Soncas Method: Sell more by better understanding your customer

• 🔑 Discover the SONCAS method, the ultimate tool to boost your sales by understanding the psychology of your customers!
• 📈 Dive into the secrets of the six SONCAS pillars to transform your business strategies.
• 🧠 Explore how this approach can revolutionize the way you sell and build customer loyalty!
• 💡 Learn to adapt your speech and your actions according to the real purchasing motivations of your prospects.
• 👉 Ready to take a new perspective and increase your business results? Read on to find out everything!

Have you ever heard of the SONCAS method ? This revolutionary approach to sales could be the key to taking your sales to new heights. Imagine being able to decode the deep motivations of your customers, like a true business mentalist. This is exactly what the SONCAS method offers, a powerful tool that allows you to better understand your prospects to sell more effectively.

In this article, we’ll dive deep into this fascinating technique, explore its six fundamental pillars, and discover how to practically apply them in your business strategy. Whether you are an experienced entrepreneur or a beginner salesperson, the SONCAS method will offer you new perspectives for boost your sales and create lasting connections with your customers. Ready to revolutionize your sales approach?

The foundations of the SONCAS method

Origin and definition of the method

Have you ever wondered why some salespeople seem to read their customers’ minds? The SONCAS method is perhaps their secret. Born in the 1970s, this revolutionary approach breaks down purchasing motivations into six essential pillars.

SONCAS is not just a simple acronym, it is a real compass for understanding your customers. Each letter represents a powerful psychological lever: Security, Pride, Novelty, Comfort, Money, and Sympathy. By mastering these aspects, you become a true sales sherpa, guiding your customers to the pinnacle of satisfaction.

But be careful, it’s not a magic wand! It’s a tool that requires empathy and practice. Ready to dive into the depths of shopping psychology?

The six pillars of SONCAS

Pillar	Description	Practical advice
Security	Build trust by reassuring customers about the reliability and transparency of your offer.	Offer warranties, share customer testimonials, and remain accessible to answer questions.
Pride	Flatter customers’ egos to make them feel valued and unique.	Personalize your approach and highlight the exclusivity or prestige of your product.
Novelty	Generate customer interest with innovative products or services.	Highlight “revolutionary” or “cutting-edge” features that add value.
Comfort	Deliver a smooth, frictionless customer experience to simplify the purchasing journey.	Simplify processes from navigation to delivery and optimize every touchpoint.
Money	Highlight the financial value or savings that your product provides.	Emphasize value for money, flexible payment options, and long-term benefits.
Sympathy	Create an authentic human connection and establish a climate of trust.	Train your teams in active listening and encourage empathetic interactions with customers.

1. Security: How to build trust?

Security is the foundation of any solid business relationship. Remember the last time you were hesitant to buy online? It probably had to do with a lack of confidence.

To reassure your customers, focus on transparency. Share authentic testimonials, offer solid guarantees, and always be available to answer questions. A Nielsen study reveals that 92% of consumers trust recommendations from those around them. Why not encourage your satisfied customers to share their experience?

Remember: trust is gained drop by drop, but lost in cascades. Every interaction counts!

2. Pride: Flattering your prospect’s ego

Pride is that little extra that makes you feel special. Who doesn’t like to feel unique and valued?

Personalize your approach. Show your customers that you understand their specific needs. For example, if you sell luxury products, highlight the exclusivity and status they confer. According to a Deloitte study, 50% of consumers are interested in personalized products.

But be careful of the fine line between flattery and sycophancy! Authenticity remains your best asset.

3. Novelty: Spark interest with novelty

Novelty is the spice of commercial life! You know that excitement when you discover a new gadget? This is exactly what you want to inspire in your customers.

Highlight the innovations of your products or services. Use terms like “revolutionary,” “avant-garde,” or “world-first.” But be careful, novelty for novelty’s sake is not enough. It must provide real added value.

Did you know that according to a McKinsey study, innovative companies grow on average 2.4 times faster than their competitors? Innovation pays, literally!

