SNAP Selling by Jill Konrath

Last updated: Jul 29, 2023

Summary of SNAP Selling by Jill Konrath

Snap Selling by Jill Konrath is a comprehensive guide for sales professionals looking to succeed in today's fast-paced business environment. The book focuses on the challenges faced by salespeople in capturing the attention and interest of overwhelmed and time-strapped buyers.

Konrath introduces the concept of "SNAP Selling," which stands for Simple, iNvaluable, Aligned, and Priority. These four principles form the foundation of successful selling in the modern era.

The first principle, Simple, emphasizes the importance of simplifying the sales process and communication. Konrath suggests that salespeople should avoid overwhelming buyers with excessive information and instead focus on delivering concise and relevant messages that address the buyer's specific needs.

The second principle, iNvaluable, highlights the need for salespeople to position themselves as valuable resources to their buyers. Konrath emphasizes the importance of conducting thorough research on the buyer's industry, challenges, and competitors to provide insights and solutions that go beyond the typical sales pitch.

The third principle, Aligned, emphasizes the need for salespeople to align their offerings with the buyer's goals and priorities. Konrath suggests that salespeople should focus on understanding the buyer's objectives and tailor their solutions accordingly, rather than pushing generic product features.

The fourth principle, Priority, emphasizes the importance of being responsive and respectful of the buyer's time constraints. Konrath suggests that salespeople should prioritize their interactions with buyers and be proactive in providing timely and relevant information.

In addition to these principles, Konrath provides practical strategies and techniques for implementing SNAP Selling. She discusses the importance of leveraging social media and technology to connect with buyers, as well as the significance of building strong relationships and trust.

Throughout the book, Konrath shares real-life examples and success stories from her own experience and interviews with top sales professionals. She also provides actionable tips and exercises to help readers apply the principles of SNAP Selling in their own sales efforts.

In conclusion, SNAP Selling by Jill Konrath offers a comprehensive and practical guide for sales professionals looking to adapt and succeed in today's fast-paced business environment. By focusing on simplicity, value, alignment, and prioritization, salespeople can effectively capture the attention and interest of overwhelmed buyers and drive successful sales outcomes.

1. The Power of Simplicity

One of the key takeaways from SNAP Selling is the importance of simplicity in sales. Konrath emphasizes that in today's fast-paced world, buyers are overwhelmed with information and have limited time to make decisions. Therefore, it is crucial for salespeople to simplify their message and focus on the most relevant and impactful points. By cutting through the noise and presenting a clear and concise value proposition, sales professionals can capture the attention of busy buyers and increase their chances of success.

Furthermore, simplicity extends beyond the initial pitch. Konrath suggests that salespeople should also simplify the buying process for their customers. This means providing clear instructions, minimizing paperwork, and streamlining the overall experience. By making it easy for buyers to navigate the purchasing journey, sales professionals can remove barriers and facilitate faster decision-making.

2. The Importance of Research

In SNAP Selling, Konrath emphasizes the significance of thorough research before engaging with potential buyers. She argues that salespeople need to understand their prospects' industry, challenges, and goals in order to tailor their approach effectively. By investing time in research, sales professionals can demonstrate their expertise and credibility, which builds trust with buyers.

Konrath suggests leveraging various resources for research, such as industry reports, social media, and networking events. By staying informed about industry trends and understanding the specific pain points of their target audience, salespeople can position themselves as valuable partners who can provide relevant solutions.

3. The Power of Active Listening

Active listening is a critical skill highlighted in SNAP Selling. Konrath emphasizes the importance of truly understanding the needs and challenges of buyers by actively listening to their concerns. This involves asking open-ended questions, paraphrasing to ensure comprehension, and avoiding interrupting or jumping to conclusions.

By actively listening, sales professionals can uncover valuable insights that can inform their sales strategy. They can identify the specific pain points of buyers and tailor their pitch to address those concerns directly. Additionally, active listening helps build rapport and trust with buyers, as they feel heard and understood.

4. The Value of Personalization

Konrath stresses the importance of personalization in sales. In a world where buyers are bombarded with generic messages, personalized outreach stands out and resonates with potential customers. By taking the time to understand the individual needs and preferences of buyers, sales professionals can tailor their approach and offer customized solutions.

Personalization goes beyond simply addressing buyers by their name. It involves understanding their unique challenges, goals, and motivations. By demonstrating a genuine interest in their success and providing tailored recommendations, salespeople can differentiate themselves from competitors and build stronger relationships with buyers.

5. The Power of Collaboration

SNAP Selling emphasizes the importance of collaboration between sales and marketing teams. Konrath argues that aligning these two functions is crucial for success in today's complex sales landscape. By working together, sales and marketing teams can create a cohesive and consistent message that resonates with buyers.

Collaboration also extends to the sales process itself. Konrath suggests involving other team members, such as subject matter experts or executives, in the sales conversations when necessary. This demonstrates a team approach and provides buyers with access to a broader range of expertise and perspectives.

6. The Need for Agility

In SNAP Selling, Konrath highlights the importance of agility in sales. She argues that sales professionals need to be adaptable and responsive to changing circumstances. This includes being open to new ideas, adjusting strategies based on feedback, and continuously learning and improving.

Agility also involves being able to pivot quickly when faced with unexpected challenges or objections. By staying flexible and maintaining a growth mindset, salespeople can navigate obstacles more effectively and increase their chances of success.

7. The Power of Follow-Up

Follow-up is a crucial aspect of successful selling, as emphasized in SNAP Selling. Konrath suggests that sales professionals should be persistent in their follow-up efforts, as buyers are often busy and may require multiple touchpoints before making a decision.

However, effective follow-up goes beyond simply sending generic emails or making repetitive phone calls. Konrath advises salespeople to provide value in their follow-up interactions, such as sharing relevant resources or insights. By demonstrating ongoing support and adding value, sales professionals can stay top of mind and build stronger relationships with buyers.

8. The Importance of Continuous Learning

SNAP Selling emphasizes the need for sales professionals to embrace continuous learning. Konrath argues that the sales landscape is constantly evolving, and staying up to date with industry trends and best practices is crucial for success.

Continuous learning involves seeking out new information, attending industry events, reading relevant books and articles, and engaging in professional development opportunities. By investing in their own growth and development, sales professionals can stay ahead of the competition and provide more value to their buyers.