Potential customers are under growing pressure to do more, with less money, less time and fewer resources. This challenge is exacerbated by increasingly crazy-busy workplace with excessive workloads, information overload and 24/7 availability. Under these conditions, making a sale can be a daunting task.
According to the author, there are four factors that should be at the forefront of every sales person when working with busy prospects. These are called the SNAP factors.
- Simple: Can you help eliminate complexity and effort from your prospect’s decision making process?
- INvaluable: What value do you, personally, bring to this relationship with a potential customer?
- Aligned: Are you able to stay consistently focused on the client’s needs at all times?
- Priority: Finally, are you able to convey to your client that your services are not only valuable but essential?
Every touch point (e.g. email, phone call, in person meeting) should be evaluated against these factors, so that you stay on point and are laser focused on the client’s needs. The first step to a successful sale is to understand the customer pain points and then create a message that piques the prospect’s curiosity and allows access.
But piquing their curiosity, is not nearly enough. You have to demonstrate value and consistently, that differentiates you, personally, from your competition. Do you demonstrate understanding of customer’s needs, issues or objectives? Are you able to offer ideas or suggestions that might be useful to clients, outside of your product or service? If not, you should, by getting intimately familiar with their business. This is a key step to building loyal customer relationships.
Once you have their attention and become invaluable to them, the next step is to demonstrate the value your product or services offer. And beyond that, demonstrate alignment with the core beliefs they value in their business relationships. Let’s face it, we prefer to do business with people, who are like-minded.
Last but not the least, be aware of customer priorities as they are constantly shifting. Target prospects whose priority projects you can help with and if possible help raise priorities. If you can address a priority pain point, the sales process goes much faster.
I think the book is a very good read and offers useful ideas and techniques to hone our sales conversation skills. You can get more information about the book and/or the author here.