Six angles, no labels
SONCAS stands for Security, Pride, Novelty, Comfort, Money and Friendliness. These are sales discovery perspectives, not six fixed personalities or a psychometric test. Security can relate to the reliability of information or the peace of mind of a process; Pride, to desired recognition and image; Novelty, to interest in a different design or equipment; Comfort, to ease of use; Money, to cost and perceived value; Friendliness, to relationship quality. Multiple motivations can coexist. Some variations add Environment: in that case, present SONCASE clearly as an extension. No category can be deduced from nationality, job or price level. Listen to a concrete statement, formulate a hypothesis and ask for an example. The client can correct it.
Fictional example
"I don't want any bad surprises on the documents" prompts clarifying which checks would reassure the individual. It does not justify assigning them a definitive "Security" profile.
Observe a concern, then have it clarified.
Move from signal to question
Build a four-column grid: client statement, possible motivation, verification question, useful proof. For Safety: "Which point of the file would you like to understand before moving forward?" For Pride: "What image or quality matters to you in this place?" For Novelty: "What use do you expect from this equipment?" For Comfort: "What would you like to simplify day-to-day?" For Money: "Which costs must be included in your comparison?" For Likeability: "How would you like us to work together?" These formulations are examples, not a questionnaire to recite. Rephrase the need and ask what was misunderstood. An assumed motivation without verification must not drive your recommendation. The goal is to make the project clearer, not to look for a vulnerability to exploit.
Fictional example
The client likes home automation, but then explains that they mainly want to manage the heating remotely. Usability and simplicity may matter more than novelty.
An appreciated feature alone does not reveal its underlying reason.
Adapt the proof and maintain limits
Link the confirmed motivation to a verifiable item. For a need for simplicity, demonstrate actual operation; for cost, present a comparison with included and unknown items; for file reliability, provide an index of documents and checks. A great relationship does not replace proof. Avoid flattery, false urgency and promises of absolute security. If several motivations contradict each other, make the compromise explicit: an appreciated feature may increase maintenance costs. Ask which priority should guide the decision. In your feedback, quote the expressed need and the element that answers it rather than the SONCAS label. Revise the grid after a viewing: priorities can evolve. Pedagogical success consists in demonstrating this chain of reasoning, not in recognizing a profile in a few seconds.
Fictional example
“You wish to limit remote tasks. Here is the observed operation and the maintenance tasks still to be confirmed.” This sentence combines benefit and limit.
Proof remains necessary, even when the argument is appealing.
Your practical application work
In Essaouira, a client says: “I like recent equipment, but above all I want a property that is simple to manage during my absences, without surprise costs.”
- Possible motivations and what you cannot conclude
- Three adapted verification questions
- A recommendation linked to answers and proofs
Sources and benchmarks
- CCI · Purchasing motivationsReference source for the topic. Scenarios, working methods and durations are educational constructs created by CBE; the source does not certify them.