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<\/a><\/p>\nTable of Contents<\/strong><\/p>\n SNAP selling is a sales methodology created by sales strategist Jill Konrath<\/a>, based on her book, which covers the process extensively. This approach tackles the modern, overwhelmed customer by simplifying offerings and focusing on the buyer\u2019s needs and priorities. Bonus: the whole approach is customer-first.<\/p>\n I like to think of SNAP selling like Marie Kondo for your sales process \u2014 cutting out the clutter and focusing on what sparks joy for your buyer. By aligning with buyers’ priorities, sellers enable them to make quick, informed decisions.<\/p>\n I see this model as a win-win for both buyers and sellers. For buyers, it offers a smoother, less overwhelming purchasing experience. With 77% of B2B buyers<\/a> describing their most recent purchase as \u201cdifficult\u201d or \u201cvery complex,\u201d the demand for simplicity in sales is more important than ever. For sellers, the key benefit is a shorter sales cycle, allowing them to close deals more efficiently.<\/p>\n <\/a> <\/p>\n SNAP is more than just a nod to the sales timeline. It’s an acronym that captures the core principles driving the sales process.<\/p>\n You want to make buying less of a maze. This method asks salespeople to clear the path so buyers can see what\u2019s important, without getting tangled in unnecessary details.<\/p>\n Let\u2019s say I\u2019m in the market for a car that\u2019s reliable, fuel-efficient, and in my price range. I don\u2019t need to hear about every new car on the market. That will just distract me from my main criteria. Instead, I want to focus on a few models and compare them based on the features I care about most.<\/p>\n Instead of bombarding your buyer with excessive information or overwhelming options, SNAP asks that you deliver clear, concise messages highlighting the essentials. And, this can have beneficial results. Suppliers that simplify the buying process are 62% more likely<\/a> to close sales for premium offerings compared to their competitors.<\/p>\n SNAP puts the salesperson front and center. A rep is more than just a seller. Instead, they\u2019re a trusted advisor and resource for buyers. This means going beyond the product pitch to provide actionable insights, industry expertise, and tailored solutions that genuinely help them succeed.<\/p>\n Lowe\u2019s is my go-to example. I don\u2019t go there so their team can sell me random tools. I\u2019m in search of a solution. I see their staff as experts who can understand my problem and create a path toward a solution.<\/p>\n Research shows that nearly one-third of B2B buyers<\/a> lack trust in salespeople, and 88% of buyers will only make a purchase if they perceive the salesperson as a trusted advisor. You need to be more than just a seller. You\u2019ll have to be iNvaluable.<\/p>\n Buyers want to feel valued, not treated as faceless entities. In fact, 76% of B2B buyers<\/a> expect personalized attention tailored to their specific needs from solution providers.<\/p>\n Under SNAP, salespeople need to align their offerings with buyers\u2019 specific priorities, goals, and challenges. This requires a deep understanding of their business needs and objectives. As a rep, you\u2019ll need to engage in meaningful conversations to uncover what truly matters to prospects and tailor your pitch accordingly.<\/p>\n And lastly, you\u2019ll need to focus on what\u2019s most urgent and important for your buyer. Buyers often face competing demands and limited bandwidth, so it\u2019s crucial to identify their top priorities. For example, if their priority is meeting a tight project deadline, highlight how your product can deliver quick results.<\/p>\n As a buyer, I may have several things I want, but they don\u2019t all have equal weight. Sure, it would be nice if my new set of wheels has Apple CarPlay, but finding a reliable hybrid car is much higher on the list. A salesperson using SNAP would be able to understand that and guide me in the right direction.<\/p>\n <\/a> <\/p>\n So now that we know what SNAP stands for, it\u2019s time to see how it actually works. The SNAP framework guides buyers through three critical decisions involved in every purchase. Here\u2019s what those stages are and how they work.