{"id":48494,"date":"2024-05-28T16:47:37","date_gmt":"2024-05-28T14:47:37","guid":{"rendered":"https:\/\/moovago.com\/non-categorise\/soncas-method-understanding-your-customer-for-better-convincing\/"},"modified":"2025-11-26T09:07:09","modified_gmt":"2025-11-26T08:07:09","slug":"soncas-method-understanding-your-customer-for-better-convincing","status":"publish","type":"post","link":"https:\/\/moovago.com\/en\/prospecting-2\/soncas-method-understanding-your-customer-for-better-convincing\/","title":{"rendered":"SONCAS method: understanding your customer for better convincing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"48494\" class=\"elementor elementor-48494 elementor-20627\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-06c296f e-con-full e-flex e-con e-parent\" data-id=\"06c296f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-aa8946c elementor-widget elementor-widget-heading\" data-id=\"aa8946c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The SONCAS method definition<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d73027 elementor-widget elementor-widget-text-editor\" data-id=\"5d73027\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Created in 1993 by Jean-Denis Larradet, the <b>SONCAS method is a sales technique designed to understand prospects&#8217; buying motivations based on 6 levers<\/b>. These motivations are easy to remember, as SONCAS is in fact an <b>acronym<\/b> made up of these 6 dimensions: <\/p><ul><li>Safety,<\/li><li>Pride,<\/li><li>Novelty,<\/li><li>Comfort,<\/li><li>Silver<\/li><li>Sympathy.<\/li><\/ul><div> <\/div><p data-sider-select-id=\"8da1a4ff-bc62-4db0-8047-9018589f9c36\">In recent years, <b data-sider-select-id=\"8fd5936d-d8d0-4f8d-9a7d-b6a6a332b920\">SONCAS has evolved into SONCASE<\/b> to include a 7th buying motive, known as <b data-sider-select-id=\"e4983fea-43fc-41f1-b874-9f28598713cd\">Environment <\/b>or <b data-sider-select-id=\"df75cabf-043e-4010-a1f3-00d2a08d9b89\">Ecology<\/b>. This is known as the SONCAS method.<strong><u>E<\/u> <\/strong>(Security, Pride, Novelty, Comfort, Money, Sympathy, Environment). <\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">This sales analysis technique <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">is based on an understanding of basic human needs, as it is <b>inspired<\/b> by Maslow&#8217;s pyramid of needs.<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\"><b>nspired by Maslow&#8217;s pyramid of needs<\/b>. <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">Understanding and applying the SONCAS method is essential for sales professionals keen to adapt to their customers&#8217; needs.<\/span><\/p><p>The advantage of the SONCAS method? It&#8217;s relevant to all salespeople and all sectors. It can be used with <a href=\"https:\/\/moovago.com\/blog\/prospection\/quest-ce-quun-prospect\/\">potential B2B and B2C customers<\/a> to identify the psychological profiles of prospects and customers.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a038a5c e-flex e-con-boxed e-con e-child\" data-id=\"a038a5c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-89d3901 elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-widget elementor-widget-image\" data-id=\"89d3901\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"768\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple-768x768.jpg\" class=\"attachment-medium_large size-medium_large wp-image-44111\" alt=\"SONCAS example table\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple-768x768.jpg 768w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvhsrjd6fprk2qlupwht96clf56fag4luflx4.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple-150x150.jpg 150w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvk8h48eg18dwgy2vl7vxllwxkm6vmgwne1zc.jpg 500w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvm29avtg9u09rp8zurfxx1wke70ki84r3w10.jpg 650w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvlgbwo0g6ystc46yfkx9t8kosc2o7n21va0g.jpg 600w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvl7k5douk7x15vrqnwpsywuc56wbaltrru08.jpg 580w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvkueig7g43lcwj4x0eelpf8t6h4rx1zcmnzw.jpg 550w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvj0mbssfvhyzlrysquuldz96cwb31ar8wty8.jpg 400w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvjmjq0lfyd6g1d0u61d9hsl1yr8zbvty5fys.jpg 450w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple.jpg 1000w\" sizes=\"(max-width: 768px) 100vw, 768px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c4e5250 e-flex e-con-boxed e-con e-child\" data-id=\"c4e5250\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ff61383 elementor-widget elementor-widget-heading\" data-id=\"ff61383\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Apply the CAP SONCAS method to your next appointments<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-42bbf6f elementor-widget elementor-widget-text-editor\" data-id=\"42bbf6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Would you like to apply the CAP SONCAS method to your next sales meeting? Download <b>our<\/b> free <b>CAP SONCAS model chart and the method&#8217;s summary sheets<\/b>.<\/p><p>We&#8217;ll explain how to fill in this table in the rest of this article.