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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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:<\/p>\n\n\n\n
– 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.<\/p>\n\n\n\n
– Pride: By emphasizing the vehicle’s sporty design, its distinctive character, or the addition of luxury elements such as a leather interior.<\/p>\n\n\n\n
– Innovation: By showcasing the latest technological advancements integrated into the vehicle, derived, for example, from motorsport.<\/p>\n\n\n\n
– Comfort: By mentioning seat adjustment options for personalized driving comfort or the generous trunk capacity.<\/p>\n\n\n\n
– Money: By highlighting the model’s attractive price or its low fuel consumption, thus offering a good long-term return on investment.<\/p>\n\n\n\n
– Friendliness: By sharing personal anecdotes about the vehicle or emphasizing its origins.<\/p>\n","protected":false},"template":"","categories-glossary":[312],"class_list":["post-162804","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-crm-customer-relationship"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/162804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=162804"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=162804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}