The SNAP Selling Method has emerged in 2010 as a game-changer. This approach meets the changing needs of buyers. It provides a clear framework for effective sales.
With buyers more informed and discerning than ever, traditional sales techniques often fall short. SNAP Selling provides a new way to approach sales, focusing on simplicity, value, alignment, and prioritization.
Before SNAP Selling, there were other well-known sales methods like, for example, SPIN Selling, Solution Selling, and the MEDDIC sales method.
What is SNAP?
SNAP Selling changes the traditional sales process. It stands for
- Simple
- iNvaluable
- Align
- Priorities
Jill Konrath, a famous sales expert, created this method to help sales professionals in a complicated market. Jill Konrath developed the SNAP Selling method in 2010. She wrote a book called “SNAP Selling” that was published on May 27, 2010. This method is now used in sales, especially for addressing challenges in modern business.
It highlights the need for simple communication, client value, goal alignment, and urgent issue priority. This approach resonates with modern customers who value concise, relevant, and timely solutions.
The Principles of SNAP Selling
Simple
The first principle focuses on simplifying the buyer’s decision-making process. In today’s world, with so much information, it’s important to offer simple solutions that people can understand easily. This involves demystifying complex products or services and delivering clear, concise messages.
iNvaluable
Being invaluable means becoming an indispensable resource for your clients. To do this, you need to understand their industry and challenges, and offer unique insights and solutions. It’s about adding real value to every interaction.
Align
Aligning with the client’s objectives and challenges is crucial. To follow this principle, you must know their business, goals, and challenges. Make sure your solution matches their needs.
Priorities
The final principle is about helping clients navigate through their decision inertia. To help them make decisions faster, we need to understand what’s holding them back and prioritize their needs.
The Backbone of the SNAP Selling
Jill Konrath says that when people buy things, they usually make three decisions.
These decisions are:
1. Allow Access
This is the initial decision a prospect makes about whether to allow the salesperson access to their time and attention. In today’s fast-paced and information-saturated business environment, gaining access is challenging. Sales professionals need to demonstrate immediate value and relevance to earn this access.
2. Initiate Change
The decision happens when the person realizes that trying something new could be helpful. This is an important moment when someone recognizes a problem or opportunity and starts thinking about what to do next. Here, the salesperson’s role is to help the prospect understand the impact of the status quo and the potential benefits of the change.
3. Select Resource
This is the final decision where the prospect chooses a specific solution or vendor. At this stage, the prospect has already decided to make a change and is now evaluating different options. To be chosen, the salesperson needs to understand the prospect’s needs and align their offering with them.
The method emphasizes the need to be straightforward, valuable, and aligned with the prospect’s priorities at each stage of these decisions.
Implementing SNAP in your Sales
Implementing SNAP Selling requires a shift in mindset and approach. Salespeople need to understand customers, talk to clients , and adapt to market changes.
Real-life examples can show how companies simplified their sales presentations.
Technology Sales
Situation:
A software company was struggling to engage potential clients who were overwhelmed with options and technical jargon.
SNAP Application:
The sales team made their presentations simpler. They focused on solving specific problems instead of technical features. They presented themselves as field experts, providing valuable insights into market trends (iNvaluable). They aligned their pitches to address the unique challenges of each potential client (Align). Finally, they highlighted the urgency of adopting new technology to stay competitive (Priorities).
Healthcare Industry
Scenario:
A medical equipment supplier was trying to sell advanced diagnostic machines to hospitals.
SNAP Application:
The supplier made their proposals easy to understand. They avoided using medical words and instead talked about how patients would benefit. They provided evidence-based research to prove the effectiveness of their equipment (iNvaluable). They customized their sales approach to match the hospitals’ goal of better patient care (Align). They emphasized the immediate benefits of early disease detection in prioritizing this investment (Priorities).
Real Estate
Situation:
A real estate agent was finding it hard to sell properties in a competitive market.
SNAP Application:
The agent made listings that were easy to understand and attractive. They highlighted key features in a simple format. They provided comprehensive market analysis and personalized advice to potential buyers (iNvaluable). They matched their property suggestions to each client’s lifestyle and budget (Align). The agent focused on properties that were in high demand or had unique features, urging quick decision-making (Priorities).
Retail Sector
Scenario:
A retailer was introducing a new line of sustainable clothing.
SNAP Application:
The marketing was kept simple and focused on the eco-friendly aspect of the clothing line (Simple). The retailer provided information about the sustainable materials used and their benefits (iNvaluable). They matched their marketing campaign with what customers care about: the environment and sustainability (Align). Promotions and limited-time offers were used to create a sense of urgency (Priorities).
SNAP Selling Questions
In SNAP Selling, the questions you ask are crucial for engaging a prospect effectively. These questions should be tailored to make the sales process Simple, ensure you appear iNvaluable, Align with the prospect’s needs, and elevate the sale as a Priority. Here are some examples of SNAP Selling questions:
Simple:
“What is your main goal with this project?”
“Can you describe the biggest challenge you’re facing in this area?”
“What has been your experience so far in dealing with this issue?”
iNvaluable:
“Have you considered the impact of [specific trend or new legislation] on your business?”
“What strategies have you tried so far, and how have they worked for you?”
“In what ways could a solution help streamline your current process?”
Align:
“How does this decision fit into your broader business objectives?”
“Who else in your team will be impacted by this change?”
“What does success look like for you in this area?”
Priority:
“What happens if this issue isn’t addressed promptly?”
“Are there any upcoming events or deadlines driving this decision?”
“What are the risks of maintaining the status quo?”
Each of these questions is designed to move the conversation forward while adhering to the principles of SNAP Selling.
