SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers

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BANT is a sales qualification process based on a prospect’s Budget, Authority, Need, and Timeframe. ANUM is based on a prospect’s Authority, Need, Urgency, and Money. And AN is tailored toward Authority and Need. Bottom line: prospects want to work with smart reps that will serve out-of-the-box ideas, relevant insights, and, most importantly, information about how to achieve critical business objectives. Simple:It’s hard to change habits, so make that process as simple as possible for your buyers. Make it easy for them to adopt your solution. Enter SNAP Selling, a selling methodology developed by Jill Konrath—author, sales strategist and speaker (whose clients include IBM, GE, and Hilton). SNAP Selling is detailed in Konrath’s 2012 bestselling book SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers. The Four Basics Explore Impact: Next, you’ll explore how the business issue impacts the organization, in an attempt to intensify the pain and build urgency. Again, you’ll start with an open exploration of who the business issue impacts, and how (box 4). You’ll then repeat the pattern of giving your buyer more specific guidance on how the problem affects their organization with targeted questions (box 5) and a summary of what you heard (box 6) .

Any industry dealing with stressed, over-stimulated, or distracted buyers can benefit from implementing a system like SNAP selling. That is, of course, as long as you take the time to do it right. When the leads start coming, are you ready?Most Influential People in Sales Lead Management in 2012". Salesleadmgmtassn.com. 2010-07-16. Archived from the original on 2013-11-14 . Retrieved 2013-11-12.

Jill Konrath, SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers, Penguin, 2010 [35] Be iNvaluable: Today a salesperson must rapidly become a trusted expert for the prospect, showcase value and stand out from the crowd. SNAP Factors are a series of four questions that “frazzled” buyers will be asking themselves about your solution.Identify Pain: What problem is the customer facing that can be solved by your product? What will happen if they don’t buy a solution? The last thing you want is your sales team to view this as a “flavor of the week” type of deal. Step 3: Demonstrate What “Good” Looks Like

While it’s critical to have an executive-level conversation and ensure that your C-Suite is sold on the new selling process, its success is going to rise and fall with the people who have to execute it: your sales reps and frontline managers. Step 2: Sales Methodology Training and Launch Vital data about the prospect must be recorded in such a way as to be instantly and visually retrievable, so that valuable prospect interaction time is not wasted

M – Money. Today it’s much less about the allocation of a budget for the SaaS subscription and more about the money required to invest and get the ROI on the money. Made popular in the late 1980s, this approach dives into each customer’s unique situation to accurately identify pain points and establish an agreed upon criteria set for an acceptable resolution. The technique has evolved to adapt to changes in buyer maturity and business landscape. Frazzled buyers have a difficult time organizing their priorities. They are juggling multiple tasks and duties and they often don’t know which are most important. They might care about one thing more than they should, or be focused on a solution that is less relevant than what they need. Ex) Can you tell me exactly what problem a field sales app would solve for you? In the big picture, how would solving that problem help your company? As the image above depicts, the SNAP selling technique includes these four basic components. Keep it Simple

When presenting your solution to the prospect, always align the talking points to their business objectives. Do this and your sales rep will capture their interest and help build trust in the relationship.The Reframe: Deliver insight about the problem that the buyer hadn’t previously considered, so they think about the problem in a new way. Most Influential People in Sales Lead Management in 2011". Salesleadmgmtassn.com. 2010-07-16. Archived from the original on 2013-10-20 . Retrieved 2013-10-10. The challenger sales model is effective in an environment where inexperienced customers are inundated with high quality information from the internet, and want a rep to explain to them why they should buy. 2. Command of the Sale In consultative selling, you invest in educating the client on what is important based on what you have seen in the market. You help them understand the real problem, and teach them how to look for the right solution.