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5dff3e elementor-align-center elementor-widget elementor-widget-button\" data-id=\"d5dff3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6NDY4MjksInRvZ2dsZSI6ZmFsc2V9\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download your free template<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-993d414 elementor-widget elementor-widget-heading\" data-id=\"993d414\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 6 levers of the SONCAS method<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2003675 elementor-widget elementor-widget-text-editor\" data-id=\"2003675\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The SONCAS method is based on the analysis of the deep motivations of prospects or customers, divided into <b>6 psychological levers <\/b>(or <b>7, if we talk about SONCASE<\/b>). Before we look at how to use SONCAS for sales, let&#8217;s see what each of these dimensions corresponds to. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3479e9d elementor-widget elementor-widget-heading\" data-id=\"3479e9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS: S for safety<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c1143c7 elementor-widget elementor-widget-text-editor\" data-id=\"c1143c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The first dimension of the SONCAS method is <b>Security<\/b>. It&#8217;s<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">one of the most important buying motives in the sales process.<\/span> <\/p><p>It&#8217;s not for nothing that the need for security is one of<b>the most fundamental needs according to Maslow&#8217;s pyramid<\/b>!<\/p><p>This is one of the needs that consumers will seek to satisfy first, before considering other purchasing factors. For example, if a consumer doesn&#8217;t feel safe at home, he or she will probably want to buy a video surveillance or alarm system first, before thinking about beautifying the home. <\/p><p>More generally, customers seek to <b>minimize risk when making purchasing decisions<\/b>. If a customer has the slightest doubt, it can jeopardize the whole sale&#8230;   <span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">And for some customers, this feeling is greatly exacerbated!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7063c94 elementor-widget elementor-widget-image\" data-id=\"7063c94\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"622\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/securite-methode-soncas.jpg\" class=\"attachment-full size-full wp-image-44091\" alt=\"safety method soncas\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/securite-methode-soncas.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/securite-methode-soncas-300x166.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/securite-methode-soncas-1024x566.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/securite-methode-soncas-768x425.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0d9836 elementor-widget elementor-widget-heading\" data-id=\"c0d9836\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS: O for Pride<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5624b07 elementor-widget elementor-widget-text-editor\" data-id=\"5624b07\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The <b>pride lever<\/b> is powerful in sales, because it <b>affects the customer&#8217;s self-perception<\/b>. Customers are often attracted by products or offers that <b>flatter their ego<\/b>. <span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">There is a whole range of products which, apart from their function, have a real social impact and flatter this dimension (cars, watches, fashion or luxury watches&#8230;).<\/span> <\/p><p>However, even for more &#8220;common&#8221; products, salespeople can exploit this leverage by highlighting elements that emphasize the <b>product&#8217;s status, prestige or uniqueness<\/b>.<\/p><p>Customers motivated by pride may be sensitive:<\/p><ul><li>To quality,<\/li><li>Limited editions,<\/li><li>The reputation and image of the brand offering the product or service,<\/li><li>Customization elements.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54dcd5b elementor-widget elementor-widget-image\" data-id=\"54dcd5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"622\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/orgueil-methode-soncas.jpg\" class=\"attachment-full size-full wp-image-44087\" alt=\"pride soncas method\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/orgueil-methode-soncas.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/orgueil-methode-soncas-300x166.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/orgueil-methode-soncas-1024x566.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/orgueil-methode-soncas-768x425.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11333fd elementor-widget elementor-widget-heading\" data-id=\"11333fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS: N for New<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db80530 elementor-widget elementor-widget-text-editor\" data-id=\"db80530\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Novelty<\/b> is a powerful lever for many customers. Human beings have a natural fascination for what is new and innovative. To leverage this, salespeople need to <b>present their product or service as innovative<\/b>.  <\/p><p>Our advice? <span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">Emphasize <b>how your product is innovative, based on your sales pitch<\/b> and the features of your product. Of course<\/span><span style=\"background-color: var( --e-global-color-49a30e0 ); color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align);\">, consumers will expect more from a hybrid vehicle than from a sponge <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">in terms of innovation<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">. <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">However, all products and services can be innovative in their own way.<\/span><\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">So how do you find out how your product or service fulfils this &#8220;Novelty&#8221; dimension?  <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">Here are a few ideas to get you started:<\/span><\/p><ul><li>An innovative feature of your product or service (manufacturing, design approach, etc.),<\/li><li><span style=\"background-color: transparent; color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); text-align: var(--text-align);\">Your company&#8217;s <b>CSR<\/b> approach,<\/span><\/li><li>Integrating trendy elements such as<b>artificial intelligence<\/b> into your product\/service,  <\/li><li>A new collection,  <\/li><li>A new product,<\/li><li>Etc.<\/li><\/ul><div> <\/div><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">Here are a few questions to help you understand whether your customer is sensitive to the novelty dimension:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8848088 elementor-widget elementor-widget-image\" data-id=\"8848088\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"622\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/nouveaute-methode-soncas.jpg\" class=\"attachment-full size-full wp-image-44083\" alt=\"new soncas method\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/nouveaute-methode-soncas.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/nouveaute-methode-soncas-300x166.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/nouveaute-methode-soncas-1024x566.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/nouveaute-methode-soncas-768x425.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9d0c34 elementor-widget elementor-widget-heading\" data-id=\"e9d0c34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS: C for comfort<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-138b92b elementor-widget elementor-widget-text-editor\" data-id=\"138b92b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<b>Convenience<\/b> is another important purchase motivation. Customers look for products and services that <b>simplify their lives and give them a sense of convenience<\/b>. This also applies to the sales process: a long and tedious customer journey is a major turn-off for all consumers! This is one of the reasons why brands strive to provide their prospects with the <a href=\"https:\/\/moovago.com\/blog\/crm\/experience-client\/\">best possible buying experience<\/a>.   \n\nTo persuade customers with this type of concern, salespeople will need to highlight :\n<ul>\n \t<li>The product&#8217;s <b>ease of<\/b> use,<\/li>\n \t<li>How does it <b>make everyday life easier<\/b>?<\/li>\n \t<li>All the information they need to help them make decisions, get to grips with the product, and so on.<\/li>\n \t<li>Product or service benefits that <b>reduce the effort<\/b> required to achieve a positive result.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d64449 elementor-widget elementor-widget-image\" data-id=\"2d64449\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"622\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/confort-methode-soncas.jpg\" class=\"attachment-full size-full wp-image-44103\" alt=\"comfort method soncas\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/confort-methode-soncas.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/confort-methode-soncas-300x166.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/confort-methode-soncas-1024x566.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/confort-methode-soncas-768x425.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64d7260 elementor-widget elementor-widget-heading\" data-id=\"64d7260\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS: A for Silver<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b47108a elementor-widget elementor-widget-text-editor\" data-id=\"b47108a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dear salespeople, we&#8217;re not trying to teach you anything by pointing out that<b>money is a key lever in sales<\/b>. Most customers want to be sure that their money is well invested&#8230; And rightly so! Salespeople must therefore<b> demonstrate the profitability<\/b> and <b>value of their product<\/b> or service.   <\/p><p data-sider-select-id=\"0d5a58e2-a846-401c-a357-496835faa49e\">The greater the cost of the product or service, the more the question of money is likely to become an issue. To make a purchase, your prospect needs to be convinced that he&#8217;s making a medium- to long-term investment. <\/p><p data-sider-select-id=\"a6a59a0c-ddf7-47c4-89dd-d74f5c027bd4\">When faced with a prospect motivated by money, here are a few points to consider:<\/p><ul><li data-sider-select-id=\"b95aa95c-f6b0-4fbc-8341-a74859f1edbe\">Highlight the <b>value for money<\/b> of your solution (this applies whether the product is cheap or not),<\/li><li data-sider-select-id=\"f582ffbf-4569-4f2a-bfd5-d503d69c4410\">Emphasize the immediate or long-term <b>financial benefits<\/b> (future savings? good return on investment? exceptional product lifespan?),<\/li><li data-sider-select-id=\"a17a61e2-f00b-4202-8a36-c3181dd7073e\">Make <b>promotional offers<\/b> available (even if it means a token discount),<\/li><li><b>Compare<\/b> your solution to other, less advantageous ones, to support your point.