The SONCAS Method: A Powerful Asset to Convince Your Client
10 minutes to convince a customer
The SONCAS method is a commercial negotiation technique that allows you to better understand the psychology of your client. Faced with a purchase, a prospect will be sensitive to different levers and arguments depending on his psychology. The objective of this method is to succeed in convincing your prospect by using the right arguments.
SONCAS allows us to divide the different types of customers into 6 categories of buyers.
The acronym SONCAS stands for:
This sales technique is still in use in 2021 and evolves over time. The 7th category of buyers has also appeared recently. This category is the “E” which corresponds to the psychological lever of ecology.
Thus, SONCAS has evolved into the SONCASE sales method, widely used by FBI negotiators.
Why use SONCAS?
In order to properly prepare your customer appointment and succeed in your sale, you must imagine all the possible objections according to each type of psychology.
For each of these objections, it will be necessary to think about the right arguments, capable of countering them.
You can start this exercise with an Excel table in two columns “objections” and “arguments”. This work is essential, not only to be better during the trade negotiation but also to improve your product/service.
It is during the discovery phase that you will determine the psychology of your client. That’s when it all comes into play!
How do I use the SONCAS method?
It will be necessary to ask the right questions, if possible open, in order to encourage him to reveal himself gradually and thus understand his purchasing psychology. Just like the arguments, these questions must be determined in advance, before the commercial meeting.
For this, we advise you to think about a dozen questions that will allow you to detect the type of customer in question.
Example:
- How did you get to know your previous supplier/partner?
- Why did you decide to work with him?
- How was your collaboration?
- If there were things to improve, what would they be?
- If everything went well, what did you enjoy the most?
- Etc…
Careful: a customer is not necessarily limited to a single category of the buyer! Crossovers often occur, which requires mixing the arguments.
Now that everything is clear, let’s look at the 6 categories of this famous SONCAS model!
1. The “security” category of SONCAS
The customer who is in the “security” category will mostly evoke fears/anxieties. He is generally expressed in a negative way.
For this type of customer, you can therefore put forward standards, labels, a non-binding offer, the possibility of being reimbursed if not satisfied, customer recommendations, etc …
2. The “pride” category of SONCAS
The customer in this category seeks to be flattered by the product/service they are buying. Furthermore, he is also looking for a product/service for its rarity and uniqueness.
He tends to talk a lot about himself, his passions, his vision, his thought, his references, his company, his position…
For this type of customer, it is recommended to highlight the rarity of its offer but also the references to which the Prospect can be identified.
3. The “novelty” category of SONCAS
The customer belonging to the novelty category wants to be at the forefront of what is being done in the market.
Generally speaking, this person has all the latest tools and loves change.
If your prospect is in this category, you will have to show him that your offer is at the forefront of technology. It will also be necessary for him to sell your vision by showing him that if you commit together today, it is also for what you are going to be able to propose tomorrow!
4. The “comfort” category of SONCAS
The customer belonging to the comfort category will especially ask you questions about the complexity of your solution (use/implementation). He does not seek to complicate his life.
Your role will be to reassure him about the resources needed to work with you. For example, you can explain that your product/service is turnkey, easy to use, fast…
For this kind of clientele, it may be interesting to plan a “timeline” upstream in order to explain exactly to your prospect, what are the different steps that will have to follow to arrive at the implementation of your product/service.
5. The “silver” category of SONCAS
Many customers end up in this “money” category, but not always in the same way. Some will be pressurized by a budget to respect (absolute value). Others will rather be interested in the quality/price ratio of the offer.
At first, your goal will be to identify which subcategory your prospect is actually in. Then, you will have to value everything that is in your solution. For example, if you offer a marketing consulting service, it is essential to value the time spent, the people involved, the methodology used, and the expertise. You have to be able to demonstrate that you are not just selling a service or your time. We are selling remarkable expertise and experience that does not exist elsewhere.
This type of customer likes to be reassured. He is constantly trying to find a legitimate justification for the purchase of your product/service. This is the reason why Marion De Schrooder advises to speak in terms of gain!
Examples SONCAS “silver”:
What would be the cost to your customer if their problem remained unsolved?
What will he gain by using your product/service?
What will be the concrete impact of your product/service on your customer?
How will your product/service change its life?
A price hides a lot of things. Your goal here is going to be to demonstrate to your customer what they would lose if they refused your offer. If you can meticulously define these benefits, and link them with powerful emotions, your sales will be stronger.
We must always keep in mind that the product/service is not the end! This is just a way that will allow your customer to achieve a bigger goal and generate more revenue in the long run through your action.
Your customer needs to be aware of the overall value of what you offer.
6. The “sympathy” category of SONCAS
Contrary to popular belief, the customer belonging to the latter category of the SONCAS business method can be very difficult to manage. Overall, this customer will buy because it’s you. It’s very rewarding as a human. On the other hand, negotiation can quickly become complex.
To recognize this customer, it’s quite simple. He often asks you questions and opens up more and more, over the course of the discussion according to your reactions. Even more than usual, you will really have to listen, let him express himself, and reassure him about your presence throughout the process.
Your opinion counts enormously for this kind of customer!
Tip #1 when making a business proposal:
Never advertise a gross price without explanation! Your quote will have to summarize the exchanges with your prospect. It will list the different actions and strategic elements that you will undertake.
Show that you have understood his problem and that you will provide him with a clear solution, allowing him to get closer to his final goals!
With this approach, you place yourself as a consultant who perfectly understands its customers and which establishes a climate of trust.
As a reminder, a good salesperson does not necessarily have confidence in himself. He is confident in the value that his product/service will bring.
Tip #2 for freelancers:
During the performance of your service, remember to give your client as much information as possible about your progress. Keep him informed and bring him maximum value in parallel with your service (resources, vision, inspiration, strategies …).
If your assignment is a success and your client enjoyed working with you, then you’ll be much more likely to build loyalty over a longer term. The “one shot” vision is not very healthy if you want to build a solid foundation with its customers to develop its freelance activity.
We must constantly think about the little extra that will make the difference compared to another Freelancer. The benefit must be clearly perceived to succeed in convincing your customer.
Exercise:
Selling is above all a question of profits for your customer.
As a customer, you don’t care about knowing all the different characteristics of a product/service. What we are really interested in is the benefits we get from it. We want this product/service to bring us value, to help us achieve our goals and our dreams. It’s something you need for any reason. We identify with the values of a product/service, not its functionalities.
And since purchase is rarely rational, your role is going to be to associate with each feature and the benefits that go with it.
Here is a trivial example of a ballpoint pen.
It’s your turn to set up your SONCAS!
- How do you translate the characteristics of your product/service into benefits for your prospect?
- How will your product/service change its life?
In the jargon of sales, this is called the CAPE SONCAS.
It is the combination of 2 sales techniques: the CAPE (Features-Benefits-Evidence) in order to design a complete sales pitch and the SONCAS to identify the 6 motivations of purchase of your customer.
We find ourselves in the comments!
Bonus:
