SNAP Selling Review

Highlights

  • SNAP Selling is designed for salespeople that sell to time-starved buyers who don't have the time for in-depth research and will not partake in lengthy evaluation periods.
  • It's best fit is for non-complex, transactional sales with short sales cycles.
  • This sales method is ideally suited for one-on-one, buyer-to-seller sales transactions.
Johnny Grow Revenue Growth Consulting

SNAP Selling Review and Best Fit Analysis

Prolific author Jill Konrath released SNAP Selling: Speed Up Sales and Win More Business With Today's Frazzled Customers in 2012 with the overarching goal to speed up the sales process with busy and distracted buyers. Jill is a thought-leader in sales strategies, and previously authored the book Selling to Big Companies.

This sales framework is buyer centric. In fact, its developed in large part from the perspective of the buyer. With an abundance of online information, buyers have most of what they need to make purchase decisions. While they have a lot of information what they don't have is time. These two factors morph and result in many buyers having little patience or trust for salespeople.

The SNAP sales process is a framework of four principles, three buyer decision points, some rules and several techniques to understand buyer challenges and offer methods to overcome those constraints.

The four principals are emphasized in the SNAP acronym and collectively demonstrate key factors in how to approach your customer.

  1. S is for Simple. Introducing complex products to busy customer schedules is often a non-starter. If the buyer believes your solution will make their complex lives more complicated, they are done with you before you've started—even if your solution will make their lives easier.

Sellers are advised to simplify their solutions to the maximum extent in order to get buyer engagement, get through the decision process and get the buyer to make a change from the status quo. It's a multi-faceted goal to make the solution simple to understand, procure and adopt. Simplicity saves time, focuses on what's most important and makes it much easier for customers to buy from you.

  1. N is for iNvaluable. In time constrained selling cycles, successful sellers must stand apart. Overwhelmed customers appreciate sellers who are experts, offer relevant ideas and quickly demonstrate value. It's important to recognize that the seller is the first differentiator. Products or services will demonstrate differentiation only after the seller has credibility.
  2. A is for Align. The seller must align messaging and value with the buyer's problems and goals. This alignment keeps the seller relevant, steadily contributes to relationship building and makes the buyer want to work with you. Buyers adopt new solutions when those solutions are aligned with their beliefs and needs.
  3. P is for Priorities. Here the seller creates urgency around the problem most important to the buyer. Sellers need to understand customer priorities, focus on the highest priority items, demonstrate a sense of urgency and align their product as the solution to bring the sale opportunity to closure.
SNAP Selling Principals

This sales methodology advises that the buyer isn't making a single decision to buy but three sequential decisions. It's up to the seller to proactively facilitate these decisions and make them as easy as possible for the buyer.

Decision 1: Buyer Gives the Seller Access

The buyer's first decision is whether to grant access to a seller. Buyer's need to protect their limited time and do not want to endure yet another salesperson who wastes their time. It's up to the seller to craft a succinct but high impact value proposition using the SNAP rules. The value prop must be relevant, simple and align to the buyer persona.

Many times, the seller will align the value proposition to a triggering event such as a change in executive staff, new product launch or missed earnings announcement. Other times, sales reps will be alerted to inbound inquiries such as repeated visits to the company website or a white paper download. Sellers have a very limited window for introduction, so they need to be crisp with their reason for outreach, their value proposition and call to action.

A common mistake is getting too deep with your value prop too early. At this point, you're not trying to sell something, you are simply trying to elicit enough curiosity or interest to begin a dialogue. This is referred to as reaching the Go Zone and occurs when the factors are tightly addressed, and the sales outreach gets a response.

Decision 2: Buyer Agrees to Initiate Change

The easiest decision for every buyer is to do nothing so the seller's goal is to get the buyer past the status quo. To move the buyer from complacency to change, the seller will need to present a business case that responds to the buyer's concerns and answers the following three questions:

  1. How long it will take to recover the purchase investment? This is most commonly measured as the payback period.
  2. What's the total value or Return on Investment (ROI)?
  3. What are the direct and indirect expenses associated with the product or service?

Decision 3: Buyer Agrees to Switch Resources

Their final decision occurs when the buyer chooses to invest in a new solution. To close the sale, the seller may lead the buyer from multiple options of consideration to a best option delivered by the seller.

The framework offers several techniques to aid this journey.

  • Aid the buyer by providing key factors worth considering
  • Collaborate with them as though they are already a customer
  • Demonstrate the cost of inaction, and show how doing nothing exceeds the investment of your solution
  • Provide assurance with case studies, customer testimonials and referrals

When to Use SNAP Selling

When reviewing sale methodologies, consider this one if you incur the below conditions.

  • Crazy busy buyers where traditional selling approaches won't work. Overwhelmed customers do not have the luxury of dedicated evaluation periods, in-depth research or sorting through a myriad of details.
  • If your prospect is a frazzled buyer or falls into what this method refers to as the Frazzled Customer Syndrome. Symptoms include prospects that are impatient, distracted, forgetful or demanding.
  • You need to get your prospect to the right solution quickly. Frazzled buyers don't have time to sort through a bunch of options. Too many options create analysis paralysis. If the customer feels they are entering an extended analysis period they will withdraw. It's critical the seller identify and align with the top priority.
  • When you need something less than a consultative selling methodology. Most sales methodologies include thorough qualification and discovery techniques. This method cautions against being too consultative too soon. Many buyers don't have the time or patience to sit through a prolonged question and answer session. To counter this restraint, the seller must first demonstrate credibility and why the buyer should invest more time. In this approach, the seller may first advise how he has helped other similar customers, offer some useful information or revealing insights. Then after showing the buyer he understands their position, and hopefully after their curiosity is piqued, transition into some consultative questions.

Similar to the Sandler selling system, this method is well suited for non-complex, fast-paced, transactional sale opportunities between a buyer and a seller.

See the SNAP Selling review with strengths, weaknesses and recommendations where this sale methodology best fits.

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