<\/li><\/ul><div> <\/div><p>Here is a small summary sheet for this lever:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb41e6a elementor-widget elementor-widget-image\" data-id=\"eb41e6a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"618\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/argent-methode-soncas-e1716980492352.jpg\" class=\"attachment-full size-full wp-image-44095\" alt=\"money method soncas\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/argent-methode-soncas-e1716980492352.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/argent-methode-soncas-e1716980492352-300x165.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/argent-methode-soncas-e1716980492352-1024x563.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/argent-methode-soncas-e1716980492352-768x422.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0906b62 elementor-widget elementor-widget-heading\" data-id=\"0906b62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS: S for Sympathy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f787de0 elementor-widget elementor-widget-text-editor\" data-id=\"f787de0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The <b>Sympathy<\/b> component <b>of SONCAS<\/b> takes into account two elements that must be clearly distinguished.  <\/p><p><span style=\"font-size: var( --e-global-typography-text-font-size ); color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\"><b>On the one hand, your prospect&#8217;s Sympathy towards you, which can motivate their purchase: <\/b>v<\/span><span style=\"background-color: transparent; color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align);\">ur potential customers will be more inclined to buy from you, if you&#8217;ve established a genuine connection with them beforehand.<\/span><\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: transparent;\">Here are some tips on how to put this into action:  <\/span><\/p><ul><li><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: transparent;\">Be a good listener.<\/span><\/li><li><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: transparent;\">Empathize: put yourself in your prospect&#8217;s shoes.<br><\/span><\/li><li>Build trust by showing that you&#8217;re there to help, not just sell.<\/li><li>Be honest, transparent and propose solutions that really meet your customers&#8217; needs.<\/li><li><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: transparent;\">Seek to strengthen your connection with your prospect.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-596e8ab elementor-alert-info elementor-widget elementor-widget-alert\" data-id=\"596e8ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"alert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-alert\" role=\"alert\">\n\n\t\t\t\t\t\t<span class=\"elementor-alert-title\">Good to know<\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\">Did you know that, according to a Hubspot study, <b>50% of B2B customers buy based on their relationship with the sales rep <\/b>rather than the solution itself?<\/span>\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da3700c elementor-widget elementor-widget-text-editor\" data-id=\"da3700c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"background-color: var( --e-global-color-49a30e0 ); color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); font-weight: bold; text-align: var(--text-align);\">On the other hand, Sympathy can correspond to the desire to have a beautiful, pleasant, friendly or convivial product.<\/span><\/p><p>For the &#8220;Sympathy&#8221; SONCAS lever, the SONCAS questions would be, for example:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3afd1f elementor-widget elementor-widget-image\" data-id=\"f3afd1f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"622\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/sympathie-methode-soncas.jpg\" class=\"attachment-full size-full wp-image-44099\" alt=\"sympathy method soncas\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/sympathie-methode-soncas.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/sympathie-methode-soncas-300x166.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/sympathie-methode-soncas-1024x566.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/sympathie-methode-soncas-768x425.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a83bba5 elementor-widget elementor-widget-heading\" data-id=\"a83bba5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS(E): The E for Environment<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4361927 elementor-widget elementor-widget-text-editor\" data-id=\"4361927\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The <b>E<\/b>, from the SONCASE method, refers to a 7th dimension, <b>&#8220;Environment&#8221;.<\/b><\/p><p>This is sometimes debated, considering that the Environment is a novelty, a trend, and can also be associated with &#8220;Novelty&#8221;.