The SONCAS method, also known as the SONCAS typology, is a practical tool for keeping track of the various potential needs and motivations of customers or prospects during a sales interaction. The letters of the acronym SONCAS represent the following terms: Security, Pride, Novelty, Comfort, Money, and Sympathy.

During a sales interaction, it is crucial for the salesperson to identify their interlocutor’s SONCAS needs and adapt their arguments accordingly. These needs can be varied: security, which can encompass physical or emotional safety; pride, which relates to the customer’s self-worth; novelty, which plays on the appeal of innovation; comfort, whether physical or psychological; financial security; and finally, sympathy, linked to human relationships and affinities.

It is possible to enrich the SONCAS typology by adding an ecological dimension, thus forming the SONCASE concept. For example, to illustrate this approach in the context of selling a car:

– Safety: By highlighting features such as ABS for shorter braking distances or the presence of multiple airbags to ensure optimal protection in the event of an accident.

– Pride: By emphasizing the vehicle’s sporty design, its distinctive character, or the addition of luxury elements such as a leather interior.

– Innovation: By showcasing the latest technological advancements integrated into the vehicle, derived, for example, from motorsport.

– Comfort: By mentioning seat adjustment options for personalized driving comfort or the generous trunk capacity.

– Money: By highlighting the model’s attractive price or its low fuel consumption, thus offering a good long-term return on investment.

– Friendliness: By sharing personal anecdotes about the vehicle or emphasizing its origins.