When you’re in the sales field, up to and including digital marketing, you can’t just wing it when it comes to closing deals and convincing your customers to purchase. 

Instead, you need a solid strategy to guide you — a methodology that’s not only smart but proven to work the way you need it to. 

SNAP selling is one of today’s hottest, trendiest sales methodologies, and with good reason.

When applied consistently and adequately, SNAP works. 

But to make it work for you, you first need to understand what it’s all about, why it’s as effective as it is, and how to apply it consistently for impressive, consistent results.

What are the Benefits of SNAP Selling?

Although all of the popular sales methodologies out there today have their benefits, SNAP is unique in that it leverages a deeper understanding of the way consumers think when considering a purchasing decision.

Consumers respond best to brands with a personal touch in a digital world filled with choices. 

They want to feel understood, cared about, and prioritized, so a company that can do that will always have an advantage. 

SNAP helps by:

• Preparing salespeople to better deal with the unique needs of busy consumers.
• Emphasizing the importance of demonstrating authority when pitching a solution.
• Facilitating speedy, time-efficient resolutions to a consumer’s problems.
• Fostering customer loyalty by aligning solutions with the person’s most deeply cherished core values.
• Making consumers want to work with you and stay connected to your brand moving forward.

How to Integrate SNAP Selling into Your Marketing Strategy

SNAP is a methodology that provides a uniquely practical approach to winning over stressed-out, busy consumers — a move that can boost just about any business’s bottom line. 

The key to making it work for you is to finetune it to fit your customers and the thought processes that make them unique. 

Here are some tips for getting started in the right direction.

1. Focus on the decision-makers

The more important the purchase, the more likely it is that you’re not dealing with just one decision-maker. 

Think about situations where you’re pitching to several different executives from a B2B standpoint or marketing a domestic solution to a household where spouses or families make purchasing decisions as a unit.

Figure out who the decision-makers are in the situation.

Identify which of them (if any) will have the final say, and adjust your tactics accordingly. Construct personas and a buyer’s matrix for each to help you get into their headspaces more efficiently.

Sometimes, getting a clear read on who really holds the power is trickier than it seems. People can be surprisingly cagey about their influence in group settings, and there’s always that one executive who seems quiet but asks impossibly pointed questions. I try not to overlook anyone in the process—it almost never pays off to assume only the loudest voice matters. Bringing patience and a low-key curiosity (along with actual listening skills) into those meetings can give you a clearer sense of the dynamics, even if folks aren’t being particularly forthcoming at first.

Don’t forget the impact of subtle alliances and underneath-the-surface objections either. Someone who stays on the sidelines in the conversation could turn out to be the true barrier when the group deliberates later on. In my experience, it’s worth doing some detective work through informal chats or follow-up emails, just to triangulate who needs reassurance and who quietly shapes the group’s decisions. Honestly, a little bit of humility goes a long way here. If you acknowledge you’re still learning about the group, most people are actually pretty open to helping you navigate it.

2. Understand how modern consumers make decisions

Many marketers and sales reps make the mistake of thinking a purchasing decision is precisely that — one decision to buy or not to buy. 

But, according to the SNAP methodology, it’s actually three distinct decisions a prospect makes throughout an entire process.

• The decision to allow a company access to them in the first place.
• The decision to branch out and do things differently than they have in the past.
• The final decision to switch from one resource or way of doing things to another.

3. Make your customer’s priorities your priorities

If you’re serious about winning over today’s busy, frazzled consumers, you need to be on the same page they are as far as where you’re coming from. 

Find out what your customer wants and what’s most important to them. Then align your talking points and sales outreach attempts to those fundamental values.

Resist the urge to go over benefits or perks that don’t align with the customer’s key objectives. 

Instead, focus on capturing their interest and building trust by concisely demonstrating how your brand can help them meet their goals.

4. Simplify and organize your communications

The key to leveraging SNAP successfully is to avoid overwhelming your prospects by giving them too much information too soon or making the decision-making process too complicated. 

Instead, make sure all your communications are well-organized and get straight to the point during individual conversations.

Provide essential information in increments so that your prospect has adequate time and space to digest it. 

And as always, keep the focus on how your company can help the prospect reach their goals and solve their most pressing problems.

Wrap Up: Meet Your Business Goals by Connecting with Your Customers

Sales approaches like SNAP work so well on modern consumers because they facilitate the personalized, people-first connections they’re looking for. 

Keeping such approaches in mind as you reach out to new audiences and forge more significant relationships with existing ones encourages brand loyalty while boosting sales numbers.

In fact, learning to better empathize with your customers and anticipate their needs may be the most critical sales skill to master today. 

Check out our comprehensive guide on the basics of customer empathy to learn more!

You’ll discover why empathy is so important in selling and how you can successfully implement it for a healthier bottom line and stronger client relationships.

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