SONCAS or SONCASE - The No. 1 method to generate a sale

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The SONCAS method is a sales technique very powerful based on the various psychological levers Which we are on Sensitive. It is found a lot on the Bootcamp from Akimbo or our coaching offers for businesses.

It analyzes the motivations of the prospect and incorporates them into the sales process. The aim is toidentify expectations of the interlocutor so that the salesperson can personalize his approach.

What is the SONCAS (E) method?

What is the SONCAS method?

What are the reasons for buying? Why this choice and not another? The customer has values and psychological needs. He only makes a sale if he recognizes the usefulness of the sale. Knowing what he is looking for means knowing what to offer him.

SONCAS method - Definition

Initiated in the 70s, the SONCAS method seeks to identify the reasons for decisions and motivations for buying by individuals. For this, she presents 6 psychological levers to be determined at the customer's location.

Acronym of Safety - Pride - Novelty - Comfort - Money - Sympathy, SONCAS identifies the elements that are Sensitive in the choices of individuals. The aim is to discover the important values of the customer, Determine your profile and offer him adapted offers.

Recently, a new psychological lever has sometimes been integrated into the SONCAS (E) tool. It is the E for Environment/Ecology. Proposed in 1993 by Jean-Denis LARRADET, this addition includes a sensitivity to environmental performance of an offer.

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How to use the SONCAS (E) sales technique?

The SONCAS (E) method is very popular in sales processes involving B2B or B2C relationships.

This solution requires a strong appeal for human interactions. It places the customer and their expectations at the heart of the exchange.

For salespeople, this sales technique requires an appetite for active listening. Showing kindness and patience is necessary to identify the answers that are useful in forming a sales speech.

It is a tool that gives tips forcustomer profile analysis. This is an important step that determines the offer offered and the smooth running of the commercial relationship.

How to determine a SONCASE typology?

The SONCAS (E) method applies from the start of exchanges with the prospect, during the discovery phase. This tool encourages discussion and a relationship of trust. As the interactions progress, the salesperson will ask questions around the 6/7 elements.

Thanks to returns of the interlocutor, he will finally be able to Establishing the buyer profile of the prospect. He will have identified his motivations, or on the contrary his obstacles to the purchase. The seller will then be able to personalize his approach and offer an adapted offer.

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The 6+1 typologies of the SONCAS Method (E)

There are a multitude of intrinsic values. The SONCAS (E) method grouped them into 6 (or 7) areas of reflection. The company's sales representative must respect these decisions and find a way Relevant to answer it.

Typology 1 - S for Security

Security responds to a very common psychological lever: fear. The prospect may fear the acquisition of the product or service, fear of having regrets, or remorse.

Find these Obstacles to buying are a key challenge for salespeople.

Through the exchange, he notices that the buyer is taking a step back or talking a lot about the dangers of buying.

Objections are legitimate; they should not be countered but nuanced. To reassure the prospect, the seller can mention the guarantees, insurance or support included in the offer.

Typology 2 - O for Pride

Some prospects may have a certain picture of themselves, an image they want to find in their exchanges and in their goods.

Pride can characterize some customers as VIPs or the most privileged.

In their words, we often find a lot of search for value and recognition.

They are looking for fame and like to be recognized as such.

The challenge for the salesperson is to go in their direction. He will have to flatter their ego by putting the offer forward thanks to aesthetic, gain or trust arguments that will affect the buyer.

Type 3 - N for Novelty

In a world full of new technologies And of new discoveries, some profiles attach importance to the fact of acquiring the latest innovations. This may be for a practical reason or for the simple idea of superiority or originality that this provides.

If the prospect is motivated by the Novelty search, the buyer has a powerful selling point. It should show all the innovative features of its offer that differentiates it from concurrency Or past/existing proposals.

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Type 4 - C for Comfort

Unlike happiness, which is a state of mind, comfort can be hardware suchlike psychological. In this sense, some people are sensitive to what is going on with their bring the purchase of the product or service as a whole.

To meet this need, it is essential to guarantee a optimal customer experience. Throughout the sales process, the seller follows the evolution of the relationship. The sales arguments are based onpractical aspect and easy to use of the offer. The aim is to facilitate projection of the customer in the use of the property. If the exchange brings him serenity, it's won.

Typology 5 - A for Silver

La monetary constraint can be an absolute impediment to buying. Buyers who place a high value on money refer to a Too big a price, of fees that are too high or a fear of lack of profitability.

The SONCAS (E) method, once the seller has entered this dimension, makes it possible to build a reassuring economic argument.

Since he can't change the digital indicators of the offer, he highlights his values. For example, this is an argument about his quality/price ratio Or sound long term investment. He must reassure the customer that this sale, well beyond the money, represents a profitable opportunity.

Typology 6 - S for Sympathy

Some expectations relate not only to the offer but also tocustomer experience. Selling is an adventure Human above all.

The SONCAS (E) method shows that some prospects give worthiness At friendly contact, smiling and opened of the commercial.

Sympathy allows the construction of a relationship of trust And of benevolence which can represent the sales trigger.

For this, the seller takes on the role of humble and open counsellor. The customer must feel respected. A personalized approach will convince the prospect.

Typology 7 - E for Environment and Ecology

In accordance with theevolution of society, the SONCASE method has recently integrated the environmental problem.

