October 12, 2024
Think about how often you’ve scrolled endlessly through Netflix, struggling to pick just one movie. Too many choices, too much information—it’s exhausting. For B2B buyers, the stakes are even higher. The flood of sales pitches and product claims can be paralyzing, often leading them to delay decisions or stick with the status quo. It's like trying to find a needle in a haystack when the haystack is constantly growing.
In 2010, the globally renowned sales strategist, Jill Konrath, coined a sales methodology and an antidote to the “too much information” problem–SNAP Selling. Addressing the ‘frazzled’ customers in her book, Jill discussed how sellers could help buyers cut through the clutter and land on a solution to their problem, instead of being swamped with too many resources.
In this blog, we will discuss the SNAP Sales Method in detail and understand how you can leverage it to make your way through our attention-devoid world.
Before we dive into the core principles of SNAP selling, let us understand our target buyers or the ‘frazzled customer syndrome’ first.
This is what modern buyers are dealing with every day: an endless stream of choices, claims, recommendations, messages, and ads resulting in decision fatigue. Studies have shown that:
It’s what Jill calls: Frazzled Customer Syndrome. In fact, the frazzled customers are someone who:
And all they want is a simple, clear path forward–a solution.
SNAP Selling method is all about making sales easier for both the seller and the buyer without any additional fluff. It works on the 4 core principles of:
Keep it simple and transparent. Buyers don’t want to sift through endless jargon and complicated solutions. Instead, they crave clear, straightforward messages.
Offer them value by positioning yourself as their go-to expert or trusted advisor. Show your customers that you can offer them something they can’t find anywhere else. It's not about shouting louder; it's about showing how your solution directly solves the problem your buyer desperately wants to fix but doesn’t have the time or mental bandwidth to handle on their own.
Alignment requires you to put on Sherlock’s coat and investigate: What keeps them up at night? What are their goals? When you align your solutions with their needs, you’re not just selling; you’re solving problems. Once you’ve done the homework, pitch your solution like it was tailor-made for them.
Buyers are busy, and their time is precious. If you can highlight the most critical issues they face and position your solution as the answer to those challenges, you’re golden. Pull together all the threads of your conversation into a cohesive, snappy message that resonates with decision-makers.
Crafting effective or snappy messages that cut through the noise is a key factor for SNAP selling. And, the secret to a ‘snappy’ message is: to start with a condensed intro that pitches your value without all the fluff.
You can apply the same principles while communicating with your prospects via email. Simply skip the long introductions and:
The most nagging doubt for every sales professional is: how do you get them to say "yes"? The solution is the SNAP Selling method. It breaks down the complex sales process into three key decisions that every buyer moves through before committing.
Imagine you're at a crowded party, and you're trying to get the attention of someone across the room. Everyone’s talking, and the noise is overwhelming, but you have something important to share. Speaking loudly is not going to work. The trick is saying something relevant enough that the person feels compelled to listen.
In SNAP sales, this means you have to prove that you're worth their time. Be concise, relevant, and valuable right from the start. No one has time for fluff, especially busy decision-makers.
Even if you get past the gate, there’s another hurdle—the status quo. Customers seek comfort and convenience in what they already know, and hence, the idea of change can feel rather overwhelming. This is where you can guide them on why sticking to the status quo could be a costly mistake.
You need to convince them that leaping something better is worth it. How? By making them believe that the grass is greener on your side too.
By now, your prospect is ready to make a change. But there’s still one final decision to be made: choosing the right solution. Your product or service needs to outshine the competition to cut through. You’ve already helped them see why change is necessary, now you need to prove your solution is the best one, and the only thing they need.
When it comes to the SNAP Selling method, even seasoned sales professionals can stumble. To err is human, after all.
Sales professionals often make common mistakes, knowingly and unknowingly, that hinder their efforts. And, understanding the core principles and key decisions is just the tip of the iceberg.
Let’s see what these common pitfalls are and how you can avoid them.
Don’t do this:
Coming off as too “salesy” can make prospects feel cornered, leading them to shut the door before you've had a chance to get your foot in. Today’s buyers value their time, and if they sense a traditional hard sell, they'll likely tune out.
Do this instead:
Lead with value, not a pitch. Personalize your outreach and focus on how you can solve their pain points. Remember, SNAP is about speed and relevance—don’t waste time on unnecessary details. Get to the point quickly with something that genuinely interests your prospect.
