{"id":31428,"date":"2026-05-20T14:32:13","date_gmt":"2026-05-20T12:32:13","guid":{"rendered":"https:\/\/www.weforge.fr\/?p=27905"},"modified":"2026-06-12T13:56:06","modified_gmt":"2026-06-12T11:56:06","slug":"commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite","status":"publish","type":"post","link":"https:\/\/www.matikom.fr\/weforge\/actualites\/commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite\/","title":{"rendered":"Commerce de demain : pourquoi le savoir-\u00eatre fera la diff\u00e9rence dans votre activit\u00e9 ?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Commerce de demain&#8230; Et si la plus grande comp\u00e9tence commerciale du 21e si\u00e8cle n\u2019\u00e9tait ni un script de vente, ni une technique de closing, mais simplement \u00eatre soi-m\u00eame ? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est la conviction que Julien Milin, directeur commercial et formateur commercial chez\u00a0<a href=\"https:\/\/milinea.fr\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Milinea<\/a>, est venu partager lors d\u2019un WeTalk \u00e0 WeForge Angers. Pendant pr\u00e8s d\u2019une heure, il a d\u00e9mont\u00e9 les ressorts d\u2019un commerce en pleine mutation, en s\u2019appuyant sur 20 ans de terrain, du B2C au B2B, de la gestion de magasin \u00e0 la direction d\u2019\u00e9quipes commerciales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Une objection n\u2019est jamais dirig\u00e9e contre vous personnellement. C\u2019est un m\u00e9canisme de protection de l\u2019acheteur, et elle n\u2019est jamais d\u00e9finitive.<\/strong><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommaire<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.matikom.fr\/weforge\/actualites\/commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite\/#40_ans_devolution_des_habitudes_dachat_une_retrospective_en_accelere\" >40 ans d\u2019\u00e9volution des habitudes d\u2019achat : une r\u00e9trospective en acc\u00e9l\u00e9r\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.matikom.fr\/weforge\/actualites\/commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite\/#Savoir-faire_vs_savoir-etre_le_vrai_match\" >Savoir-faire vs savoir-\u00eatre : le vrai match<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.matikom.fr\/weforge\/actualites\/commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite\/#Le_mot_%C2%AB_client_%C2%BB_appartient_a_lancien_monde\" >Le mot \u00ab client \u00bb appartient \u00e0 l\u2019ancien monde<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.matikom.fr\/weforge\/actualites\/commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite\/#Les_3_livres_recommandes_par_Julien_Milin\" >Les 3 livres recommand\u00e9s par Julien Milin<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.matikom.fr\/weforge\/actualites\/commerce-de-demain-pourquoi-le-savoir-etre-fera-la-difference-dans-votre-activite\/#Ce_quon_retient\" >Ce qu\u2019on retient<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"40_ans_devolution_des_habitudes_dachat_une_retrospective_en_accelere\"><\/span>40 ans d\u2019\u00e9volution des habitudes d\u2019achat : une r\u00e9trospective en acc\u00e9l\u00e9r\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour comprendre le commerce d\u2019aujourd\u2019hui, Julien Milin remonte aux ann\u00e9es 80 et retrace d\u00e9cennie par d\u00e9cennie la transformation du rapport acheteur-vendeur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Jusqu\u2019aux ann\u00e9es 90 : le vendeur d\u00e9tient la v\u00e9rit\u00e9<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La t\u00e9l\u00e9vision r\u00e8gne, le marketing de masse impose ses codes, et le commercial est une figure d\u2019autorit\u00e9. Sa parole est d\u2019or. Il vend, on ach\u00e8te.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ann\u00e9es 90-2000 : Internet arrive, le vendeur partage la v\u00e9rit\u00e9<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les foyers acc\u00e8dent \u00e0 l\u2019information. L\u2019acheteur commence \u00e0 se renseigner seul. Le commercial doit se repositionner en conseiller. C\u2019est aussi la fin des ann\u00e9es 90 qui marque le d\u00e9but d\u2019une m\u00e9fiance durable envers les commerciaux. Une attitude que Julien qualifie de \u00ab franco-fran\u00e7aise \u00bb, persistante jusqu\u2019\u00e0 aujourd\u2019hui.