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-380010b elementor-alert-info elementor-widget elementor-widget-alert\" data-id=\"380010b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"alert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-alert\" role=\"alert\">\n\n\t\t\t\t\t\t<span class=\"elementor-alert-title\">Our advice<\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\">Our opinion? Environmental concerns are becoming increasingly important. It's more than just a trend in our society. Buyers <b>are concerned about the ecological impact of the products<\/b> they buy and the companies they work with. It's a real selling point, and one you should always keep in mind!    <\/span>\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f54af3e elementor-widget elementor-widget-text-editor\" data-id=\"f54af3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"background-color: var( --e-global-color-49a30e0 ); color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align);\">So how do you make the most of it?&nbsp;<\/span><\/p>\n<ul>\n<li data-sider-select-id=\"6c4a63e5-c40c-49ce-8a4b-f4ab2340a84b\">Show that your company is eco-responsible. Think about manufacturing methods, products used, etc. <\/li>\n<li data-sider-select-id=\"6c4a63e5-c40c-49ce-8a4b-f4ab2340a84b\">Emphasize the local aspect if possible: for example, if your products are made in France, say so.<\/li>\n<li>Show that you&#8217;re reducing waste and your carbon footprint over time. It&#8217;s also possible to demonstrate that you take care to ensure the healthy composition of your products. <\/li>\n<li>Check whether your company complies with environmental standards such as ISO. If so, don&#8217;t be shy &#8211; show it! This will boost your customers&#8217; confidence.  <\/li>\n<\/ul>\n<div>&nbsp;<\/div>\n<p>For the &#8220;Environment&#8221; lever, here is an example of a SONCAS table:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-348c5f7 elementor-widget elementor-widget-image\" data-id=\"348c5f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1125\" height=\"622\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/environnement-methode-soncas.jpg\" class=\"attachment-full size-full wp-image-44107\" alt=\"environment soncas method\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/environnement-methode-soncas.jpg 1125w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/environnement-methode-soncas-300x166.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/environnement-methode-soncas-1024x566.jpg 1024w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/environnement-methode-soncas-768x425.jpg 768w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9eb84aa elementor-widget elementor-widget-heading\" data-id=\"9eb84aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Link need and solution with the CAP SONCAS method<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b127c97 elementor-widget elementor-widget-heading\" data-id=\"b127c97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Definition of the CAP SONCAS method: what is the CAP SONCAS method?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9648f0 elementor-widget elementor-widget-text-editor\" data-id=\"d9648f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-sider-select-id=\"3c40cfa2-6e8d-4b6b-bcb1-b661b3f09dab\">The <b>CAP SONCAS<\/b> method is a <b>blend of SONCAS and <\/b>another sales technique,<b> CAP<\/b>: Characteristics-Advantages-Proofs.<\/p><p data-sider-select-id=\"3c40cfa2-6e8d-4b6b-bcb1-b661b3f09dab\">To use the CAP method, salespeople must follow a 3-step process:<\/p><ol><li data-sider-select-id=\"3e61253d-24c0-4217-8107-6d35f1a758f4\">Identify features: Start by presenting the distinctive features of your product or service. These may include a more or less detailed presentation, depending on the prospect: technical specifications, features, important aspects. <\/li><li><strong data-sider-select-id=\"3a547d2f-9ba5-43c6-9e3c-0f058c411b9b\">Highlight the <u data-sider-select-id=\"0bd301c0-8b7c-4fa0-b448-99a70359a1f0\">benefits<\/u>:<\/strong> For each feature, identify the advantages it offers the customer. How does it solve a problem or meet a specific customer need? <\/li><li><strong data-sider-select-id=\"8acd0fea-12ed-4b6e-a95f-90b0c937cefa\">Provide <u>proof<\/u>:<\/strong> Provide tangible evidence of the quality and value of your product or service. This can include customer testimonials, case studies, performance data, or certifications. <\/li><\/ol><div> <\/div><div>The CAP SONCAS method consists of combining CAP and SONCAS analyses to obtain the characteristics, advantages and proof of your product for each SONCAS dimension (security, pride, comfort, novelty, money, sympathy). It&#8217;s up to you to detect the most important buying motives and disincentives for your prospect, and then to focus only on those that will have the greatest effect on him (we&#8217;ll come back to this later in the article). <\/div><div> <\/div><div>By combining these 2 techniques, you can not only identify the customer&#8217;s needs, but also<strong>adapt your sales pitch to these needs<\/strong>. This is generally the approach taken when developing a <strong>sales pitch<\/strong>, but it&#8217;s perfectly possible to do the opposite: deconstruct your sales pitch to understand which argument to use according to your customer&#8217;s buying motivations. <\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24e5aec elementor-widget elementor-widget-heading\" data-id=\"24e5aec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SONCAS table: an example of the CAP SONCAS method<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65e9179 elementor-widget elementor-widget-text-editor\" data-id=\"65e9179\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-sider-select-id=\"18a5c263-c917-48df-ab4b-e771ed8ba203\">You&#8217;re probably wondering how to use the CAP SONCASE sales analysis grid with a concrete example?