Sell better with the SONCAS method in car dealerships – Emotional leverage, commercial impact
In a commercial world where products are similar and competition is fierce, what really makes the difference is your ability to detect and activate your customers’ true emotional drivers.
Thanks to this immersive 1.5-hour training course, learn how to use the SONCAS method to transform your sales interviews into personalized, impactful, and conclusive experiences.
Why take this training course?
✔ Because your customers aren’t just buying a vehicle, they’re buying an experience, an image of themselves, a response to a deep need.
✔ Because a generic pitch is no longer enough: your sales take off when your arguments hit the mark.
✔ Because you need to be able to reliably detect emotional profiles and adapt your pitch in real time to attract and convince.
This course will allow you to:
- Understand the 6 emotional levers of the SONCAS model (Security, Pride, Novelty, Comfort, Money, Sympathy)
- Quickly identify the lever(s) primarily activated for each customer
- Structure your argument in an effective and distinctive way
- Adapt your posture, language, and speech to the SONCAS profile
- Be more comfortable, more natural, and more convincing in customer meetings
- Practice with concrete interactive situations from the automotive field
A teaching method designed for field effectiveness:
• Module 1 – Context and challenges: Why is selling with emotion more powerful than a simple rational argument? Discover how SONCAS increases your impact in the dealership.
• Module 2 – The fundamentals: Complete analysis of the 6 SONCAS profiles and their characteristics.
• Module 3 – Best practices: Reformulation techniques, active listening and targeted argumentation.
• Module 4 – Various contexts: Adapt SONCAS according to the type of customer, vehicle or commercial situation.
• Module 5 – Sales interview simulator: Put yourself in the shoes of an advisor facing a fictitious customer, detect their profile and sell them a suitable vehicle.
• Module 6 – Ultra-comprehensive final quiz: Consolidate your knowledge and measure your skills development.
Training recommended for:
- Automotive sales advisors
- Sales managers
- Dealership managers
- Anyone related direct with customers in the showroom
Format: 100% e-learning – Accessible from any device – Duration: 1h30
Available in SCORM or on a dedicated platform – Certifications & monitoring of integrated learning
