{"id":212089,"date":"2018-09-19T16:21:35","date_gmt":"2018-09-19T14:21:35","guid":{"rendered":"https:\/\/www.accedia.fr\/?page_id=212089"},"modified":"2025-04-10T16:28:10","modified_gmt":"2025-04-10T14:28:10","slug":"cas-de-negociation-commerciale-cas-1","status":"publish","type":"page","link":"https:\/\/www.accedia.fr\/cas-de-negociation-commerciale-cas-1\/","title":{"rendered":"Cas de n\u00e9gociation commerciale cas 1"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbHero\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_type=\u00a0\u00bbcircular\u00a0\u00bb background_color_gradient_direction_radial=\u00a0\u00bbtop left\u00a0\u00bb background_color_gradient_stops=\u00a0\u00bbrgba(40,40,40,0.79) 0%|rgba(40,40,40,0.86) 100%\u00a0\u00bb background_color_gradient_overlays_image=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_start=\u00a0\u00bbrgba(40,40,40,0.79)\u00a0\u00bb background_color_gradient_end=\u00a0\u00bbrgba(40,40,40,0.86)\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/www.accedia.fr\/wp-content\/uploads\/2018\/10\/rawpixel-670711-unsplash-1.jpg\u00a0\u00bb custom_margin=\u00a0\u00bb||||false\u00a0\u00bb custom_padding=\u00a0\u00bb2%||2%||true|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.3&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.3&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.3&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Cas pratique de n\u00e9gociation commerciale &#8211; Cas de l&rsquo;agence de communication<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbFeatured Collections Section\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.3&Prime; background_position=\u00a0\u00bbcenter_right\u00a0\u00bb max_width_tablet=\u00a0\u00bb\u00a0\u00bb max_width_phone=\u00a0\u00bb100%\u00a0\u00bb max_width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb0px|0px|50.5104px|0|false|false\u00a0\u00bb animation_direction=\u00a0\u00bbleft\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubtitle\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_font_size=\u00a0\u00bb16px\u00a0\u00bb inline_fonts=\u00a0\u00bbArial\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p style=\"text-align: left;\"><em>Ce cas pratique a \u00e9t\u00e9 construit sur mesure par les \u00e9quipes de Acc\u00e9dia en collaboration avec le client. Il est le fruit d\u2019entretiens r\u00e9alis\u00e9s au pr\u00e9alable de la formation. Pour des raisons de confidentialit\u00e9, le nom de certains protagonistes a \u00e9t\u00e9 modifi\u00e9.<\/em><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.16&Prime; background_color=\u00a0\u00bb#f9f9f9&Prime; custom_padding=\u00a0\u00bb2%|2%|2%|2%\u00a0\u00bb border_radii=\u00a0\u00bbon|5px|5px|5px|5px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubtitle\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_font_size=\u00a0\u00bb16px\u00a0\u00bb inline_fonts=\u00a0\u00bbArial\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Situation\"><\/span>Situation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Vous \u00eates une agence de communication reconnue.<\/li>\n<li>Vous lancez une campagne t\u00e9l\u00e9\u00a0: 2 films de 40s et 30s pour votre client Energie (leader dans le domaine du gaz en France).<\/li>\n<li>Vous avez rendez-vous avec vos interlocuteurs car ils souhaitent vous faire baisser le budget.<\/li>\n<li>Votre enjeu\u00a0: faire 2 films de r\u00e9f\u00e9rence, irr\u00e9prochables.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Contexte\"><\/span>Contexte<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Le r\u00e9alisateur choisi est Lars Van Trier, c\u2019est le 5\u00e8me film que vous fa\u00eetes avec lui.<\/li>\n<li>Les derni\u00e8res campagnes ont apport\u00e9 une excellente image \u00e0 Energie, des \u00e9tudes CESP le prouvent.<\/li>\n<li>La soci\u00e9t\u00e9 Energie est press\u00e9e par rapport \u00e0 la date prochaine de sa fusion.<\/li>\n<li>Le dernier r\u00e9alisateur qui a collabor\u00e9 avec les \u00e9quipes d\u2019Energie n\u2019a pas fait preuve d\u2019un bon relationnel.<\/li>\n<li>Le client souhaite un lieu exotique (\u00ab\u00a0pas trop l\u2019Europe\u00a0\u00bb).