Everything You Need to Know About the SONCAS Method

Among all the methods available in sales training, the SONCAS method has proven effective for many years. Created in 1993 by Jean-Denis Larradet, this sales technique brings together 6 levers to understand a prospect’s needs and trigger a purchase, while considering individual behaviors.

What is the SONCAS Method?

In the era of the internet and e-commerce, you might wonder if the SONCAS method is still relevant. Yet, this sales technique, nearly thirty years old, is still widely used today and remains a favorite among sales professionals.

The SONCAS method is foolproof for identifying the best arguments to present to your contact to ensure a successful deal closing, efficiently, and while building a stable, lasting relationship.

The SONCAS method identifies 6 distinct client profiles, each with its own priority. It’s based on the idea that every client tends to judge a buying opportunity through a particular lens. By identifying the client’s profile, the salesperson knows which arguments to use to close the deal.

Improve your closing

1. Security

Security is second in Maslow’s hierarchy of needs, which lists and ranks human needs. Indeed, the client has a huge need for security and reliability; without it, they won’t feel confident and will be closed off to a potential purchase. According to the SONCAS method, to reassure them, the salesperson can highlight client references, certifications, and other reassuring arguments (24/7 customer service, team expertise, guarantees, etc.).

The need for security can be both an obstacle and a motivation to buy. By reassuring the client and showing that not buying could be risky, salespeople provide an extra argument to help close the deal.

2. Pride

The salesperson should tactfully flatter the prospect, since the client wants to feel valued and have more and better than others. Highlight the advantages the product offers over competitors.

Terms like “premium,” “unique,” or “limited edition” help close deals. The SONCAS method explains that the salesperson must adapt to the prospect’s sensitivity and reinforce the buyer’s market knowledge to earn their trust.

3. Novelty

Clients love novelty; it creates the desire to belong to an exclusive group. They want to feel like pioneers, ahead of the curve. Price matters little compared to the appeal of a new product.

4. Comfort

For the client, comfort means both physical and psychological well-being, which they always seek to improve. They don’t want to leave their comfort zone—quite the opposite! For them, change means risk or discomfort.

According to the SONCAS method, the salesperson should use language that matches the client’s habits, using comparisons that help the client relate to their own reality.

5. Money

Price and the costs associated with a purchase are key negotiation points and are the source of most sales objections. For these clients, money is the main decision factor. The SONCAS method helps adapt to this profile.

It’s important to prove that the purchase is a long-term, profitable investment. The salesperson should emphasize how the product will reduce costs over time.

6. Sympathy

To feel confident, the client needs a close relationship with the salesperson. But be careful! There must be a balance between humanity and professionalism. Humility, simplicity, kindness, and empathy are valuable, but well-supported arguments tailored to the client’s needs are still necessary.

The SONCAS method advises building rapport before talking about the product, without neglecting the sales pitch or the prospect’s personal motivations.

7. Environment

That’s right—some add a seventh letter to the SONCAS method! Climate change is a central issue in today’s world, and also an important factor for your prospects.

Some prospects may even prioritize ecological aspects over price if they have access to a more environmentally friendly alternative.

Did you enjoy this explanation of the SONCAS method? Feel free to read similar articles about the SIMAC method or Spin Selling!