Understanding the deeper drivers that lead a prospect to buy is a key factor for success in B2B sales. Among the most useful tools, the SONCAS model is often cited as an essential reference by industry professionals. This approach helps to accurately target buying motivations and fine-tune the sales pitch when facing decision-makers. But what exactly sets this method apart in the business-to-business context? Let’s explore how to harness the full potential of SONCAS in commercial relationships between companies.
What is the SONCAS model in a B2B context?
The SONCAS method is based on identifying six main categories of psychological needs that may influence any purchasing decision: Security, Pride, Novelty, Comfort, Money, and Likeability. In B2B sales, these psychological levers take on special importance, as the decision-making cycle involves various stakeholders with highly diverse priorities.
Applied to the professional world, the SONCAS sales technique helps create a commercial strategy where each argument responds to a well-defined psychological profile. It goes far beyond a simple product presentation, requiring the salesperson to engage in active listening and analyze the expectations specific to each contact encountered.
Decoding Purchase Motivations: Toward Key Psychological Profiles
The reasons that lead a company to choose one supplier over another are often the result of interwoven factors. Analyzing these purchasing motivations through the SONCAS lens allows for a better understanding of the landscape and enables the personalization of the pitch. Companies seeking to go even further in this process can also turn to recruitment specialists able to identify the right profiles to strengthen their sales force, for instance through an experienced recruitment agency in Brussels.
Having a clear framework to recognize these psychological levers transforms each sales conversation into an opportunity to adapt the pitch more precisely. Over the course of meetings, it becomes easier to quickly spot what resonates with each prospect or client.
Identifying Key Criteria for the B2B Buyer
In many B2B situations, Security plays a central role. Buyers often aim to limit risks, both financially and operationally. They pay close attention to guarantees, the partner’s reliability, and their ability to manage unexpected events. Using reassuring methods backed by concrete evidence immediately appeals to security-oriented profiles.
At the same time, a sense of Pride may be expressed through the desire to enhance the buyer’s company image or the decision-maker’s personal role. Showing how your offer provides a competitive edge, a premium status, or industry recognition powerfully activates this lever in the business-to-business environment.
Adapting Sales Techniques to Optimize Persuasion
Knowing the dominant driver of the prospect is just the first step. Adapting your sales technique and balancing multiple angles is even more effective when dealing with the complex buying committees typical of B2B. For example, some companies are particularly sensitive to Novelty. They seek innovation above all, while remaining attentive to ease of use and change management. In this regard, it may be relevant to regularly consult specialized platforms to discover new offers related to employment, such as job opportunities in recruitment in Brussels.
The challenge is to shape your sales pitch to match these specific motivations, while also anticipating potential objections related to budget, implementation time, or operational support.
Using the SONCAS Method to Structure the Sales Argument
The strength of the SONCAS model lies in its ability to provide a clear structure for the commercial pitch — a necessity when dealing with the variety of contacts involved in a B2B process. The goal is not to apply all levers mechanically but to focus on the ones that truly resonate with the identified psychological profile.
To make SONCAS easier to use when preparing meetings or creating suitable sales materials, some salespeople build mapping tables linking product benefits to primary detected motivations. This approach avoids information overload and keeps discussions focused on the prospect’s main interests.
- Security: Reassure about reliability and robustness.
- Pride: Highlight image and differentiation.
- Novelty: Present technological or methodological advances.
- Comfort: Emphasize simplicity, support, and time savings.
- Money: Demonstrate ROI or cost savings.
- Likeability: Create a climate of trust and closeness to ease negotiations.
Sample Formulations for Each Psychological Lever
Let’s look at a few concrete examples of how to activate each psychological lever. For a Quality Manager focused on Security, highlight the certifications your solution holds or share case studies that attest to its proven resilience in extreme conditions.
When facing a decision-maker seeking recognition (Pride), showcasing strategic partnerships or prestigious client references helps flatter their ego and create an emotional connection with your offer.
Subtly Balancing Messages Through Active Listening
Being able to balance arguments is critical. Too much technical detail with a Comfort-oriented profile may cause confusion or stress. On the other hand, neglecting innovation in front of a decision-maker curious about Novelty might make your offer seem dull or outdated.
The key lies in asking the right questions, carefully listening to verbal and non-verbal cues, and dynamically adjusting the discourse. This is where the SONCAS method truly proves its value.
Embedding SONCAS in Your Sales Organization
Putting the SONCAS model at the heart of your sales strategy goes beyond training individual salespeople. The entire team benefits from adopting a common framework based on the psychological profiles identified in the target customer base.
This alignment helps deliver a consistent client experience and enhances collaboration between the sales and marketing teams. Together, they build argument matrices ready to be used in meetings, avoiding unprepared improvisation.
- Security axis supported by key figures, testimonials, and contractual commitments
- Novelty axis illustrated with demos, prototypes, or innovative pilots
- Comfort axis offered through personalized support and proactive after-sales service
Collaborative Tools for Tracking Purchase Motivations
Some CRM tools now allow you to add fields linked to the SONCAS dimensions. This way, each prospect record tracks the levers used during conversations, making it easier to follow up and share information across the team.
It also supports collective upskilling, as team members can draw inspiration from each other’s successful approaches to enrich their argument repertoire in the field.
Evaluating Performance with Relevant Metrics
Measuring the impact of the SONCAS method involves using indicators like proposal conversion rates, decision cycle speed, or post-sale satisfaction.
Comparing this data based on the psychological lever used across different client segments helps fine-tune team strategy. These concrete feedback loops progressively guide the updating of sales materials.
Frequently Asked Questions about the SONCAS Model in B2B Sales
What are the main benefits of the SONCAS method for B2B sales?
The SONCAS method provides a fast interpretative grid to better understand the hidden motivations behind each professional decision. By tailoring your sales pitch to these psychological levers, you can increase prospect receptivity and shorten sales cycles, improving both conversion and loyalty.
- Better insight into decision-makers’ deep expectations
- Precise adjustment of the commercial pitch
- Reinforced trust and relationships
How can you recognize the dominant psychological profile of a B2B prospect?
Identifying a psychological profile requires close observation of topics discussed, question phrasing, and reactions to presented arguments. Clues like a focus on guarantees reveal a Security need, while a desire for recognition often points to Pride. Using a tracking chart listing observed cues helps cross-reference insights and refine each contact’s profile over time.
| Profile | Typical Signs |
|---|---|
| Security | Seeks guarantees, asks for proof |
| Pride | Wants to elevate company or team |
| Novelty | Asks about innovation, stays up to date |
| Comfort | Values simplicity, ease of implementation |
What are the risks of ignoring buying motivations in your sales pitch?
Failing to integrate motivations from the SONCAS model can lead to hard-to-overcome objections and a higher risk of losing deals. A generic approach often feels bland and uninspiring to prospects. In contrast, a personalized pitch is far more convincing and memorable.
- Low engagement from decision-makers
- Higher risk of losing to competitors
- Decreased meeting-to-deal conversion
Are there practical tools to implement SONCAS in daily team workflows?
Yes. Embedding SONCAS into a team CRM is a great option. Many systems offer dedicated fields for each lever to track motivation topics. Teams can also use paper or digital grids to prepare for each meeting, noting observed signals and tailored responses.
| Tool | Main Use |
|---|---|
| Customized CRM | Centralized tracking of activated levers |
| Prep checklist | List observations and tailored messages |
| Team meetings | Share and refine persuasive techniques |
