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What is the SONCASE method?

  • Management Dictionary
  • Marketing, Sales and Communication
1 views

The SONCASE method is a mnemonic device for sales professionals. It helps identify, during the discovery phase, a prospect’s main buying motivations:

Security – Pride – Novelty – Comfort – Money – Sympathy and Environment

Salespeople can then better understand their clients’ expectations and adapt their sales pitches and strategies accordingly.

Keywords
  • Active listening, Customer, Discovery phase, Prospect, Psychological leverage, Purchase decision, Purchase motivation, Sale, Salespeople

Author(s)

GIFFARD Pierre-Olivier

Professor - Director of the Marketing, Entrepreneurship and Business Development Department at ESCE

INSEEC-U

Institution(s)

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Videos of the same thematic(s)

CRM stands for Customer Relationship Management. It's an organizational approach that aims to better understand and satisfy customers and partners, identified primarily by their business potential and profitability. CRM also refers to the software used to manage this customer relationship. It can be considered the engine of sales activity. It...
voir
03:01

What is CRM?

GIFFARD Pierre-Olivier - INSEEC-U
  • Management Dictionary
The SONCASE method is a mnemonic device for sales professionals. It helps identify, during the discovery phase, a prospect's main buying motivations: Security – Pride – Novelty – Comfort – Money – Sympathy and Environment Salespeople can then better understand their clients' expectations and adapt their sales pitches and strategies...
voir
02:56

What is the SONCASE method?

GIFFARD Pierre-Olivier - INSEEC-U
  • Management Dictionary
The customer journey, as defined in the Engel, Kollat, and Blackwell model (1967), is a complex and dynamic process that emphasizes how customers make purchasing decisions at each stage and the factors that influence them. This journey is influenced by a variety of factors, including direct interactions with the brand,...
voir
02:48

What is the buyer journey?

ZAOUI Ishraf
  • Management Dictionary
Marketing, Sales and Communication

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