SNAP Selling: Simplifying Your Sales

Being a salesperson today feels like trying to get someone’s attention in Times Square; buyers are swamped with choices, blinking lights, and loud pitches from every direction. One word: Overload.

The internet makes research a breeze — until you’re drowning in options and can’t tell what’s worth your time. As a copywriter, I’ve been there, wading through endless tabs, trying to separate the gold from the noise. Buyers face the same challenge every day, making simplicity a superpower in sales.

SNAP Selling is designed to help you cut through the noise and make buying easier for prospects. This method offers a fresh way to approach buyers who are inundated with information and struggling to make decisions. Let’s take a look at the basics of SNAP and how you can start using it in your sales cycle.

Table of Contents

What is SNAP selling?

SNAP selling is a sales methodology created by sales strategist Jill Konrath, based on her book, which covers the process extensively. This approach tackles the modern, overwhelmed customer by simplifying offerings and focusing on the buyer’s needs and priorities. Bonus: the whole approach is customer-first.

I like to think of SNAP selling like Marie Kondo for your sales process — cutting out the clutter and focusing on what sparks joy for your buyer. By aligning with buyers’ priorities, sellers enable them to make quick, informed decisions.

I see this model as a win-win for both buyers and sellers. For buyers, it offers a smoother, less overwhelming purchasing experience. With 77% of B2B buyers describing their most recent purchase as “difficult” or “very complex,” the demand for simplicity in sales is more important than ever. For sellers, the key benefit is a shorter sales cycle, allowing them to close deals more efficiently.

What does SNAP Stand for anyway?

SNAP is more than just a nod to the sales timeline. It’s an acronym that captures the core principles driving the sales process.

S — Simple

You want to make buying less of a maze. This method asks salespeople to clear the path so buyers can see what’s important, without getting tangled in unnecessary details.

Let’s say I’m in the market for a car that’s reliable, fuel-efficient, and in my price range. I don’t need to hear about every new car on the market. That will just distract me from my main criteria. Instead, I want to focus on a few models and compare them based on the features I care about most.

Instead of bombarding your buyer with excessive information or overwhelming options, SNAP asks that you deliver clear, concise messages highlighting the essentials. And, this can have beneficial results. Suppliers that simplify the buying process are 62% more likely to close sales for premium offerings compared to their competitors.

N — iNvaluable

SNAP puts the salesperson front and center. A rep is more than just a seller. Instead, they’re a trusted advisor and resource for buyers. This means going beyond the product pitch to provide actionable insights, industry expertise, and tailored solutions that genuinely help them succeed.

Lowe’s is my go-to example. I don’t go there so their team can sell me random tools. I’m in search of a solution. I see their staff as experts who can understand my problem and create a path toward a solution.

Research shows that nearly one-third of B2B buyers lack trust in salespeople, and 88% of buyers will only make a purchase if they perceive the salesperson as a trusted advisor. You need to be more than just a seller. You’ll have to be iNvaluable.

A — Align

Buyers want to feel valued, not treated as faceless entities. In fact, 76% of B2B buyers expect personalized attention tailored to their specific needs from solution providers.

Under SNAP, salespeople need to align their offerings with buyers’ specific priorities, goals, and challenges. This requires a deep understanding of their business needs and objectives. As a rep, you’ll need to engage in meaningful conversations to uncover what truly matters to prospects and tailor your pitch accordingly.

P — Priority

And lastly, you’ll need to focus on what’s most urgent and important for your buyer. Buyers often face competing demands and limited bandwidth, so it’s crucial to identify their top priorities. For example, if their priority is meeting a tight project deadline, highlight how your product can deliver quick results.

As a buyer, I may have several things I want, but they don’t all have equal weight. Sure, it would be nice if my new set of wheels has Apple CarPlay, but finding a reliable hybrid car is much higher on the list. A salesperson using SNAP would be able to understand that and guide me in the right direction.

The 3 Decisions

So now that we know what SNAP stands for, it’s time to see how it actually works. The SNAP framework guides buyers through three critical decisions involved in every purchase. Here’s what those stages are and how they work.

