{"id":161124,"date":"2026-04-15T15:33:23","date_gmt":"2026-04-15T13:33:23","guid":{"rendered":"https:\/\/swissbaker.ch\/?p=161124"},"modified":"2026-04-16T10:44:51","modified_gmt":"2026-04-16T08:44:51","slug":"un-role-cle-encore-sous-estime","status":"publish","type":"post","link":"https:\/\/swissbaker.ch\/fr\/panissimo-news\/un-role-cle-encore-sous-estime\/","title":{"rendered":"Un r\u00f4le cl\u00e9 encore sous-estim\u00e9"},"content":{"rendered":"\n<p><strong>Les vendeuses et vendeurs dans les boulangeries-confiseries fa\u00e7onnent la premi\u00e8re impression et, souvent aussi, la fid\u00e9lisation de la client\u00e8le. Leur r\u00f4le strat\u00e9gique entre la production et la client\u00e8le est pourtant sous-estim\u00e9. Un plaidoyer de Cindy Guerreiro, responsable des ventes \u00e0 l\u2019Ecole professionnelle Richemont \u00e0 Yverdon-les-Bains (VD).<\/strong><\/p>\n\n\n\n<p>Quelle vendeuse ou quel vendeur n\u2019a jamais entendu\u2009: \u00ab\u2009C\u2019est gr\u00e2ce \u00e0 mes cr\u00e9ations que tu touches ton salaire\u2009\u00bb ou \u00ab\u2009C\u2019est celui qui fabrique qui fait vivre l\u2019entreprise\u2009\u00bb\u2009? Pourtant, tout comme le boulanger fa\u00e7onne son pain, la vendeuse fa\u00e7onne la premi\u00e8re impression du client, l\u2019image de l\u2019entreprise et souvent sa fid\u00e9lit\u00e9. Les deux m\u00e9tiers nourrissent la m\u00eame maison et se compl\u00e8tent.<\/p>\n\n\n\n<p>Dans les boulangeries-p\u00e2tisseries artisanales, les vendeuses et vendeurs occupent une place strat\u00e9gique entre la production et la client\u00e8le. Leur contribution reste parfois minimis\u00e9e, ce qui influence la motivation des \u00e9quipes et l\u2019exp\u00e9rience d\u2019achat. Alors que les marges se resserrent, la performance en point de vente devient un enjeu quotidien.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-sourire-ne-sort-pas-du-four\">Un sourire ne sort pas du four<\/h2>\n\n\n\n<p>Dans l\u2019espace de vente, chaque geste compte\u2009: accueil, \u00e9coute, pr\u00e9sentation des produits, argumentation, prise de commandes, gestion des r\u00e9clamations. Le personnel de vente traduit le savoir-faire artisanal en exp\u00e9rience client. Il explique l\u2019origine des produits, conseille, oriente et adapte son discours \u00e0 chaque profil.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-metier-exigeant-et-souvent-sous-pression\">Un m\u00e9tier exigeant et souvent sous pression<\/h2>\n\n\n\n<p>Assurer un service continu, afficher une attitude irr\u00e9prochable, g\u00e9rer les pics d\u2019affluence, r\u00e9pondre aux demandes multiples, parfois jouer un r\u00f4le de \u00ab\u2009psychologue pour certains clients\u2009\u00bb\u2026 Le tout avec des horaires \u00e9tendus et des t\u00e2ches vari\u00e9es\u2009: encaissement, mise en place, nettoyage, pr\u00e9paration de commandes. Lorsque la reconnaissance manque, l\u2019engagement s\u2019effrite. Dans un contexte o\u00f9 il est difficile de recruter du personnel qualifi\u00e9 et motiv\u00e9, la stabilit\u00e9 des \u00e9quipes de vente devient un enjeu majeur.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"801\" src=\"https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/04\/cindy-7-1024x801.png\" alt=\"\" class=\"wp-image-161122\" srcset=\"https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/04\/cindy-7-1024x801.png 1024w, https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/04\/cindy-7-768x601.png 768w, https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/04\/cindy-7-1536x1201.png 1536w, https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/04\/cindy-7.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-impact-direct-sur-la-fidelite\">Un impact direct sur la fid\u00e9lit\u00e9<\/h2>\n\n\n\n<p>Dans un march\u00e9 o\u00f9 l\u2019offre peut sembler similaire, la relation fait la diff\u00e9rence. Une vendeuse qui conna\u00eet les habitudes d\u2019un client, qui anticipe ou explique une nouveaut\u00e9 cr\u00e9e un lien. Ce lien ne se fabrique pas au laboratoire, mais il conditionne la r\u00e9ussite de toute la maison.