{"id":155,"date":"2024-06-04T15:02:08","date_gmt":"2024-06-04T15:02:08","guid":{"rendered":"https:\/\/www.marketing-for-architects.com\/fr\/?p=155"},"modified":"2024-06-04T15:34:25","modified_gmt":"2024-06-04T15:34:25","slug":"architects-clients-pain-points","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/fr\/architects-clients-pain-points\/","title":{"rendered":"Les \u201dpain points\u201d des clients"},"content":{"rendered":"<div class=\"yoast-breadcrumbs\"><span><span><a href=\"https:\/\/www.marketing-for-architects.com\/fr\/\">Marketing pour les Architectes<\/a><\/span> \/ <span class=\"breadcrumb_last\" aria-current=\"page\"><strong>Les \u201dpain points\u201d des clients<\/strong><\/span><\/span><\/div>\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.marketing-for-architects.com\/wp-content\/uploads\/2024\/05\/architects-clients-pain-points.jpg?resize=580%2C580&amp;ssl=1\" alt=\"Les probl\u00e8mes des clients des architectes concernent l'architecture, la construction, le financement, les processus, etc.\n\" class=\"wp-image-4305\" style=\"aspect-ratio:1;object-fit:cover\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Quels sont les \u201epain points\u201d (points douloureux) des clients ?<\/h2>\n\n\n\n<p><strong>Les \u201epain points\u201d (points douloureux) sont un concept marketing d\u00e9finissant les obstacles dans un processus d&rsquo;achat, v\u00e9cus par les clients comme des probl\u00e8mes, des frustrations ou des probl\u00e8mes g\u00eanants.\u00a0<\/strong><a href=\"https:\/\/www.marketing-for-architects.com\/fr\/\">Le r\u00f4le du marketing<\/a>\u00a0est de les transformer en opportunit\u00e9s pour les architectes et les cabinets d&rsquo;architecture dans leur effort d&rsquo;acquisition de clients.<\/p>\n\n\n\n<p>Les clients potentiels pourraient abandonner, bloquer ou retarder leurs projets. Ces \u201epain points\u201d (points douloureux) sont les \u00e9v\u00e9nements de \u00ab combat ou de fuite \u00bb et les situations de prise de d\u00e9cision. Il s\u2019agit souvent de revers lorsque l\u2019ensemble du plan est reconsid\u00e9r\u00e9.<\/p>\n\n\n\n<p>Les bonnes d\u00e9cisions d\u00e9pendent de la qualit\u00e9 de l\u2019information. Mais les march\u00e9s de l\u2019architecture et de la construction sont tous deux des march\u00e9s d\u2019information asym\u00e9triques. Les informations sont rares pour les acheteurs, car les architectes et autres professionnels d\u00e9tiennent la grande majorit\u00e9 des informations. Dans de telles conditions, la frustration des clients potentiels ne pourrait \u00eatre plus grande, car leurs d\u00e9cisions sont extr\u00eamement difficiles \u00e0 prendre.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.marketing-for-architects.com\/wp-content\/uploads\/2024\/05\/architects-help-clients-problems-600px.jpg?resize=580%2C580&amp;ssl=1\" alt=\"Les clients potentiels des architectes sont confront\u00e9s \u00e0 des probl\u00e8mes lors du processus d'investissement dans la construction.\" class=\"wp-image-4113\" style=\"aspect-ratio:1;object-fit:cover\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Points faibles du processus d\u2019investissement dans la construction<\/h2>\n\n\n\n<p>En concevant nos strat\u00e9gies marketing, nous ne devons jamais oublier que les services d&rsquo;architectes font partie d&rsquo;un processus plus vaste. Les objectifs des clients sont des projets de construction et non d&rsquo;architecture. La conception architecturale harmonise les objectifs des clients avec les facteurs externes&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Restrictions fonci\u00e8res<\/li>\n\n\n\n<li>R\u00e8glements de zonage<\/li>\n\n\n\n<li>Permis de construire<\/li>\n\n\n\n<li>Codes de construction<\/li>\n\n\n\n<li>Limites budg\u00e9taires<\/li>\n\n\n\n<li>Faisabilit\u00e9 du projet<\/li>\n\n\n\n<li>Conjectures des march\u00e9s<\/li>\n<\/ul>\n\n\n\n<p>La liste ci-dessus peut s&rsquo;allonger avec plus d&rsquo;\u00e9l\u00e9ments. Mais il est \u00e9vident que les connaissances des architectes sont plus grandes, quel que soit le niveau d&rsquo;\u00e9ducation des clients. Ils \u00e9prouvent donc de grandes difficult\u00e9s \u00e0 prendre les d\u00e9cisions n\u00e9cessaires.