{"id":5013,"date":"2026-09-23T15:27:01","date_gmt":"2026-09-23T13:27:01","guid":{"rendered":"https:\/\/mercuri.be\/?page_id=5013"},"modified":"2026-09-28T10:08:30","modified_gmt":"2026-09-28T10:08:30","slug":"code-de-decision","status":"publish","type":"page","link":"https:\/\/mercuri.be\/fr\/code-de-decision\/","title":{"rendered":"Code d\u00e9cisionnel : La nouvelle r\u00e9alit\u00e9 des achats B2B."},"content":{"rendered":"
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Code d\u00e9cisionnel : La nouvelle r\u00e9alit\u00e9 des achats B2B.<\/h1>\n\n\n\n
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T\u00e9l\u00e9chargez le rapport.<\/a><\/div>\n\n\n\n
Parlons-en !<\/a><\/div>\n<\/div>\n\n\t\t<\/div>\n\n\t\t\t\t\n\n\t\t\t\t\t\t\t\"\"\n\n<\/picture>\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

La fa\u00e7on dont les gens ach\u00e8tent a chang\u00e9,
et les meilleurs \u00e9quipes de vente s'adaptent \u00e0 cela<\/h1>\n\n\n\n

Dans notre dernier rapport, on explique ce qu\u2019il faut pour r\u00e9ussir sur le march\u00e9 actuel des achats B2B, notamment pourquoi 9 sur 10 des gagnants figuraient d\u00e9j\u00e0 sur la premi\u00e8re liste.<\/h4>\n\n\n\n
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Commencons par d\u00e9chiffrer.
T\u00e9l\u00e9chargez le rapport.<\/h2>\n\n\n\n

Bas\u00e9 sur les insights issus de notre \u00e9tude mondiale sur le comportement d\u2019achat B2B, ce nouveau rapport explore la mani\u00e8re dont \u00e9volue le comportement d\u2019achat, quels facteurs influencent les d\u00e9cisions d\u2019achat et o\u00f9 les professionnels du marketing ont les meilleures chances d\u2019am\u00e9liorer leurs r\u00e9sultats.<\/p>\n\n\n\n

L\u2019\u00e9tude quantitative repose sur les exp\u00e9riences rapport\u00e9es par les r\u00e9pondants eux-m\u00eames concernant leurs achats B2B r\u00e9cents, allant des achats de produits traditionnels \u00e0 des d\u00e9cisions complexes impliquant plusieurs parties prenantes, des risques et des cons\u00e9quences d\u2019impl\u00e9mentation.<\/p>\n\n\n\n

En collaboration avec Henrik Larsson Broman, expert en branche et futuriste, nous avons analys\u00e9 des centaines de transactions d\u2019achat B2B complexes afin de d\u00e9couvrir ce qui motive les d\u00e9cisions d\u2019achat r\u00e9ussies. Le rapport combine le point de vue des acheteurs avec les insights issus de nos recherches plus vastes et de nos \u00e9tudes pr\u00e9c\u00e9dentes.
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T\u00e9l\u00e9chargez le rapport.<\/a><\/div>\n<\/div>\n<\/div>
\"Rapport<\/figure><\/div>\n<\/div><\/div>\n\n\n\n
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Comment a-t-on men\u00e9 l\u2019\u00e9tude sur le comportement d\u2019achat B2B ?<\/h3><\/div><\/div>
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Notre \u00e9tude quantitative mondiale a \u00e9t\u00e9 r\u00e9alis\u00e9e entre avril et juin 2026 aupr\u00e8s d\u2019environ 150 professionnels du monde entier, en partant des exp\u00e9riences rapport\u00e9es par les acheteurs concernant leurs achats B2B r\u00e9cents. L\u2019\u00e9tude comprenait 31 questions quantitatives r\u00e9parties dans 7 th\u00e8mes. Les r\u00e9pondants ont \u00e9t\u00e9 contact\u00e9s via le r\u00e9seau de d\u00e9cideurs de Mercuri International et par une enqu\u00eate ouverte diffus\u00e9e via des canaux s\u00e9lectionn\u00e9s.<\/p>\n\n\n\n

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Cette \u00e9tude porte sur les d\u00e9cisions d\u2019achat r\u00e9centes concernant des produits ou des services standardis\u00e9s, des offres personnalis\u00e9es et des solutions enti\u00e8rement sur mesure. La taille de l\u2019\u00e9chantillon varie selon les questions. Les conclusions visent \u00e0 fournir un aper\u00e7u pratique du comportement d\u2019achat moderne B2B, et non \u00e0 \u00e9tablir des r\u00e8gles g\u00e9n\u00e9rales concernant le comportement des acheteurs.<\/p>\n<\/div><\/div><\/div>\n\n\n\n

