Do you sometimes feel a little overloaded with data? So do buyers. What’s needed is a way to cut through some of the extra inputs so that they can see their way clearly to a purchase.
This, in essence, is what the SNAP selling method delivers. It reduces unnecessary data to a minimum and allows buyers to make a decision without being burdened with too much detail.
How does SNAP work? We’ll go through exactly what’s involved, before looking at how it assists buyers to make good decisions and enables sales reps to close deals in reduced periods of time.
After all, the less time it takes to complete the sale, the more quickly the next sale can proceed. So, in that spirit, let’s get on with it.
What is SNAP selling?
The information wonderland that we now inhabit is a dream for those seeking more detail on pretty much anything, from custom phone number services to custard recipes.
However, sometimes this wealth can become nothing short of a burden.
This can be particularly the case for a buyer. Chances are, they’ve started to look into the area they’re interested in. They might have learned a huge amount already, but this wealth of information has left them more confused than ever, overwhelmed by pros and cons they’d never considered. Overall, they’re probably very busy people who need a solution, fast.
In this circumstance, we want to be able to respect the customer’s time at the same time as giving them what they need to get to the transactional step. This is where SNAP selling scores.
SNAP is an acronym, standing for the following:
- Simple
- iNvaluable
- Aligned
- Priority
Let’s take a look at what this means in practice…
Keep it simple
This is very much the name of the game. The essence of SNAP selling is to focus on the necessary.
What does this mean in terms of sales methodology? Here’s a key component: giving just what’s needed, when it’s needed. If a customer asks a question, give them the answer in a straightforward manner.
Don’t over complicate matters, and don’t give them extra color. You might find the enhanced detail fascinating, but it will probably be the case that your customer simply doesn’t have the bandwidth to deal with what is in reality unnecessary material.
Giving customers just what they need might include scheduling a minimum of meetings. If you give them quality information and concentrate on what the customer needs, repeated meetings are usually unnecessary to reach the transactional step. This leads to better sales efficiency.
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And here’s a controversial thought: are options always good? We all like a choice, sure. But sometimes it’s a chore to wade through too many layers of options. So, restrict choices to where they’re strictly needed. You might find, for instance, that some options can be gone through post-sale, once the initial top-level settings have been decided on.
Try to be invaluable
What do we mean by being invaluable? Well, customers come to sales professionals not just to hand over their funds and pick up a product. They need guidance with their decision-making process so that they can be sure that what they’re considering will deliver for them and satisfy their needs.
The sales rep is in the key position here. They can be vital to the customer journey and can put the customer exactly where they need to be.
The crucial consideration with this sales approach is that your reps shouldn’t just be there to press their products on customers. They should have an objective appraisal of the situation so that they can truthfully put the customer together with the right product for them.
Give alignment
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Customers like to deal with a business that shares goals with their own. If there’s friction, then at some point an element of dysfunction will emerge.
So, as far as you possibly can, you should render your business, and your business goals, in alignment with your customer. Put somewhat more simply, what matters to your customers should matter to your business. So, reps should be able to put themselves in the shoes of the customers so they can better appreciate what it is that matters to them.
An understanding of perspective leads to better communication and, importantly, a feeling on the part of the customer that they are being understood. There are few things worse than dealing with a contact center, say, and fighting in vain to get an answer to what you believed was a simple question.
By concentrating on alignment, you reassure the customer that you get what it is that they need. The positive experience this represents is of fundamental importance.
Stick to priorities
One of the fundamental jobs of a SNAP sales rep is to keep the customer from overload. For this process to succeed, there has to be a robust policy applied to the question of what you should include and what you should reject. Information that is of use to the sales process should be prioritized.
It’s imperative to use a mix of approaches when you are constructing priorities. There should of course be consideration of what interests the customer. But there should also be an inclusion of material that the business knows is crucial to consider, of which the customer might be completely unaware.
So, a list of priorities should give the customer answers to their questions, as well as any other information that a business knows is vital to give proper understanding of what the product offers. But this shouldn’t be done at the expense of being concise.
What are the three SNAP selling decisions?
Now that we know what SNAP stands for, we’re almost in a position to consider implementing it. Before we do, we need to consider the three crucial decisions that a customer makes in the SNAP selling process.
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Who gets attention?
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The customer has to decide to deal with you. This means that you need to present a compelling proposition. This in turn means that you need to demonstrate that all-important alignment. A customer has to feel comfortable that you might have similar outlooks. This way, a potential buyer can move down the sales funnel.
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Why shift from the present situation?
Customers can be relatively happy with their existing scenario, unaware or only partially aware of just how much better things can be. You can alert them to what enhancements are possible (this is often easier with a video call), and the customer can decide to take the leap. But to get them to do this, you need to remember to be invaluable and simple with your approach.
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Do I opt for your solution?
You’ve persuaded the customer to open their minds to improvements. Now you need to bring matters to a profitable close with a good buying decision. You do this by ensuring that the priorities you set out thoroughly satisfy your customer’s needs. Combine this with the simplicity, invaluability, and alignment you’ve already displayed, and your reps will be hitting home runs.
Some practical tips
So, let’s finish with some ways to put this knowledge into action.
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Think frazzled
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The person that we should have firmly in the spotlight is the consumer who is overloaded with information, in other words, the frazzled customer.
These are people who need a product to alleviate some of their difficulties, but they’re not necessarily in the best place to decide on which option to take. Whether they’re in need of advice or haven’t got much time, these buyers need careful and sensitive handling.
So, get your sales team to tap into a frazzled customer mindset and understand who they are dealing with. When a clear conception forms of the stresses that dictate a customer’s reality, it becomes easier to communicate in a way that will cut through the chaff to offer the customer a real and compelling solution.
Knowing what the customer is going through also helps generate a rapport, which is always a help with making the sale. This is a key advantage of the SNAP method.
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Remember the matrix
Alongside whatever prospecting tools your team employs, there’s a very handy tool that you can use to keep your focus sharp: the buyer’s matrix. It’s a chart with headings such as ‘Buyer’s role/responsibilities’ and ‘Buyer’s business objectives’, which the salesperson fills in with whatever information they have.
Then, keeping the chart in front of them, the sales rep can refer to the data therein in order to keep what they say in the ensuing conversation relevant and potent, Low tech, but effective.
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Stick to the truth
Generally, a good tip for life and even more so for sales. By all means flag up the advantages of your product, and differentiate yourself from the competition. But avoid the temptation to exaggerate.
Falsehoods will usually emerge, either before the purchase or after. And you don’t need the customer service friction and poor reviews that stem from the latter.
SNAP selling for the win
Selling is all about understanding the customer and selling them what they need in their particular circumstance. When so many people are finding themselves hemmed in by demands on their time and attention, you have a situation in which what customers need is clarity, simplicity and clear effectiveness.
This is what SNAP selling offers. Done right, it will come as such a dose of relief to the customer that they will be only too happy to engage. They will welcome what the sales rep is offering, and will especially welcome the brevity with which it’s being offered.
Frequently asked questions
How does SNAP selling help in shortening sales cycles?
SNAP selling shortens sales cycles by simplifying the decision-making process for buyers, demonstrating the invaluable benefits of your product or service, aligning your solution with the buyer’s needs, and prioritizing the buyer’s time and goals. By taking this streamlined approach you can accelerate the path to closing deals.
How can sales teams measure the effectiveness of SNAP selling?
The effectiveness of SNAP selling can be measured by tracking metrics such as reduced sales cycle length, increased win rates and higher customer satisfaction. On top of this, be sure to conduct regular reviews and collect customer feedback so you can adjust your strategy accordingly.
Originally published Aug 13, 2024