4. Comfort: Provide a frictionless experience

Comfort is the holy grail of the customer experience. Imagine a world where every purchase is as easy as breathing. This is what your customers are looking for!

Simplify every step of the customer journey. From browsing your site to delivery and after-sales service, every interaction should be seamless. Amazon didn’t become a giant by accident: their “Buy with 1-Click” button revolutionized e-commerce.

73% of consumers consider customer experience as an important factor in their purchasing decisions. So how can you make your customers’ lives easier today?

5. Money: Highlight the financial aspect of your offer

Money is always the sinews of war. Whether you are selling a premium product or a budget solution, the financial aspect is always on your customers’ minds.

If you offer a premium product, highlight its long-term value. For a more accessible offer, highlight the savings made. Don’t forget flexible payment options: according to a study by Klarna, 67% of consumers are more likely to shop on sites that offer multiple payment options.

Remember: it’s not always the lowest price that wins, but the one that offers the best value for money.

6. Likeability: Establish a real human connection

In an increasingly digital world, likeability is your secret weapon. Have you ever bought something just because you liked the salesperson? That’s the power of human connection.

Train your teams in active listening and empathy. Encourage them to share appropriate personal anecdotes. According to a Harvard Business Review study, emotions influence purchasing decisions up to 95% of the time.

But be careful, likeability cannot compensate for a bad product or service. It must be the cherry on top of an already delicious cake!

Why and when to use the SONCAS method?

The SONCAS method is not just another sales technique among many others. It is a real Swiss army knife for understanding and positively influencing purchasing behavior. But like any powerful tool, you have to know when and how to use it.

Scenarios where the method is particularly effective

Prospecting and negotiation stages

Imagine yourself in front of a potential prospect. You have a few minutes to capture their attention and interest them in your offer. This is where SONCAS shines!

Start by quickly identifying the main motivations of your interlocutor. Is he looking for security above all? Or maybe he is more sensitive to novelty? By adapting your speech to its key motivations, you considerably increase your chances of success.

For example, if you detect that your prospect is susceptible to hubris, you might say, “Our solution is used by leaders in your industry. I think it would be a great fit for an innovative company like yours.” You subtly flatter their ego while positioning your offer as a must-have.

A Gong.io study found that salespeople who tailor their pitch to the customer’s specific motivations are 33% more likely to close the sale. Isn’t that reason enough to master SONCAS?

Customer loyalty: going beyond simple sales

SONCAS is not just a sales tool, it is also a valuable ally for building loyalty. Think about it: knowing the deep motivations of your customers is the key to satisfying them in the long term.

Let’s take the example of a customer sensitive to comfort. Why not offer them an automatic order renewal service? Or if money is their main motivation, a loyalty program with progressive discounts could hit the mark.

According to a Bain & Company study, increasing customer retention by just 5% can increase profits by 25 to 95%.. SONCAS gives you the keys to achieve this. So, ready to turn your customers into ambassadors?

Limitations and adaptations of the method

Like any method, SONCAS has its limits. It is crucial not to fall into the trap of excessive categorization. Each client is unique, with motivations that can evolve over time or depending on the situation.

Additionally, in some cultural contexts, some aspects of SONCAS may be less relevant. For example, in some Asian cultures, pride can be viewed negatively. You must therefore know how to adapt the method to your specific audience.

Also remember that SONCAS is just one tool among others. Combine it with other techniques like active listening or behavioral analysis for a more holistic approach.

The key? Stay flexible and attentive. SONCAS is a guide, not a straitjacket. Use it to enrich your understanding of the customer, not to put them in a box.

Putting the SONCAS method into practice

Building an argument based on SONCAS

Now that you have mastered the fundamentals of SONCAS, how can you put them into concrete practice? It’s like putting together a puzzle: each piece (or SONCAS lever) has its place, and the final image must be coherent and attractive to your customer.

Example of use in the B2B sector

Let’s say you’re selling project management software to a growing tech company. Here is how you could structure your argument using SONCAS:

1. Security : “Our software complies with the strictest security standards, guaranteeing the confidentiality of your sensitive data.”