<\/p>\n Sales has the reputation of being pushy, which in many cases pushes prospects away. So, the first hurdle? Getting a buyer to open the door.<\/p>\n Your buyer is probably asking themselves, \u201cIs this worth my time?\u201d<\/em> I know when I sign up for a sales call or demo, I\u2019m a little nervous. I\u2019m worried about being pushed too hard, too fast or totally wasting my time with too broad of a pitch.<\/p>\n As a salesperson, you need to show your prospect why your offering is worth their consideration and fast. Making a strong first impression, demonstrating immediate value, and respecting the buyer\u2019s time are crucial for opening the door to further engagement.<\/p>\n Buyers often resist change. Even I worry about swapping out a household staple for a new offering (what if my new shampoo fails to give me the right shine?). That\u2019s driven by a sense of risk and the comfort of familiarity.<\/p>\n To pull customers into new waters, sellers need to highlight the drawbacks of the way things are now and highlight the benefits of making a change. This can involve pointing out inefficiencies, missed opportunities, or tangible gains from adopting a new solution.<\/p>\n Remember: Providing a clear, low-risk path forward can make change feel less daunting. As a salesperson, it\u2019s your job to guide them down the road and make the journey less scary.<\/p>\n So, your prospect has decided the old way no longer works \u2014 they need a new product or service to grow. Now, they face the challenge of choosing the right solution or partner. Of course, as a salesperson, you want to occupy that coveted spot.<\/p>\n To win prospects over, sellers must differentiate their offerings by showcasing unique value, building trust with testimonials or case studies, and simplifying decision-making with tailored proposals or tools. Making this stage as straightforward as possible increases the likelihood of being selected.<\/p>\n <\/a> <\/p>\n Now that we understand the essence of SNAP, let’s delve into some of Jill Konrath\u2019s other key concepts. These terms will help you better navigate her sales methodology, no book needed.<\/p>\n The D-zone (think \u201cdanger zone\u201d) is the dreaded place where sellers are dismissed or deleted \u2014 sales are indefinitely deferred, or prospects vanish entirely. Any salesperson with experience has likely found themselves stuck in this frustrating limbo. As a freelance copywriter, I\u2019ve encountered it too.<\/p>\n What Konrath emphasizes, however, is that the D-zone isn\u2019t merely a reflection of external market conditions. Instead, it often points to a flawed sales approach. While this realization can be disheartening, it\u2019s also empowering. If our approach is the issue, we have the power to fix it.<\/p>\n This is a key concept to the SNAP sales methodology<\/a>, which is specifically designed to close sales with the frazzled buyer. So, what are the traits of a Frazzled Customer?<\/p>\n The Buyer\u2019s Matrix is a series of questions that help salespeople connect with the \u201cfrazzled customer.\u201d These questions help sellers uncover the buyer\u2019s journey<\/a> and potential roadblocks, preparing sellers to guide them through the three critical sales decisions highlighted above.<\/p>\n <\/a> <\/p>\n Getting started with SNAP seems easy. All you have to do is work through the acronym, right? Well, a few helpful tips can make the process seamless. In the spirit of simplicity, I\u2019ll go through each stage below and share tidbits that can make a difference.<\/p>\n Helpful tips:<\/p>\n Making a new purchase poses a challenge for buyers. So, you want to start your selling process with empathy. That means understanding the buyer\u2019s world<\/strong>. Acknowledge that your prospect is overwhelmed with information and short on time. I know when I\u2019m shopping for new software that a simple \u201cthat sounds really frustrating\u201d makes me feel seen.<\/p>\n Another part of maintaining simplicity? Streamlining communication<\/strong>. Your customers shouldn\u2019t have to know a dictionary\u2019s worth of jargon to make a purchase. Cut the corporate-speak. If your pitch feels like legal fine print or a never-ending slideshow, it\u2019s getting skipped. Keep it sharp, friendly, and easy to digest.