The Ultimate Guide to the SNAP Selling Method

In case your patrons are “frazzled,” you is perhaps match for the SNAP promoting methodology — a framework that lays out a technique for promoting to at this time’s busy and overwhelmed patrons.

However what’s the SNAP Promoting methodology, and the way does it work? And extra importantly, can it assist your group promote extra, and the way do you undertake it easily?

We’ll reply all these questions and extra on this in-depth information to the SNAP Promoting methodology. We’ll even share some SNAP Promoting questions you should utilize to dial in your gross sales group.

What’s the SNAP Promoting methodology?

SNAP Promoting is a gross sales framework that helps gross sales reps deliver worth to at this time’s overwhelmed and frazzled patrons. It’s primarily based on 4 guidelines:

• Maintain it simple
• Be inprecious
• At all times align
• Elevate priorities

These guidelines had been developed by Jill Konrath, an internationally acknowledged gross sales strategist and speaker whose purchasers embody IBM, GE, and Hilton.

What units the SNAP Promoting methodology aside?

As with every gross sales methodology, there are tons of transferring components, and the SNAP Promoting methodology is not any exception. Understanding how they match collectively will assist you to undertake this framework efficiently on your personal group.

We are able to break down the methodology into the next elements.

“Frazzled Buyer Syndrome”

Customers at this time have a plethora of choices obtainable. A fast search on Amazon for “pill” exhibits over 100,000 outcomes.

It’s the identical scenario for B2B purchases. There are nearly 10,000 options obtainable inside the advertising and marketing know-how sector alone.

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Whereas extra selections aren’t a foul factor, it could possibly result in “alternative overload” — additionally referred to as “evaluation paralysis” — the place customers really feel overwhelmed due to the sheer variety of choices obtainable. In these cases, patrons could merely follow the established order or keep away from making a call altogether. 

Most individuals can’t even choose a film on Netflix to observe on a Saturday night. Now think about how they really feel attempting to decide on between costly software program choices. 

SNAP Promoting acknowledges that patrons at this time endure from a extreme case of “frazzled buyer syndrome.” They’re harassed, overwhelmed, and simply plain exhausted.

Konrath argues that understanding tips on how to work with frazzled patrons is step one to getting them to contemplate altering the established order.

The next “signs” are indicators that you’ve a frazzled purchaser in your fingers:

• Simply distracted
• Forgetful
• Demanding
• Undergo from evaluation paralysis — do not know the place to even get began
• Withdraw from contact

So how do you’re employed with a majority of these prospects? That’s the place the principle element of the SNAP Promoting technique is available in.

SNAP Promoting

SNAP Promoting offers a framework that gross sales reps can comply with when promoting to frazzled prospects (and naturally, unfrazzled ones, too).

Listed here are the core ideas of the framework:

• Maintain it Simple: Prospects don’t wish to add any extra complexity to their lives. They don’t have time to take a seat by means of prolonged proposals. Gross sales reps must make issues as clear and clear as potential.
• Be iNprecious: Prospects have extra choices than ever. The one solution to differentiate your self is to develop into a trusted advisor. This implies you’re at all times searching for methods so as to add worth to each dialog.
• At all times Align: Offers collapse once you’re not in tune together with your prospects. Perceive your prospects’ goals and challenges, and at all times preserve these high of thoughts when discussing your services or products.
• Elevate Priorities: Frazzled patrons could stick to the established order just because it’s the trail of least resistance. Assist prospects see how fixing their downside is a precedence to get them to contemplate their choices.

As soon as you establish what’s vital to your prospects, the subsequent step is to get them to determine that working with you is of their greatest curiosity.

Three Choices

In SNAP Promoting, Konrath says prospects make three distinct choices when deciding whether or not to work with you or not.

Right here’s a take a look at every one:

• First choice (enable entry): Prospects have little to little interest in connecting. Your job at this stage is to attach with the suitable individual and get them sufficient to warrant a second dialog. 
• Second choice (provoke change): Frazzled patrons are cussed, and getting them to even take into consideration altering the established order is not any simple activity. Your job is to get prospects receptive to vary.

• Third choice (choose sources): The final essential choice that prospects make is deciding whether or not to decide on your services or products. Your job right here is to get them to see why your answer is the most suitable choice primarily based on their circumstances.

Briefly, get three “yeses,” and also you’re in your solution to getting the one massive “YES” that issues on your backside line.

Must you undertake the SNAP Promoting methodology?

There are two elements to contemplate: your patrons and the market.