1. Allowing Access

Sales has the reputation of being pushy, which in many cases pushes prospects away. So, the first hurdle? Getting a buyer to open the door.

Your buyer is probably asking themselves, “Is this worth my time?” I know when I sign up for a sales call or demo, I’m a little nervous. I’m worried about being pushed too hard, too fast or totally wasting my time with too broad of a pitch.

As a salesperson, you need to show your prospect why your offering is worth their consideration and fast. Making a strong first impression, demonstrating immediate value, and respecting the buyer’s time are crucial for opening the door to further engagement.

2. Moving Away from the Status Quo

Buyers often resist change. Even I worry about swapping out a household staple for a new offering (what if my new shampoo fails to give me the right shine?). That’s driven by a sense of risk and the comfort of familiarity.

To pull customers into new waters, sellers need to highlight the drawbacks of the way things are now and highlight the benefits of making a change. This can involve pointing out inefficiencies, missed opportunities, or tangible gains from adopting a new solution.

Remember: Providing a clear, low-risk path forward can make change feel less daunting. As a salesperson, it’s your job to guide them down the road and make the journey less scary.

3. Selecting and Changing Resources

So, your prospect has decided the old way no longer works — they need a new product or service to grow. Now, they face the challenge of choosing the right solution or partner. Of course, as a salesperson, you want to occupy that coveted spot.

To win prospects over, sellers must differentiate their offerings by showcasing unique value, building trust with testimonials or case studies, and simplifying decision-making with tailored proposals or tools. Making this stage as straightforward as possible increases the likelihood of being selected.

SNAP Selling Terms to Know

Now that we understand the essence of SNAP, let’s delve into some of Jill Konrath’s other key concepts. These terms will help you better navigate her sales methodology, no book needed.

D-zone

The D-zone (think “danger zone”) is the dreaded place where sellers are dismissed or deleted — sales are indefinitely deferred, or prospects vanish entirely. Any salesperson with experience has likely found themselves stuck in this frustrating limbo. As a freelance copywriter, I’ve encountered it too.

What Konrath emphasizes, however, is that the D-zone isn’t merely a reflection of external market conditions. Instead, it often points to a flawed sales approach. While this realization can be disheartening, it’s also empowering. If our approach is the issue, we have the power to fix it.

Frazzled Customer

This is a key concept to the SNAP sales methodology, which is specifically designed to close sales with the frazzled buyer. So, what are the traits of a Frazzled Customer?

Dismissive: Buyers quickly decide if your solution is worth their time. They need clarity upfront about who you serve, what you offer, and how you can help. Avoid making them jump through hoops like booking calls or downloading excessive materials to figure this out.
Wary of complexity: Imagine your buyer juggling flaming swords on a unicycle. If your pitch feels like one more thing to balance, they’ll move on — fast. Make it easy, clear, and worth their time.
Distracted: Frazzled buyers are pulled in countless directions, balancing work demands, client needs, and competing offers. Capturing and maintaining their attention requires concise, relevant messaging that aligns with their priorities.
Demanding: These customers expect personalized, expert solutions. They don’t want generic pitches or information they could easily find online. Sellers must provide unique, tailored insights to stand out and build trust.

How to Use the Buyer’s Matrix to Connect

The Buyer’s Matrix is a series of questions that help salespeople connect with the “frazzled customer.” These questions help sellers uncover the buyer’s journey and potential roadblocks, preparing sellers to guide them through the three critical sales decisions highlighted above.

The 9 Key Questions of the Buyer’s Matrix

Roles/Responsibilities: What are they in charge of or expected to manage?

Business Objectives & Metrics: What do they want to achieve? How is success measured? How are they evaluated?

External Challenges: What external factors or industry trends might make it more difficult to reach their objectives?

Strategies and Initiatives: What strategies and initiatives are likely in place to help achieve their objectives?

Internal Issues: What likely issues does the organization face that could prevent/hinder goal achievement?

Primary Interfaces: Who are the peers, subordinates, superiors, and outsiders with whom they frequently interact?

Status Quo: What’s their “status quo” relevant to your product, service, or solution?

Change Drivers: What would cause them to change from the status quo?

Change Inhibitors: What would cause them to stay with the status quo, even if they’re not happy with it?