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-valoriser-concretement-le-metier\">Valoriser concr\u00e8tement le m\u00e9tier<\/h2>\n\n\n\n<p>La reconnaissance ne passe pas uniquement par la r\u00e9mun\u00e9ration. Des actions simples renforcent la motivation et la coh\u00e9sion\u2009:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>partager l\u2019information\u2009: impliquer les vendeuses dans les nouveaut\u00e9s<\/li>\n\n\n\n<li>et contraintes de production renforce leur l\u00e9gitimit\u00e9\u2009;<\/li>\n\n\n\n<li>encourager les retours terrain\u2009: leurs observations quotidiennes sont pr\u00e9cieuses pour ajuster l\u2019offre\u2009;<\/li>\n\n\n\n<li>clarifier les r\u00f4les\u2009: un cahier des charges pr\u00e9cis valorise la fonction<\/li>\n\n\n\n<li>et \u00e9vite les malentendus\u2009;<\/li>\n\n\n\n<li>former r\u00e9guli\u00e8rement\u2009: vente, produits, gestion des situations d\u00e9licates\u2026 Une \u00e9quipe form\u00e9e fid\u00e9lise mieux et valorise l\u2019offre\u2009;<\/li>\n\n\n\n<li>mettre en avant les r\u00e9ussites\u2009: retours clients, objectifs atteints, progression du panier moyen\u2009;<\/li>\n\n\n\n<li>favoriser une culture commune\u2009: des immersions crois\u00e9es permettent<\/li>\n\n\n\n<li>de comprendre les contraintes de chacun\u2009;<\/li>\n\n\n\n<li>une culture commune se construit autour d\u2019un objectif partag\u00e9\u2009: satisfaire le client et assurer la p\u00e9rennit\u00e9 du commerce.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-levier-strategique-pour-l-avenir\">Un levier strat\u00e9gique pour l\u2019avenir<\/h2>\n\n\n\n<p>Valoriser les professionnels de la vente n\u2019est pas qu\u2019une question de climat social\u2009: c\u2019est un enjeu de performance. Une \u00e9quipe stable, form\u00e9e et reconnue augmente le panier moyen, am\u00e9liore la rotation des produits et renforce l\u2019image de qualit\u00e9. Dans un march\u00e9 concurrentiel, le produit attire\u2026 mais la relation fid\u00e9lise. Reconna\u00eetre pleinement le r\u00f4le des vendeuses, c\u2019est admettre que la r\u00e9ussite ne repose pas uniquement sur ce qui sort du four, mais aussi sur celles et ceux qui le pr\u00e9sentent et le racontent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-rencontre-annuelle\">Rencontre annuelle<\/h2>\n\n\n\n<p>Explorons ensemble des pistes pour cr\u00e9er une dynamique durable et renforcer la coh\u00e9sion des \u00e9quipes. Pour patronnes, patrons, responsables, cadres, \u00e9quipes de production, de vente, de succursales et RH \u00e0 agender\u2009: rencontre annuelle, le 2\u202fseptembre \u00e0 l\u2019Ecole professionnelle Richemont \u00e0 Yverdon-les-Bains.<\/p>\n\n\n\n<p class=\"has-text-align-right\"><em>Autrice: Cindy Guerreiro Fernandes,<br>\u00e9cole professionnelle Richemont, Yverdon-les-Bains (VD)<br>Photos: m\u00e0d\/IA<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les vendeuses et vendeurs dans les boulangeries-confiseries fa\u00e7onnent la premi\u00e8re impression et, souvent aussi, la fid\u00e9lisation de la client\u00e8le. Leur r\u00f4le strat\u00e9gique entre la production et la client\u00e8le est pourtant sous-estim\u00e9. Un plaidoyer de Cindy Guerreiro, responsable des ventes \u00e0 l\u2019Ecole professionnelle Richemont \u00e0 Yverdon-les-Bains (VD). Quelle vendeuse ou quel vendeur n\u2019a jamais entendu\u2009: \u00ab\u2009C\u2019est gr\u00e2ce \u00e0 mes cr\u00e9ations que [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":161120,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45,50],"tags":[1320,1318,1319,1317,1316,393],"class_list":["post-161124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-environnement-professionnel","category-vente-marketing","tag-climat-social","tag-image","tag-premiere-impression","tag-vendeur","tag-vendeuse","tag-vente"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Un r\u00f4le cl\u00e9 encore sous-estim\u00e9 | SBC<\/title>\n<meta name=\"description\" content=\"Les vendeuses et vendeurs dans les boulangeries-confiseries fa\u00e7onnent la premi\u00e8re impression. 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