Don’t do this:
Skipping the conversation about why they need to move away from the status quo can make it hard for prospects to see the value in your offer. Change is hard, and people naturally gravitate toward what they already know. One mistake salespeople often make is assuming the prospect is ready to jump ship just because a new solution is better.
Do this instead:
Address the status quo head-on using real examples and case studies that show the cost of inaction or sticking with an outdated solution. Reinforce the notion that ‘not changing’ equals ‘losing out’.
Don’t do this:
Buyers don’t care about every feature. They care about the benefits to them. If you focus too much on technical details or features that aren’t directly related to their problems, you risk losing their interest or overwhelming them with information.
Do this instead:
Keep it simple and relevant. Connect the features of your product directly to their challenges. If you're selling a CRM tool, don’t just talk about its automation features—explain how those features save them time, improve sales tracking, or boost lead generation. Show how your solution fits seamlessly into their daily workflow and addresses their specific pain points.
Don’t do this:
Rigidly sticking to your pitch without adapting to changing needs can result in a disconnect between what you offer and what the buyer is currently prioritizing. This can lead to lost opportunities.
Do this instead:
Stay flexible in your approach. Keep asking questions throughout the sales process and listen closely for any signals that the prospect’s needs have changed. Be ready to pivot your approach and tailor your solution to what’s most pressing for them now.
Don’t do this:
I know you’re excited about your product and eager to make the first contact, we’ve all been there. But pushing too hard can backfire. When you’re passionate about your product, it’s easy to flood prospects with details in the hopes of winning them over. But this can lead to decision fatigue in this time-compressed world.
Do this instead:
Streamline your message. Focus on key takeaways that are most relevant to the buyer’s current situation. Offer information in bite-sized pieces and use visuals or stories to make it easier to digest. Less is often more when it comes to keeping a prospect engaged and interested.
Don’t do this:
If prospects don’t trust you, no amount of product benefits will matter. While communicating or pitching, salespeople sometimes focus so much on their product that they forget to build rapport with the prospect. This can create a purely transactional relationship, which is a turnoff for most buyers.
Do this instead:
Be authentic and transparent. Regular communication and demonstrating a real interest in the prospect's business will go a long way in establishing trust. After all, people buy from people they trust.
Keeping the customer front and center can help you avoid these typical mistakes. To prevent yourself from falling into the common pitfalls, you must get a deeper understanding of your buyer’s psychology. Let’s see how we can better know our customers.
Sales is more than just a numbers game—it’s about understanding the human mind. When you possess a better understanding of the subtle mental shifts that occur during the buying process, you gain a vantage point, making your way to the top of their list.
The following psychological insights can elevate your SNAP Sales Method.
Humans inherently fear loss more than they value gain. When it comes to switching vendors or solutions, they subconsciously weigh risks. “What if this new product doesn’t work as promised? What if the transition disrupts operations?”
The human brain has a limited capacity for processing information. Thanks to unending sources of distraction and our lives tethered to our computers and smartphones, our attention span is shrinking continuously. When presented with too many options or too much data, the brain seeks shortcuts—like avoiding making any decision at all. Hence, the less cognitive load they experience, the more likely they are to move forward with your solution.
The principle of reciprocity is one of the most powerful psychological triggers in sales. People naturally feel compelled to give something back when they receive something of value first.
Whether it’s industry insights, valuable advice, or a free resource, if you provide your prospect with something useful, they feel a psychological obligation to reciprocate, often by considering your product more seriously.
When it comes to decision-making, people rely on an initial piece of information, called an anchor, to make judgments about value. How you frame your offer can significantly influence whether a buyer views your solution as the best option.
Scarcity creates a sense of urgency. If people believe something is in limited supply or only available for a short time, they’re more likely to act quickly. When something feels rare or fleeting, it increases its perceived value. Buyers become more motivated to act if they fear losing out on a limited opportunity.
Despite what many believe, most buying decisions are heavily influenced by emotions, even in B2B sales. While buyers will rationalize their decision with data and logic, emotions often drive the initial decision. People buy based on feelings like trust, fear, excitement, or even relief, and then use facts to back up that emotional decision. This is especially true when a solution promises to alleviate a pain point or achieve a personal or professional goal.
It is important to note that the SNAP selling framework is not applicable in every selling situation, and might be ideal for you if you’re pitching in a competitive market. So, having a distinct understanding of various sales techniques and methodologies can come in handy for you to tailor your sales strategy. For instance, SPIN selling tends to be a better sales technique for dealing with prospects who have a good chance of converting.
