The SNAP Selling Method to Winning Today’s Busy Buyers

SNAP Selling, a methodology created by sales strategist Jill Konrath, is the antidote for today's "frazzled" customers. It cuts through the noise by focusing on clear communication, building trust, and prioritizing their most urgent needs. With SNAP, you can win deals faster and finally break through the barrier of busy buyers.

What Is SNAP Selling?

The SNAP acronym stands for Simple, Invaluable, Aligned, and Prioritized. Here’s what each element entails: 

1. S - Simplify Your Pitch

Craft a value proposition that resonates with your prospect's specific needs and deliver it clearly, concisely, and impactfully.

How: 

• Focus on a Single, Compelling Benefit:  Don't overwhelm your prospect with a laundry list of features. Instead, identify the most critical benefit your solution offers that directly addresses their biggest pain point.

Example:  Instead of saying, "Our software offers inventory management, customer relationship management, and marketing tools," say, "We help businesses like yours streamline operations and boost sales by 20% with our all-in-one solution."

• Focus on Benefits, Not Features: Don't get bogged down in technical specifications. Translate features into tangible benefits that directly address their problem.

Example:  "Our automated reports (feature) save you four hours per week (benefit), allowing you to focus on closing more deals (benefit).”

• Keep it Concise: Aim for a clear, concise value proposition that can be communicated in 30 seconds or less. Practice your elevator pitch to ensure a smooth and impactful delivery.‍

Pro Tip: Share interactive demos before discovery calls. Prospects come to the call more informed, enabling better conversations about strategic solutions instead of basic feature discussions. This saves you time and allows you to showcase the true potential of your solution.

2. N - Become an Invaluable Resource

Be so relevant that your prospects quickly respond to your calls/emails. Learn the critical aspects to position yourself as a trusted advisor who understands their specific needs and offers valuable insights.

How:

• Do Your Homework: Before reaching out, delve into their industry, recent news, and potential challenges. Go deeper by using the buyer's matrix. This is essentially a map of their buying process, identifying key decision-makers (the buying center) and their roles.

By combining this matrix with your research (industry reports, competitor analysis, etc.), you'll uncover who influences the purchase, their specific needs, and how to tailor your message for each individual. 

• Ask Insightful Questions:  Uncover specific needs, frustrations, and success metrics. Don't be afraid to ask challenging questions that get them thinking deeply about their current situation.

Example Questions:  

"What are your biggest challenges in achieving X goal?" 

"How are you currently measuring success in this area?"  

"What are some of the roadblocks preventing your team from achieving optimal efficiency?"

• Share Industry Expertise: Offer relevant data, case studies, or success stories showcasing how you've helped similar clients. Quantify the results whenever possible to demonstrate the impact of your solution.

Example:  "We helped a company in your industry increase customer retention by 30% through our personalized marketing solution, resulting in a significant boost in their annual revenue."

3. A - Align Perfectly

Demonstrate a clear and compelling connection between your solution and their desired outcomes.

How:

• Active Listening is Key: Pay close attention to their responses and ask follow-up questions to understand their goals, objectives, and key performance indicators (KPIs).‍

Pro tip: go beyond the surface level, yes-no questions. 

Example: Instead of just asking, “Is your current process effective?” You can ask What are the biggest obstacles hindering your progress? Can you elaborate on the specific costs or inefficiencies these challenges create?”

Highlight how your product can overcome these obstacles. Provide clear, tangible examples.

• Tailor Your Approach: Don't deliver a one-size-fits-all pitch. Show how your solution directly addresses their specific needs and contributes to achieving their goals.

Pro tip: Tailor your product demo to specific features and workflows your prospect cares about. When presenting your solution, ditch the generic pitch! Focus on their specific pain points. For example, if they struggle with slow onboarding, tailor your demo to showcase user onboarding features like interactive tutorials, automated task workflows, and progress-tracking dashboards. 

The Storylane Advantage: Storylane helps you create multi-flow demos that allow prospects to explore various features of the product as part of the same product tour.

• Quantify the Impact: Use data and metrics to quantify the positive impact your solution will have on their KPIs, such as increased revenue, reduced costs, or improved efficiency.
  
  
• Address Objections: Anticipate objections and weave in elements that address them. ‍

For example, if budget is a concern, showcase your solution's cost-saving benefits or potential return on investment (ROI). Demonstrate the long-term value proposition of your solution and how it can contribute to their overall business growth.

4. P - Help Them Prioritize

Help your prospect understand the potential consequences of inaction and the importance of addressing their problem now.

How:

• Leverage Industry News and Trends: Highlight how these trends directly impact their current challenges and emphasize the need to adapt quickly.

Example: Your prospect, a healthcare provider, is hesitant to upgrade their patient data management system. You remind them of a looming HIPAA compliance deadline.

Explain the potential legal and financial consequences of non-compliance and how your solution can ensure they meet the deadline and avoid hefty fines.

• Highlight the Domino Effect of Inaction: Outline the wider consequences of not addressing the problem immediately. Don't limit yourself to just the initial challenge.

Example: Your prospect, a project manager for a construction company, is struggling with inefficient communication between departments, leading to project delays.

Explain that communication delays can impact project deadlines and create frustration among team members, potentially leading to decreased morale, missed client deadlines, and, ultimately, reputational damage.

Is SNAP Selling The Best Approach?

While SNAP Selling offers a powerful framework, it’s important to consider its pros and cons. 

SNAP Selling excels at:

• Highlighting value quickly for busy buyers.
• Creating urgency to close deals faster.

But consider these limitations:

• May lack depth for complex solutions.
• Can prioritize speed over relationship building.

Alternatives to explore:

• SPICED Selling to win complex B2B sales. 
• MEDDIC Selling for better qualification & decision-making.                          

SNAP Selling + Storylane Interactive Demos: The Dynamic Duo for closing deals faster 

Storylane's interactive demos eliminate back-and-forth by letting prospects test-drive your product, self-qualify, and understand its value. You gain valuable insights into which features matter most through behind-the-scenes data. This empowers you to tailor conversations with laser focus, leading to faster deal closure.  Start your free trial today and experience the SNAP Selling + Storylane advantage!

FAQs

1. What is the difference between SPIN and SNAP Selling?
SNAP selling focuses on grabbing the prospect's attention quickly and conveying the core message efficiently. In contrast, SPIN is ideal for complex sales requiring detailed demonstrations of the product's value.

2. What are SNAP buyers?

SNAP buyers are characterized by:

• Short Attention Spans: They crave concise and clear communication.
• Need for Value: They prioritize solutions that solve their problems quickly and demonstrably.
• Fast Decision-Making: They appreciate a streamlined sales process that allows them to make choices efficiently.

3. What are the three critical decisions buyers make?

• Initial Access: This is the decision buyers make about whether or not to grant you access to them to engage in a conversation or explore your offering.
• Moving Away From Status Quo: Buyers decide whether the pain or problem you're presenting is significant enough for them to consider changing their current situation. They evaluate the potential benefits of moving away from the status quo versus the risks or effort involved in doing so.
• Changing Resources: Buyers assess whether they have the necessary resources (financial, time, personnel, etc.) to implement the proposed solution or change. They consider if they can allocate these resources effectively to address their needs or challenges.