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Prise de d\u00e9cisions = risques pris<\/h3>\n\n\n\n<p>La qualit\u00e9 des d\u00e9cisions d\u00e9pend de la qualit\u00e9 des informations qui conduisent \u00e0 ces r\u00e9solutions. Les porteurs de projets sont confront\u00e9s \u00e0 des situations complexes. Leurs d\u00e9cisions constituent en effet un risque. Mais les risques augmentent \u00e0 mesure qu\u2019ils manquent d\u2019informations, ou si ces informations sont erron\u00e9es ou incompl\u00e8tes.<\/p>\n\n\n\n<p>Toutefois, les clients potentiels ne sont pas des joueurs. En fait, les investissements immobiliers sont parmi les plus s\u00fbrs. Construire sa propre maison est exactement ce que tout le monde attend des individus calcul\u00e9s. Mais tous les clients potentiels des architectes ressentent ce processus comme une cha\u00eene de probl\u00e8mes.<\/p>\n\n\n\n<p>Bien que l\u2019humanit\u00e9 ait d\u2019\u00e9normes capacit\u00e9s \u00e0 r\u00e9soudre des probl\u00e8mes, nous ne nous sentons jamais \u00e0 l\u2019aise face aux probl\u00e8mes. Nous sommes oppos\u00e9s au risque, car toutes les d\u00e9cisions sont risqu\u00e9es. Il n\u2019est donc pas \u00e9tonnant que nos clients potentiels abandonnent ou connaissent des revers, des retards ou des blocages.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les probl\u00e8mes des clients potentiels sont des opportunit\u00e9s de marketing pour les architectes<\/h2>\n\n\n\n<p>Mais ces \u00e9v\u00e9nements peuvent aider\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/fr\/architects-attract-clients\/\">les architectes \u00e0 attirer des clients<\/a>\u00a0. Il y a deux conditions :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Les architectes doivent anticiper les probl\u00e8mes des clients potentiels.<\/li>\n\n\n\n<li>Cr\u00e9ez du contenu pour r\u00e9pondre aux questions qu&rsquo;ils pourraient avoir pour r\u00e9soudre leurs probl\u00e8mes.<\/li>\n<\/ol>\n\n\n\n<p>Bien que le premier point soit relativement simple, le second est tout simplement d\u00e9licat. Les investissements, y compris la conceptualisation, la conception, la construction, etc. comportent certaines \u00e9tapes que nous connaissons. M\u00eame un architecte doit passer par les m\u00eames \u00e9tapes du processus.<\/p>\n\n\n\n<p>Mais comment les clients potentiels formulent-ils les questions pour trouver les informations pertinentes ? Eh bien, c&rsquo;est notre question !<\/p>\n\n\n\n<p>Premi\u00e8rement, nous n\u2019utilisons m\u00eame pas le m\u00eame vocabulaire ! Nous faisons du r\u00e9sidentiel, pendant qu&rsquo;ils veulent comprendre quoi faire pour construire leur maison. Nous faisons de l&rsquo;architecture commerciale, mais les propri\u00e9taires d&rsquo;entreprise souhaitent construire un magasin, une salle d&rsquo;exposition ou un immeuble de bureaux.<\/p>\n\n\n\n<p>Notre conception est conforme aux r\u00e9glementations de zonage. Mais un client potentiel souhaite savoir \u00e0 quelle distance doit se trouver la maison et la cl\u00f4ture.<\/p>\n\n\n\n<p>L&rsquo;architecture commerciale est un mot-cl\u00e9 du\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/fr\/7-crippling-mistakes-architects-do-promoting-themselves\/\">jargon architectural<\/a>\u00a0. Immeuble de bureaux est le mot cl\u00e9 en anglais simple. Bien que les clients professionnels (d\u00e9veloppeurs, chefs de projet, constructeurs, etc.) soient familiers avec notre jargon, m\u00eame leurs recherches ne l&rsquo;utilisent pas toujours, mais un langage commun.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Poser des questions plus profondes<\/h3>\n\n\n\n<p>Les moteurs de recherche sont de mieux en mieux. Mais ils ne peuvent pas encore traduire le jargon dans un langage simple, et vice versa. En plus de cela, les utilisateurs qui posent des questions sur les maisons ignorent tr\u00e8s probablement les titres contenant r\u00e9sidentiel plut\u00f4t que maison ou maison.<\/p>\n\n\n\n<p>\u00c0 des niveaux plus profonds, les clients potentiels peuvent identifier d\u2019autres probl\u00e8mes. Un mod\u00e8le logique nous affecte tous. On identifie un probl\u00e8me, puis on en d\u00e9duit une solution. Nous ne cherchons pas plus d&rsquo;informations sur le probl\u00e8me initial, mais sur la solution que nous pensons correcte.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment fonctionne le processus d&rsquo;achat des architectes<\/h2>\n\n\n\n<p>J&rsquo;ai fait une description du processus d&rsquo;achat dans\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/fr\/architects-attract-clients\/\">\u00ab Comment les architectes attirent les clients \u00bb<\/a>\u00a0. En fin de compte, le plus souvent, nous n&rsquo;attirons pas de clients, mais les clients choisissent des architectes. C&rsquo;est pourquoi les projets sont g\u00e9n\u00e9ralement sous-pay\u00e9s.