Consumers are now aware of climate issues And of the pollution. They incorporate these concepts into their consumer choices. Prospects want to have a more positive and green economic impact. They are more knowledgeable and more sensitive to the world around them.

Sellers should highlight the environmental characteristics of the offer that seem dear to customers.

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The 4 good practices of the SONCAS method

The SONCAS (E) method focuses on 6 (or 7) axes. This training includes almost all the elements that make up the preferences of individuals. The next step? Include it to its commercial exchanges in an efficient manner.

Use active listening

The SONCAS (E) method is only effective under the condition of understand his prospect.

To do this, the salesperson must enter the information given by the customer so that he can reuse it in his sales technique.

Active listening requires special attention. The objective is to understand the verbal and non-verbal communication of the customer in order to determine your needs.

The seller is Focus on his prospect so that he or she feels confident. Don't interrupt and don't be impatient. The customer will be able to communicate only if he feels listened to and understood.

Active listening allows you to Delivering the word, Understand the words And of the parse more finely.

Questioning your prospect

What the prospect says is often not enough. The SONCAS (E) method is not limited to reformulating words. This solution consists of search further In the personality of the customer, in their motivations and values.

The challenge is toEncourage them to go deeper into their words In the Questioning. It is a way of questioning him in order to hope to best meet his expectations. Asking questions invites him to indulging on their expectations, their motivations or their obstacles to buying.

These essential elements, however, are not always addressed in the first phase of the exchange. However, this information is essential for personalize your arguments and its offer to the customer profile.

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Adapting your sales pitch

After having Defined expectations of the consumer during the first phases of listening and questioning, the seller must integrate about him.

The information provided by the customer corresponds to the categories of the SONCAS (E) method. Thanks to this typology, the salesman will know customize and perfect his sales pitch compared to what seems significant to the prospect.

This targeting technique maximizes the chances of close a sale. It is also a good way to gain trust And the satisfaction Of the customer who feels mainstreamed to the process.

Adapting your response to objections

During the exchange, the customer can issue objections. Far from a failure, it is simply a sign that the salesperson must rework your proposal Or sound argumentation.

The seller should not be afraid of such obstacles. The most important thing is to keep your cool And oftake a positive approach of the situation.

Where there are fears, there are needs. The salesperson must reassure the customer ofthe legitimacy of this reflection. It shows that it has Heard and understood this remark. It may be necessary to ask him about The origin of these fears To be able to better responder.

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Use the SONCASE method during the sales cycle

The SONCASE method does not question the motivations of the prospect in a vacuum. It consists in identifying the psychological levers that could define the typical profile of the client. With this information, the salesperson will be able to adapt his commercial speech and the conduct of negotiations as effectively as possible.

1. Improve your discovery phase

The SONCAS (E) method structures the first exchanges between salesperson and prospect. The aim is to give the customer a voice. Good active listening is necessary so that the seller can identify all the information that would be useful for prospecting and the rest of the sales process.

The first phase of the cycle seeks to discover the complete profile of the customer: their motivations for buying, their expectations, their needs and their fears. This tool encourages salespeople to take an interest in relevant elements and to adopt a position of advice and listening.

2. Create an effective sales pitch thanks to CAP SONCAS

The objective of the SONCAS (E) method is to add value to the offer. It is not a question of listing the standard characteristics of the proposal but of providing technical arguments that will raise awareness and convince the prospect.

There are many useful methods in creating the typical customer profile (DISC, SONCASE...).

The CAP method is based exclusively on the characteristics of the offer and the way in which they are presented. An acronym for Characteristics, Advantages and Proofs, this tool is used during argumentation in order to inform and reassure the client about the proposal.

Combining the two methods (CAPE SONCAS) is a way to have a more solid and complete argument. They link both the psychological needs of the customer and the elements that make up the product or service that meets them. The commercial discourse will be more concrete and impactful.

3. Use SONCAS (E) during closing

Using the SONCAS (E) method can also have an impact on the closing of the sale. In some cases, the prospect may still have reservations in order to conclude the contract. It may be interesting to reuse the psychological levers detected during the discovery phase to motivate him.

According to certain dominant traits, last arguments based on exclusivity, marketing, promotion or time limitation that can convince the prospect to adhere to the offer of products or services.

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Mistakes to avoid with this sales technique

The SONCAS (E) method is not obvious. Certain precautions should be taken in order to avoid mistakes that could harm the sales process.

• Seek to deepen your knowledge of the customer profile

If the seller doesn't do enough research, they could be missing out on important information. This breach could affect the rest of the exchange and sale.

To avoid this, it is important to set up a complete and effective questioning that questions all the motivations of the prospect.

• Do not limit your arguments to the price of the offer

An offer is not limited to a price. It is also a design, a support or a benefit. The salesperson must promote a creative and innovative approach that highlights the multiple aspects of the offer. The SONCAS (E) method just proves that individuals are sensitive to various elements. Beyond the price, it is necessary to show the advantages that the product or service has.

• Analyze and recognize key information during the exchange

Among all the information that the prospect can communicate, some is more important. It is important to prioritize what seems dear to the customer. Sometimes the offer cannot meet all the prospect's requests. However, it is always possible to tip the balance by highlighting certain key points. The ideal is to succeed in structuring your commercial speech between listening time, questioning and reformulation. In this way, the exchange will be more organized and balanced and the outcome more effective.

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