Think about how often you’ve scrolled endlessly through Netflix, struggling to pick just one movie. Too many choices, too much information—it’s exhausting. For B2B buyers, the stakes are even higher. The flood of sales pitches and product claims can be paralyzing, often leading them to delay decisions or stick with the status quo. It's like trying to find a needle in a haystack when the haystack is constantly growing.
In 2010, the globally renowned sales strategist, Jill Konrath, coined a sales methodology and an antidote to the “too much information” problem–SNAP Selling. Addressing the ‘frazzled’ customers in her book, Jill discussed how sellers could help buyers cut through the clutter and land on a solution to their problem, instead of being swamped with too many resources.
In this blog, we will discuss the SNAP Sales Method in detail and understand how you can leverage it to make your way through our attention-devoid world.
Before we dive into the core principles of SNAP selling, let us understand our target buyers or the ‘frazzled customer syndrome’ first.
This is what modern buyers are dealing with every day: an endless stream of choices, claims, recommendations, messages, and ads resulting in decision fatigue. Studies have shown that:
It’s what Jill calls: Frazzled Customer Syndrome. In fact, the frazzled customers are someone who:
And all they want is a simple, clear path forward–a solution.
SNAP Selling method is all about making sales easier for both the seller and the buyer without any additional fluff. It works on the 4 core principles of:
Keep it simple and transparent. Buyers don’t want to sift through endless jargon and complicated solutions. Instead, they crave clear, straightforward messages.
Offer them value by positioning yourself as their go-to expert or trusted advisor. Show your customers that you can offer them something they can’t find anywhere else. It's not about shouting louder; it's about showing how your solution directly solves the problem your buyer desperately wants to fix but doesn’t have the time or mental bandwidth to handle on their own.
Alignment requires you to put on Sherlock’s coat and investigate: What keeps them up at night? What are their goals? When you align your solutions with their needs, you’re not just selling; you’re solving problems. Once you’ve done the homework, pitch your solution like it was tailor-made for them.
Buyers are busy, and their time is precious. If you can highlight the most critical issues they face and position your solution as the answer to those challenges, you’re golden. Pull together all the threads of your conversation into a cohesive, snappy message that resonates with decision-makers.
Crafting effective or snappy messages that cut through the noise is a key factor for SNAP selling. And, the secret to a ‘snappy’ message is: to start with a condensed intro that pitches your value without all the fluff.
You can apply the same principles while communicating with your prospects via email. Simply skip the long introductions and:
The most nagging doubt for every sales professional is: how do you get them to say "yes"? The solution is the SNAP Selling method. It breaks down the complex sales process into three key decisions that every buyer moves through before committing.
Imagine you're at a crowded party, and you're trying to get the attention of someone across the room. Everyone’s talking, and the noise is overwhelming, but you have something important to share. Speaking loudly is not going to work. The trick is saying something relevant enough that the person feels compelled to listen.
In SNAP sales, this means you have to prove that you're worth their time. Be concise, relevant, and valuable right from the start. No one has time for fluff, especially busy decision-makers.
Even if you get past the gate, there’s another hurdle—the status quo. Customers seek comfort and convenience in what they already know, and hence, the idea of change can feel rather overwhelming. This is where you can guide them on why sticking to the status quo could be a costly mistake.
You need to convince them that leaping something better is worth it. How? By making them believe that the grass is greener on your side too.
By now, your prospect is ready to make a change. But there’s still one final decision to be made: choosing the right solution. Your product or service needs to outshine the competition to cut through. You’ve already helped them see why change is necessary, now you need to prove your solution is the best one, and the only thing they need.
When it comes to the SNAP Selling method, even seasoned sales professionals can stumble. To err is human, after all.
Sales professionals often make common mistakes, knowingly and unknowingly, that hinder their efforts. And, understanding the core principles and key decisions is just the tip of the iceberg.
Let’s see what these common pitfalls are and how you can avoid them.
Don’t do this:
Coming off as too “salesy” can make prospects feel cornered, leading them to shut the door before you've had a chance to get your foot in. Today’s buyers value their time, and if they sense a traditional hard sell, they'll likely tune out.
Do this instead:
Lead with value, not a pitch. Personalize your outreach and focus on how you can solve their pain points. Remember, SNAP is about speed and relevance—don’t waste time on unnecessary details. Get to the point quickly with something that genuinely interests your prospect.