The SNAP Promoting methodology offers a framework for a selected sort of purchaser — the frazzled and overwhelmed purchaser. These people would moderately follow the established order than add one other activity to their already jam-packed schedules.

This system isn’t best for you for those who promote low-cost off-the-shelf merchandise. Nonetheless, for those who promote advanced options or function within the B2B area, adopting the SNAP Promoting methodology may also help you persuade prospects to contemplate your answer. It does this by breaking down the buying choice into three smaller choices.

The following issue to contemplate is the market. 

For those who promote in a crowded market, you already know that you’ve stiff competitors, and that your potential patrons at all times produce other choices. Gross sales reps in most corporations usually deal with what their merchandise supply, however taking this method typically results in the identical pitch the prospect has already heard many occasions. It’s essential differentiate your gross sales course of and pitch to face out.

The SNAP Promoting methodology asks that you just take a extra simple method, virtually forcing you to be clear on what you supply. However it is a good factor, as it could possibly assist you to win over harassed patrons (and what enterprise government or supervisor isn’t harassed?).

The best way to undertake the SNAP Promoting methodology

Let’s take a look at how one can efficiently apply the SNAP Promoting methodology to your personal gross sales course of. However first, listed below are some issues it’s best to do earlier than reaching out to prospects.

1. Simplify your gross sales course of

A recurring theme in Konrath’s SNAP Promoting is that patrons at this time are overwhelmed. They dwell hectic lives and are juggling too many priorities without delay. 

Right here’s what frazzled patrons are asking themselves when you’re explaining your answer:

• “How easy is that this answer?”
• “Will it’s troublesome to implement?”
• “Is that this individual including worth to my time?”
• “Does the answer align with our goals?”
• “How pressing is the acquisition of this answer?”

All of it comes all the way down to effort. If prospects consider that your answer requires an excessive amount of effort and time to implement, they’ll both stick to the established order or think about (less complicated) options. 

Your objective is to make your gross sales course of so simple as potential. Listening to a very advanced pitch will solely trigger your prospects to tune out and wish to finish the decision as shortly as potential. 

Right here are some things that Konrath recommends:

• Suggest fewer choices: Whereas customers are drawn to extra selections, presenting too many choices can truly result in fewer gross sales. As an alternative, suggest fewer choices when discussing your answer.
• Maintain your displays brief: Frazzled patrons don’t have the time or endurance to take a seat by means of prolonged conferences. Maintain your gross sales presentation brief and get straight to the purpose early on.
• Set an agenda: Put together an agenda prematurely and overview it together with your prospects at first of each gross sales assembly. This helps you set clear expectations and present that you just worth their time.

2. Determine key decision-makers

Figuring out key decision-makers is completely paramount. Involving these people early within the gross sales course of will make your conferences extra productive and worthwhile.

In an evaluation of over 9,000 gross sales alternatives, we discovered that offers had been 80% much less more likely to shut when decision-makers weren’t concerned in a deal.

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The figures are much more pronounced for enterprise offers — offers with gross sales cycles longer than 90 days and valued at over $100,000. Enterprise offers are 233% much less more likely to shut for those who don’t contain a decision-maker.

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Evidently, getting a decision-maker concerned is essential to closing a deal. Whilst you can shut offers with out them, why make issues tougher for your self? Use instruments like LinkedIn Gross sales Navigator to seek out the suitable folks inside corporations that suit your perfect buyer profile.

3. Create a purchaser’s matrix

When you determine key decision-makers, the subsequent step is to create a purchaser’s matrix — a instrument that helps you get inside your prospect’s heads and be taught their goals.

Use the customer’s matrix to create a buyer persona for every of the decision-makers you count on to work together with. This may assist you to align the options of your answer to their wants.

Most significantly, a buyer persona is a precious instrument for performing what Konrath calls a “thoughts meld” proper earlier than making a gross sales telephone name. This entails placing your self in your prospects’ footwear and imagining totally different eventualities. 

For instance, let’s say that you just supply accounting software program. So that you create a purchaser’s matrix for 2 decision-makers: a small enterprise proprietor and an accountant.

Listed here are some questions or sticking factors that you just may encounter:

• “How does the software program streamline payroll?”
• “Does the software program file native, state, and federal taxes?”
• “How does the software program guarantee compliance?”
• “I have already got a payroll supplier, so why ought to I change over?”

By anticipating potential sticking factors, you’ll be significantly better ready for once you truly make a gross sales name. You may even roleplay these eventualities together with your gross sales group.