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Quelles sont les principales conclusions du rapport ?<\/h3><\/div><\/div>
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  1. Le v\u00e9ritable acheteur est le r\u00e9seau d\u00e9cisionnel.<\/strong>
    Dans les achats B2B, il n\u2019existe plus un seul d\u00e9cideur. Le v\u00e9ritable acheteur est le r\u00e9seau de personnes qui exercent leur influence, \u00e9valuent, approuvent, bloquent, impl\u00e9mentent et vivent avec les cons\u00e9quences de cette d\u00e9cision.<\/li>\n\n\n\n
  2. La v\u00e9ritable concurrence commence avant m\u00eame le processus formel.<\/strong>
    Les acheteurs formulent des hypoth\u00e8ses, d\u00e9finissent des probl\u00e8mes, \u00e9valuent les risques et forment d\u00e9j\u00e0, \u00e0 un stade pr\u00e9coce, une image de fournisseurs cr\u00e9dibles, avant m\u00eame que le processus de vente physique ne commence. La liste de candidats est souvent d\u00e9j\u00e0 \u00e9tablie avant que de nombreux vendeurs ne sachent qu\u2019il existe un accord.<\/li>\n\n\n\n
  3. Le risque est la force cach\u00e9e derri\u00e8re les d\u00e9cisions lentes.<\/strong>
    La valeur suscite l\u2019int\u00e9r\u00eat, mais le risque suscite l\u2019h\u00e9sitation. \u00c0 mesure que le risque per\u00e7u augmente, les processus d\u2019achat deviennent plus longs, plus transversaux \u00e0 d\u2019autres fonctions et plus difficiles \u00e0 r\u00e9aliser des progr\u00e8s.<\/li>\n\n\n\n
  4. Le acheteur a besoin d\u2019aide pour vendre cette d\u00e9cision en interne.<\/strong>
    Les achats B2B n\u00e9cessitent une coordination interne, une pr\u00e9paration \u00e0 la mise en \u0153uvre et la confiance des parties prenantes. Le r\u00f4le du vendeur consiste non seulement \u00e0 convaincre le client, mais aussi \u00e0 permettre au client de convaincre l\u2019organisation. L\u2019IA rend les acheteurs mieux inform\u00e9s \u2014 mais pas n\u00e9cessairement plus confiants.<\/li>\n\n\n\n
  5. L\u2019IA peut aider les acheteurs \u00e0 rechercher, comparer et pr\u00e9parer les biens.<\/strong> Mais cela ne supprime pas la charge humaine de la confiance, de la responsabilit\u00e9, du risque et de l\u2019alignement interne. La vente humaine doit fixer un niveau plus \u00e9lev\u00e9 en termes d\u2019intelligence et de confiance.<\/li>\n\n\n\n
  6. Les acheteurs appr\u00e9cient les vendeurs qui les aident \u00e0 faire des progr\u00e8s.<\/strong>
    Les acheteurs disposent d\u00e9j\u00e0 d\u2019informations. Ce qu\u2019ils appr\u00e9cient, c\u2019est une aide pour interpr\u00e9ter cette d\u00e9cision : clarifier les enjeux, comprendre les choix, r\u00e9duire l\u2019incertitude et renforcer la confiance pour agir.<\/li>\n<\/ol>\n\n\n\n

    La conclusion g\u00e9n\u00e9rale : faciliter les d\u00e9cisions est la nouvelle logique de la vente B2B.<\/p>\n<\/div><\/div><\/div>\n\n\n\n

    <\/span><\/span>

    Pr\u00eat \u00e0 franchir le prochain pas avec Mercuri ?<\/h3><\/div><\/div>
    \n

    Contactez notre ex<\/a>perts<\/a> Dans le monde entier, pour d\u00e9couvrir comment nous pouvons vous aider.<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div>\n\n\n\n

    <\/div>\n\n\n\n\n\n

    Code de d\u00e9cision : T\u00e9l\u00e9charger l\u2019\u00e9tude<\/h2>\n\n\n\n
    \n
    \n
    \n
    Formulaire de t\u00e9l\u00e9chargement en n\u00e9erlandais<\/a><\/div>\n\n\n\n
    Formulaire de t\u00e9l\u00e9chargement<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

    <\/p>","protected":false},"excerpt":{"rendered":"

    De manier waarop mensen kopen is veranderd,en de beste verkoopteams passen zich daaraan aan In ons nieuwste rapport wordt uitgelegd<\/p>","protected":false},"author":131,"featured_media":5014,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_eb_attr":"","form_id":"","editor_notices":[],"footnotes":""},"class_list":["post-5013","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nB2B buying decision report | Decision code | Mercuri International<\/title>\n<meta name=\"description\" content=\"Decision code: De nieuwe realiteit van B2B-aankopen. 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