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2026\/05\/Image-articles-blog-1.webp\" alt=\"wetalk de julien milin\" class=\"wp-image-27908\" style=\"width:625px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\"><strong>2000-2008 : l\u2019acheteur dessine son propre parcours de vente<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Le tunnel d\u2019achat (prise de conscience, consid\u00e9ration, d\u00e9cision) appartient d\u00e9sormais \u00e0 l\u2019acheteur. Il sait ce qu\u2019il veut, il l\u2019a d\u00e9j\u00e0 compar\u00e9 en ligne. Parler produit ne sert presque plus \u00e0 rien. Le vendeur devient un facilitateur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2008-2010 : la crise des subprimes brise la confiance<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La confiance envers les institutions s\u2019effondre. Le taux d\u2019\u00e9pargne des m\u00e9nages flambe. Le commercial devient presque un ennemi. C\u2019est aussi la p\u00e9riode de cr\u00e9ation de la micro-entreprise, qui va transformer le paysage \u00e9conomique des ann\u00e9es suivantes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ann\u00e9es 2010 : les r\u00e9seaux sociaux et l\u2019\u00e9conomie des valeurs<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les influenceurs remplacent les marques. On ach\u00e8te en communaut\u00e9, en fonction de valeurs partag\u00e9es. L\u2019\u00e9co-anxi\u00e9t\u00e9 \u00e9merge. Le vendeur \u00ab ne sert plus \u00e0 rien \u00bb, ou presque. Et un paradoxe s\u2019installe : on rejette les grandes marques\u2026 pour en cr\u00e9er d\u2019autres.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2026 : le r\u00e8gne de l\u2019authenticit\u00e9<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">5,3% d\u2019inflation, 19% de taux d\u2019\u00e9pargne, sur-information, \u00e9co-anxi\u00e9t\u00e9. L\u2019acheteur d\u2019aujourd\u2019hui attend trois choses de tout interlocuteur commercial :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Authenticit\u00e9<\/strong> : soyez vous-m\u00eame<\/li>\n\n\n\n<li><strong>Int\u00e9grit\u00e9<\/strong> : soyez honn\u00eate<\/li>\n\n\n\n<li><strong>Cr\u00e9dibilit\u00e9<\/strong> : ma\u00eetrisez votre sujet<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Savoir-faire_vs_savoir-etre_le_vrai_match\"><\/span>Savoir-faire vs savoir-\u00eatre : le vrai match<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Julien est formel :<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u00ab&nbsp;Le savoir-faire est un outil au service du savoir-\u00eatre. Sans le premier vous pouvez vendre, sans le second vous ne construirez jamais rien de durable.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Il d\u00e9compose le savoir-\u00eatre commercial en trois grandes familles :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L\u2019\u00e9coute active<\/strong>&nbsp;(posture silencieuse, reformulation) : \u00e9couter vraiment, c\u2019est regarder son interlocuteur, retenir ses mots, reformuler pour valider la compr\u00e9hension.<\/li>\n\n\n\n<li><strong>L\u2019empathie<\/strong>&nbsp;: se mettre \u00e0 la place de l\u2019autre. Pas de la compassion, de la compr\u00e9hension active. \u00c7a s\u2019apprend.<\/li>\n\n\n\n<li><strong>La congruence<\/strong>&nbsp;: la capacit\u00e9 \u00e0 respecter ses propres valeurs et de les mettre en phase avec celles de son interlocuteur. Pas n\u00e9cessairement les m\u00eames valeurs, mais des valeurs compatibles. C\u2019est ce qui cr\u00e9e la confiance durable.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Il illustre ce dernier point avec un exemple concret : lorsqu\u2019un prospect lui est recommand\u00e9 mais que leurs valeurs s\u2019av\u00e8rent incompatibles, il le redirige vers un autre professionnel plus adapt\u00e9.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u00ab C\u2019est ce que j\u2019appelle l\u2019int\u00e9grit\u00e9. \u00bb<\/p>\n<\/blockquote>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2026\/05\/Capture-decran-2024-06-25-a-11.41.35.webp\" alt=\"\" class=\"wp-image-27909\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le_mot_%C2%AB_client_%C2%BB_appartient_a_lancien_monde\"><\/span>Le mot \u00ab client \u00bb appartient \u00e0 l\u2019ancien monde<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9tail s\u00e9mantique remarquable : pendant toute la conf\u00e9rence, Julien Milin n\u2019a jamais prononc\u00e9 le mot \u00ab client \u00bb. Il parle d\u2019acheteur, d\u2019interlocuteur, de partenaire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pourquoi ? Parce que derri\u00e8re le mot \u00ab client \u00bb se cache une vision unidirectionnelle : vous vendez, il ach\u00e8te. Alors que dans une logique de partenariat, les deux parties r\u00e9pondent mutuellement \u00e0 un besoin. C\u2019est ce changement de regard qui transforme la posture