SNAP Selling by Jill Konrath is a fast-paced guide for selling to today’s busy, overwhelmed buyers. With four powerful SNAP Rules—Simple, iNvaluable, Aligned, and Priority-driven—Konrath shows how to break through the noise, win trust quickly, and close deals faster. Perfect for sellers navigating high-pressure, low-attention environments.
Chapters of SNAP Selling
SNAP Selling is structured into three main parts that correspond to the core decisions buyers make, with chapters grouped within each part. The book does not follow a traditional chapter-by-chapter titling system but is organized around these key themes and decisions. Each section builds on the SNAP framework and the buyer’s journey through three critical decisions.
SNAP Selling by Jill Konrath is organized into four main sections: an introduction to the SNAP factors, followed by three sections aligned with the three critical decisions buyers make during the sales process. Each section covers distinct strategies and concepts tailored to selling to today’s overwhelmed, “frazzled” customers.
Section 1 (Chapters 1–6): The SNAP Factors
This section introduces the core principles that form the SNAP acronym, which are the foundation of the methodology:
- Simple:
Emphasizes making the buying process as easy and clear as possible for time-starved, overwhelmed buyers. Salespeople should avoid overloading prospects with information, keep meetings focused, and present only the most relevant options and next steps. - iNvaluable:
Encourages salespeople to become trusted advisors by consistently adding value in every interaction. The goal is to position yourself as an expert and resource, not just a vendor, by providing insights and solutions tailored to the buyer’s challenges. - Aligned:
Focuses on aligning your approach, messaging, and solution with the buyer’s goals, pain points, and organizational priorities. Understanding and mirroring the buyer’s journey and decision-making process is key. - Prioritized:
Stresses the importance of helping buyers focus on what matters most. Salespeople must identify and address the buyer’s top priorities, using trigger events and value-driven messaging to move their solution to the forefront.
This section also introduces key concepts like “frazzled customer syndrome,” the Buyer’s Matrix (a tool for understanding customer needs and context), the Go Zone (when buyers are engaged), and the D-Zone (when buyers ignore outreach).
Section 2 (Chapters 7–14): The First Decision – Allowing Access
- Objective:
Convince buyers to grant you access to their time and attention—the first and often hardest hurdle with busy prospects. - Key Topics:
- Establishing immediate credibility and relevance.
- Crafting concise, compelling outreach that respects the buyer’s time.
- Avoiding common mistakes that land you in the “D-Zone,” where your messages are ignored or deleted.
- Using the Buyer’s Matrix to tailor your approach to each prospect’s unique context.
Section 3 (Chapters 15–25): The Second Decision – Initiating Change
- Objective:
Move buyers away from the status quo and motivate them to consider change. - Key Topics:
- Identifying and amplifying pain points or opportunities that justify leaving the current state.
- Demonstrating the cost of inaction and the benefits of change.
- Overcoming buyer inertia and risk aversion by providing clear, compelling reasons to act now.
- Using trigger events and value propositions to create urgency and relevance.
Section 4 (Chapters 26–32): The Third Decision – Selecting Resources
- Objective:
Help buyers choose your solution over competitors and alternatives. - Key Topics:
- Differentiating your offering by reinforcing the SNAP factors.
- Providing tangible evidence of your solution’s effectiveness (case studies, testimonials, ROI data).
- Minimizing perceived risk and making the transition as easy as possible.
- Ensuring your solution aligns with the buyer’s priorities and organizational objectives