{"id":24569,"date":"2023-12-06T17:09:16","date_gmt":"2023-12-06T21:09:16","guid":{"rendered":"https:\/\/challenge-action.com\/sec-psychological-discovery-of-a-customer\/"},"modified":"2026-11-01T14:37:23","modified_gmt":"2026-11-01T18:37:23","slug":"sec-psychological-discovery-of-a-customer","status":"publish","type":"post","link":"https:\/\/challenge-action.com\/en\/sec-psychological-discovery-of-a-customer\/","title":{"rendered":"SEC &#8211; psychological discovery of a customer"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The SEC method is a method for the psychological discovery of a customer, derived from a simplification of the <a href=\"https:\/\/challenge-action.com\/en\/soncas-psychological-customer-discovery-method\/\" target=\"_blank\" rel=\"noreferrer noopener\">SONCAS<\/a> method, which some salespeople find hard to apply. Instead of choosing among six motivations, you choose among only 3, which cover all 6. Another advantage: if you are not sure you have identified the right motivation, it is easy to end your argument by summarizing the 3 benefits and close the sale. To learn more, you can take our <a href=\"\/en\/courses\/sales-course\/\">online sales course<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">The SEC method<\/h2>\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"408\" src=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-1024x408.avif\" alt=\"\" class=\"wp-image-26733\" style=\"width:722px;height:auto\" srcset=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-1024x408.avif 1024w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-300x119.avif 300w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-768x306.avif 768w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-1536x611.avif 1536w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC.avif 1814w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">A reminder of the SONCAS and SONCASE methods<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Safety<\/li>\n\n\n\n<li>Pride<\/li>\n\n\n\n<li>New<\/li>\n\n\n\n<li>Silver<\/li>\n\n\n\n<li>Sympathy<\/li>\n\n\n\n<li>Ecology<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Here are the three SEC motivations, which also cover the 7 SONCASE motivations<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Safety<ul><li>Desire for protection<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Low prices for secure spending: that&#8217;s Soncas&#8217; silver motivation<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Ego<ul><li>Desire to appear<\/li><\/ul><ul><li>Buy an expensive product to show off your wealth: motivation Argent du Soncas<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Ecological products to save the planet: motivation \u00c9cologie du Soncase<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Comfort and convenience<ul><li>Furniture or car comfort, for example<\/li><\/ul><ul><li>Convenience of using a product or service<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Sympathy for the object, service or salesperson: Soncas&#8217; sympathetic motivation.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How to apply it<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Assessing a customer by age or position:<ul><li>An elderly person often prefers security<\/li><\/ul><ul><li>Young: Ego<\/li><\/ul><ul><li>Manager : Ego<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>A buyer: the certainty that users will not complain about his product afterwards<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Listening to the customer and his comments is even better, because you&#8217;re basing your decision on what he says, not what he looks like. Here are the customer&#8217;s questions and what they mean.<ul><li>&#8220;Do you have a safe car?<\/li><\/ul><ul><li>&#8220;What is the best of your products?&#8221; = ego<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>&#8220;Which is easiest to use?&#8221; = convenience<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Asking a general question that will allow the customer to reveal his motivation is what every salesperson should ask during a sale:<ul><li>&#8220;what is important to you for this purchase?&#8221;<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>&#8220;What&#8217;s important to your project?&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Application examples<\/h2>\n\n<p class=\"wp-block-paragraph\">Sale of financial products<\/p>\n\n<ul class=\"wp-block-list\">\n<li>&#8220;I want an investment with little chance of losing even if I earn less&#8221; = Security<\/li>\n\n\n\n<li>&#8220;I want you to take care of everything, I don&#8217;t have time, I have other things to do&#8221; = Convenience<\/li>\n\n\n\n<li>&#8220;I want the investment that pays the most&#8221; = Ego<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Furniture sales<\/p>\n\n<ul class=\"wp-block-list\">\n<li>&#8220;I want something that takes up as little space as possible in our living room&#8221;: Convenience<\/li>\n\n\n\n<li>&#8220;The last piece of furniture didn&#8217;t last long, I want something strong&#8221; = Safety<\/li>\n\n\n\n<li>&#8220;We have a beautiful house, I want something in harmony with what we have&#8221; = Ego<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p class=\"wp-block-paragraph\">You mustn&#8217;t start arguing before you&#8217;ve completed your psychological discovery of the customer and identified his or her main motivation in order to present the advantages and benefits aligned with his or her expectations.<\/p>\n\n<p class=\"wp-block-paragraph\">The SEC method complements the <a href=\"https:\/\/challenge-action.com\/en\/sos-sales-technique\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOS sales technique<\/a> and helps visualize the O for Objective. It also helps <a href=\"https:\/\/challenge-action.com\/en\/how-to-respond-to-objections\/\" target=\"_blank\" rel=\"noreferrer noopener\">limit the number of objections<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">If you are not sure you have detected the right motivation, finish with 3 benefits matching the three motivations. It is a winning move: you are sure to hit one and <a href=\"https:\/\/challenge-action.com\/en\/how-to-close-a-sale\/\" target=\"_blank\" rel=\"noreferrer noopener\">close your sale<\/a>!<\/p>\n\n<p class=\"wp-block-paragraph\">Jean-Pierre Mercier<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/challenge-action.com\/en\/sales-techniques\/\"><\/a><a href=\"https:\/\/challenge-action.com\/en\/courses\/sales-course\/\">Our online sales course<\/a><\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en\/#courses\">All our online courses<\/a><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The SEC method is a method for the psychological discovery of a customer, derived from a simplification of the SONCAS method, which some salespeople find hard to apply. Instead of choosing among six motivations, you choose among only 3, which cover all 6. Another advantage: if you are not sure you have identified the right [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-24569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Psychological discovery of an SEC customer<\/title>\n<meta name=\"description\" content=\"How the SEC method makes it easy to discover a customer&#039;s psychology, so you can argue more effectively.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/challenge-action.com\/en\/sec-psychological-discovery-of-a-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Psychological discovery of an SEC customer\" \/>\n<meta property=\"og:description\" content=\"How the SEC method makes it easy to discover a customer&#039;s psychology, so you can argue more effectively.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/challenge-action.com\/en\/sec-psychological-discovery-of-a-customer\/\" \/>\n<meta property=\"og:site_name\" content=\"Challenge Action\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/challengeaction\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-06T21:09:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-01T18:37:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2022\/01\/pexels-gustavo-fring-4173194-1024x682-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"682\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jean-Pierre Mercier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jean-Pierre Mercier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/challenge-action.com\\\/en\\\/sec-psychological-discovery-of-a-customer\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/challenge-action.com\\\/en\\\/sec-psychological-discovery-of-a-customer\\\/\"},\"author\":{\"name\":\"Jean-Pierre Mercier\",\"@id\":\"https:\\\/\\\/challenge-action.com\\\/en\\\/#\\\/schema\\\/person\\\/b228d9afe919a8a129ea59a958c2ac49\"},\"headline\":\"SEC &#8211; 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