Now let’s take a look at how one can transfer prospects by means of the three phases or choices that must occur earlier than a prospect decides to work with you.

First choice: Enable entry

To shortly recap, the primary choice that prospects make is figuring out whether or not they need to enable entry or work with you. It’s the equal of getting your foot within the door.

However getting prospects to grant you entry isn’t simple. You see, frazzled patrons are extraordinarily protecting of their time. They’re simply attempting to get their work accomplished, so the very last thing they need is to interact with self-serving salespeople.

The one manner they’ll grant you entry is for those who pique their curiosity. Fail to take action, and also you’ll be relegated to what Konrath calls the “D-Zone” — the area the place gross sales outreach and communications are both ignored or deleted.

Don’t get on LinkedIn and ship a chilly e-mail template to a busy government. As an alternative, right here’s how one can get prospects to grant you entry:

• Reference a referral: Referencing a referral in your outreach is a good way to determine credibility. Point out the referring individual’s title as quickly as potential (or in your topic line for those who’re sending a gross sales e-mail).
• Share insights: Ship data like how different corporations are tackling the identical points, stories on trade traits, and different insights they may discover helpful. That is additionally how one can place your organization as a trusted supply.
• Point out a “set off occasion”: A set off occasion is an occasion that shakes the established order, like modifications in possession. Referencing these occasions exhibits that you just’ve accomplished your analysis.

Try these data-backed gross sales name suggestions that gross sales professionals use to spice up their win charges.

Second choice: Provoke change

You’ve acquired your foot within the door, however don’t have a good time simply but. The second choice is all about getting prospects to acknowledge that the established order is unacceptable.

Needless to say you’re not mentioning your services or products simply but. As an alternative, you’re figuring out if there’s a match between your prospects’ priorities and your answer.

You try this by asking the suitable questions.

Listed here are just a few examples of gross sales discovery questions you’ll be able to ask:

• “Are you able to inform me extra about your [process]?”
• “Are you able to assist me perceive what impression this [problem] is having on the group?”
• “Are you able to stroll me by means of what would occur if we don’t clear up this [problem] at this time?”

By phrasing your questions on this method, you’ll be able to elicit longer responses that are correlated with greater success charges.

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Right here’s how one can persuade your prospects that making a change is well worth the effort:

• Present useful sources: 65% of B2B patrons indicated robust data of the answer space as a high cause for selecting a successful vendor. By delivering worth in each dialog, you’ll be seen as a precious supply of data. 
• Give attention to the chances: Assist prospects see prospects that they haven’t thought-about earlier than. This requires a robust understanding of their present scenario.
• Share a hit story: Let prospects learn about a buyer that you just not too long ago labored with and the impression that your answer had on their group. 

Getting prospects to vary their thoughts isn’t simple. However when you get them to acknowledge that the established order is unacceptable, they’ll be extra receptive to your message.

Third choice: Choose sources

Prospects are dedicated to creating a change. The objective now could be to affect their decision-making and place your answer as the most suitable choice, which isn’t simple for those who’re competing in a crowded market.

Consider the competitors as they’re possible vying for a similar alternative. How do their services or products stack up in opposition to yours? In what areas do they fall brief? What do their prospects say about them?

Subsequent, you’ll want to perceive your prospects’ decision-making processes and standards. Listed here are some questions you’ll be able to ask to uncover these particulars:

• “Are you able to stroll me by means of your course of for making this choice?”
• “Who else is concerned on this course of?”
• “Is there something you want from me to get remaining approval?”
• “What analysis standards will different stakeholders use?”
• “How do you measure success?”
• “Are you able to inform me extra about your present answer?”

Armed with this data, you’ll be capable of create a compelling gross sales presentation that positions your answer as the most suitable choice.

Professional gross sales tip: 

Your prospects are busy folks. When you’ve landed the assembly, be sure that to comply with the “9-minute rule” together with your gross sales deck.

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One factor that your prospects are (rightfully) nervous about is making a foul choice. They’re taking up an enormous danger by altering the established order. Make certain to incorporate case research and different related references to assist your presentation.

Examples of SNAP Promoting questions

As your reps implement the SNAP Promoting methodology, the next questions will assist preserve them heading in the right direction.

Maintain it easy

Simplicity reigns supreme within the SNAP Promoting methodology. Once you preserve issues easy, you’re additionally making it simpler for prospects to purchase from you.

Ask your self the next:

• “How can we make our messaging simpler to grasp?”
• “How can we higher talk our price proposition?”

