"un réseau "},{"type":"span","marks":["strong"],"value":"d’apporteurs d’affaires ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"des "},{"type":"span","marks":["strong"],"value":"opportunités commerciales."}]}]}]},{"type":"heading","level":2,"children":[{"type":"span","marks":["strong"],"value":"En résumé : construire sa stratégie marketing en tant qu'expert·es-comptables"}]},{"type":"paragraph","children":[{"type":"span","value":"Faut-il faire des claquettes pour convaincre un potentiel client·e de travailler avec vous ? "},{"type":"span","marks":["strong"],"value":"Sûrement pas !"},{"type":"span","value":" "}]},{"type":"paragraph","children":[{"type":"span","value":"Mais appliquer les méthodes du marketing B2B pour donner à son cabinet un nouveau souffle dans un contexte concurrentiel durci : sûrement oui !"}]},{"type":"paragraph","children":[{"type":"span","value":"Car les cabinets n'ont plus le choix : concurrence numérique, évolution des attentes des client·es, recul des mandats d'audit... Il faut agir."}]},{"type":"paragraph","children":[{"type":"span","value":"Voici 3 axes à retenir pour construire sa stratégie marketing : "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"construire une offre lisible avec des packages et des tarifs clairs ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"communiquer là où les entrepreneur·es cherchent leurs prestataires ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"activer son réseau de partenaires."}]}]}]},{"type":"paragraph","children":[{"url":"https://www.shine.fr/blog/se-demarquer-concurrence-expert-comptable","type":"link","children":[{"type":"span","value":"Comment se démarquer de la concurrence"}]},{"type":"span","value":" ? Nos conseils pour y faire face efficacement dans cet article ! "}]},{"type":"paragraph","children":[{"type":"span","value":"Pour accompagner votre clientèle de TPE au quotidien, "},{"url":"https://www.shine.fr/shine-facture/","type":"link","children":[{"type":"span","value":"Shine"}]},{"type":"span","value":" propose un compte pro avec facturation intégrée et pré-comptabilité."}]},{"item":"RGq8_1zoT3KsEfpGx_JmUQ","type":"block"},{"type":"paragraph","children":[{"type":"span","value":""}]}]}},"blocks":[{"__typename":"DatoCmsCtaCardBlock","id":"d3ZckU0PQCm3qa4VuxT1Dw","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Le compte pro qui en fait plus.","ctaLabel":"Découvrir Shine","ctaLink":"https://www.shine.fr/?utm_source=copilote-cta-body&utm_medium=leads-organic&utm_campaign=acquisition&utm_content=copilote&source_type=organic-acquisition&source_support=copilote-cta-body&source_partner=shine&source_name=cta-body-blog","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsRecap","id":"PLhRTfc8S4SjQVihu9VEcQ","title":"PPPD : le marketing selon Kotler","body":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Produit "},{"type":"span","value":": des couples produits-marchés bien rôdés."}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Prix "},{"type":"span","value":": un niveau adapté à son marché et à son offre."}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Promotion "},{"type":"span","value":": une communication efficace dans le respect de la déontologie."}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Distribution "},{"type":"span","value":": un réseau développé d’influenceurs partenaires."}]}]}]}]}},"links":[]}},{"__typename":"DatoCmsCtaCardBlock","id":"ZCxEJ3VeSz-Qe-FAKhWxGg","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Les bons outils pour développer votre activité.","ctaLabel":"Découvrir","ctaLink":"https://www.shine.fr/toolbox/?ae=279&blogcopilote=1","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsRecap","id":"IGs317E4T6eHQHK7fc7OPw","title":"Se faire voir et être vu","body":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Montrez vos initiatives. Valorisez vos contacts. Racontez des histoires vécues. Partagez une compétence spécifique. Pour conserver l’intérêt de ses client·es, comme pour en conquérir de nouveaux, il ne faut plus hésiter à se faire remarquer, et à donner envie d’être connu. Les réseaux sociaux professionnels sont là pour ça ! Encore faut-il le faire subtilement, sans vouloir vendre directement son talent… tout en le suggérant."}]}]}},"links":[]}},{"__typename":"DatoCmsFaqBlock","id":"RGq8_1zoT3KsEfpGx_JmUQ","title":"Questions fréquentes","faqs":[{"question":"Pourquoi se mettre au marketing quand on est expert·e-comptable ?","id":"DatoCmsFaq-JNhbyThiRf-MGO1CGobtZg-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"La profession comptable est bousculée de toutes parts : nouveaux acteurs, évolution des comportements des client·es, recul des missions réglementaires... Le marketing permet d'anticiper ces changements plutôt que de les subir. Vous gagnez en visibilité pour maintenir votre rentabilité et continuer de vous développer."}]}]}},"links":[]}},{"question":"Comment mettre en place une stratégie marketing en cabinet comptable ?","id":"DatoCmsFaq-I2yqY1tSRVygXdoQ9YxDAA-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Une stratégie marketing s'articule autour de 4 axes : l'offre, le prix, la promotion et la distribution. Commencez par formaliser vos services en packages clairs avec des tarifs affichés. Ensuite, rendez-vous visible là où vos futur·es client·es cherchent leurs prestataires. Enfin, activez vos partenaires professionnels comme apporteurs d'affaires."}]}]}},"links":[]}},{"question":"Quelles stratégies adopter pour se différencier en tant qu'expert·e-comptable ?","id":"DatoCmsFaq-YUdYIMVNSNC8sUDZqns7Zg-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Vous pouvez vous rendre visible en ligne (site web, réseaux sociaux) mais aussi dans des événements locaux (conférences, déjeuners d'affaires, associations...). Nouer des partenariats avec d'autres professionnel·les est également intéressant pour faire jouer le bouche-à-oreille et les recommandations."}]}]}},"links":[]}}]}],"links":[]},"relatedArticles":[]},"relatedArticles":{"nodes":[{"__typename":"DatoCmsArticle","title":"Est-ce obligatoire d’avoir recours à un comptable en société ?","slug":"experts-comptables-recours-entreprise-obligatoire","id":"DatoCmsArticle-149211080-fr","seo":{"description":"Est-ce obligatoire d’avoir recours à un comptable pour gérer les flux financiers de sa société ? 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