SONCAS(E) Method: 7 Biases to Sell More

In the competitive world of sales, understanding the psychological motivations behind customer decisions is crucial for closing deals effectively. The SONCAS(E) method is a powerful sales technique that leverages seven psychological biases to influence purchasing decisions. This article will explore the SONCAS(E) method, provide concrete examples, and outline steps to implement it successfully.

What is the SONCAS(E) Method?

The SONCAS(E) method is a sales technique that identifies and responds to the psychological motivations of customers. Each letter in the acronym SONCAS(E) represents a specific bias or psychological profile that influences purchasing decisions. By understanding and addressing these biases, salespeople can tailor their approach to meet the needs and preferences of their prospects[1].

The Seven Biases of the SONCAS(E) Method:

• Security: Customers who need reassurance and safety.
• Pride: Customers who seek recognition and status.
• Novelty: Customers who are attracted to new and innovative products.
• Comfort: Customers who prioritize ease and convenience.
• Money: Customers who are motivated by financial benefits and savings.
• Sympathy: Customers who value personal connections and empathy.
• Ecology: Customers who are concerned about environmental impact[2].

Why is the SONCAS(E) Method Important?

The SONCAS(E) method is essential for several reasons:

1. Personalized Approach: It allows salespeople to tailor their approach based on the psychological profile of each customer[3].
2. Increased Conversion Rates: By addressing the specific biases of customers, salespeople can increase their chances of closing deals.
3. Enhanced Customer Experience: Understanding and responding to customer motivations leads to a more positive and engaging sales experience.
4. Competitive Advantage: Leveraging psychological insights provides a competitive edge in the sales process.

Concrete Examples of the SONCAS(E) Method

Here are some real-world examples of how the SONCAS(E) method can be applied:

Example 1: Security Bias

• Scenario: A customer is hesitant to purchase a new software solution due to concerns about data security.
• Action: The salesperson reassures the customer by highlighting the software’s security features, certifications, and customer testimonials.
• Outcome: The customer feels confident in the product’s security and proceeds with the purchase.

Example 2: Pride Bias

• Scenario: A customer is looking for a luxury car that reflects their status and success.
• Action: The salesperson emphasizes the car’s premium features, awards, and the prestige associated with owning it.
• Outcome: The customer feels recognized and valued, leading to a successful sale[2].

Example 3: Novelty Bias

• Scenario: A customer is interested in the latest smartphone with cutting-edge technology.
• Action: The salesperson showcases the innovative features and unique aspects of the smartphone.
• Outcome: The customer is excited about the novelty and decides to make the purchase[3].

Steps to Implement the SONCAS(E) Method

Implementing the SONCAS(E) method involves several key steps:

1. Identify Customer Biases:
   • Determine the psychological profile of each customer by asking questions and observing their behavior. This helps identify which bias is most relevant to them.
2. Tailor Your Sales Approach:
   • Customize your sales pitch based on the identified bias. Use language and arguments that resonate with the customer’s motivations.
3. Provide Relevant Information:
   • Offer information and evidence that addresses the customer’s concerns and reinforces their bias. This can include testimonials, certifications, awards, and unique features.
4. Build Trust and Rapport:
   • Establish a strong relationship with the customer by showing empathy and understanding. This helps build trust and makes the customer more receptive to your pitch.
5. Monitor and Adjust:
   • Continuously monitor the effectiveness of your sales approach and make adjustments based on customer feedback and new insights.

Conclusion

The SONCAS(E) method is a powerful sales technique that leverages seven psychological biases to influence purchasing decisions. By understanding and addressing these biases, salespeople can tailor their approach, increase conversion rates, and enhance the overall customer experience.

How TwiLead Platform Can Help

TwiLead is an all-in-one sales and marketing automation platform designed to enhance your sales efforts using the SONCAS(E) method. With TwiLead, you can:

• Automate Customer Profiling: Use TwiLead’s tools to gather and analyze customer data, helping you identify their psychological biases.
• Personalize Sales Pitches: Deliver personalized sales pitches at scale with TwiLead’s automation features, ensuring that your messaging resonates with each customer.
• Track Performance: Monitor the success of your sales efforts with TwiLead’s comprehensive reporting and analytics tools.
• Optimize Strategies: Use TwiLead’s advanced features to optimize your sales strategies based on data-driven insights.
• Collaborate Seamlessly: Ensure seamless collaboration between sales and marketing teams with TwiLead’s unified CRM platform.

By leveraging TwiLead’s robust features, businesses can streamline their sales processes, save time, and drive more revenue. Whether you’re looking to identify customer biases, personalize sales pitches, or track performance, TwiLead provides the tools and support needed to succeed in today’s competitive market.

References

[2] SONCAS or SONCASE – The No. 1 method to generate a sale

[3] SONCAS sales method – ActionClient