<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\"><br><\/span><\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\" data-sider-select-id=\"2aa61be3-153f-4068-b5ea-5718e299d9de\">Let&#8217;s see how these two methods can be linked, with an example. Let&#8217;s imagine a sales agent for a vineyard, visiting a prospect, who would be a sommelier in a top Parisian restaurant: <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\"> <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdc9917 elementor-widget elementor-widget-text-editor\" data-id=\"cdc9917\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\" data-sider-select-id=\"18a5c263-c917-48df-ab4b-e771ed8ba203\"><i>Click to download the table template below (+ all SONCAS method summary sheets). \ud83d\udc47<\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6257e8b elementor-widget elementor-widget-image\" data-id=\"6257e8b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6NDY4MjksInRvZ2dsZSI6ZmFsc2V9\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/elementor\/thumbs\/Exemple-CAP-SONCAS-qp5lztd4x85pl5e48tdklvbdgsaou688ab4ourwq9s.jpg\" title=\"CAP SONCAS example\" alt=\"CAP SONCAS example\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2aaaad elementor-align-center elementor-widget elementor-widget-button\" data-id=\"f2aaaad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6NDY4MjksInRvZ2dsZSI6ZmFsc2V9\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download your free sample board<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6469a7a elementor-widget elementor-widget-heading\" data-id=\"6469a7a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">When should the SONCAS method be applied?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df2549a elementor-widget elementor-widget-text-editor\" data-id=\"df2549a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-sider-select-id=\"7b3efb6a-89ec-4ff2-bcc5-456595cb092c\">Now that we&#8217;ve seen what the SONCAS method is and how to combine it with the CAP method, it&#8217;s time to get down to the nitty-gritty: when does it come into play in your commercial sales?  <\/p><p data-sider-select-id=\"7b3efb6a-89ec-4ff2-bcc5-456595cb092c\">Quite often, you&#8217;ll have to<b>wait for a sales meeting<\/b> with your customer to have the time you need to ask your customer\/prospect for the information you need to carry out this analysis, especially during the discovery phase. Once this analysis and preparation phase has been completed, the CASE SONCAS method will be of great help in the subsequent stages (value proposition, negotiation and closing). <\/p><p data-sider-select-id=\"7b3efb6a-89ec-4ff2-bcc5-456595cb092c\">Let&#8217;s take a look.\ud83d\udc47<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b417bbc elementor-widget elementor-widget-heading\" data-id=\"b417bbc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to use the SONCAS method during the discovery phase?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3eb9dc elementor-widget elementor-widget-text-editor\" data-id=\"b3eb9dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-sider-select-id=\"fc54bafc-7674-4c98-b4e1-b4e35f1f0636\">During the <b data-sider-select-id=\"b9abba95-9406-46ff-bce0-92b717d7abbd\">discovery phase<\/b>, it&#8217;s essential to <b data-sider-select-id=\"ad926554-e32f-4eda-abeb-032f7126863a\">understand the prospect&#8217;s needs and motivations<\/b>.<\/p><p data-sider-select-id=\"e12035ee-63cc-4c15-b934-1cadd8fd0b0a\">During a sales meeting or exchange, the best tactic is :<\/p><ul><li data-sider-select-id=\"e12035ee-63cc-4c15-b934-1cadd8fd0b0a\">Ask questions, giving preference to open-ended ones.<\/li><li data-sider-select-id=\"e12035ee-63cc-4c15-b934-1cadd8fd0b0a\"><span data-sider-select-id=\"90e20e73-79d0-456f-8760-307db87561bc\"><b>A<\/b><\/span><b data-sider-select-id=\"90e20e73-79d0-456f-8760-307db87561bc\">dopt an active listening attitude<\/b> to get the prospect talking as much as possible.<\/li><li data-sider-select-id=\"e12035ee-63cc-4c15-b934-1cadd8fd0b0a\">Take notes, listen to what he tells you, and follow up with increasingly precise open-ended questions to probe each point further.<\/li><\/ul><div> <\/div><p data-sider-select-id=\"a9e424da-b927-40e3-beb9-fa5d8f0eb45e\">Make sure you <b>ask the right questions<\/b>! For example, when you think you&#8217;ve understood what motivates your prospect, try to confirm your hypothesis. To do this, don&#8217;t hesitate to use the questions mentioned earlier in this article, and rephrase to ask for confirmation. <\/p><p><em>Ultimately,<\/em> your prospect will be able to express his or her buying motivations.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bc0cd9 elementor-widget elementor-widget-heading\" data-id=\"3bc0cd9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How can SONCAS be used in the value proposition phase?