SONCAS / SONCASE: Definition, issues and explanations

SONCAS / SONCASE is an acronym for a sales method based on six main psychological levers that influence the buying decision. These levers are Safety, Welcome, Newness, Comfort, Silver and Sympathy.

This method aims to better understand customers' deepest expectations and motivations in order to personalize sales pitches and thus increase sales effectiveness.

The terms SONCAS and SONCASE are often used interchangeably, with a slight variation in the acronym but the same basic principle.

Using the SONCAS / SONCASE method optimizes sales communication by precisely targeting the customer's buying motivations. This avoids an unconvincing generic discourse.

This structural framework offers a competitive advantage to salespeople by enabling them to better respond to the prospect's real expectations, which can accelerate decision-making and increase the conversion rate.

Thanks to this approach, the customer relationship is enhanced by establishing an emotional connection, thus fostering long-term loyalty.

The SONCAS / SONCASE method is based on the identification of the customer's psychological profile through the six emotional levers:

• Security: The need to be reassured about the reliability and solidity of the product or service.
• Orgueil : The desire for personal enhancement, to be recognized and admired.
• Nouvelle : The desire for novelty, innovation and modernity.
• Confort : The search for well-being and ease of use.
• Money : The concern for price, value for money and achievable savings.
• Sympathy : The emotional bond, trust and feeling with the salesperson or brand.

The salesperson then adapts his or her arguments according to the dominant lever identified in order to effectively convince the customer.

This method can be used during direct exchanges, through targeted questions or observation of the prospect's behavior.

Among its advantages, the SONCAS / SONCASE method facilitates a personalized approach and increases the relevance of the sales pitch. It also saves time by focusing the discussion on the customer's key motivations.

Furthermore, this method encourages the development of salespeople's interpersonal skills, improving the overall customer relationship.

However, certain drawbacks exist. One limitation is that the method can seem overly simplistic in the face of the complexity of actual buying behavior.

Moreover, a misdiagnosis of customer motivations can lead to inadequate communication that is detrimental to the sale.

Finally, its effectiveness largely depends on the salesperson's ability to correctly detect and interpret emotional signals.

A salesperson selling a home security system will emphasize the Security lever by reassuring on the product's reliability and performance.

For a high-end product, the salesperson will emphasize the Orgueil lever, highlighting the exclusivity and prestige associated with the purchase.

In the case of a technological innovation, the Nouvelle lever will be favored to attract customers looking for novelty and progress.

A concierge service or ergonomic product will emphasize Comfort and ease of use.

For a price-sensitive purchase, the discussion will focus on the Money lever, highlighting possible savings or added value.

Finally, if the relationship of trust is paramount, the Sympathy lever will be developed by creating proximity and a bond with the customer.

• Ringover: Detailed article on the SONCAS method and its applications in sales.
• Akimbo: In-depth analysis of the method and its sales impact.
• Sales Odyssey : Practical presentation and tips for using SONCAS effectively.
• Klaxoon: Explanations on how to identify personas with the SONCASE method.
• Moovago: Guide to better understanding customers through SONCAS.