{"id":2798,"date":"2024-01-05T20:39:21","date_gmt":"2024-01-05T20:39:21","guid":{"rendered":"https:\/\/actionclient.com\/soncas-and-soncase-sales-methods\/"},"modified":"2025-03-20T13:09:11","modified_gmt":"2025-03-20T13:09:11","slug":"soncas-and-soncase-sales-methods","status":"publish","type":"post","link":"https:\/\/actionclient.com\/en\/soncas-and-soncase-sales-methods\/","title":{"rendered":"SONCAS and SONCASE sales methods"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">SONCAS is a <a href=\"https:\/\/actionclient.com\/en\/sales-techniques\/\" target=\"_blank\" rel=\"noreferrer noopener\">sales technique<\/a> that dates back many years, but is still relevant today, updated with the addition of the E to make SONCASE. It combines perfectly with a <a href=\"https:\/\/challenge-action.com\/cab-technique-de-vente\/\" target=\"_blank\" rel=\"noreferrer noopener\">persuasion method such as the CAB<\/a> or the <a href=\"https:\/\/challenge-action.com\/sos-technique-de-vente\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOS sales method<\/a>.<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Safety<\/li>\n\n\n\n<li>Pride<\/li>\n\n\n\n<li>New<\/li>\n\n\n\n<li>Comfort and convenience<\/li>\n\n\n\n<li>Silver<\/li>\n\n\n\n<li>Sympathy<\/li>\n\n\n\n<li>Ecology<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Method principles<\/h2>\n\n<p class=\"wp-block-paragraph\">The salesperson tries to determine the customer&#8217;s main motivation in one of three ways:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Evaluate the profile of the person you&#8217;re talking to: Example: luxurious office, late-model car = Pride<\/li>\n\n\n\n<li>Listen to what the other person wants. Example: &#8220;I want a safe car&#8221; = safety.<\/li>\n\n\n\n<li>Ask the customer open-ended questions. Example: &#8220;What&#8217;s the most important benefit you&#8217;re looking for in the solution? Answer: &#8220;A clean solution&#8221; = Ecology.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How to apply the method<\/h2>\n\n<p class=\"wp-block-paragraph\">Once you have determined the customer&#8217;s main motivation, you need to adapt your sales approach and sales pitch to convince your customer.<\/p>\n\n<h3 class=\"wp-block-heading\">Safety<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Give proof that your product is good and safe<\/li>\n\n\n\n<li>Use customer testimonials<\/li>\n\n\n\n<li>Let the customer try your product<\/li>\n\n\n\n<li>Give demonstrations. Example: to show that bullet-proof glass is solid, set up a stand with a pane of glass and a sledgehammer, so that customers can hit it with all their might.<\/li>\n\n\n\n<li>Present studies and tests<\/li>\n\n\n\n<li>Highlight follow-up, customer service, warranty<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Pride<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Show him that he&#8217;s a unique customer, that you serve him in a way that you don&#8217;t do with any other customer.<\/li>\n\n\n\n<li>Welcome your customers with a red carpet and offer them a unique shopping experience<\/li>\n\n\n\n<li>Emphasize the uniqueness of the product on offer, and the high price that deters ordinary people from buying it.<\/li>\n\n\n\n<li>Show, if you can, the list of high-end customers who bought the product<\/li>\n\n\n\n<li>Offer a VIP service unlike any other<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">New<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Highlight the characteristics of the new materials used<\/li>\n\n\n\n<li>Inform the customer that he is one of the first to discover this product<\/li>\n\n\n\n<li>Show how your product stands out from the competition<\/li>\n\n\n\n<li>Show your technological edge<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Convenience &#8211; comfort<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Demonstrate the simplicity of the solution<\/li>\n\n\n\n<li>Explain product ergonomics<\/li>\n\n\n\n<li>Give the product a try, show the customer that it&#8217;s easy to use<\/li>\n\n\n\n<li>Have the product tested to show that it is comfortable, for a chair or a car, for example.<\/li>\n\n\n\n<li>Suggest a trial, for example of a cream, to show how pleasant it is for the skin.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Silver<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Show how the product is less expensive<\/li>\n\n\n\n<li>Offer discounts<\/li>\n\n\n\n<li>Arrange for payment by instalments<\/li>\n\n\n\n<li>Calculate the savings<\/li>\n\n\n\n<li>Highlight the benefits<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Sympathy<\/h3>\n\n<p class=\"wp-block-paragraph\">The customer&#8217;s sympathy can be with the product, the service or the salesperson, so you have different ways of responding to the customer&#8217;s desire.<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Be friendly with the customer, discuss topics of interest<\/li>\n\n\n\n<li>Receive your customers in a pleasant environment<\/li>\n\n\n\n<li>Set up a chat solution &#8211; it&#8217;s often what young people prefer.<\/li>\n\n\n\n<li>Offer personalized advice<\/li>\n\n\n\n<li>Give the product a try so that the customer learns to enjoy using it<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Ecology<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Highlight the green side of the product<\/li>\n\n\n\n<li>Recyclable or biodegradable product<\/li>\n\n\n\n<li>No carbon signature<\/li>\n\n\n\n<li>Local production<\/li>\n\n\n\n<li>Short distribution cycle<\/li>\n\n\n\n<li>Show a recognized eco-label: Ecologo, Energystar, Energuide, Fairtrade, Bio Qu\u00e9bec, Bio Canada, FSC.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">In conclusion<\/h2>\n\n<p class=\"wp-block-paragraph\">Identifying the customer&#8217;s main motivation using the SONCAS method is the common denominator of all good salespeople. Your sales pitch must be aligned with the customer&#8217;s psychological need, otherwise you run the risk of presenting advantages that will instead be seen as disadvantages by the customer.<\/p>\n\n<p class=\"wp-block-paragraph\">Adapt to his motivation and your sale will be easy. Ideally, you should record the customer&#8217;s motivation in your <a href=\"https:\/\/actionclient.com\/en\/a-crm-for-customer-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">CRM to provide better service<\/a> later on.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Jean-Pierre Mercier<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SONCAS is a sales technique that dates back many years, but is still relevant today, updated with the addition of the E to make SONCASE. It combines perfectly with a persuasion method such as the CAB or the SOS sales method. Method principles The salesperson tries to determine the customer&#8217;s main motivation in one of [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2631,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SONCAS sales method<\/title>\n<meta name=\"description\" content=\"The SONCAS sales method helps you determine the customer&#039;s motivation, which in turn enables you to build an appropriate sales pitch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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