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door opener

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00:55 Dec 4, 2020
English to French translations [PRO]
Marketing - Marketing / Market Research
Additional field(s): Advertising / Public Relations, Business/Commerce (general)
English term or phrase: door opener
Definition from MBA Skool:
A door opener is something – a contact or a piece of information or anything of that sort that will help sales people gain access to the decision maker in the opportunity.This is termed door opener as it gives you a chance to open the door to the opportunity of accessing the decision maker.

Example sentence(s):
  • The Door Opener worked brilliantly. Overnight my sales cycles accelerated. I went from trying to convince my customers why they shouldn't do a pilot project to giving them something they wanted Sticky Branding
  • All the tactics in your arsenal of marketing – from direct mail, phone calls, emails, brochures, white papers, presentations at trade shows, You Tube videos and even the new social media tools – need to use the "door opener" strategies to find the busy decision makers you are looking for these days. Developing Your B2B Sales Skills
  • That's when she got creative and used food to sell. She decided that donuts and coffee would be a great door opener. Her prospect was a plant foreman. She arrived at the plant at 7 a.m., which was just a few minutes after her prospect arrived. All Business
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Question posted on behalf of translation team:
GBK marketing and advertising specialistsGBK marketing and advertising specialists


This question will remain open until an answer receives the required level of agreement from peers. Submission is still possible.


Summary of translations provided
4 +1door opener
Jean Dimitriadis


  

Translations offered


11 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
door opener


Definition from e-marketing.fr definitions-marketing.com:
Expression anglo-saxonne utilisée pour désigner l’objet (un cadeau) qu’un vendeur va utiliser au tout début de son argumentaire de vente pour favoriser le contact avec l’acheteur potentiel et susciter une prédisposition favorable de sa part. Il n’est pas destiné à déclencher la vente en tant que tel, mais simplement à permettre l’écoute de l’argumentaire commercial. « Door opener » (ouvreur de porte) fait allusion aux vendeurs à domicile qui utilisent ce principe pour pouvoir être invités à entrer au domicile d’un prospect.

Example sentence(s):
  • D'autre part parce que l'énergie sécurisée permet de vendre au client quantité de produits annexes. « C'est un "door opener", insiste Jean-Pascal Tricoire, notamment pour les gammes issues de nos nouveaux métiers : l'appareillage ultraterminal, l'automatisation du bâtiment, les capteurs... » - L'Usine Nouvelle  
  • Travailler chez DuPont est un "door opener" dans beaucoup de prises de contact. - Glassdoor (company review)  

Explanation:
Although it appears in several marketing definitions sites, the Web as corpus search is less conclusive and rich in examples.

This loan expression from the English language can be put between quotes in French, to stress the fact that it is a new "emprunt" (borrowing).

Note:
Borrowing:
A <translation procedure> where the <translator> carries over a word or an expression from the <source text> into the <target text>, either because the <target language) does not have a lexicalized <correspondence>, or for stylistic or rhetorical reasons.

Source: Translation Terminology. Terminología de la Traducción. Terminologie der Übersetzung. Jean Delisle and Hannelore Lee-Jahnke (editors)
Jean Dimitriadis
Native speaker of: Native in FrenchFrench, Native in GreekGreek
PRO pts in category: 16

Votes in favor of/against selecting this as the best translation of the term asked
Yes  Hugues Marianne
16 days
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