How to Start SNAP Selling

Getting started with SNAP seems easy. All you have to do is work through the acronym, right? Well, a few helpful tips can make the process seamless. In the spirit of simplicity, I’ll go through each stage below and share tidbits that can make a difference.

1. Keep it simple.

Helpful tips:

Understand the buyer’s world.
Streamline communication.
Simplify decision-making.

Making a new purchase poses a challenge for buyers. So, you want to start your selling process with empathy. That means understanding the buyer’s world. Acknowledge that your prospect is overwhelmed with information and short on time. I know when I’m shopping for new software that a simple “that sounds really frustrating” makes me feel seen.

Another part of maintaining simplicity? Streamlining communication. Your customers shouldn’t have to know a dictionary’s worth of jargon to make a purchase. Cut the corporate-speak. If your pitch feels like legal fine print or a never-ending slideshow, it’s getting skipped. Keep it sharp, friendly, and easy to digest.

All of that allows your buyers to simplify decision-making. Ideally, you can present your buyer with straightforward options to choose from. Transparent offerings reduce the number of steps needed to take action.

2. Be invaluable.

Helpful tips:

Become a trusted advisor.
Focus on value.
Education, don’t push.

Under the SNAP method, salespeople should be trusted advisors who can help buyers find the solutions they need. For example, I have a huge tree behind my house with unwieldy branches. The tree pruning company is the expert; I just have a job I need done. Their expertise allows me to navigate the process. As a result, they get my business.

So yes, selling is important. However, building trust becomes the foundation of every sale. You should share insights that help your prospect understand their challenges and opportunities. Be sure to focus on value. Highlight how your solution uniquely addresses their needs or solves problems.

Be sure to educate, don’t push. Offer useful resources like white papers, case studies, or actionable advice to establish credibility. Pushing too hard can drive your prospects away.

3. Align with priorities.

Helpful tips:

Know their goals.
Tailor your pitch.
Stay relevant.

Knowing your prospect’s needs is essential to the SNAP selling process. So, there’s no one-size-fits-all script. Each prospect is different, so your approach will need to be personalized every time. Research your prospect’s priorities, such as increasing revenue, reducing costs, or streamlining operations. This allows you to know their goals and find the right solutions in your list of offerings.

From there, tailor your pitch. Your messaging should be custom for each person you’re selling to. Focus on how your offering aligns with their specific goals.

And, remember: Making the sale isn’t the end of the relationship. You need to check in regularly to ensure that you stay relevant. Keep track of your buyer’s priorities so you can make sure you’re aligned. Plus, you’ll have a chance to pitch new tools or offerings that fit their needs.

4. Focus on priorities.

Helpful tips:

Respect their time.
Address the most urgent needs.
Eliminate non-essentials.

Recently, I decided to shop around for a new internet provider. For one option in my area, I had to (gasp) pick up the phone and call just to hear the price. The pitch on the phone lasted much longer than I needed it to. I would have preferred sticking to a few helpful questions than getting to hear my options.

Just like everyone, your prospect is busy. Remember to respect their time. Remove any unnecessary information or steps that could delay decision-making.

Try to be brief and to the point in all communications. In fact, put information that addresses your client’s most urgent needs toward the top of everything you send. Do your best to eliminate non-essential information. Instead, highlight how your solution addresses your prospect’s most pressing issues.

While SNAP selling is adaptable enough to enhance various sales systems, pairing it with a CRM tool can significantly maximize its potential. In fact, 76% of salespeople consider sales technology to be “critical” or “extremely critical” for closing deals.

A standout CRM to consider is HubSpot Sales Hub, which provides powerful tools to streamline communication, track leads, and optimize the sales process.

Make Selling a SNAP

Writing this reminded me of my last online shopping spiral — hours comparing vacuums, reading reviews, and overthinking. Now, imagine that stress on a B2B scale.

SNAP selling cuts through the noise by focusing on clarity, trust, and what buyers actually need. It’s like having a GPS for sales — straightforward, reliable, and stress-free. Paired with tools like Sales Hub, it’s a win for buyers and sellers alike — and something I wish existed for shopping decisions, too.