{"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":"2025-03-17T16:19:21","modified_gmt":"2025-03-17T20:19:21","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>The SEC method is a psychological customer discovery method derived from the simplification of the <a href=\"https:\/\/challenge-action.com\/en\/soncas-psychological-customer-discovery-method\/\" target=\"_blank\" rel=\"noreferrer noopener\">SONCAS<\/a> method, deemed difficult to apply by some salespeople. Instead of choosing between six motivations, we select just 3 that cover all 6. Another advantage is that if you&#8217;re not sure you&#8217;ve identified the right motivation, it&#8217;s not difficult to end the argument by summarizing the 3 advantages and close the sale. It&#8217;s a simple, effective, &#8220;punchy&#8221; <a href=\"https:\/\/actionclient.com\/techniques-de-vente\/\" target=\"_blank\" rel=\"noreferrer noopener\">sales technique<\/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.png\" alt=\"\" class=\"wp-image-26733\" style=\"width:722px;height:auto\" srcset=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-1024x408.png 1024w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-300x119.png 300w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-768x306.png 768w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC-1536x611.png 1536w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SEC.png 1814w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p>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>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>Acheter un produit cher pour montrer sa richesse&nbsp;: 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>\u00c9valuer un client en fonction de son \u00e2ge ou de son poste&nbsp;:<ul><li>An elderly person often prefers security<\/li><\/ul><ul><li>Jeune&nbsp;: Ego<\/li><\/ul><ul><li>Chef d\u2019entreprise&nbsp;: 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>\u00c9couter le client et ses remarques, c\u2019est encore meilleur, car on se base sur ce qu\u2019il dit et non ce qu\u2019il parait. Voici les questions du client et ce que cela veut dire.<ul><li>\u00ab&nbsp;Avez-vous une voiture s\u00e9curitaire ?&nbsp;\u00bb&nbsp;= s\u00e9curit\u00e9<\/li><\/ul><ul><li>\u00abQuel est le meilleur de vos produits ?&nbsp;\u00bb = 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>Poser une question g\u00e9n\u00e9rale qui permettra au client de d\u00e9voiler sa motivation, c\u2019est ce que tout vendeur devrait poser durant une vente&nbsp;:<ul><li>\u00ab&nbsp;qu\u2019est-ce qui est important pour vous pour cet achat ?&nbsp;\u00bb<\/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>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>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>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>The SEC method is complementary to the <a href=\"https:\/\/challenge-action.com\/en\/sos-technique-de-vente-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOS sales technique<\/a>, and allows you to visualize the Objective O. It also <a href=\"https:\/\/challenge-action.com\/en\/how-to-respond-to-objections\/\" target=\"_blank\" rel=\"noreferrer noopener\">limits the number of objections<\/a>.<\/p>\n\n<p>If you&#8217;re not sure you&#8217;ve detected the right motivation, finish with 3 benefits, corresponding to the three motivations. You&#8217;re 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>Jean-Pierre Mercier<\/p>\n\n<p><a href=\"https:\/\/challenge-action.com\/en\/sales-techniques\/\"><\/a><a href=\"https:\/\/challenge-action.com\/formations\/vente\/\">Our sales course<\/a><\/p>\n\n<p><a href=\"https:\/\/challenge-action.com\/formation-vente\/\">All our sales training courses<\/a><\/p>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The SEC method is a psychological customer discovery method derived from the simplification of the SONCAS method, deemed difficult to apply by some salespeople. Instead of choosing between six motivations, we select just 3 that cover all 6. Another advantage is that if you&#8217;re not sure you&#8217;ve identified the right motivation, it&#8217;s not difficult to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19807,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-24569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\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=\"2025-03-17T20:19:21+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\/66754250fa0b9af3e56751aa9a1d4054\"},\"headline\":\"SEC &#8211; 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