SONCAS / SONCASE: Definition, issues, and explanations

SONCAS / SONCASE is an acronym for a sales method based on six main psychological levers that influence purchasing decisions. These levers are Safety, Pride, Novelty, Comfort, Money, and Sympathy.

This method aims to better understand customers' deep-seated expectations and motivations in order to personalize sales pitches and thereby increase commercial 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 motivations for purchasing. This avoids generic, unconvincing sales pitches.

This structural framework gives salespeople a competitive advantage by enabling them to better meet the actual expectations of prospects, which can speed up decision-making and increase conversion rates.

This approach improves customer relations by establishing an emotional connection, thereby promoting long-term loyalty.

The SONCAS/SONCASE method is based on identifying the client's psychological profile through six emotional levers:

• Security: The need to be reassured about the reliability and robustness of the product or service.
• Pride: The desire for personal recognition, to be acknowledged and admired.
• News: The desire for novelty, innovation, and modernity.
• Comfort: The pursuit of well-being and ease of use.
• Money: Concerns about price, value for money, and potential savings.
• Sympathy: The emotional connection, trust, and rapport with the salesperson or brand.

The sales representative then adapts their arguments based on 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 the 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.

In addition, this method encourages the development of salespeople's interpersonal skills, improving overall customer relations.

However, there are some drawbacks. One limitation is that the method may seem overly simplistic given the complexity of actual purchasing behavior.

Furthermore, misdiagnosing the customer's motivations can lead to inadequate communication that hinders sales.

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

A salesperson selling a home security system will emphasize the security aspect by reassuring customers about the reliability and performance of the product.

For a high-end product, the salesperson will emphasizepride by highlighting the exclusivity and prestige associated with the purchase.

In the case of technological innovation, the New lever will be prioritized to attract customers looking for novelty and progress.

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

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

Finally, while trust is paramount, the Sympathy lever will be developed by creating closeness 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 commercial impact.
• Sales Odyssey: Practical presentation and tips for using SONCAS effectively.
• Klaxoon: Explanations on identifying personas using the SONCASE method.
• Moovago: Guide to better understanding customers through SONCAS.