The SONCAS-E method for building a sales pitch

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Selling is psychology . This is true both online and in a physical store.

To generate revenue, you need to create a relationship with each of your customers. For it to be solid and profitable for your business, it must also be as human as possible — even if you are behind your screen, creating a showcase or e-commerce website .

The relationship of proximity and trust is the foundation of your sales. You must therefore dedicate time to it and show interest to your potential buyers.

To do this, it is essential to understand their profiles, their needs and their japan telegram data motivations. This is a sine qua non condition . You must identify the deep reason that will give your prospect the desire to buy.

This is where the SONCAS-E method comes in . If you don't know it yet, we'll introduce you to it and, most importantly, explain how to use it to build a sales pitch.

What is the SONCAS method?
A sales executive in the automobile industry, Jean-Denis Larradet invented the SONCAS method in 1993. He drew inspiration from Maslow's pyramid to identify the 6 main purchasing motivations of his interlocutors.

He summarizes them under the acronym SONCAS:

Security ,
O rgueil,
N ew,
Comfort ,
Money ,
Sympathy .
Today, a seventh engine is being added, designated by the letter E: Environment ( or Ecology). This is why we now speak of SONCAS-E .

The SONCAS-E method consists of detecting the "engine" of your prospect to construct a personalized and effective sales pitch . The objective is thus to use SONCAS-E to ultimately encourage the purchase .

Thirty years after its creation, this method is still among the most popular sales techniques . It even applies to the digital sales cycle. The SONCAS-E method also lends itself to the current expectations of e-consumers, looking for more human commercial relationships, which the Internet has tended to abandon.

Maslow's Pyramid
The 7 levers of the SONCAS-E method
The acronym SONCAS-E refers to the 7 main purchasing motivations of consumers.

Before you read on, remember that your prospects can be influenced by several of these drivers. The challenge is to determine which one dominates so that it is at the heart of your sales pitch.

S for Safety
In Maslow's hierarchy of basic needs, safety is the second level. Applied to sales, the salesperson who identifies safety as the primary motivation must seek to reassure his prospect .

This one refuses the risk and seeks guarantees. He needs proof to be convinced of the quality of the product or service and, even more so, of the reliability of the company.