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb4fe67 elementor-widget elementor-widget-text-editor\" data-id=\"bb4fe67\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Once you&#8217;ve identified what might motivate or slow down your prospect&#8217;s decision to buy, it&#8217;s time to deploy the power of the SONCAS method in the value proposition phase.<\/p><p>You have all the cards in hand to present your potential customer with the aspects of your product or service that will make the most sense to them.<\/p><p><b>\ud83d\udc49 Personalize the sales pitch you know so well, and select only those arguments that will have the greatest impact.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ee1802 elementor-align-left elementor-widget elementor-widget-button\" data-id=\"8ee1802\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6NDY4MjksInRvZ2dsZSI6ZmFsc2V9\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download your free template<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26a2917 elementor-widget elementor-widget-text-editor\" data-id=\"26a2917\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-sider-select-id=\"c0840a3b-648a-4efb-97a9-456c5dfa74dd\"><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">So it&#8217;s highly likely that you won&#8217;t list all the product&#8217;s features or all the points in your sales pitch.  <\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\">The idea is to select only what will convince the person in front of you.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f3ef23 elementor-widget elementor-widget-heading\" data-id=\"9f3ef23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to use the SONCAS method during the negotiation and closing phase?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6f8971 elementor-widget elementor-widget-text-editor\" data-id=\"e6f8971\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-sider-select-id=\"be99378f-70bd-4721-86ac-4bc9a8683895\">Prospects will often interrupt the salesperson&#8217;s presentation on a specific point to make their point. This can happen during the presentation (presentation phase \/ value proposition) or <b>during the negotiation phase<\/b>, more towards the end of the exchange. <\/p><p data-sider-select-id=\"be99378f-70bd-4721-86ac-4bc9a8683895\">But don&#8217;t panic: the SONCASE method already provides you with the keys to resolving this negotiation and argumentation phase. It&#8217;s highly likely that your prospect will emphasize elements linked to his buying motivations, as identified with the SONCAS analysis grid.   <\/p><p data-sider-select-id=\"be99378f-70bd-4721-86ac-4bc9a8683895\">Unsurprisingly, a huge proportion of <b>the<\/b> <b>objections salespeople have to deal with are money-related<\/b>. However, your prospect may focus on another aspect of your solution, if his or her main concern isn&#8217;t money. <\/p><p data-sider-select-id=\"be99378f-70bd-4721-86ac-4bc9a8683895\">Once again, it&#8217;s up to the salesperson to use his or her talents to re-link the <span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ); font-size: var( --e-global-typography-text-font-size ); text-align: var(--text-align); background-color: var( --e-global-color-49a30e0 );\" data-sider-select-id=\"3269c489-4a9e-42d1-a856-99037e6b25b5\">Features, Benefits and Proofs that will <b data-sider-select-id=\"e09b2dc5-50b0-4e47-9c2a-029493eb4444\">dismantle these objections<\/b>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee7d82c elementor-widget elementor-widget-heading\" data-id=\"ee7d82c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to use the SONCAS method in writing?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b84caf elementor-widget elementor-widget-text-editor\" data-id=\"4b84caf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Since your exchanges with prospects and customers are not limited to your appointments, it&#8217;s obvious that the SONCAS or even CAP SONCAS method can be applied to many other situations.  <\/p><p>In writing, for example, <b>when exchanging e-mails or messages<\/b>, you can apply the various points discussed in this article.<\/p><p data-sider-select-id=\"71385a60-a1bf-4ccd-8971-a1ba3639eeb0\">Even if the written word may seem less natural for this exercise, you&#8217;ll have more time to prepare your answers and be convincing! What&#8217;s more, after your meetings, don&#8217;t hesitate to <b>email your prospects to remind them of the key points in your presentation<\/b>, or to add to your sales pitch with a few points you may have missed. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea73cfd elementor-widget elementor-widget-heading\" data-id=\"ea73cfd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Maximizing sales force efficiency<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-89952b8 elementor-widget elementor-widget-text-editor\" data-id=\"89952b8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To make the most of the SONCAS method, it&#8217;s essential to train your sales force in this exercise.