Discover the SNAP Selling concept and find out how to leverage your sales – WAU
SNAP Selling proposes a way of approaching the customer that speeds up the sales process. It is, therefore, an excellent technique to deal with the modern consumer, who is increasingly resistant to commercial attacks. Learn more about its advantages and application forms!
The modern consumer is increasingly accustomed to agile sales processes, which facilitate their decision making. However, he shows an increasing lack of patience to listen to commercial approaches. Thus, it is a fundamental role of the sales manager to know techniques to overcome the obstacle.
In order to adapt the process to the prospect’s characteristics, the SNAP Selling method was created. Its use facilitates interaction with the prospect in order to direct you to the bottom of the sales funnel and enable your conversion.
If you understand the importance of knowing different methods to leverage your company’s results, this article is for you. In it, we will delve into the concept of SNAP Selling, presenting its main benefits and tips for its application in your business. Check out!
What is SNAP Selling?
It is not new that companies need to adapt their operations to the characteristics of the persona. After all, the public, accustomed to the speed of the internet, has less and less time to consume complex information. This is even one of the reasons that make Content Marketing a successful strategy.
By creating content that is easy to consume, brands are able to bring the customer closer and facilitate their nutrition. Therefore, it is necessary to adopt a sales system that reflects the simplicity and naturalness proposed by this approach and this is where SNAP Selling comes in.
Introduced in the book SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers, still without translation into London, the methodology proposes an approach model based on four topics, whose initial letters form the acronym SNAP:
Next, we will delve deeper into the reasons that led Jill Konrath, author of the book, to choose these 4 terms as the key to conduct the sales process. Check out!
Maintaining the simplicity of the process is essential. As already mentioned, the characteristic habits of consumer 4.0 make any sign of complexity a negative trigger. Thus, the seller must be able to make the purchase decision as easy as possible.
Imagine, for example, that the investment in your solution requires structural changes in the client’s company. Making it clear that this process can be carried out with maximum simplicity has everything to be the necessary differential to close the deal.
With the accessibility promoted by the spread of Digital Marketing, consumers are already well acquainted with a huge selection of similar products. Therefore, what you have to offer needs to be put in a new light that shows how crucial the solution is to meeting the persona’s needs.
That is why it is important to have skilled salespeople who know how to put themselves in a position of authority and offer a new perspective to the customer.
Maintaining alignment with the customer’s characteristics is extremely relevant. You should keep in mind that he has particular beliefs and motivations, so it can be tricky to make the decision to step out of your comfort zone and invest in a new solution.
Therefore, your role here is to demonstrate to the prospect that the company can help you in the mission of making a change for the better. The idea is to behave less as a salesperson and more as a partner, willing to accompany the client on the journey to achieve the desired results
The last of the 4 concepts developed by Jill Konrath is the focus on priorities. According to the author, creating a sense of urgency is essential for the person to be interested and, eventually, purchase the product or service.
In addition, it is necessary to understand the prospect’s priorities to conduct the negotiation effectively. If he gives more importance to maintenance costs, for example, it is advisable to explore this aspect during negotiations.
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What are the benefits offered by this methodology?
In addition to forming an acronym with some of the letters that form the principles of the methodology, the word snap has an English meaning: snap. From there, we can deduce one of the main benefits made possible by the application of SNAP Selling: the acceleration of sales processes.
Due to the nature of the methodology, which proposes to facilitate the purchase decision of consumers, it should only be applied in companies that work with simple sales. Thus, complex transactions, which require more in-depth analysis, do not fit the method.
The approach proposed by SNAP Selling also establishes three fundamental decisions that are processed by the client during the negotiation. First, he considers whether or not to allow access to the seller. Then he thinks about whether to start the change process and finally decide whether his solution is the best alternative.
Based on this knowledge, your sales team gains easy access to the persona. Knowing what to expect during the negotiation, the seller has more resources to delight the customer and convince him of the value of investing in the solution. In addition, he gains much more control over the progress of the business.
How to apply SNAP Selling in your business?
Now that you know what SNAP Selling is and what are the advantages offered by applying the methodology, we will indicate some steps to implement it. The first, as it should be, concerns knowing the audience to which you want to sell.
Start by performing a complete mapping of the ideal buyer profile for your product. It is natural that, when reading this, you think about building a target audience. However, you need to be more specific. Therefore, it is increasingly common to develop personas, which represent the perfect consumer profile for the company.
To create one of these characters, you need to go beyond demographic data like location, education and gender. They are important, but they need to be supplemented with more personal information, such as hobbies, pains, needs, desires and motivations.
Remember that the last letter of SNAP Selling refers to considering priorities and creating a sense of urgency. When dealing with a semi-skilled character, such as the persona, the The seller has more information to adapt his approach to the peculiarities of the buyer.
Map the decision process
It is essential that, during and after implementation, your company maintains a system for mapping the decision process. Keep an eye on the behavior of consumers and sellers, looking for the positives and, especially, those that can still be improved.
When performing the mapping, you will come across some patterns that can facilitate the conduct of future approaches. When dealing with some types of customers, you will notice that some are more influenced by certain triggers, while others need a different approach.
Therefore, the main objective of the mapping is to enable its salespeople to direct the 3 fundamental consumer decisions which, recalling, are the following:
- Should I give access to the seller?
- Should I start the change process?
- Is this solution the best for my problem?
Establish the buyer’s matrix
To guarantee the efficiency of SNAP Selling, it is essential that you create a buyer’s matrix, in order to understand with greater precision what goes on in the lead’s head before making a decision. The matrix involves several aspects, which we will describe below.
First, it is important to define the lead roles and responsibilities, that is, understand exactly what it manages or intends to manage. Then, consider your goals and the external challenges that keep you from achieving it. In this sense, the organization’s internal issues must also be taken into account.
Continue elaborating the matrix with a definition of the client’s professional circle, seeking to know your peers, subordinates and others who are frequent targets of interaction.
With all of this documented, you should seek to understand the lead status quo in relation to your solution. That is, understand how the prospect’s current situation relates to the product or service you offer. From there, identify the agents that can encourage the change in the situation.
Last but not least, you must take into account the change inhibitors. These are factors that can cause the lead to remain in the situation he is in, even if he is dissatisfied with it.
The search for accelerating the sales process is recurrent in several companies. If achieved, this objective enables the increased success rate and optimizes the relationship with the consumer, who has less and less patience to deal with complex negotiations.
SNAP Selling is a methodology created with the purpose of simplifying the process. Its implementation allows access to the factors that, in fact, can influence a consumer, resulting in a conversion. The application of the method depends on extensive knowledge about the characteristics of the ideal client.
So, can SNAP Selling contribute to increase the results of your business? Knowing different sales techniques is essential to deal with the market. So, get to know the GCPT methodology and check out our tips for implementing it!