Be invaluable

Prospects might be extra receptive to your concepts in the event that they see you as a trusted advisor. Change into invaluable, and also you’re way more more likely to stand out.

Take into consideration the next when interacting together with your prospects:

• “How can we add extra worth to every dialog?”
• “What’s most vital to our prospects?”

At all times align

Nothing derails a deal quicker than misalignment. Just remember to perceive what your prospects’ wants and priorities are.

Reps ought to ask themselves the next to make sure alignment:

• “What standards are vital to our prospects?”
• “How does our answer align with their goals?”

Elevate priorities

Frazzled patrons are juggling a number of priorities without delay. For those who don’t increase priorities, you’ll be despatched to the dreaded D-Zone.

Take into consideration the next to forestall this from taking place:

• “How can we get prospects to prioritize their wants?”
• “What areas are they at present specializing in?”

With these questions in thoughts, your reps might be higher ready to subject questions from prospects and tackle their particular wants.

SNAP Promoting vs. SPIN Promoting: Which one is best for you?

SNAP Promoting offers a framework for promoting to trendy patrons. It describes the three crucial choices prospects make when deciding whether or not to purchase from you and walks you thru tips on how to get “yeses” for every one. Nonetheless, this system doesn’t present you tips on how to uncover your prospects’ ache factors.

In distinction, the SPIN Promoting methodology strongly emphasizes asking the suitable questions all through the gross sales course of. The objective is to determine ache factors and get prospects to see the worth in your answer.

The SPIN Promoting framework is constructed round 4 sorts of questions:

• Scenario: Questions like, “What answer do you at present use?” assist you to assess a prospect’s present scenario.
• Downside: Questions like, “What challenges is your group dealing with?” get prospects speaking about their ache factors.
• Implication: Questions like, “What would occur if we don’t clear up [pain point]?” present prospects why they should be solved.
• Want-Payoff: Lastly, questions like, “Would [solution] be precious on your group?” lead prospects to succeed in conclusions on their very own.

These questions are typically requested in the identical order and are designed to maneuver prospects by means of the gross sales funnel till they’re able to make a purchase order.

So, which framework do you have to use?

The SNAP Promoting framework is perhaps perfect for those who’re in a aggressive area. Prospects are harassed and exhausted, so taking a simple method may work in your favor.

SPIN Promoting tends to be a greater match for highly-qualified alternatives. These are prospects who’ve probability of changing into a buyer. Nonetheless, reps want to grasp their scenario and uncover ache factors to shut the deal.

You possibly can additionally take inspiration from each methodologies when coaching your group.

Make SNAP Promoting much more highly effective with Gong

Let’s say that you just’ve determined to implement the SNAP Promoting methodology. How will you recognize if it’s producing gross sales? And the way will you recognize in case your reps are even implementing it correctly?

That is the place Gong’s income intelligence software program is available in. 

Gong analyzes customer-facing interactions throughout a number of channels, so you’ll be able to see how the methodology is truly taking part in out in actual gross sales conversations.

With real-time entry to your gross sales information, you’ll be capable of see precisely what’s working and what must be modified. Not simply gross sales name size, but additionally particular gross sales questions, case research and even particular key phrases. Gong helps you determine the elements that distinguish your high performers, permitting you to copy them throughout your group.

Don’t simply take it from us, although. Learn how Gong’s gross sales software program helped Zillow thrive throughout a pandemic.

Further sources on SNAP Promoting

Wish to be taught extra concerning the SNAP Promoting technique? Then you should definitely take a look at the official guide that covers your complete framework.

SNAP Promoting: Pace Up Gross sales and Win Extra Enterprise with At the moment’s Frazzled Clients

SNAP Promoting: Pace Up Gross sales and Win Extra Enterprise with At the moment’s Frazzled Clients was revealed in 2010, making it one of many “newer” gross sales methodologies.

In SNAP Promoting, Konrath attracts from her in depth gross sales expertise and tells you precisely tips on how to method frazzled patrons. She additionally dedicates an enormous chunk of the guide to the three choices that you could get “yeses” to to be able to transfer offers ahead. 

Conclusion

Patrons at this time are harassed and overwhelmed. Most would moderately stick to the established order than take the danger of creating a foul choice. SNAP Promoting offers a whole framework for participating with a majority of these prospects and positioning your answer as the most suitable choice.

Whether or not you implement the SNAP technique or different gross sales methodology, just be sure you equip your gross sales reps with the suitable instruments.

Use Gong’s gross sales monitoring software program to realize full visibility into your pipeline and unlock income.