{"id":1967,"date":"2015-09-18T14:40:25","date_gmt":"2015-09-18T14:40:25","guid":{"rendered":"https:\/\/www.eliott-markus.com\/wilo\/marketing-communication-et-specialisation\/"},"modified":"2023-06-22T15:59:04","modified_gmt":"2023-06-22T15:59:04","slug":"marketing-communication-et-specialisation","status":"publish","type":"wilo","link":"https:\/\/www.eliott-markus.com\/en\/wilo\/marketing-communication-et-specialisation\/","title":{"rendered":"Marketing, communication et sp\u00e9cialisation"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Dans mes formations, cours ou encore dans mon ouvrage <em>Cabinet d\u2019avocats<a href=\"#_ftn1\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>[1]<\/strong><\/a><\/em>, je rappelle les vertus suivantes de la sp\u00e9cialisation\u00a0:<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>La s\u00e9lection des clients et des dossiers encourage la qualit\u00e9 du travail\u00a0;<\/li><li>La concurrence est mieux connue donc plus ma\u00eetrisable\u00a0;<\/li><li>Les initiatives de communication et de marketing sont plus cibl\u00e9es donc connaissent un meilleur retour sur investissement\u00a0;<\/li><li>Le bouche \u00e0 oreille est plus efficace et rapide concernant un cabinet dont les domaines de comp\u00e9tence sont clairement \u00e9tablis\u00a0;<\/li><li>La presse sollicite des sp\u00e9cialistes quand elle a besoin de commentaires ou d\u2019avis\u00a0;<\/li><li>La sp\u00e9cialisation favorise l\u2019activit\u00e9 de publication\u00a0;<\/li><li>Les autres cabinets d\u2019avocats sont des prescripteurs pour les cabinets sp\u00e9cialis\u00e9s.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Toutes les raisons \u00e9num\u00e9r\u00e9es ci-dessus ont un impact direct sur la communication et le marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Si ceci est vrai pour les cabinets d\u2019avocats, \u00e7a l\u2019est \u00e9galement pour les autres m\u00e9tiers de conseil.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La peur de ne pas afficher certaines comp\u00e9tences de peur de passer \u00e0 c\u00f4t\u00e9 d\u2019opportunit\u00e9s est un mauvais calcul. Le client potentiel veut frapper \u00e0 la bonne porte et se d\u00e9tournera face \u00e0 une offre pl\u00e9thorique.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Une seule exception, cependant\u00a0: la sommit\u00e9 incontest\u00e9e.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consult\u00e9e comme l\u2019oracle, elle a le droit d\u2019avoir un avis sur tout. Mais les sommit\u00e9s incontest\u00e9es sont rares\u2026et elles ont moins besoin de communication et de marketing.<\/p>\n","protected":false},"author":11,"featured_media":0,"template":"","categories":[211],"tags":[24,38,44],"class_list":["post-1967","wilo","type-wilo","status-publish","hentry","category-metiers","tag-avocats","tag-communication","tag-strategie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing, communication et sp\u00e9cialisation<\/title>\n<meta name=\"description\" content=\"Dans mes formations, cours ou encore dans mon ouvrage Cabinet d\u2019avocats, je rappelle les vertus suivantes de la sp\u00e9cialisation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eliott-markus.com\/wilo\/marketing-communication-et-specialisation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing, communication et sp\u00e9cialisation\" \/>\n<meta property=\"og:description\" content=\"Dans mes formations, cours ou encore dans mon ouvrage Cabinet d\u2019avocats, je rappelle les vertus suivantes de la sp\u00e9cialisation\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eliott-markus.com\/wilo\/marketing-communication-et-specialisation\/\" \/>\n<meta property=\"og:site_name\" content=\"eliott &amp; 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