{"id":76748,"date":"2012-12-04T00:00:00","date_gmt":"2012-12-03T23:00:00","guid":{"rendered":"http:\/\/b.bati-journal.com\/demarche-commerciale-et-rentabilite-priorites-des-dirigeants-du-batiment\/76748"},"modified":"2019-07-15T12:14:45","modified_gmt":"2019-07-15T10:14:45","slug":"demarche-commerciale-et-rentabilite-priorites-des-dirigeants-du-batiment","status":"publish","type":"post","link":"https:\/\/batijournal.com\/index.php\/demarche-commerciale-et-rentabilite-priorites-des-dirigeants-du-batiment\/76748\/","title":{"rendered":"D\u00e9marche commerciale et rentabilit\u00e9, priorit\u00e9s des dirigeants du b\u00e2timent"},"content":{"rendered":"

KPMG, premier groupe fran\u00e7ais de services pluridisciplinaires d’audit, de conseil, d’expertise comptable, de droit et de fiscalit\u00e9 vient de publier sa 19e \u00e9dition de l’\u00e9tude \u00ab\u00a0Tendances et Perspectives\u00a0\u00bb dans le b\u00e2timent. Elle brosse un panorama complet de l’activit\u00e9 \u00e9conomique des entreprises du secteur et de leurs pr\u00e9occupations dans le contexte de crise actuel. Extraits de ce document tr\u00e8s complet, les priorit\u00e9s des dirigeants pour cette fin 2012 et l’ann\u00e9e 2013 \u00e0 venir…\u000b\u000bLa d\u00e9marche commerciale est la premi\u00e8re pr\u00e9occupation. Le pourcentage de dirigeants pour qui le d\u00e9veloppement de l’activit\u00e9 est au coeur des enjeux de l’ann\u00e9e \u00e0 venir s’\u00e9l\u00e8ve \u00e0 54 %, contre 44 % l’an dernier. Les termes employ\u00e9s dans les r\u00e9ponses sont plus pr\u00e9cis, preuve en est que les entreprises ont d’ores et d\u00e9j\u00e0 structur\u00e9 leur d\u00e9marche commerciale : fid\u00e9liser les clients, d\u00e9velopper et segmenter la base des clients, ouvrir de nouveaux march\u00e9s, recruter un commercial, lancer un site Internet pour contrer la chute du nombre de chantiers due \u00e0 l’effet cumul\u00e9 de la suppression des mesures fiscales incitatives et du durcissement de l’acc\u00e8s au cr\u00e9dit.\u000b\u000bLa recherche de rentabilit\u00e9 des chantiers conserve sa seconde place dans les priorit\u00e9s des dirigeants. Avec des hausses de prix des mat\u00e9riaux difficiles \u00e0 r\u00e9percuter dans les devis, et des marges qui n’en finissent plus de s’effriter, les dirigeants gardent en t\u00eate de travailler leur marge op\u00e9rationnelle, et notamment dans les structures de 6 \u00e0 9 salari\u00e9s (42%) et de 10 \u00e0 19 salari\u00e9s (41%). En parall\u00e8le, une tr\u00e9sorerie \u00e0 son niveau le plus bas depuis 2010 implique une vigilance accrue sur le recouvrement des factures ; comme en 2011, 21 % des dirigeants jugent ainsi cette action comme prioritaire dans les mois \u00e0 venir.\u000b\u000bLe maintien des effectifs devient plus que jamais une priorit\u00e9 pour les dirigeants, face \u00e0 la baisse d’activit\u00e9; logique donc que la fid\u00e9lisation (7 %) et le recrutement (5 %) ne concernent qu’une minorit\u00e9 d’entreprises. Pour autant, en lien avec la n\u00e9cessit\u00e9 de conqu\u00e9rir de nouveaux march\u00e9s, 14 % des dirigeants mettent en avant la formation des salari\u00e9s aux nouveaux mat\u00e9riaux et nouvelles technologies.\u000b\u000bEn 2011, 15 % des dirigeants privil\u00e9giaient de nouveaux investissements. Ils sont, cette ann\u00e9e, 20 % port\u00e9s par la n\u00e9cessit\u00e9 de s’inscrire sur des activit\u00e9s \u00e0 valeur ajout\u00e9e et de proposer \u00e0 leurs clients un savoir-faire optimis\u00e9, ou encore renouveler un mat\u00e9riel vieillissant qui peut 25 p\u00e9naliser la rentabilit\u00e9 des chantiers. C’est le cas des 20 petites structures (effectif de moins de 3 salari\u00e9s) dont 29% souhaitent proc\u00e9der \u00e0 des investissements en 2012\/2013. Se pose alors pour grand nombre de ces entreprises, la question de l’acc\u00e8s au cr\u00e9dit. Ainsi, 46 % d’entre elles consid\u00e8rent comme primordiale l’optimisation des relations avec leurs partenaires financiers. L’appui des banques est essentiel au maintien de leur activit\u00e9 ainsi qu’\u00e0 leur d\u00e9veloppement futur.\u000bT\u00e9l\u00e9charger l’\u00e9tude compl\u00e8te<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

KPMG, premier groupe fran\u00e7ais de services pluridisciplinaires d’audit, de conseil, d’expertise comptable, de droit et de fiscalit\u00e9 vient de publier sa 19e \u00e9dition de l’\u00e9tude \u00ab\u00a0Tendances et Perspectives\u00a0\u00bb dans le b\u00e2timent. Elle brosse un panorama complet de l’activit\u00e9 \u00e9conomique des entreprises du secteur et de leurs pr\u00e9occupations dans le contexte de crise actuel. Extraits de […]<\/p>\n","protected":false},"author":1,"featured_media":76749,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[6345],"tags":[],"class_list":["post-76748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie-marches"],"yoast_head":"\nD\u00e9marche commerciale et rentabilit\u00e9, priorit\u00e9s des dirigeants du b\u00e2timent<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/batijournal.com\/index.php\/demarche-commerciale-et-rentabilite-priorites-des-dirigeants-du-batiment\/76748\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9marche commerciale et rentabilit\u00e9, priorit\u00e9s des dirigeants du b\u00e2timent\" \/>\n<meta property=\"og:description\" content=\"KPMG, premier groupe fran\u00e7ais de services pluridisciplinaires d’audit, de conseil, d’expertise comptable, de droit et de fiscalit\u00e9 vient de publier sa 19e \u00e9dition de l’\u00e9tude \u00ab\u00a0Tendances et Perspectives\u00a0\u00bb dans le b\u00e2timent. 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