In B2B and B2C relationships , interactions are primarily based on H2H (Human to Human) . This is an aspect of customer interactions that the Soncas method takes into account.
What does SONCAS mean?
Soncas (SONCAS) is an acronym for: Security, Pride, Novelty, Comfort, Money, and Sympathy. Each letter represents a different category of motivation that might encourage a customer to make a purchase. Recently, another motivation has gained prominence: the "E," which stands for Ecology. Therefore, SONCAS is now called SONCASE.
It is clear that a customer is not limited to a single category. Their profile can be a subtle mix of several of them.
The Soncas method is a sales technique that originated in 1993. It was created by a sales executive named Jean-Denis Larradet . To design it, he drew inspiration from Abraham Maslow's hierarchy of needs.
How to use the Soncas method?
In practical terms, this sales strategy involves determining the motivations that would drive a customer to make a purchase. To do this, the salesperson must practice active listening. They must also conduct a sufficiently thorough behavioral analysis. This will allow them to present a relevant sales pitch to the prospect, with the aim of encouraging them to buy.
In other words, this sales technique is based on identifying the prospect's psychological profile. Then, the salesperson must adapt their communication style so that the potential client feels understood. To do this, they must primarily highlight the points that are likely to interest them.
The Soncas method is indeed a particularly interesting technique. However, it is first necessary to have a good understanding of what truly characterizes each psychological profile.
Presentation of the different SONCAS profiles
Security: sweeping away doubts and fears
A customer who values security will seek to minimize the risks they take. The salesperson's goal must then be to reassure their interlocutor. To do this, they can present one or more aspects that will provide this feeling of security.
To achieve this, it is possible to highlight durability and warranty. Alternatively, the reliability of the product or service are also reassuring qualities.
Pride: Highlighting the customer
A prospect who falls into the Pride category will primarily seek scarcity. To encourage them to buy a product or service, the salesperson will need to be cunning. Indeed, they must emphasize theunique aspect of their offer to appeal to the potential client's ego. However, it's crucial to be subtle.
Terms like " limited offer " and "premium" have a powerful effect on people with a strong sense of pride. Furthermore, this type of prospect generally appreciates personalized support.
The innovation: always staying one step ahead
New things often spark curiosity. This curiosity can quickly turn into a desire to buy. A prospect attracted by something new will primarily seek to stay ahead of the curve. Or at least, they want to follow the trend.
When the Playstation 5 was released, for example, gaming enthusiasts had to queue up in long lines to have any hope of getting one.
In this regard, note that Magileads allows you to send personalized and targeted messages to your prospects. To do this, the prospecting provides you with A/B testing and ABM (Account-Based Marketing) options.
Comfort: Simplicity is the key to selling
The customer who seeks convenience is easy to spot. They're looking for a product or service that makes their daily life easier. A solution that solves their problem but is complicated won't interest this prospect.
Customers in the Comfort category are primarily looking for simplicity. They easily succumb to criteria such as the ease of installation and use of a product, for example.
Money: Prioritizing Financial Security
Money is a major concern for many. However, it's not always for the same reasons. Some, for example, have a limited budget, while others are primarily interested in value for money.
In any case, there's an effective way to encourage them to buy. It's to talk in terms of profit, especially investment. Specifically, the customer wants the salesperson to reassure them. To do this, the salesperson can offer reasons, some more rational than others, to make the purchase.
Sympathy: relationships above all!
In general, being personable is an extremely useful skill. This is especially true for a salesperson. But the fact is that selling products or services isn't simply a systematic approach. It's more of an interaction between two people. Therefore, for this type of prospect, the offer is important, but it's their relationship with the salesperson that will be the most decisive factor.
In a situation where two sellers offer the same deal, this prospect will choose the one from the person they find most likeable.
Ecology: a new challenge
Environmental protection has gained significant momentum in recent years, with the looming threat of climate change. More and more consumers are paying close attention to their ecological impact.
In fact, it has become essential to highlight the ecological and environmentally friendly aspects. For this type of potential customer, a product's durability can be a deciding factor. The values of the brand or company influence their choices.
Be careful not to consider the Soncas method as a foolproof, one-size-fits-all technique. While undeniably effective, it also has limitations. Ideally, it should be used in conjunction with other powerful sales techniques and marketing tools. Furthermore, it works best with qualified leadswho have already demonstrated their commitment and about whom the salesperson already has information.
With Magileads, your sales team will only receive leads that are fully qualified and ready to be converted into customers. Your marketers will have access to the necessary tools to target, nurture, score, and manage your leads. They can work from your own database or the one provided by the platform. Magileads gives you access to its database of 20 million qualified B2B leads.