2. Pride : “Innovative companies like yours use our solution to stay at the forefront of their industry.”

3. Novelty : “We recently integrated an AI that predicts bottlenecks in your projects, a unique feature on the market.”

4. Comfort : “Our intuitive interface reduces the learning curve, allowing your teams to be up and running in just a few hours.”

5. Money : “Our customers see on average a 30% increase in productivity, translating into substantial savings.”

6. Sympathy : “We understand the specific challenges of rapidly growing businesses. That’s why our support team is available 24/7 to assist you.”

By adapting this argument to the reactions and priorities expressed by your interlocutor, you maximize your chances of closing the sale.

Example application in online sales

E-commerce does not escape the power of SONCAS. Here’s how you might apply it on a product page for, say, a high-end smartphone:

1. Security : Highlight the extended warranty and verified customer reviews.

2. Pride : Use phrases like “For those who demand the best” or “The device chosen by professionals”.

3. Novelty : Highlight the latest technological innovations integrated into the device.

4. Comfort : Emphasize battery life, charging speed, or ease of use.

5. Money : Offer flexible payment options or emphasize long-term value for money.

6. Sympathy : Include an “Our Story” or “Why We Do What We Do” section to create an emotional connection.

According to a study by Baymard Institute, a well-designed product page can increase conversions by up to 35.26%. By applying SONCAS, you speak directly to the motivations of your potential customers, increasing your chances of conversion.

Tips for successful implementation

1. Listen before you speak : The key to SONCAS is in understanding your customer. Ask open-ended questions and listen carefully to the answers.

2. Stay authentic : Do not try to force a SONCAS argument if it does not correspond to your offer. Honesty is still the best policy.

3. Practice, practice, practice : Like any skill, using SONCAS improves with practice. Train with colleagues or friends.

4. Adapt in real time : A customer’s motivations can change during the course of a conversation. Be prepared to pivot your approach if necessary.

5. Measure your results : Keep track of your successes and failures with SONCAS. Analyze what works and what can be improved.

Remember, SONCAS is not a magic bullet, but a powerful tool in your sales arsenal. Used with discernment and empathy, it can transform your sales approach and significantly boost your results.

So, are you ready to revolutionize the way you sell with SONCAS?

The SONCAS method: Your new ally for successful sales

The SONCAS method is like a compass in the complex ocean of commercial relations. She guides you to the magnetic north of successful selling, helping you understand the deeper currents that motivate your customers.

Having explored the six fundamental pillars together – Security, Pride, Novelty, Comfort, Money, and Sympathy – you now have a clear map for navigating your business interactions. Like an experienced captain, you now know how to spot the subtle signals that indicate your customers’ motivations.

Remember that each client is unique, like each wave of the ocean. The real magic of SONCAS lies in its flexibility: it adapts to each situation, to each person. Whether you are in B2B, e-commerce, or traditional commerce, these universal principles can transform your sales approach.

True success is measured not only in numbers, but also in lasting relationships built with your customers. By applying SONCAS with authenticity and empathy, you’re not just selling a product or service – you’re creating a memorable experience that resonates with your customers’ deeper motivations.

What if you started today? Take a moment to analyze your last sales interaction through the lens of SONCAS. What levers could you have activated differently? How could you have connected better with your customer?

Share your experience in the comments below. Have you ever used certain aspects of SONCAS intuitively without even knowing it? What discoveries did you make while reading this article? Your perspective might enlighten other readers on their business journey.

Ready to revolutionize your sales approach? Download our practical SONCAS guide and start transforming your customer interactions now!

P.S.: Personally, I have seen the SONCAS method transform hesitant salespeople into true customer relations virtuosos. The secret? Start small, but start now. Every interaction is an opportunity to learn and improve.

Useful links

• The SONCAS method: definition and application in 2024 – Appvizer
• The 10 best sales methods to know in 2024 -Monday
• The SONCAS method: Complete guide to understanding purchasing motivations – Sales Odyssey
• The 6 typologies of the SONCAS method -Uptoo