Don’t do this:
Skipping the conversation about why they need to move away from the status quo can make it hard for prospects to see the value in your offer. Change is hard, and people naturally gravitate toward what they already know. One mistake salespeople often make is assuming the prospect is ready to jump ship just because a new solution is better.
Do this instead:
Address the status quo head-on using real examples and case studies that show the cost of inaction or sticking with an outdated solution. Reinforce the notion that ‘not changing’ equals ‘losing out’.
Don’t do this:
Buyers don’t care about every feature. They care about the benefits to them. If you focus too much on technical details or features that aren’t directly related to their problems, you risk losing their interest or overwhelming them with information.
Do this instead:
Keep it simple and relevant. Connect the features of your product directly to their challenges. If you're selling a CRM tool, don’t just talk about its automation features—explain how those features save them time, improve sales tracking, or boost lead generation. Show how your solution fits seamlessly into their daily workflow and addresses their specific pain points.
Don’t do this:
Rigidly sticking to your pitch without adapting to changing needs can result in a disconnect between what you offer and what the buyer is currently prioritizing. This can lead to lost opportunities.
Do this instead:
Stay flexible in your approach. Keep asking questions throughout the sales process and listen closely for any signals that the prospect’s needs have changed. Be ready to pivot your approach and tailor your solution to what’s most pressing for them now.
Don’t do this:
I know you’re excited about your product and eager to make the first contact, we’ve all been there. But pushing too hard can backfire. When you’re passionate about your product, it’s easy to flood prospects with details in the hopes of winning them over. But this can lead to decision fatigue in this time-compressed world.
Do this instead:
Streamline your message. Focus on key takeaways that are most relevant to the buyer’s current situation. Offer information in bite-sized pieces and use visuals or stories to make it easier to digest. Less is often more when it comes to keeping a prospect engaged and interested.
Don’t do this:
If prospects don’t trust you, no amount of product benefits will matter. While communicating or pitching, salespeople sometimes focus so much on their product that they forget to build rapport with the prospect. This can create a purely transactional relationship, which is a turnoff for most buyers.
Do this instead:
Be authentic and transparent. Regular communication and demonstrating a real interest in the prospect's business will go a long way in establishing trust. After all, people buy from people they trust.
Keeping the customer front and center can help you avoid these typical mistakes. To prevent yourself from falling into the common pitfalls, you must get a deeper understanding of your buyer’s psychology. Let’s see how we can better know our customers.
Sales is more than just a numbers game—it’s about understanding the human mind. When you possess a better understanding of the subtle mental shifts that occur during the buying process, you gain a vantage point, making your way to the top of their list.
The following psychological insights can elevate your SNAP Sales Method.
Humans inherently fear loss more than they value gain. When it comes to switching vendors or solutions, they subconsciously weigh risks. “What if this new product doesn’t work as promised? What if the transition disrupts operations?”
The human brain has a limited capacity for processing information. Thanks to unending sources of distraction and our lives tethered to our computers and smartphones, our attention span is shrinking continuously. When presented with too many options or too much data, the brain seeks shortcuts—like avoiding making any decision at all. Hence, the less cognitive load they experience, the more likely they are to move forward with your solution.
The principle of reciprocity is one of the most powerful psychological triggers in sales. People naturally feel compelled to give something back when they receive something of value first.
Whether it’s industry insights, valuable advice, or a free resource, if you provide your prospect with something useful, they feel a psychological obligation to reciprocate, often by considering your product more seriously.
When it comes to decision-making, people rely on an initial piece of information, called an anchor, to make judgments about value. How you frame your offer can significantly influence whether a buyer views your solution as the best option.
Scarcity creates a sense of urgency. If people believe something is in limited supply or only available for a short time, they’re more likely to act quickly. When something feels rare or fleeting, it increases its perceived value. Buyers become more motivated to act if they fear losing out on a limited opportunity.
Despite what many believe, most buying decisions are heavily influenced by emotions, even in B2B sales. While buyers will rationalize their decision with data and logic, emotions often drive the initial decision. People buy based on feelings like trust, fear, excitement, or even relief, and then use facts to back up that emotional decision. This is especially true when a solution promises to alleviate a pain point or achieve a personal or professional goal.
It is important to note that the SNAP selling framework is not applicable in every selling situation, and might be ideal for you if you’re pitching in a competitive market. So, having a distinct understanding of various sales techniques and methodologies can come in handy for you to tailor your sales strategy. For instance, SPIN selling tends to be a better sales technique for dealing with prospects who have a good chance of converting.
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