SONCAS is a French acronym for Sécurité - Orgueil - Nouveauté - Confort - Argent - Sympathie.
Well known in France, this system was invented to know what motivates a person to buy a product. Ater the research of a French study it was found that most people are driven by one of these six topics Sécurité - Orgueil - Nouveauté - Confort - Argent - Sympathie that could be translated to Security - Pride - Novelty/Technology - Comfort - Money - Sympathy.
This technique is used by sellers to find what motivation a buyer requires to make him by the product.
Another way of using SONCAS is to use every single point to cover all six topics to be sure to make the customer like the product.
SONCAS is also linked with the Enneagram of Personality and Maslow's hierarchy of needs.
Example on how to use SONCAS
For the sale of a car:
The client needs to be reassured. - This car is equipped with ABS which decreases the stopping distance of the vehicle, offering greater safety. - It's equipped with nine airbags, so that the driver and passengers are protected in case of impact.
The client needs to see return a positive image for their ego. - The new headlight block gives a nice sporty look to this model. - This is not the car for "Mr. Everybody." - The leather upholstery lends a certain class to this vehicle.
The customer needs innovation. - This car is equipped with the latest technology XR2 derived from Formula 1 cars.
The customer seeks comfort or convenience. - The driver and passenger seats are adjustable in height and depth which ensures optimum driving comfort. - The trunk has an 850 cm3 capacity and could easily accommodates 3 large suitcases.
The customer is looking for a very low price or the best price / quality ratio. - This model sells for €9900. - Its fuel consumption is only 6 liters/100 km, you can do 1000 km with a full tank.
The client needs a positive emotional feeling. - This is the vehicle I bought for my own wife. - This is a French car built in France.