In today’s crazy world, information comes at you from all directions. More than ever, our attention is divided among various sources of media. The world is distracting. I’m sure I’m not the only one to have difficulty staying off Instagram and Snapchat while I try to motivate myself to work. The bombardment of news, social media, and other constant notifications are clear distractions caused by the ever present screens on our desks, in our pockets, and on our wrists.
At the same time, these technologies have also given us more access to the information we want to pay attention to. With the touch of a button, we can have the answers to questions people just a generation ago would have had to research for hours. The technological progress we have witnessed is amazing, and frankly, unappreciated.
What is SNAP Selling?
As our increasingly technology-filled worlds help cause our busy schedules, we have also become more informed. As consumers, we have access to reviews, competitors, and price points with a few Google searches. Sales strategist Jill Konrath has recognized these changes to our daily lives, and has developed her sales process to reflect the realities of many buyers who are informed and busy people. As sales reps, it is important that we address these changes in our professional life, and use her approach and insights to sell to our greatest capabilities.
The SNAP Selling sales methodology, detailed in Konrath’s book, SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers addresses the issues that come from this new world. SNAP Selling dives into strategies that help salespeople reach an audience who is busier and more informed than ever. This new world has created more work for the average salesperson. Sales reps must be ready to impact prospects as quickly as possible, yet they also have to know the most about their prospect. Conveying more information in less time seems impossible, but Konrath’s SNAP Selling can help you get started with just a few changes to your current habits.
Jill Konrath’s strategies which make up the SNAP acronym help sales reps make more successful sales. The 4 letters stand for Simple, iNvaluable, Align, and Priorities. These 4 elements are at the forefront of their mind and combine to help you persuade prospects to make the right “SNAP decision(s) that literally determine your fate”
1. Keep it SIMPLE
A key principle of SNAP Selling is that sales reps have to keep their pitches simple. In the busy world we all live in, customers don’t have time to engage with complex pitches. In fact, for content in general, simple has been proven to be more effective. Lengthy, complex, academic writing is less digestible, and actually turns people away. Studies have long supported this pattern, and one has even reported that during the average time users spend on a webpage, they only read 28% of the content.
Clearly, concise language is the best way to keep prospects interested and finish their sales process through the end. In your pitches and sales content, you must keep these facts in mind. Of course, many of the people you are selling to are extremely accomplished professionals in their fields. You may ask yourself, “Surely these people can understand what I mean.” But the truth is that the more simple the writing the better, in almost every situation.
As important as keeping content simple is ensuring your product is easy to adopt. Solutions which require extensive training, resources, or time aren’t attractive to prospects. While the job of your content is to convince your contact that a change is necessary, you must also make the changes seem as easily adoptable as possible.
Simplify your sales process with software
One technology which will improve your life without annoyingly endless interruptions is Quickcard. Quickcard aids your selling process by creating custom sales collateral for each prospect. Quickcard’s software keeps things simple, and allows you to show prospects only the most relevant information for them. Rather than having one sales deck, one-pager, or white paper that you reuse for each customer, you can quickly customize a brand new piece of sales collateral for each customer with just a few clicks. By only including relevant information, features, and images, your pitches will be simple, and will be attractive to your prospects.
2. Be INVALUABLE
Being mediocre isn’t acceptable anymore. In the past, businesses may have been able to get away with coasting on their past success or reputation, alone. However, a more informed consumer means that businesses must constantly look to improve, before their prospects start looking elsewhere.
With the wealth of information available to every prospect on important decision making factors such as prices, competition, and other offerings, your sales reps need to become experts on the company you are pitching to. It is crucial that you address the problems they are facing and provide solutions relevant to their pain points.
To the busy consumer, a knowledgeable sales rep is… well.... invaluable. While the internet has allowed prospects to find out generic information, the role of the salesperson is to make their knowledge as specific as possible. The SNAP Selling method emphasizes that salespeople must do their research and know the intricacies of their client’s industry, It may be a lot of work, but knowing this information could be the reason you close a sale.
Hone your pitch with tailored materials
Quickcard.com lessens this load and helps you seem like an expert in every industry you pitch to. An infinite number of customizable variables lets every member of your sales team update your sales collateral to reflect the knowledge they have gained from their research and conversations with prospects. Customize any range of items from simple variables like the location a business is headquartered, to complex variables like the industry type, a company’s specific goals for the future, or the features they were most interested in on your last call. Quickly customizable inputs allow you to present relevant and personalized information to each customer, and prove your worth to every prospect.
3. Always ALIGN
Unless I was oblivious to it in the past, I am confident that businesses have become increasingly involved in other areas of life over the last few years. More than ever, businesses have been making political statements, commenting on social issues and have jumped into areas where they once remained neutral.
While it would be nice to think that these businesses are making these decisions based on moral conviction, many have found that embracing these values has helped their profit as well. The increasing role of businesses in other aspects of life reveal the importance of aligning your values to your prospect’s.
While large corporate stances on social issues may be important, Konrath’s “align'' also means that your company needs to orient itself in the best way to help your prospect achieve the goals they have set out for themselves. A salesperson who aligns themselves with their customer is one who is successful. A Harvard Business Review study found that 64% of their respondents cited “shared values” as the main driver behind their brand relationships. Shared values and strong relationships build trust between a salesperson and their prospect which establishes credibility and a strong desire to do business.
Craft decks that match your prospects’ values
There is no easier way to align yourself with your prospect than by making your pitch unique to them. Quickcard makes personalization simpler than ever. By just entering the email of your prospect, Quickcard automatically inputs the company logo, creating clean collaborations and designs. Going the extra mile to match color schemes, include logos, and address prospects personally is a great way to align your interests with your prospects and show them your company is the one they need to work with. Your customers' objectives should be your objectives.
4. Raise PRIORITIES
The bottom line is that prospect’s care about things that are relevant to them. Because of the busy world we have all become accustomed to, most prospects are only able to focus on a few items that they know will affect them. A generic pitch won’t catch anyone’s attention these days.
Personalization breaks through even when potential customers are busier than ever and are under extreme pressure to meet deadlines and budget constraints. Konrath refers to these busy customers as “frazzled buyers.” This term describes prospects who are anxious for a solution, distracted, resistant to complexity, and demanding. Each aspect of SNAP Selling addresses these issues.
Sales reps practicing the SNAP method offer companies the ability to reach past the complex issues about competition, prices, and other miscellaneous items to develop personal relationships from which they can make successful sales. Raising priorities means focusing on the issues that your prospect really cares about. Getting and maintaining the attention of your prospect is half the battle. If you can focus on your prospect’s priorities throughout your pitches and your sales collateral, you can be that much closer to making a deal.
From collateral to landing pages, show only what matters to them
Quickcard allows you to make all your sales materials and even your websites relevant to the prospect. With precise targeting in any category you can imagine, you can make your materials as reflective of your prospect’s priorities as possible. Don’t bore prospects with items that don’t matter to them; show them what they care about and how your company is prepared to help them accomplish their goals.
Refine Your Methodology with Quickcard
This crazy busy world we love is has challenged some of our core beliefs about selling and modern buyers which requires fresh sales strategies. As technology makes us more interconnected and aware than ever before, it also keeps us distracted and moving at a million miles an hour. Jill Konrath’s strategies offer a way to reach well-informed, and tremendously busy prospects, and move on from yesterday's sales strategies. Quickcard can help you implement the SNAP Selling method the best way you can.
Harvard Business Review: https://hbr.org/2012/05/three-myths-about-customer-eng