<\/p>\n<p>Not only do you need to <b>know your sales pitch inside out<\/b>, but you also need to master active listening: in other words, you need to listen while analyzing the buying motive of the person in front of you, and at the same time think about the most relevant characteristics, advantages and proof (CAP) to use this SONCAS lever! In short, it&#8217;s all about gymnastics, which you need to take the time to prepare if you want it to be effective! <\/p>\n<p>To ensure that your sales force is ready to use the CAP SONCAS method, make sure that every :<\/p>\n<ul>\n<li><b>Understand the different psychological levers<\/b> and know how to identify them in a discussion,<\/li>\n<li><b>Have<\/b> a <b>CAP SONCAS sheet filled in<\/b> according to the product\/service marketed (and that he\/she knows it well \ud83d\ude09 ), which will greatly ease his\/her analysis work during appointments,<\/li>\n<li>That they are comfortable enough <b>with their sales pitch<\/b> to personalize it according to the SONCAS levers identified.<\/li><\/ul>\n<div>&nbsp;<\/div>\n<div>How do you check that the whole team has the right knowledge and skills? The methods are numerous! Training, group workshops, role-playing, feedback&#8230; It&#8217;s up to you to choose the right method for your team to check everyone&#8217;s level of knowledge, and give those who need it the tools to go further.  <\/div>\n<div>&nbsp;<\/div>\n<p><b>Go further: <\/b>Find out how to <a href=\"https:\/\/seismic.com\/fr\/enablement-explainers\/an-in-depth-guide-to-sales-readiness\/\" target=\"_blank\" rel=\"noopener\">set up a training program for your sales force<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4db2c74 e-flex e-con-boxed e-con e-child\" data-id=\"4db2c74\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5cc657d elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-widget elementor-widget-image\" data-id=\"5cc657d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple-300x300.jpg\" class=\"attachment-medium size-medium wp-image-44111\" alt=\"SONCAS example table\" srcset=\"https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvhsrjd6fprk2qlupwht96clf56fag4luflx4.jpg 300w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple-150x150.jpg 150w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple-768x768.jpg 768w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvk8h48eg18dwgy2vl7vxllwxkm6vmgwne1zc.jpg 500w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvm29avtg9u09rp8zurfxx1wke70ki84r3w10.jpg 650w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvlgbwo0g6ystc46yfkx9t8kosc2o7n21va0g.jpg 600w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvl7k5douk7x15vrqnwpsywuc56wbaltrru08.jpg 580w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvkueig7g43lcwj4x0eelpf8t6h4rx1zcmnzw.jpg 550w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvj0mbssfvhyzlrysquuldz96cwb31ar8wty8.jpg 400w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/elementor\/thumbs\/SONCAS-tableau-exemple-qotxbyvjmjq0lfyd6g1d0u61d9hsl1yr8zbvty5fys.jpg 450w, https:\/\/moovago.com\/wp-content\/uploads\/2024\/05\/SONCAS-tableau-exemple.jpg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" title=\"Moovago, application commerciaux, CRM, ERP, PGI, GRC\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-72b028c e-flex e-con-boxed e-con e-child\" data-id=\"72b028c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bc56992 elementor-widget elementor-widget-heading\" data-id=\"bc56992\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Apply the CAP SONCAS method to your next sales meeting<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00d9ab9 elementor-widget elementor-widget-text-editor\" data-id=\"00d9ab9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Would you like to apply the CAP SONCAS method to your next sales meeting? Download <b>our<\/b> free <b>CAP SONCAS model chart and the method&#8217;s summary sheets<\/b>.<\/p><p>We&#8217;ll explain how to fill in this table in the rest of this article.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9526a1 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"d9526a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/moovago.com\/en\/sales\/cap-soncas-method-sheet\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download your free template<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-01fa690 e-flex e-con-boxed e-con e-parent\" data-id=\"01fa690\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The SONCAS method definition Created in 1993 by Jean-Denis Larradet, the SONCAS method is a sales technique designed to understand prospects&#8217; buying motivations based on 6 levers. These motivations are easy to remember, as SONCAS is in fact an acronym made up of these 6 dimensions: Safety, Pride, Novelty, Comfort, Silver Sympathy. In recent years, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44079,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[597],"tags":[],"class_list":["post-48494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-prospecting-2"],"_links":{"self":[{"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/posts\/48494","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/comments?post=48494"}],"version-history":[{"count":1,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/posts\/48494\/revisions"}],"predecessor-version":[{"id":48496,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/posts\/48494\/revisions\/48496"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/media\/44079"}],"wp:attachment":[{"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/media?parent=48494"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/categories?post=48494"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/moovago.com\/en\/wp-json\/wp\/v2\/tags?post=48494"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}