commerciale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon une \u00e9tude de Gerald Zaltman, professeur \u00e0 Harvard, 95% des d\u00e9cisions d\u2019achat sont d\u00e9clench\u00e9es par l\u2019\u00e9motion. Ce n\u2019est pas la fonctionnalit\u00e9 du produit qui d\u00e9cide. C\u2019est le lien cr\u00e9\u00e9 avec la personne qui vous le pr\u00e9sente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Les_3_livres_recommandes_par_Julien_Milin\"><\/span>Les 3 livres recommand\u00e9s par Julien Milin<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><a href=\"https:\/\/www.google.com\/url?sa=t&amp;source=web&amp;rct=j&amp;opi=89978449&amp;url=https:\/\/www.fnac.com\/a9285559\/Anthony-Robbins-Pouvoir-illimite-NE&amp;ved=2ahUKEwjvioGr68eUAxU5MfsDHaKfL-sQFnoECBkQAQ&amp;usg=AOvVaw31Hs1e8bOsSsCrrfYK1ASp\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Le Pouvoir Illimit\u00e9 (Anthony Robbins) sur la PNL (Programmation Neuro-Linguistique)<\/a><\/em>&nbsp;: pour comprendre nos biais cognitifs et d\u00e9programmer les jugements hurtifs.<\/li>\n\n\n\n<li><em><a href=\"https:\/\/www.google.com\/url?sa=t&amp;source=web&amp;rct=j&amp;opi=89978449&amp;url=https:\/\/www.amazon.fr\/Reinventing-Organizations-communaut%25C3%25A9s-travail-inspir%25C3%25A9es\/dp\/2354561059&amp;ved=2ahUKEwi26pe168eUAxUrVKQEHaOOGQcQFnoECBsQAQ&amp;usg=AOvVaw0wsILJmEfO8PHDcoAiO7Bt\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Reinventing Organizations (Fr\u00e9d\u00e9ric Laloux) sur l\u2019entreprise lib\u00e9r\u00e9e<\/a><\/em>&nbsp;: un mod\u00e8le de management humain qui valorise les talents plut\u00f4t que les ressources.<\/li>\n\n\n\n<li><em><a href=\"https:\/\/www.google.com\/url?sa=t&amp;source=web&amp;rct=j&amp;opi=89978449&amp;url=https:\/\/www.fnac.com\/a16089911\/Clement-Viktorovitch-Le-Pouvoir-rhetorique&amp;ved=2ahUKEwiKh8LC68eUAxXLZqQEHXxzNSgQFnoECBYQAQ&amp;usg=AOvVaw3ZE3TV0fSmcix4n8rHcUuJ\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Le Pouvoir Rh\u00e9torique de Cl\u00e9ment Viktorovich<\/a><\/em>&nbsp;: pour apprendre \u00e9couter, d\u00e9cripter et convaincre avec sinc\u00e9rit\u00e9.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ce_quon_retient\"><\/span>Ce qu\u2019on retient<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le commerce de demain ne se gagnera pas \u00e0 coups de techniques de closing ou de scripts optimis\u00e9s. Il se gagnera par la qualit\u00e9 du lien humain. Pour les entrepreneurs, les dirigeants et les ind\u00e9pendants qui vendent au quotidien, le message est clair : investissez dans votre savoir-\u00eatre autant, sinon plus, que dans vos outils.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"mailto:julien@milinea.fr\">Je contacte Julien Milin<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Vous souhaitez travailler dans un espace pens\u00e9 pour les entrepreneurs et ind\u00e9pendants ? D\u00e9couvrez&nbsp;les <strong><a href=\"https:\/\/www.matikom.fr\/weforge\/service\/office\/\">espaces de coworking WeForge<\/a><\/strong>&nbsp;et trouvez la ville la plus adapt\u00e9e \u00e0 votre activit\u00e9 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.matikom.fr\/weforge\/coworking-angers\/\" target=\"_blank\" rel=\"noreferrer noopener\">Coworking \u00e0 Angers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.matikom.fr\/weforge\/coworking-le-mans\/\" target=\"_blank\" rel=\"noreferrer noopener\">Coworking au Mans<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.matikom.fr\/weforge\/coworking-cholet\/\" target=\"_blank\" rel=\"noreferrer noopener\">Coworking \u00e0 Cholet<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.matikom.fr\/weforge\/office-la-roche-sur-yon\/\" type=\"page\" id=\"4020\">Coworking \u00e0 la Roche-sur-Yon<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le jeudi 9 avril, au c\u0153ur de WeForge Angers Centre, entrepreneurs, dirigeants et ind\u00e9pendants se sont r\u00e9unis autour d\u2019un sujet aussi universel que strat\u00e9gique : redonner du sens \u00e0 sa vie professionnelle.<\/p>\n","protected":false},"author":6,"featured_media":31458,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[762,512],"tags":[515,517],"class_list":["post-31428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-au-coeur-de-la-forge","category-actualites","tag-angers","tag-entrepreneur"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Commerce de demain : pourquoi le savoir-\u00eatre fera la diff\u00e9rence dans votre activit\u00e9 ?<\/title>\n<meta name=\"description\" content=\"Commerce de demain\u2026 Julien Milin (Milinea), explique pourquoi le 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