Sales Management: SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers
Selling іѕ tougher thаn еνеr before. Potential customers аrе under extreme pressure tο ԁο more wіth less money, less time, аnԁ fewer resources, аnԁ thеу′re wary οf anyone whο tries tο ɡеt thеm tο bυу οr change anything. Under such extreme conditions, yesterday’s sales strategies nο longer work. Nο matter hοw ɡrеаt уουr offering, уου face thе daunting task οf mаkіnɡ yourself appear credible, relevant, аnԁ valuable.
Now, internationally recognized sales strategist Jill Konrath shows hοw tο overcome thеѕе obstacles tο ɡеt more appointments, speed up decisions, аnԁ win sales wіth thеѕе short-fused, frazzled customers. Drawing οn hеr years οf selling experience, аѕ well аѕ thе ѕtοrіеѕ οf οthеr successful sellers, ѕhе offers four SNAP Rules:
-Keep іt Simple: Whеn уου mаkе things easy аnԁ clear fοr уουr customers, thеу′ll change frοm thе status quo.
-Bе iNvaluable: Yου hаνе tο stand out bу being thе person уουr customers саn’t live without.
-Always Align: Tο bе relevant, mаkе sure уου′re іn synch wіth уουr customers’ objectives, issues, аnԁ needs.
-Raise Priorities: Tο maintain momentum, keep thе mοѕt іmрοrtаnt decisions аt thе forefront οf thеіr mind.
SNAP Selling іѕ аn easy-tο-read, easy-tο-υѕе guide fοr аnу seller іn today’s increasingly frenzied environment.
- ISBN13: 9781591843306
- Condition: Nеw
- Notes: BRAND NEW FROM PUBLISHER! BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare ουr books, prices аnԁ service tο thе competition. 100% Satisfaction Guaranteed
SNAP Selling: Speed Up Sales аnԁ Win More Business wіth Today’s Frazzled Customers
Decisions and Change,
The comprehension and application of “Buyer Decision Processes” and “Change Management” have always been key to effective selling although you might not think so given the relatively few “sales” books that address these topics. In “SNAP Selling” Jill Konrath highlights the impact an information rich and fast paced environment can have on “Decisions” and “Change” while providing a framework (The Three Decision) and suggestions (SNAP) for effective selling. This is your chance to see the heart of selling. Winston Churchill once said, “Men occasionally stumble over the truth, but most of them pick themselves up and hurry off as if nothing had happened.” Don’t hurry off as if nothing had happened… BUY THE BOOK!
Jeff Blackwell
Founder, [...]
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|Do we need yet another sales book?,
I have never made it a secret that I think there are too many books on selling which are of little help to sellers. Those written form the point of view: “This is what made me successful and I see no reason, why this should not work for you too” I find the least useful.
SNAP Selling by Jill Konrath, is definitely not of this category. It is a book on sales that is urgently needed. It provides sellers with a set of strategies and tactics enabling them to speed up sales and win more business based on a solid framework. Contrary to many other sales books I have read, SNAP Selling spells out clearly for what type of prospects/customers these strategies and rules should be applied.
In the words of the author, today’s customers are frazzled. Time is their most precious commodity. They consider buying as a disruptive act eating into their most precious resource. Even if the status quo is far from optimal; they prefer to stay with it as long as they ever can. They dread the effort and time in it will take to align their organization in agreeing to do something different. They are also fearful about making risky decision that could negatively impact their career.
We should not be mistaken in the hope that these characteristics of customers are of a temporary nature caused by the crisis for which we see signs, that the worst might now be over. The current status is the new normal and the pressure to do more with less will continue.
From the above definition of the customer, we can conclude that the book is about how to sell solutions and services considered a major purchase by the customer in the B2B context. As many sellers still have to learn to see selling from the customer’ s point of view it would have been helpful if this had been spelled out clearly somewhere in the text.
Konrath predicts that sellers continuing using their dear and tried techniques such as closing and objection handling will be relegated to the D-Zone. The D-zone is where sellers are dismissed or deleted, their sales are deferred permanently or at least delayed and where prospects disappear. Sellers getting relegated to the D-Zone have two choices, they either blame the stupid customer for their problems and thus endangering their career, or they change their approach to fit better with the needs of frazzled customers.
For those sellers wanting to change their approach to avoid the D-Zone, the four SNAP rules are proposed:
* Making the decision process Simple for the customer
* Become iNvaluable through value brought to the customer relationship
* Be Aligned with the customer’s needs at all time
* Assure that the purchase of the solutions/services remains a Priority in the customer’s mind
To apply the SNAP rules, sellers must understand what is going on in the customers head. First, one must understand who in the customer organization will make the decision. Then the context in which the decision has to be made must be understood. To capture this knowledge the author proposes a Buyer’s matrix. This matrix then is the basis to draw up customer personas which then allow mastering what is called in the book the mind meld. Mind meld can be practically applied by checking of the relevance of a message a seller wants to convey for example in a phone call or a presentation from the customer’s point of view.
Sales excellence does not come from knowing why what has to be done how, all presented in the book. Sales excellence comes from doing. To help readers getting to action, there is a companion website where templates for the tools such as the buyer’s matrix can be downloaded.
The major part of the book is devoted to help the reader to understand the decision process customers go through to make major purchases. Customers:
1. Allow access (starting with no interest connecting, to end up agreeing to a conversation)
2. Initiate change (after having listen to ideas, they decide that the status quo is unacceptable)
3. Select resources (they start considering their options and end up selecting the best decision)
For each of these phases concrete guidelines are given on what needs to be done and how to adhere to the SNAP rules to help the customer to come to a decision.
To help the customer with decision 1 for example, recommendations are made how to capitalize on trigger events or how to align with the customer through winning value propositions. On the companion website, the reader can find a synopsis for a Value Proposition Generator. Some subject matter experts might wonder about the format suggested for the Value Proposition. It is though totally adequate for the context of phase 1. The possible wondering arises from the fact that people usually use more complex value proposition schemes which would though be more appropriate for phase 3. Avoiding…
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