<\/p>\n All of that allows your buyers to simplify decision-making. <\/strong>Ideally, you can present your buyer with straightforward options to choose from. Transparent offerings reduce the number of steps needed to take action.<\/p>\n Helpful tips:<\/p>\n Under the SNAP method, salespeople should be trusted advisors <\/strong>who can help buyers find the solutions they need. For example, I have a huge tree behind my house with unwieldy branches. The tree pruning company is the expert; I just have a job I need done. Their expertise allows me to navigate the process. As a result, they get my business.<\/p>\n So yes, selling is important. However, building trust becomes the foundation of every sale. You should share insights that help your prospect understand their challenges and opportunities. Be sure to focus on value<\/strong>. Highlight how your solution uniquely addresses their needs or solves problems.<\/p>\n Be sure to educate, don\u2019t push<\/strong>. Offer useful resources like white papers, case studies, or actionable advice to establish credibility. Pushing too hard can drive your prospects away.<\/p>\n Helpful tips:<\/p>\n Knowing your prospect\u2019s needs is essential to the SNAP selling process. So, there\u2019s no one-size-fits-all script. Each prospect is different, so your approach will need to be personalized every time. Research your prospect\u2019s priorities, such as increasing revenue, reducing costs, or streamlining operations. This allows you to know their goals<\/strong> and find the right solutions in your list of offerings.<\/p>\n From there, tailor your pitch<\/strong>. Your messaging should be custom for each person you’re selling to. Focus on how your offering aligns with their specific goals.<\/p>\n And, remember: Making the sale isn\u2019t the end of the relationship. You need to check in regularly to ensure that you stay relevant<\/strong>. Keep track of your buyer\u2019s priorities so you can make sure you’re aligned. Plus, you\u2019ll have a chance to pitch new tools or offerings that fit their needs.<\/p>\n Helpful tips:<\/p>\n Recently, I decided to shop around for a new internet provider. For one option in my area, I had to (gasp) pick up the phone and call just to hear the price. The pitch on the phone lasted much longer than I needed it to. I would have preferred sticking to a few helpful questions than getting to hear my options.<\/p>\n Just like everyone, your prospect is busy. Remember to respect their time<\/strong>. Remove any unnecessary information or steps that could delay decision-making.<\/p>\n Try to be brief and to the point in all communications. In fact, put information that addresses your client\u2019s most urgent needs<\/strong> toward the top of everything you send. Do your best to eliminate non-essential information<\/strong>. Instead, highlight how your solution addresses your prospect’s most pressing issues.<\/p>\n While SNAP selling is adaptable enough to enhance various sales systems, pairing it with a CRM tool can significantly maximize its potential. In fact, 76% of salespeople<\/a> consider sales technology to be \u201ccritical\u201d or \u201cextremely critical\u201d for closing deals.<\/p>\n A standout CRM to consider is HubSpot Sales Hub<\/a>, which provides powerful tools to streamline communication, track leads, and optimize the sales process.<\/p>\n\n
What is SNAP selling?<\/h2>\n
What does SNAP Stand for anyway?<\/h2>\n
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<\/p>\nS \u2014 Simple<\/h3>\n
N \u2014 iNvaluable<\/h3>\n
A \u2014 Align<\/h3>\n
P \u2014 Priority<\/h3>\n
The 3 Decisions<\/h2>\n
1. Allowing Access<\/h3>\n
2. Moving Away from the Status Quo<\/h3>\n
3. Selecting and Changing Resources<\/h3>\n
SNAP Selling Terms to Know<\/h2>\n
D-zone<\/h3>\n
Frazzled Customer<\/h3>\n
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How to Use the Buyer\u2019s Matrix to Connect<\/h3>\n
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<\/p>\nThe 9 Key Questions of the Buyer\u2019s Matrix<\/h4>\n
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How to Start SNAP Selling<\/h2>\n
1. Keep it simple.<\/h3>\n
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2. Be invaluable.<\/h3>\n
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3. Align with priorities.<\/h3>\n
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4. Focus on priorities.<\/h3>\n
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