Exercice de simulation (suite) : En tant que salariés du département de communication d'un important groupe financier français très actif à l'international, nous devons rédiger une lettre à ses clients institutionnels asiatiques (Chine, Japon, Singapour) visant à les rassurer du mauvais revers de la crise économique, et de ce fait les conserver en tant que clients.
Création et gestion d'une archive audiovisuelle dans le cadre d'un doctorat e...
Communiquer avec des clients asiatiques : Rédiger une lettre
1. Réunion du 29 mars
2012
Ordre du Jour: Rédaction d’une lettre
Comment rassurer nos clients
asiatiques avec la conjoncture actuelle ?
2. Structure générale de la lettre
• 1° paragraphe:
Présenter la situation sans inquiéter nos clients
• 2° paragraphe:
Emphatiser les opportunités dans un contexte de risque apparent
• 3° paragraphe:
Rassurer nos clients face à la réalité économique
• 4° paragraphe:
Démontrer à nos clients notre ferme volonté d’action collective
3. Eléments culturels
à prendre en considération
• Expression implicite & explicite: Présenter sans inquiéter mais sans
minimiser la situation de crise
• Utilisation de proverbes: Référence à la superstition et aux traditions
• Le rapport au risque: Deux mesures à prendre en compte
• Une vision sur le long terme
• Une relation de confiance
• Un esprit collectif
• Une relation courtoise
4. Expression implicite & explicite:
Présenter sans inquiéter mais sans minimiser la situation de crise
“ You are undoubtedly aware of the events that have created near-
unprecedented volatility in the financial markets. We are indeed, as the
proverb says: “May you live in interesting times”, witnessing «interesting»
events that have been destabilizing an already fragile economical growth in
our regions. It is a reminder to us though, that many things —including this
expression itself— are not always as they seem.” Yet it is precisely at such
difficult times that our valued corporate customers can benefit by the
knowledge, experience and counselling expertise we have consolidated over
the years. “
Expression implicite
Expression explicite
5. Utilisation de proverbes:
la référence à la superstition et aux traditions
• “We are indeed, as the proverb says: “May you live in interesting times”,
witnessing «interesting » events that have been destabilizing an already
fragile economical growth in our regions.”
• “For “in every crisis lies the seed of opportunity”, the reason I am writing
to you today is to highlight how volatility also offers the possibility of
taking advantage of new prospects to grow your business.”
• “Finally, It comes to my mind the Japanese saying "when three people are
together there is the wisdom of god" and I would like to suggest that I
meet with you during my upcoming trip to your area to discuss how we
can further assist you to help you meeting your goals.”
6. Le rapport au risque:
Deux mesures à prendre en compte
• Stimuler l’esprit de challenge: La Chine et Singapour
“For “in every crisis lies the seed of opportunity”, the reason I am writing
to you today is to highlight how volatility also offers the possibility of
taking advantage of new prospects to grow your business.”
• Rassurer avec des données économiques: Le Japon
“…and past experience tells us that an initial drop in the market is
inevitably followed by a fairly rapid recovery. We should keep in mind that
the average length of up markets since 1947 has been 45 months,
compared with just 11 months for down markets.”
7. Une vision sur le long terme
• “Like you, we are in business for the long term and past experience tells us
that an initial drop in the market is inevitably followed by a fairly rapid
recovery.”
• “Accordingly, a study of your account with us shows some lost value short
term but we are confident you are well on the way to meet your long-term
goals.”
8. Une relation de confiance
• “Yet it is precisely at such difficult times that our valued corporate
customers can benefit by the knowledge, experience and counselling
expertise we have consolidated over the years.”
• “Accordingly, a study of your account with us shows some lost value short
term but we are confident you are well on the way to meet your long-term
goals.”
• “Our analysis confirms that you should maintain the disciplined
investment strategy you have in place…”
9. Un esprit collectif
• “Like you, we are in business for the long term and past experience tells us
that an initial drop in the market is inevitably followed by a fairly rapid
recovery.”
• “We should keep in mind that the average length of up markets since 1947
has been 45 months, compared with just 11 months for down markets.”
• “Finally, It comes to my mind the Japanese saying "when three people are
together there is the wisdom of god“… “
• “I would like to suggest that I meet with you during my upcoming trip to
your area to discuss how we can further assist you to help you meeting
your goals.”
10. Une relation courtoise
• “Yet it is precisely at such difficult times that our valued corporate
customers can benefit by the knowledge, experience and counseling
expertise we have consolidated over the years.”
• “Our analysis confirms that you should maintain the disciplined
investment strategy you have in place, although it is always possible to
consider altering it if you’ve experienced changes in your financial
situation.”