<\/li>\n<li>Le tournage est au Danemark car Lars Van Trier ne voyage pas ! (Sauf pour aller \u00e0 Cannes).<\/li>\n<li>Vous avez pr\u00e9sent\u00e9 un budget largement sup\u00e9rieur au brief (1,2M \u20ac au lieu de 1M \u20ac).<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubtitle\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_font_size=\u00a0\u00bb16px\u00a0\u00bb inline_fonts=\u00a0\u00bbArial\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Concessions_envisageables\"><\/span>Concessions envisageables :<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Diminuer les frais g\u00e9n\u00e9raux et la marge de la maison de production de 25 000\u20ac (au maximum).<\/li>\n<li>Baisser la production de 10 000\u20ac (au maximum) et la postproduction\u00a0 de 20 000\u20ac \u00a0(au maximum).<\/li>\n<li>Baisser la commission agence de 10% \u00e0 9% (au maximum)<\/li>\n<li>Baisser les honoraires du r\u00e9alisateur de 20 000\u20ac (maximum)<\/li>\n<li>R\u00e9aliser 2%\u00a0 de remise suppl\u00e9mentaire maximum sur la postproduction, production et pr\u00e9-production.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Concession_impossible\"><\/span>Concession impossible\u00a0:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Changer de r\u00e9alisateur, baisser de plus de 85000\u20ac le montant du devis (au-del\u00e0 vous consid\u00e9rez que vous allez impacter la qualit\u00e9).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Contreparties_a_obtenir\"><\/span>Contreparties \u00e0 obtenir\u00a0:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Le client accepte un film de 40s et un film de 20s.<\/li>\n<li>Le client accepte un acompte sup\u00e9rieur \u00e0 50%.<\/li>\n<li>Le client vous confie les Relations Presse du film pour 15 000\u20ac.<\/li>\n<li>Le client vous confie la r\u00e9alisation (refonte) du site Energie pour 20\u00a0000\u20ac.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_code _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<style><!-- [et_pb_line_break_holder] -->        * {<!-- [et_pb_line_break_holder] -->            margin: 0;<!-- [et_pb_line_break_holder] -->            padding: 0;<!-- [et_pb_line_break_holder] -->            box-sizing: border-box;<!-- [et_pb_line_break_holder] -->            font-family: 'Poppins', sans-serif;<!-- [et_pb_line_break_holder] -->  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.circle-2 {<!-- [et_pb_line_break_holder] -->            width: 80px;<!-- [et_pb_line_break_holder] -->            height: 80px;<!-- [et_pb_line_break_holder] -->            top: 40%;<!-- [et_pb_line_break_holder] -->            right: 5%;<!-- [et_pb_line_break_holder] -->        }<!-- [et_pb_line_break_holder] -->        <!-- [et_pb_line_break_holder] -->        .circle-3 {<!-- [et_pb_line_break_holder] -->            width: 160px;<!-- [et_pb_line_break_holder] -->            height: 160px;<!-- [et_pb_line_break_holder] -->            bottom: -5%;<!-- [et_pb_line_break_holder] -->            right: 15%;<!-- [et_pb_line_break_holder] -->        }<!-- [et_pb_line_break_holder] -->        <!-- [et_pb_line_break_holder] -->        @media (max-width: 768px) {<!-- [et_pb_line_break_holder] -->            .cta-headline {<!-- [et_pb_line_break_holder] -->                font-size: 22px;<!-- [et_pb_line_break_holder] -->            }<!-- [et_pb_line_break_holder] -->            <!-- [et_pb_line_break_holder] -->            .cta-tagline {<!-- [et_pb_line_break_holder] -->                font-size: 20px;<!-- [et_pb_line_break_holder] -->            }<!-- [et_pb_line_break_holder] -->            <!-- [et_pb_line_break_holder] -->            .cta-description {<!-- [et_pb_line_break_holder] -->                max-width: 100%;<!-- [et_pb_line_break_holder] -->                font-size: 13px;<!-- [et_pb_line_break_holder] -->            }<!-- [et_pb_line_break_holder] -->            <!-- [et_pb_line_break_holder] -->            .cta-circles {<!-- [et_pb_line_break_holder] -->                width: 20%;<!-- [et_pb_line_break_holder] -->            }<!-- [et_pb_line_break_holder] -->            <!-- [et_pb_line_break_holder] -->            .cta-buttons {<!