BtoB and BtoC relationships , interactions are mainly based on HtoH (Human to Human) . This is an aspect of customer interactions that the Soncas method takes into consideration.
What does SONCAS mean?
Soncas (SONCAS) is the acronym for: Security, Pride, Novelty, Comfort, Money and Sympathy . Each letter actually designates different categories of motivations that could push the customer to purchase. Lately, another motivation has gained momentum. This is the “E” which designates Ecology. Consequently, SONCAS today becomes SONCASE .
It is clear that a customer is not limited to a single category. Its profile can be a subtle mixture of several of them .
The Soncas method is a sales technique that emerged in 1993. It is a sales framework called Jean-Denis Larradet who created it. To design it, he was inspired by the Abraham Maslow's pyramid of needs.
How to use the Soncas method?
Concretely, this commercial strategy consists of determining the motivations which would push the customer to purchase. To do this, the salesperson must apply active listening . He must also carry out a sufficiently in-depth behavioral analysis. This way, he will be able to present a relevant sales pitch to the prospect with the aim of encouraging him to buy .
In other words, this sales technique is based on the identification of the psychological profile of the prospect . Then, the salesperson must adapt his communication technique so that the potential customer feels understood. To do this, you must above all explain to him the points that are likely to interest him .
The Soncas method is indeed a particularly interesting technique. However, you must first know what really characterizes each psychological profile.
Presentation of the different SONCAS profiles
Security: sweeping away doubts and fears
A customer who desires security will seek to he takes as much as possible The goal of the salesperson must then be to reassure his interlocutor . To do this, he can present one or more aspects that can provide him with this feeling of security.
To do this, it is possible in particular to highlight durability and guarantee . Otherwise, the reliability of the product or service are also reassuring qualities.
Pride: highlighting the customer
A prospect who is in the Pride category will especially look for rarity . In order to push him to buy a product or service, the seller will have to be cunning . Indeed, it must emphasize the unique aspect of its offer in order to touch the ego of the potential customer. However, you have to be careful to be subtle.
Terms like limited supply ” and “high end” have a formidable effect on people with a prideful profile. In addition, this type of prospect generally likes to receive personalized support.
Novelty: always staying one step ahead
Novelty often makes us curious. This curiosity can very quickly turn into a desire to buy . The prospect who is attracted by novelty will above all seek to always be ahead of others. At least he wants to follow the trend.
When the Playstation 5 was released, for example, gaming enthusiasts had to wait in long lines to hope to get one.
In this regard, note that Magileads allows you to send personalized and targeted messages to your prospects. To do this, the omnichannel prospecting platform provides you with AB testing and ABM (Account Based Marketing) options.
Comfort: simplicity is the key to selling
The customer who seeks comfort is easy to spot. He is looking for a product or service that makes his daily life easier . A solution that solves their problem, but is complicated, will therefore not interest this prospect.
Customers in the Comfort category are mainly 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 is not always for the same reasons. Some have, for example, a limited budget , while others are mainly interested in value for money .
In any case, there is an effective way to encourage them to buy. It is to speak in terms of gain, particularly investment . Concretely, the customer wants the salesperson to reassure him. To do this, the seller can give more or less rational reasons for concluding the purchase.
Sympathy: the relationship above all!
In general, sympathy is an extremely useful skill. This is even more true in the case of a salesperson. But the fact is that selling products or services is not limited to a systematic approach. It's more of an interaction between two people . Consequently, for this category of prospect, the offer is important, but it is its relationship with the salesperson that will be the most decisive.
In a situation where two sellers offer the same offer, this prospect will choose that of the person he finds the most sympathetic .
Ecology: a new issue
Environmental protection has gained momentum in recent years, with the imminent threat of global warming. More and more consumers are paying particular attention to their ecological impact .
In fact, it has become essential to highlight the ecological and respectful aspect of nature . For this type of potential customer, the durability of a product can be a determining criterion. The values of the brand or company influence its choices.
Be careful not to consider the Soncas method as a ready-made technique that works every time. It is undeniably effective, but also has limitations. Ideally, it should be used alongside other powerful sales techniques and marketing tools . Furthermore, it works best with qualified prospects, who have already shown their commitment and on whom the seller already has information.
With Magileads, your sellers will only receive Mature prospects ready to be converted into customers. Upstream, your marketers will have access to the tools necessary to target, animate, score and manage your prospects. They can work from your own database or that offered by the platform. Indeed, Magileads gives you access to its database 20 million qualified B2B prospects.