<\/p>\n\n\n\n<p>Les clients potentiels tentent de trouver des solutions aux probl\u00e8mes qu\u2019ils anticipent lors du d\u00e9veloppement de leur b\u00e2timent. Parce qu\u2019ils y parviennent souvent, ils recherchent des architectes pour mettre en \u0153uvre leurs solutions. Les services des architectes ne sont donc pas si importants ! Apr\u00e8s tout, ils nous donnent les solutions, n\u2019est-ce pas ?<\/p>\n\n\n\n<p>Mais nous devons nous en souvenir. Nos clients potentiels ne savent pas comment ni quoi faire au d\u00e9but\u00a0! Ils font leurs recherches. Ils identifient les probl\u00e8mes (pain points), puis comment les r\u00e9soudre.<\/p>\n\n\n\n<p>Cependant, nous pouvons \u00eatre non seulement la source de ces informations, mais aussi la solution elle-m\u00eame ! Les architectes peuvent offrir des conseils et de l\u2019aide. Nous pouvons proposer des solutions correctes, r\u00e9alisables et \u00e9l\u00e9gantes.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.marketing-for-architects.com\/wp-content\/uploads\/2024\/05\/inbound-marketing-for-architects-and-architecture-firms-1024-1.jpg?resize=580%2C580&amp;ssl=1\" alt=\"Marketing de contenu pour les architectes\" class=\"wp-image-4724\" style=\"aspect-ratio:1;object-fit:cover\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.marketing-for-architects.com\/fr\/content-marketing\/\">Marketing de contenu pour les architectes<\/a><\/h2>\n\n\n\n<p>Les architectes peuvent non seulement offrir des conseils, mais aussi anticiper les probl\u00e8mes des clients potentiels. Le marketing de contenu perturbe les processus d&rsquo;achat des clients, les guidant vers de vraies questions et de vraies solutions \u00e0 leurs probl\u00e8mes.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.marketing-for-architects.com\/content-marketing\/\">Le content marketing<\/a>\u00a0change le paradigme.\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/fr\/architects-attract-clients\/\">Les architectes peuvent commencer \u00e0 attirer des clients<\/a>\u00a0d\u00e8s les phases pr\u00e9liminaires de construction, gagnant ainsi leur confiance et remportant des projets.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quels sont les \u201epain points\u201d (points douloureux) des clients ? Les \u201epain points\u201d (points douloureux) sont un concept marketing d\u00e9finissant les obstacles dans un processus d&rsquo;achat, v\u00e9cus par les clients comme des probl\u00e8mes, des frustrations ou des probl\u00e8mes g\u00eanants.\u00a0Le r\u00f4le du marketing\u00a0est de les transformer en opportunit\u00e9s pour les architectes et les cabinets d&rsquo;architecture dans&hellip;<\/p>\n","protected":false},"author":1,"featured_media":184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tw-meta-no-icon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les \u201dpain points\u201d des clients - Marketing pour les architectes<\/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:\/\/www.marketing-for-architects.com\/fr\/architects-clients-pain-points\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les \u201dpain points\u201d des clients - Marketing pour les architectes\" \/>\n<meta property=\"og:description\" content=\"Quels sont les \u201epain points\u201d (points douloureux) des clients ? Les \u201epain points\u201d (points douloureux) sont un concept marketing d\u00e9finissant les obstacles dans un processus d&rsquo;achat, v\u00e9cus par les clients comme des probl\u00e8mes, des frustrations ou des probl\u00e8mes g\u00eanants.\u00a0Le r\u00f4le du marketing\u00a0est de les transformer en opportunit\u00e9s pour les architectes et les cabinets d&rsquo;architecture dans&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketing-for-architects.com\/fr\/architects-clients-pain-points\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing pour les architectes\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketing-for-Architects-100149348232927\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/marketing4architects\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-04T15:02:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-04T15:34:25+00:00\" 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