What is the CAP SONCAS Method?

Who couldn’t use a set of effective sales techniques? If you truly want to improve your selling skills, look no further than the CAP SONCAS method, one of the best B2B sales techniques. A combination of the CAP method and the SONCAS method, CAP SONCAS is a sales technique that helps you build and structure your sales pitch and target your customer's main buying motivations.

A Look Back at the CAP and SONCAS Methods

First, the CAP SONCAS method is the result of merging the CAP method (Features, Advantages, Proof) and the SONCAS(E) method (Security, Pride, Novelty, Comfort, Money, Likeability, Environment). Before diving into the different applications of the CAP SONCAS method, let’s quickly review the two methods it’s based on.

The CAP Method

The CAP method helps you streamline your sales arguments and highlight your selling points to clients. By translating “abstract” features into concrete benefits, you can better structure your pitch to persuade future clients.

To implement the CAP method, you need to identify your product/service’s features, its benefits, and be able to present proof of these elements.

• Features: These are the descriptive elements of your product, mainly from a technical and factual perspective. Here, you present your solution in a straightforward, descriptive way, but these elements alone aren’t enough to win over your prospect.

• Advantages: These are the results linked to the features, translated into beneficial elements. They’re the real “pluses” your solution brings, the things that will “change your prospect’s life.” Here, your client finds something appealing; your solution meets their needs and most important challenges.

• Proof: This is about proving what you’ve just said above, showing that the features and benefits are real and tangible. This can be done through a demonstration, a patented innovation, testimonials, references, consumer barometers, etc. These final arguments will definitely convince your prospect, who will then be ready to make a purchase.

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The SONCAS(E) Method

The SONCAS method is a sales technique based on behavioral analysis. It helps you detect a client’s needs and buying motivations to better adapt your communication, persuade, and trigger a purchase. This sales method is taught in business schools and most sales training programs and is characterized by its 6 (or 7) initials, forming the acronym S.O.N.C.A.S.(E):

• Security: Emphasize the safety aspect of your offer, use reassuring arguments, and attest to your product/service’s quality. Rely on your company’s reputation and credibility. Use warranties, certifications, etc.

• Pride: Highlight the prestige and privilege your product brings to your prospect. Leverage the brand’s size and influence, the exclusivity of owning this product for premium members, and if needed, play on the rarity and exceptional nature of your offer.

• Novelty: Show how your product or service is innovative, even revolutionary, and how its originality sets it apart from competitors. Present your company as a pioneer in its field.

• Comfort: Make sure the client feels comfortable and highlight convenience, simplicity, and ergonomics. Inspire peace of mind with services that make life easier.

• Money: Emphasize economic arguments and profitability. Show the client they’re getting a great deal at this price and will see a significant return on investment.

• Likeability: The best argument is the salesperson! Show empathy, listen, be compassionate, and build a partnership for long-term collaboration.

• Environment: More and more companies and consumers care about climate, pollution, and environmental respect. So, it’s important to consider these factors in your approach.

How Does the CAP SONCAS Method Work?

The CAP SONCAS method helps you improve your sales arguments, making them more effective and convincing. Let’s face it—too many salespeople tend to repeat the same mistakes, and among the most “fatal” is rushing into a list of standard arguments without taking the time to identify the prospect’s needs and priorities. This mistake, often made by beginners, leads to losing many clients along the way.

In practice, during a sales pitch, you need to develop personalized sales arguments to be more effective with the client. A good pitch is one that matches the client’s problems, needs, and specific motivations. So, your pitch should take into account the information gathered during the sales diagnosis phase, which the CAP SONCAS method helps you achieve.

The CAP SONCAS method helps you better understand your client’s profile, so you can make your sales pitch more relevant and ultimately sell better. This “hybrid” sales method highlights the benefits of the product/solution you’re selling, but adapts them to your prospect and their needs.

The CAP SONCAS method goes further: with mastery of your product and a deep understanding of your client, you can develop a more effective sales strategy to convince your client to buy. By presenting the product’s features, then listing all its benefits, and finally providing proof for your claims, you increase your chances of making a sale.