-- [et_pb_line_break_holder] -->                flex-direction: column;<!-- [et_pb_line_break_holder] -->                gap: 10px;<!-- [et_pb_line_break_holder] -->            }<!-- [et_pb_line_break_holder] -->            <!-- [et_pb_line_break_holder] -->            .cta-button {<!-- [et_pb_line_break_holder] -->                text-align: center;<!-- [et_pb_line_break_holder] -->            }<!-- [et_pb_line_break_holder] -->        }<!-- [et_pb_line_break_holder] --><\/style>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<div class=\"cta-container\"><!-- [et_pb_line_break_holder] -->        <\/p>\n<div class=\"cta-content\"><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"cta-headline\">Quand la n\u00e9gociation bloque, les r\u00e9sultats s&rsquo;effondrent.<\/div>\n<p><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"cta-tagline\">Ne restez pas bloqu\u00e9.<\/div>\n<p><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"cta-description\">Vous souhaitez d\u00e9velopper vos comp\u00e9tences en n\u00e9gociation et obtenir des r\u00e9sultats concrets? Venez \u00e9changer avec nos experts et d\u00e9couvrez nos formations adapt\u00e9es \u00e0 vos enjeux professionnels!<\/div>\n<p><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"cta-buttons\"><!-- [et_pb_line_break_holder] -->                <a href=\"https:\/\/www.accedia.fr\/contact\/\" class=\"cta-button\">Demander un entretien<\/a><!-- [et_pb_line_break_holder] -->                <a href=\"https:\/\/www.accedia.fr\/formations\/\" class=\"cta-button secondary\">D\u00e9couvrir nos formations<\/a><!-- [et_pb_line_break_holder] -->            <\/div>\n<p><!-- [et_pb_line_break_holder] -->        <\/div>\n<p><!-- [et_pb_line_break_holder] -->        <\/p>\n<div class=\"cta-circles\"><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"circle circle-1\"><\/div>\n<p><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"circle circle-2\"><\/div>\n<p><!-- [et_pb_line_break_holder] -->            <\/p>\n<div class=\"circle circle-3\"><\/div>\n<p><!-- [et_pb_line_break_holder] -->        <\/div>\n<p><!-- [et_pb_line_break_holder] --><\/div>\n<p>[\/et_pb_code][et_pb_text _builder_version=\u00a0\u00bb4.27.3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_font_size=\u00a0\u00bb16px\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000&Prime; header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"BUDGET_2_films_au_Danemark_40s_et_30s\"><\/span>BUDGET 2 films au Danemark\u00a0: 40s et 30s<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table style=\"height: 25px; float: left; width: 855.969px;\" border=\"2\">\n<caption>\u00a0<\/caption>\n<tbody>\n<tr>\n<td style=\"width: 222px;\">Pr\u00e9-production<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">65 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">R\u00e9alisateur + droits<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">250 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Production (studio, r\u00e9gie, mat\u00e9riel&#8230;)<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">300 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Post-poduction<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">150 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Voyages<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">85 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Frais g\u00e9n\u00e9raux et marge de la production<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">200 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Assurance<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">30 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Sous-total<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">1 080 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\">Commissions agence 10%<\/td>\n<td style=\"width: 67.9688px; text-align: right;\">108 000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 222px;\"><strong>TOTAL<\/strong><\/td>\n<td style=\"width: 67.9688px; text-align: right;\"><strong>1 118 800 \u20ac<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.3&Prime; 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